Sales = Support

Help

If you sell an on-demand product (SaaS, web app, etc.) you need to get your head around this.

Buying decisions will be made not on how good or efficient you are at selling but at how amazing you are at support.  In a world of monthly subscription business models, lots of alternative products, and relatively low switching costs, you are in the renewal business. Happy customers renew.  

With such little friction to try your product, form an opinion, and measure your value, you are left with differentiating on how you support those efforts.  Support is not an afterthought or a cost center.  It is now the way you will engage, amaze, and retain customers.  

Gone is the sales pitch and scripted demo.  We live in a world of instant access and "let me try it first, I'll contact you with any questions." 

Listen to what people are saying, engage quickly, resolve problems diligently, and make support the core of your selling activities.

Bad People

You will encounter them during your career.

Some are inherently evil.

Some are created by their circumstances (not victims of..there is a difference).

Some are inadvertently or at least not consciously so (they are selfish vs. selfless).

I have encountered all three types…

Just promise me that if you ever work with a guy like Daniel Snyder you'll contact me so I can help you find a new job. Read this article and you'll see what I'm talking about and why he is suing the City Paper in Washington, DC for their clever and telling piece on him.

Karate Lessons

Karate

I use to work with a guy who taught karate in his spare time.

He explained that the approach to the business was to have an introductory class that was low cost (the offer) then identify students and parents who would be easy targets for private lessons (the upsell).  After finding a worthy target, he would explain the potential that could be unleashed with some one-on-one coaching (the pitch). Essentially preying on the "you want the best for your child" desire (the emotional hook).

This is wrong on so many levels and is completely devoid of ethics but is a worthy example of how you can be hustled without knowing it.  Think the best, until you are given a reason to think otherwise but please don't be a sucker.

Who is selling you "karate lessons?"

Note:  I have nothing against karate, karate instructors, or any business as long as it is a legitimate business with ethical business practices.

The Missing Piece in Social Selling

Megaphone
Is me..or you depending on how you look at it. 

There has been a huge amount of innovation and early adoption of social technologies across ages, professions, geographies, and technical aptitudes.  All this social sharing is noisy and many, many tools have emerged to make it easier to listen, some to help you engage, but pretty much none to help you actually engage in social selling.

Selling has changed in terms of who has the leverage – it is all about the buyer.  Easy access to information about your company, your products, your competitors, and even YOU has changed the way products and services are bought and sold.

I think we are still in the early innings of this transformation where individuals are laying out their unique ground rules about how to sell to them, when to sell to them, and what to sell.  This takes tradtional sales pipeline approaches and turns them on their head.

Some companies get this but most are still trying to figure out what to do with all the banter, accolades, and trolls that populate Twitter, Facebook, LinkedIn and many, many other sites and forums (Quora anyone?)

If any of you actually pay attention to my various status updates, you'll know my dissatisfaction with the battery life in my Droid Incredible.  At least three separate tweets that included "battery", "Droid", and "Incredible" plus lamenting my switch from my BlackBerry all made me a target rich opportunity for anyone who sells batteries, better devices, etc. I was broadcasting a need and I was ready to buy given the right offer.  No one reached out.  No one.

I've tried it with Saab service around Seattle, a database application for my Mac, and many other products all resulting in silence.  This has nothing to do with how many "followers" you have (my numbers aren't huge) as this is about the reach beyond your social graph to the broader on-line population.  Try it and see if anyone picks up on your stated need.

A qualified sales opportunity is a thing of beauty and very hard to find so why isn't anyone picking up on this and taking advantage of it?  Maybe traditional approaches to sales pipeline development don't embrace social outreach as a worthwhile endeavor? 

Some tools are emerging that help identify the questions being asked and organizing them in a marketing/sales framework.  I started using InboxQ last week.  It is very much aligned with what I am talking about letting you seek out words/phrases present in questions that you can organize as "campaigns."  Add a tracking mechanism for the person asking the question and one more piece of the social selling puzzle is complete.

