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“If salespeople are to continue providing solutions to their customers, selling must evolve in lockstep with buying.”

The Forbes article (link below) by Brian Fetherstonhaugh explains how the revolution in buying behavior has evolved while the selling process is stuck in the past with traditional one-way conversation techniques.  Fetherstonhaugh describes how 39% of Chinese sales consultants use social media (blogs in particular) to engage their customers, while only 3% of US sales consultants are applying social media strategies.  With such contrasting numbers, clearly the Chinese sales force has picked up on these “digital footprints” that consumers are leaving behind, while the US sales force has simply not adapted to the new ways of communication.   I don’t know if the result is the lack of tech savvy from the US population or worse off, that US corporations are doing little to encourage and foster the social media strategies.  It is clear the US and Chinese seller have very different mind-sets, just look at the numbers again.

However, not all corporations are shying away from social media and crowdsourcing.  The article does mention Ford’s new campaign for the new Ford Explorer and how they created forum to share the plans of the upcoming new model (and no doubt probably received some excellent feedback before official launch day).

Side note: Feb. 1, 2011 – Consumer demand for Ford’s full family of cars, utilities and trucks continued to grow in January, as retail sales climbed 27 percent versus a year ago. Retail sales for cars grew 35 percent, 22 percent for utilities and 24 percent for trucks.  And the 2011 Explorer, North American Truck of the Year, is Ford’s fastest-turning vehicle; Explorer retail sales more than triple year-ago levels

Source: http://media.ford.com/article_display.cfm?article_id=33968

Similarly the myStarbucks idea forum has contributed to the stocks climb in price.  At the forum, members can vote on ideas (good or bad), discuss them, and really show Starbucks how serious they are about a particular idea.  No I am not saying that social media has directly and solely increased the price of the respective stocks. But you have to admit the way that Ford and Starbucks have capitalized on social media has at least made its target market start talking about the brand.But Ford and Starbucks have capitalized on social media by opening the conversation with their market directly.

Very simply, the companies are becoming a little more transparent to both loyal and potential customers.   Social media adds more communication channels and with that, more opportunity to develop relationships with buyers.  Or to put it another way, social media is a tool to create a larger circle of influence.

It is critical for the front line (sales team) of companies and corporations to explore new technologies as they take root and to take advantage of how consumers communicate along their buying journey.  Do take the time to print this article out and keep it handy.  Read and re-read the advice from Fetherstonhaugh and start to implement them in your marketing strategies.  How can corporations and small businesses teach their employees and sales team (and marketing team) to spot opportunities to get people talking about the business and reward them for generating testimonials, success stories and referrals?

http://www.forbes.com/2010/12/03/future-of-selling-leadership-sales-leadership-ogilvyone.html