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The Center for Sales Strategy Blog

Which Is More Important—Product Training or Sales Training to Drive Digital Sales?

sales training to drive digital salesProduct-focused training and sales skill training - both are important to increase the knowledge and expertise of a sales team, but which is more important? Which has the larger impact? Before I answer that question, let me define the differences between the two to make sure that we are all on the same page.

Product Training

product-trainingProduct training focuses on the nuts and bolts, on educating your sales force on the features and benefits of what you sell. What the product (or service or solution) is, what problems it’s intended to solve, how it actually works, what it costs in its various configurations, how you handle it internally to ensure the client gets what they bought, and everything else you might need to talk about the product. Most product training is delivered in a classroom environment where the facilitator is doing most of the talking and answering questions along the way. 

Sales Training

Topics: Digital Training Topics

Five Tips for a Successful Digital Needs Analysis

digital needs analysisYou finally got an appointment with a strong prospect. Now, it is time to prepare for a successful digital needs analysis to make sure that all the effort you spent getting the appointment isn’t wasted. You want to make sure that you have a strong and thorough needs analysis—because understanding your prospect's business, their specific needs, challenges and expectations is imperative to developing a solution that will achieve results.

Topics: Needs Analysis Digital integrated media solution

Selling Digital Advertising: The Magic of the Digital Needs Analysis

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Over the past couple of weeks, I have had several account managers ask me questions surrounding a digital client needs analysis. Everyone wanted to know those three or four questions that would magically give them everything they needed to put together a fool-proof digital solution. The truth is: there are no magical questions.  

There is nothing special about a digital client needs analysis. When selling digital advertising, you need to learn about your prospect's business, their competition, and their primary business challenges.

Topics: Digital selling digital advertising

The New Word of Mouth

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Personal recommendations are a powerful thing. Good or bad, they have the power to persuade us in one direction or another. Think about it—when most of us have little to no knowledge about a particular company or product, we typically ask those whose opinions we trust: family, friends or coworkers. As we all become more and more connected, most of us have also begun to rely on digital reviews.

Topics: referrals Digital reputation management

Five Metrics to Measure the Success of Your Digital Marketing Efforts

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As websites become more and more important in the consumer path to purchase, the need to measure the efficacy of digital marketing also increases. This is a shared burden between those selling digital media and business owners/marketers who are looking to maximize their ROI. We know that “clicks” provide an incomplete picture into the impact of digital advertising, as most users do not click on ads but still find their way to a businesses website after being exposed to ads.  

So what should we look at? Here are five metrics to help give deeper insight into the effectiveness of your digital marketing efforts:

Topics: digital marketing internet marketing Digital integrated media solution SEO inbound marketing

The Fastest Way to Lose a Sale

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Yes, it’s a strange question to be asked, but it led to a great conversation. I remember the workshop so clearly. Someone once asked me what I felt was the easiest way to lose a sale.

Topics: Digital

The #1 Reason Why You Will Fail At Selling Digital Marketing Solutions

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It’s a pretty strong statement to say there is one thing that will influence whether you succeed or fail at selling digital marketing solutions. But that’s what I’m saying.

Pete Pitcher and Connie Consultant both work for Mel Manager at Digital Solutions Inc. Pete Pitcher learns about one new digital product each month that he can sell. He approaches new prospects and current clients with a one-sheet on why his new digital product is a perfect solution.

Pitching the "Next Great Thing" vs. Finding Ideal Prospects

Before Pete can finish pitching the new product to his list of 75 targets, his manager holds a meeting to “roll out” another great digital product. Pete is so excited because he feels that all the businesses that buy this new product will have great results. Pete’s plan is to approach all the targets on the list that didn’t call or email him back last month with this new, latest, and greatest digital offering. 

Topics: Digital

5 Tips to Building a Strong Social Media Strategy

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The average American social media user spends an average of 3.2 hours a day with social networks according to research by Ipsos. With that much time being spent on a social network, businesses who have not developed a social media plan as a part of their marketing strategy are missing out on a lot of opportunity.

What’s the solution? Use social media! Sounds easy enough, and building a page on social media is simple. But posting once a day and tweeting is not enough. To effectively use social media for marketing, marketers need to build an audience and create engaging content that resonates with that audience.

If you are currently using social media to market your business, or you offer digital solutions and are looking to help your clients build and enhance their social strategy, here are five things to consider:

1. Start by determining which social media network(s) is the right social network.

Social networks are not all the same. They all have different audiences that engage with the content in different ways. To understand which social network(s) you should be active in, first identify your target persona. Learn how they use social media, which networks are they most active in, and which content they engage with most on your website.

Topics: Digital

Three Sales Coaching Steps to Recruit Quality vs. Quantity

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As a sales manager, I often felt like my office needed a revolving door when recruiting. I was always looking for talented candidates to keep my talent bank full. When reviewing resumes, I sometimes looked beyond people currently in sales to help develop new talent, and often times these candidates would leave as fast as they came in. This wasn't because I scared them or asked them to leave but because selling is tough. The candidates decided for themselves after asking questions about the positions I was hiring for, that a career in sales wasn't for them.

Topics: Digital inbound marketing Talent

Three Dirty Words of Digital Marketing Campaigns

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When digital marketing campaigns fail, typically there's something dirty going on. Marketers and business owners often miss the point of digital advertising. You need to think beyond the inventory being presented and focus on marketing needs and solutions that deliver on set expectations. So I have defined three of the most dirty words I hear used in digital advertising and ways to clean them up.   

Topics: Digital