What do you sell?  Do you know if anybody is asking for it?  What are you doing to understand more about how people are telling you what they want versus how you track your current sales activities?

Gist Acquired by Research In Motion (RIM)

  RIM_black
I am very pleased to share that Gist, where I have been working for the past 2+ years, has been acquired by Research In Motion – the folks who make the BlackBerry.

Here is the Gist blog post about it and here is the post on the Inside BlackBerry blog.

This is a great outcome for everyone and we are all very excited about joining RIM and charting out a path forward.  I have spent many years working in the space where messaging meets people meets the enterprise and am very excited about what lies ahead.

I still remember my first BlackBerry device. Anybody remember this beauty – the 950?

BlackBerry950
It was the one about the size of a fist that looked more like a pager than the smartphones of today.  Here is a great historical view of the evolution of their device dating back a whopping 10 years.

Thanks to all who have helped and supported me over the past couple years!

Connected people really do change history

Connect

We use the phrase "connected people change history" as part of our message at Gist and the events over the past couple weeks show that to be the case in Tunisia, Egypt, and now Algeria.

The desire for freedom and liberty is not new but the ability to connect and reach for it has become easier due to mobile devices, social technologies, and a younger population that understands how to combine them for maximum effect.

It took the United States 10 years to become a free country governed by democratic ideals starting with the Boston Tea Party in 1773 and culminating with the Treaty of Paris in 1783.  It was messy at times but we achieved it and have maintained it for over 200 years.  Current democratic movements may happen faster than 200 years ago thanks to our new connectedness but the process will be every bit as messy and challenging.

I am a true believer that the cell phone is changing the world and we are seeing the next chapter of that change happening now.  I'm not sure anything but governments that truly represent the will of their citizens will survive in our social networked world…and that is a good thing.

Timely is a great tool for the social marketing playbook

Timely_twitter_logo

We have been using Timely in its early stages for a while at Gist and I can't say enough good things about Dan and Ethan and this product.

We continue to look for "marketing hacks" using new tools, techniques, and approaches to become super efficient in getting the word out and attracting the attention of new users.  What is great about Timely is that is a way to quickly grab and then post great content through a Twitter account without having to load in a specific time. 

There are lots of studies and opinions out there about the best time to post social updates and Timely is designed to do this for you.  Unlike Cotweet which we used early on, you don't have to manually schedule a tweet with a content input.  Just add the Chrome browser extension, read something worth sharing, and then auto-schedule it with Timely.

They then provide useful analytics like clicks, retweets, reach, etc.

I am a huge fan of new technologies and approaches and Dan and Ethan have made me a huge fan of Timely.  Definitely check it out for your social marketing needs.

Twitter provides self-organizing psychographic market segments

3buckets
 
Wow, that's a mouthful huh?  Ok, so let me explain…

The follow/follower model in social technologies creates self-organizing communities where those who "follow" someone or something are publicly stating a preference or interest in what that person says/does or what that brand provides.  This is not limited to Twitter but also applies to Facebook fan pages, LinkedIn company pages, etc.

Psychographics are "attributes relating to personality, values, attitudes, interests, or lifestyles" and cut across traditional demographic segments (industry, role, geography, etc.). 

Reaching a target segment based on psychographic attributes can be tricky as that is not what the traditional marketing playbook is designed to support.  The key is to identify where those with these attributes gather, share, and collaborate with each other and then to engage in a way that utilizes the same attributes.  In other words, don't be stupid once you identify who you want to reach and engage with shallow ads, cheesy promotions, etc.  Know your audience and what makes them tick – that is why you are doing psychographic segmenting in the first place.

So back to the title of this post and "self-organizing psychographic market segments" for a moment.  Let's say you have a productivity product that will completely revolutionize task management – the "next generation to do list."  That's awesome.  Who uses "to do lists?"  Well, just about eveyrbody so demographic segmentation will not be overly effective.

