As a master of B2B sales training you have many options when it comes to online training courses and onsite workshops. Simply put, you can reach into your sales resource toolbox and pull out the proper training tool for a specific customer need.
How would you feel if you reached into your toolbox and only one tool was available for the entire year? What would you do? What one tool do you really need? What online course would provide the most upside for your customers? What is the training topic your customers ask about most often?
Here’s What I Would Do
The training topic in the highest demand with my customers is tied to using the internet to gain access to hard to reach decision makers. It seems most salespeople are aware of internet tools like Twitter, LinkedIn and Google+; however, most sellers don’t have a clue how to use these riches.
Luckily I know a person named Greg Giersch who believed in the concept and power of developing a personal brand and connecting with prospects using online resources like Twitter, LinkedIn and Google+. He was so passionate about this topic he created an online course designed to help salespeople called Brand & Connect. The course is designed to help sellers develop their personal brand and use the appropriate tools available to connect with new business prospects. The end game is to overcome the hurdles that get in the way of setting appointments and increase face-to-face sales activity.
In a recent interview Greg shared some thoughts about Brand & Connect. Here are some highlights form the conversation:
What was the impetus behind Brand & Connect?
The short answer is today potential clients are researching salespeople online before they ever agree to meet with them. Salespeople are being judged and graded before they ever meet a prospect. The longer answer is that I've been building this product for years. In 2006 when Twitter first came out, I was an early adopter. Everyone in the office thought, "what is a sales manager doing on Twitter?" They thought I was just "playing online," but I was fascinated by how much you could learn from the early thought leaders and use social media to connect with other professionals around the world.
What will Brand & Connect teach salespeople?
The first half of the course is about building your personal brand—figuring out who you are and what you have to offer. What benefit do you bring to your clients? The second half teaches you how to connect with people, especially prospects. There's an old saying that a good salesperson can sell anything to anyone, but that's not really true. A good salesperson provides the right solution to the right customer.
What's the number one problem you see on people's LinkedIn profiles?
Most people use LinkedIn to get a job, so their profile is written to show the benefits offered to an employer. When a new business prospect sees that, they don't care that you are a top biller, and can nail the sale. They're looking for the benefits you bring to the table. We have a section that was popular with the people who tested the course where you take your "I am..." statements, and rewrite them as "I can..." statements about how you help your clients and why they do business with you.
Who should take this course?
Ideally, salespeople who need to meet with more prospects, and their managers who need to network with their client base. However, it's a good course for any professional who wants to improve their brand and who needs to get appointments.
What do you hope salespeople will get out of this course?
I hope they get more appointments. Actually, the person who takes this course and does all of the activities will get more appointments. They’ll find themselves better able to convey the real value they have to offer to their clients.
The first part of the course is about building your professional brand. What if your name is really common? How do you differentiate yourself then?
We walk through a few ideas. One idea is to brand a more unique version of your name. That could include using your full name, middle initial, or spelling out your middle name. Some names are hard to differentiate, so if you can't brand simply your name, you can brand your name within your industry, or your location; whatever you think your prospects are focusing on when they search.
How will Brand & Connect help a salesperson connect to decision makers?
We show how to use online tools and social media to be more effective during the first three steps of the sales process:
- Find
- Select
- Approach.
Resources for Consultants
Feel free to check out Brand & Connect if you are a B2B sales trainer or consultant looking to teach your customers how to set more appointment. This online course is available to resell as part of The Center for Sales Strategy’s Partner Program.
Find out more about Brand & Connect by downloading a sneak peek here. Or, simply sign up now for the course!
