Weinberg says successful sales professionals have defined strategic relationships that build visibility in the market and provide a consistent source of referrals. He suggests preparing a list every day of who to call, who to see, and how to help customers solve real-life problems. His assertion that sales roadblocks appear when you aren’t focused on your list, serving existing needs, or creating new value is right on the money.
I also agree with Weinberg when he explains how social media and inbound marketing have become the buzz that takes sales professionals away from proactive prospecting, building real relationships, and appearing physical present with customers. You simply have to know where the customer spends their time, where they access new information, and where they show up in person. Online profiles and media channels only support what you do to a point. Then you need to step in with real sales conversion skills, such as handling objections, showing empathy for the customer, financial analysis, and decision-making abilities.
The audible download of Weinberg’s book is great, because you can listen in your car. However, I’d highly recommend grabbing a paper copy too, so you can dog-ear it and mark it up. His fundamentals are worth listening to again and again.
Companies bring in Doug Devitre, CSP, when they want to improve sales and marketing using the latest technology with quantifiable metrics. He is a member of the National Association of REALTORS® Business Specialties Hall of Fame and earned the Certified Speaking Professional award, which is bestowed upon the top 10 percent of professional speakers worldwide. His new book, Screen to Screen Selling—published by McGraw Hill and available in July 2015—helps executives and sales managers increase sales, productivity, and customer experience without being physically present.