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Using Technology to Sell: Tactics to Ratchet Up Results

Book Description

"Using Technology to Sell is filled with practical, effective techniques to sell more by leveraging the plethora of tools and information in today's world. By applying these principles, you'll open more doors, increase your productivity, speed up decisions, and close more deals."

--Jill Konrath, author of SNAP Selling and Selling to Big Companies

Using Technology to Sell: Tactics to Ratchet Up Results shows salespeople and sales managers the most effective ways to leverage a variety of technologies to increase sales and gain more customers. Topics include making the most of cloud-based customer relationship management software, putting social media to the best use, presenting on three continents simultaneously through advanced video conferencing, using advanced techniques to gain an information edge over competitors, and much more.

As this book shows, while the sales process will remain pretty much the same from now until the end of time, technology used properly can increase sales power at every step of the cycle. Technology, in the right hands, is a strategic weapon and a competitive differentiation tool that can dramatically improve close rates, deal size, efficiency, total sales, and much more. Using Technology to Sell will show you how to:

Expand your market through the use of technology.

Employ software-as-a-service (SaaS) applications to keep track of customers, stay organized, present, and sell more systematically.

Use social media to increase sales.

Maintain the personal element in a world wired with technology.

Use the best sales methodology and integrate each step with technology.

Overcome any aversion to using technology to sell.

Avoid the trap of overuse or dependency on technology.

What you'll learn

How to gain new customers and increase order size through the use of technology

How to employ cloud applications like or to keep track of customers, stay organized, and sell more systematically

How to use social media to increase sales

How to maintain the personal element in a world wired with technology

The best sales methodology and how to integrate each step with technology

How to avoid the trap of overuse or dependency on technology

Who this book is for

There are many salespeople in the U.S. According to Selling Power magazine, roughly one in every 14 Americans works in a large sales force. The U.S. government puts the total number of salespeople at around 16 million. This does not include entrepreneurs, who don't usually classify themselves as salespeople but who need to have a strong sales capability. Nor does it include the number of people who use technology to support salespeople.

While this book can help all of them, the primary audience is business-to-business salespeople (selling engines to car makers, ERP software to IT departments, office supplies to large companies, etc.). It is just as useful for the many business-to-consumer salespeople selling cars, electronics, insurance, services, and much more. Although the numbers are not as big, the book is crucially important to sales management who stand to benefit from systems that work and training staff on appropriate processes. Finally, the IT department in charge of implementing technology for salespeople can turn to this book in order to customize technology for their company's specific needs.

