DIGITAL SELLINGTIPS FOR MATERIAL HANDLERS

An eBook on how to sell more effectively throughnew media and emerging technologies.

Overview .............................................................p4B2B Sales ............................................................p6Get Personal .......................................................p8Tools You Need ..................................................p12Be Consistent .....................................................p18Analyze ...............................................................p22Summary ...........................................................p26

TABLE OF CONTENTS

If you want a customer relationship management (CRM) system,Salesforce is the gold standard. Streamline communication withcustomers, increase productivity, and ultimately boost sales with thisone tool. The platform boasts partnerships with more than 150,000companies worldwide and is able to integrate with thousands of apps. 

TOOLS AND TECHNOLOGIES TO HELPMOVE YOU FROM DATED TO DIGITAL

Modernize your filing cabinet - move your paper documents, proposals,contracts, quotes and more to the web with Panda Docs. Quickly makechanges, view analytics, personalize content, and capture e-signaturesand payments. It is no surprise that more than 7,000 businesses andorganizations utilize this cloud-based management system.

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The future of B2B selling is here. Not far from becoming astreamlined approach for amajority of businesses, digitalselling is quickly giving B2Bcompanies an advantage overcompetitors, not just within thebuying/selling experience, buton the bottom line, too. In fact,research shows that B2Bs whoare tapped into all things digitalsee revenue growth five timesmore than others in theirindustry. Businesses that haven’timplemented digital strategiesbetter learn fast. B2B leadersare modernizing the customerexperience by feeding prospectswith personalized, specificcontent on the platforms theyare already using, which meansthey are selling more efficientlyand more quickly. 

OVERVIEW

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Source: https://www.inc.com/graham-winfrey/6-tips-for-effective-b2b-online-marketing.html?cid=sf01001

Implementing a digitalstrategy is a completetransformation that requiresbuy-in from marketing, sales,C-suite, and everyone inbetween. By creating a salesenablement process,organizations are equippingsales team members with theinformation, tools, andoperations they need to makebetter interactions withprospects, earn sales, andgrow the business. It really comes down to twothings: data andrelationships. Today, we haveaccess to so much data.Turning that data into usableinformation helps to betterrealize the needs ofprospects. Then, using thatinsight to build betterrelationships with prospectsultimately drives moreprofitable sales.

B2B SALES

TURN DATA INTOUSABLEINFO ANDINSIGHT

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Tailored messaging and content has become an expectation, with78% of B2B buyers wanting companies to use their online history topersonalize interactions. Prospect intelligence is all about removing the guesswork bydetermining who your customers are and gathering as muchinformation as possible about them, their needs and motivations,likes and dislikes, etc. to craft tailored content and move themfurther (and sometimes faster) through the sales process. 

GET PERSONAL

Twitter can be a great gateway to reach prospects, build your reputationand become an industry thought leader, and build customer relationships.More than 328 million individuals worldwide utilize this social platformeach month, and marketers generate double the number of leads thanthose not using Twitter. Don't sell outright. Focus on relationship-building.

Salesloft takes traditional sales techniques, like email and calling, andbrings them into the modern digital world. Its dial feature, which integrateswith Salesforce, Gmail and Chrome, let's you click to call without opening anew window, record and log calls, and leave prerecorded voicemails. 

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TOOLS AND TECHNOLOGIES TO HELPMOVE YOU FROM DATED TO DIGITAL

Personalization goes far beyondcreating automated emails with aprospect’s name in the greeting(although as basic as it sounds, itstill is a good move). Instead, it isabout giving consumersinformation about what you knowthey want. For example, you couldsend a customer a free trial ofsoftware after seeing that theyvisited your website three timesthis week. Or, take into consideration whatyou might be able to uncover fromsocial media sites: sports teamsthey follow, if they have children,where they live. Now considersending emails or info that relatedirectly to their interests or needstates. We've moved past generic,general communication tomessages that are hyper-personal.  Equipping your sales team withtools to gather this criticalinformation and personalizeinteractions puts them ahead ofthe curve, saving time and energy,and helps them close deals muchmore quickly.

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Source: https://www.inc.com/graham-winfrey/6-tips-for-effective-b2b-online-marketing.html?cid=sf01001

Analyze your business and sales processes. Every tool and digitalplatform that you choose to implement should alleviate a painpoint for your customers, sales team, or both. For example, anonline catalog that is accessible 24/7 gives your customers theinformation they need immediately, is more cost-effective, andeasy to update through a content management system (CMS).

TOOLS YOU NEED

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EVERYTOOLSHOULDRELIEVE APAIN POINT

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You should consider tools ineach of these categories: Listen - These are the toolsyou use to gather andorganize prospect intelligenceinformation. It is critical thatthey integrate with yourcustomer relationshipmanagement (CRM) systemto ensure a seamlesscustomer experience andsales process. Listeninginvolves monitoring of theweb - news, blogs, websites,social sites - to betterunderstand what's being saidthat can affect your brand,customers or prospects. Create - Sales professionalsshouldn’t have to go to themarketing department everytime they need sellingmaterial. Establishing arepository of presentations,graphics, documents, andother multimedia that can beedited on the fly will makethe process more efficient. 