Try this – go to Twitter search and identify a few folks who talk about productivity, discuss workplace efficiency, or preach David Allen's getting things done (GTD) gospel.  How?  Start with searching on #gtd, #productivity, and #work and see where that takes you. 

Using David Allen as an example, he has over 1.3 million Twitter followers who cut across demographic segments but who have self-organized around an influencer and possess the psychographic attributes you are seeking.

DavidAllen_GTD_Twitter
This is, of course, only the beginning of the process with reach and engagement being the next and more quantifiable activity.  A topic for another post.

Hope this is helpful and happy to discuss further.  Email me, leave a comment below, or reach me on Twitter @ReplyToAll.

Photo from Flickr:  http://www.flickr.com/photos/florianpainke/4500254335/

 

First Job – Gary Palgon

Another great first job story today this time from friend and former co-worker Gary Palgon from Atlanta.  Gary and I worked together on a couple ventures while I lived in Atlanta including nuBridges where he is currently Vice President of Product Management.  I love receiving these stories so please keep sending them to me and I'll keep posting them here.  Read my first job story.

From Gary:

My First Job

If you ask my mother what my first job was, she’ll tell you it was to make my bed every day before school in exchange for my weekly allowance.  But let’s be real, I don’t really count that job and I never did a very good job at making my bed.  My reasoning, of course, was why make it if I’m just going to climb back in it at the end of the day! To be perfectly honest, I still don’t do a very good job at it though I do at least try since it makes my wife happy!

Lendl

First Real Paycheck

My first real paycheck came in 1977 from the City of Miami Beach, Florida for working at the Junior Orange Bowl Tennis Tournament.  While I was only 10 years old, I had to wear many hats.  My job consisted of (1) picking up trash around the bleachers, (2) cleaning the lines on the clay tennis courts before a match and (3) working at the tennis counter storing and retrieving tennis bags for the tennis players.

None of it was very exciting since I had not interest in tennis at the time, but looking back at it many years later, I came to realize I was actually interacting with the future stars of the tennis world.  The winners of the tournament in 1977 were Ivan Lendl and Anne Smith.  Other famous-to-be players whose bags I stored and whose spectators’ trash I picked up included Yannick Noah and Andrea Jaegar from what I remember.  According to their 60th anniversary story, “The 1977 final developed into one of the most dramatic in Orange Bowl history as Lendl, two points from losing in the second set, outlasted Noah 3-6, 7-6, 6-3”.  What I difference I must have made in making it a memorable year!

Second “First Job”

While I’m quite sure I was offered the job again the following year, I found other things to keep me busy.  It wasn’t until my first summer during college that I returned to my hometown in Miami and started my second “first job”, this time working behind the counter in a sub shop, Subs $1.29.  This job I remember a bit more clearly given I was 19 years old. Personally I think I did a pretty good job of being helpful to the customers, making their sandwiches on-demand after spending several hours before the store opened to prepare the goods.

I learned a lot about how many businesses operate, though they are not necessarily how business should be conducted.  First, there were only four subs on the menu for $1.29 and a plain cheese sub was one of them – my first exposure to marketing! While the owner had all these fancy tins of olive oil displayed, I remember being asked to fill the fancy bottles we used on the sandwiches with Mazola oil in the back – while not necessarily bad, this was another example of deceptive advertising in my opinion.  And then there was the canisters of Coke syrup which were delivered in a non-descript truck out back for pennies on the dollar – obviously shorted from the distribution center so someone else along the way could earn some extra cash on the side.

Jobs from that point forward

It was not long after that I decided to take control of my career path for the remainder of college and picked up some computer programming jobs and later assisted a small company in selling software to small businesses.

Lots to learn from my first jobs. And no more picking up trash or deceptive retail advertising for me with my “second jobs”!

Thanks Gary!

Do you have a first job story?  Email me and I'll post it.