Table of Contents

  1. Titlepage
  2. Dedication
  3. Contents
  4. About the Authors
  5. Acknowledgments
  6. Preface
  7. Chapter 1: Technology Is Changing Selling
    1. Why We Wrote This Book
    2. In the Beginning
    3. Technology and Buying Behavior
    4. Technology and the Web Can Commoditize All Offerings
    5. Sales Structures Are Changing
    6. Don’t Distract Yourself; Stay Focused
    7. Getting to the Right People
    8. An Overdependence on Marketing
    9. Time: A Precious Commodity
    10. Something for Nothing, Information for Free
    11. How Technology Helps—and Hurts—the Sales Effort
    12. Technology Helps You Add Value
    13. So What Hasn’t Changed?
    14. Summary
  8. Chapter 2: What Hasn’t Changed
    1. Consultative Selling
    2. The Old Selling Adages: As True as Ever
    3. Essential Skills
  9. Chapter 3: Foundation: The Sales Process
    1. Stage 1. Profile Territory and Assignment
    2. Stage 2. Prospect and Gain Access to Key Contacts
    3. Stage 3. Meet with Prospects to Discover, Qualify, and Influence
    4. Next Steps
    5. Stage 4: Confirm Fit and Decide to Engage or Not; Begin to Develop Team and Sales Strategy
    6. Stage 5: Present, Propose, or Demonstrate a Solution
    7. Stage 6: Work Strategy
    8. Stage 7. Negotiate and Close
  10. Chapter 4: Technologies Used in Selling
    1. A Confused Mind Always Says No
    2. Think of Your Customer Base
    3. Technologies
    4. Internet
    5. E-mail
    6. Databases and CRM
    7. Conferencing and Collaboration
    8. Video and Unified Communications: Alternatives to Conferencing
    9. Video Streaming Online
    10. Visual Media
    11. Self-generated Multimedia Content
    12. Screencasting
    13. Social Media
    14. SEO
    15. Tablets and Smartphones
    16. Networking Groups
    17. Presentation Technologies
    18. E-mail and Marketing Campaigns
    19. Cloud Technology
    20. Summary
  11. Chapter 5: Using Social Media to Sell
    1. Not All “Noise” Is Good
    2. Your Online Persona
    3. Keeping the Dialogue Moving
    4. Social Media vs. Brand
    5. LinkedIn
    6. YouTube
    7. Facebook
    8. Twitter
    9. Pinterest
    10. Phinkit
    11. Notable Mentions and Niche Social Media Sites
    12. Blog Tips and Tactics
    13. Corporate Strategies to Enable the Sales Team
    14. What Content Should I Broadcast?
    15. What Content Not to Broadcast
    16. Social Media Synopsis and Summary
  12. Chapter 6: Using Technology at Each Stage of the Sale
    1. Baseline Capabilities
    2. Stage 1. Profile Territory and Assignment
    3. Stage 2. Prospect and Gain Access to Key Contacts
    4. Stage 3: Meet with Prospects to Discover, Qualify, and Influence
    5. Stage 4: Confirm Fit and Decide to Engage or Not; Begin to Develop Team and Sales Strategy
    6. Stage 5: Present, Propose, or Demonstrate a Solution
    7. Stage 6: Work Strategy
    8. Stage 7: Negotiate and Close
  13. Chapter 7: Using Technology in Managing Your Sales Team
    1. Inspiring Leadership vs. “Passing the Buck”
    2. Using Technology from a Manager’s Point of View
    3. What’s Good for You Is Good for the Team
    4. Collaboration and Sharing Best Practices
    5. Better and Faster Recruiting with Technology
    6. Failsafe Selling
    7. Managing Virtual Teams
    8. Work Effectively with SMEs and Partners
    9. Speed of Response
    10. Using Technology Like a Meeting Room
    11. Setting Challenges
    12. Summary
  14. Chapter 8: The New Landscape
    1. Paper Decision One: Marketing Controls the Brand
    2. Paper Decision Two: The Sales and Marketing Void
    3. Paper Decision Three: The Idea of Customer Service as a Department
    4. The Fundamentals
    5. Summary
  15. Chapter 9: Selling to X
    1. What Do We Mean by Putting Yourself in the Customer’s Shoes?
    2. Use “Just Enough” Technology
    3. Match Technology and Content to Your Customer’s Market and Role
    4. Speed Up and Control the Sales Cycle
    5. Reach Out to Specialists
    6. Add Decision-makers Quickly and Simply
    7. Use Technology That Gives the Customer Control
    8. Remember: The More Customers Commit, the More Business You Will Win
    9. Sell to a User Base
    10. Treat Every Prospect as Unique
    11. What Is Technology? A Definition
  16. Appendix: Tips and Tactics
    1. Technology Is a Tool, Not the Answer
    2. Remember: Technology Is Sexy
    3. Run Contests
    4. Create Instant Appointments
    5. Use Speech Recognition Software
    6. Take Lots of Pictures and Videos
    7. Search “Best . . .”
    8. Turn Off Your Technology
    9. Know How to Use Social Media
    10. Employ Location-Based Routing
    11. Survey Your Customers
    12. Register Many Domain Names
    13. Get Anywhere Anytime Connectivity
    14. Getting to People with Technology
    15. Use Outlook Fully
    16. Virtual Assistants
    17. Appoint a Technology Maven
    18. Send Visual Literature or Information about Your Company
    19. Use SaaS
    20. Be a Virtual Warrior
    21. Use the Phone
    22. Create Your Own Sales Process
    23. A Sample 12-Hour Sales Day
    24. Use E-mail Productively
    25. Employ Electronic Signatures
    26. Sell in Your Signature
    27. A Great Quote to Improve Your Use of Technology
  17. Index