Mention is like Google Alerts on steroids. It allows you to trackmentions across the web and on various sites. For example, track yourcompany name, products/services, or competitor products. Read thosearticles or social posts and start conversations, where and whenappropriate. Capitalize on those who have a need.

This social media platform was developed for the purpose of makingbusiness connections. Digital resumes, portfolios, and the ability toconnect instantly with potential clients/customers make it a no-brainerfor sales. Use the InMessage feature, join and interact in relevantgroups, and explore titles that make the most sense for your goals.

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TOOLS AND TECHNOLOGIES TO HELPMOVE YOU FROM DATED TO DIGITAL

It certainly can be tough formarketers to relinquish control.As it should be - the marketingteam is charged with makingsure there is brand consistency.The more hands in the pot, theharder it is to control. As ahappy compromise, make surematerial is templated andbrand-approved, so it's onlypersonalization areas that canbe customized by sales.  Share - These tools makedistributing content quick andeasy. Consider email marketingand automation, with the helpof segmented lists. Buildworkflows to make tasks triggerautomatically and regularly.That lets you use your timemore wisely - for actual selling.Social media, especiallyLinkedIn, is beneficial atreaching targeted audiences.Find, follow, interact. And thinkhow fellow team members canleverage their channels to pushmessages further across theirown professional networks.

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Source: https://www.inc.com/graham-winfrey/6-tips-for-effective-b2b-online-marketing.html?cid=sf01001

Chances are, prospects aren’t sitting by their mailbox during abusy workday waiting for a catalog to arrive because they need anew product. Instead, they are active. They are using the minimaltime they have to seek out the information they need, and digitalmeans are right at their fingertips. Today, buyers are relying heavily on research and want to know allof their options. Studies revealed that 94% of B2B customers aregoing online to research products before purchasing, using anaverage of six different channels to educate themselves andgather the information they need.

BE CONSISTENT

CONNECT THEOFFLINE TO THEONLINE

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Your digital strategy should not onlyput your business in front ofprospects on the multiple platformsthey are using, but it should alsodemand a consistent, high-qualitycustomer experience that translatesfrom offline to online, device todevice, and platform to platform. You may have already heard of theterm "content marketing." This is theact of creating web-based materialthat can be easily found and used bya prospect. This content helps toattract those who might buy. It's aninbound approach. Consider blogs,infographics, social posts, webinars,podcasts, and more. Make sure it'srelevant material for your industryand customers.   On top of that, throughout thedecision-making process, 90% ofB2B customers turn to mobiledevices for help. It's not shocking.Almost everyone has a smartphone,so why are a majority of B2Bs stillnot leveraging a mobile marketingstrategy to drive sales? Make sureeverything you do in your outreachis optimized for mobile.

Even in the modern world, it's still very hard to make a sale with justvirtual (email, text, etc) conversations. At some point, you'll have toschedule a web-based, video or even in-person meeting. Calendly makesit easier to coordinate schedules and set-up meetings between prospectand salesperson using calendar integrations.

This all-in-one system has built-in features and capabilities for everyoneinvolved in both sales and marketing. With free, native CRMfunctionality and custom analytics that put tangible numbers behindyour efforts, this tool will help you up your game in lead generation andmarketing automation. It takes email marketing to the nth degree.

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TOOLS AND TECHNOLOGIES TO HELPMOVE YOU FROM DATED TO DIGITAL

Traditional success metrics won’t work with social selling. Unlikesocial media marketing, social selling focuses less on reaching themasses and more on engaging at an individual level. To startbuilding relationships, content has to elicit questions andcomments from users, and in return, salespeople need to reactand continue the conversation promptly. Analyzing, measuringand being agile to react to those findings, and possibly changeyour tactics on the fly, are key components of digital selling.

ANALYZE

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Source: https://www.inc.com/graham-winfrey/6-tips-for-effective-b2b-online-marketing.html?cid=sf01001

You must take note of whatactions you perform and howsuccessful they are. In doing so,you can either invest more timeand resources, adjust yourapproach, or stop those tacticsaltogether. Here are someitems you'll want to measure. Email opens and clicks - seehow many people are openingyour emails and clickingthrough. Examine what maycause increases - better subjectlines, images, offers, etc. Web visits and conversions -understand what is driving themost traffic and if those usersare taking the actions you wantthem to take on your site.Double up on the tactics thatdrive the most conversions. Content assists - what type ofcontent is helping educate andwin over your prospects?Determine the best way topresent the material and bemindful of the most powerfulpieces that get you the sale.

MEASUREOFTEN ANDBE AGILE TO CHANGETACTICS

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A digital strategy should beevergreen - always changingand adapting with technology.In addition, strategies shouldbe analyzed to determine whathas worked and what can beimproved upon. Discover thebest pieces of technology thatwill work to your advantage.Select the social channels thatmake the most sense for yourindustry and begin engaging intargeted social selling. Startbuilding content to help driveprospects to your digital doorfront and use other pieces tohelp nurture them through thesales cycle. Stay engaged andkeep tabs on them through auseful CRM. Always begathering and organizing datato help with your decision-making. It's the best way to selltoday and will help youmeasure your results andconstantly optimize yourperformance.

SUMMARY

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