Sales 3.0: Sandler Training Provides Tips on Engaging Technology to Engage Buyers

Jan 27, 2010, 14:43 ET from Sandler Training

OWINGS MILLS, Md., Jan. 27 /PRNewswire/ -- Gone are the days when a sale began and ended with a firm handshake.  Today salespeople must reach and respond to numerous clients instantly and simultaneously through various mediums. Salespeople must now harness online resources, such as social media, to meet clients where they live, work, and play.

Recent reports indicate an explosive growth in social media like Facebook, Twitter, LinkedIn, Digg and YouTube. According to a 2008 study by BtoB Magazine, businesses spent over $40 million advertising to other businesses online. The reason, social media is fast and effective – if you do it right.

"Technology can truly empower sales because it allows the salesperson to have nearly as much control in the process as the buyer," says Dave Mattson, CEO of Sandler Training. "The trick is to use technology wisely."  Mattson offers these tips to increase your sales potential:

Know the rules of engagement.  As with any form of communication, there are rules of tech etiquette, and they vary depending on your client.  For example, with email communication, don't start blasting emails out to any and all prospects.  First, you must engage a client to find out how they want to be communicated with by asking, "How do you like to receive information and how frequently?" and then honor their preference.  Remember: Salespeople get paid to communicate, buyers don't.

Profile your buyer.  Profile what your buyers use based on research and demographics and then use the appropriate tools to communicate.  For instance, the largest group of Facebook users is over 35 and Twitter is projected to have 26 million users this year or 15.5% of all online adults*.   And expect your buyers and prospects to profile or "google" you (i.e. gain knowledge through online searches and past articles).  

Engage the senses to imprint behaviors.   The more senses we engage, the greater the impact.  The use of online video enables us to capture the ideal sales pitch and share it not only with clients but also with sales reps all over the map.  Sandler Training has helped clients develop their ideal sales pitch and then send it out to sales reps across the country. The reps in turn created their ideal sales pitch and sent it back to corporate for review to ensure consistent messaging at every touch point.  

Consider all "new" communication as a digital diary.  Take time to research different social media tools to see what type of information is shared and posted.  Though use of social media like YouTube is sometimes effective and appropriate, beware of sharing confidential company information or methodology in the public arena without proper authorization. Every online correspondence you make is public information.

For over 20 years, David Mattson, CEO of Sandler Training, has been a trainer and business consultant in management, sales, interpersonal communication, corporate team building and strategic planning throughout the U.S. and Europe.  

About Sandler Training

Sandler Training is the leading provider of sales and management training with over 200 licensed trainers throughout the U.S. and internationally.  The company provides a full range of sales and management training programs, with powerful coordination and customization benefits throughout its extensive franchise network.  Among its many achievements, Sandler has been awarded the #1 ranking for training programs in Entrepreneur Magazine's "Franchise 500" nine times since 1994, the most recent being for 2010.  The company website is located at

*Source — eMarketer; September 2009

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SOURCE Sandler Training