Following on from last week's attempts to demystify common beliefs about online sales intelligence, part 2 looks at further concerns and misconceptions:
"I don't have time to insert another process into my daily routine"
The idea of integrating online sales intelligence into your routine is to reduce the time it takes to scour the Internet for relevant content each day, not increase. If you're a sales professional on the road, or one who spends a lot of time on the phone, getting a timely morning email or a quick summary from a personalised dashboard can be hugely time saving, rather than having to head out onto the World wide web to find out what a customer's doing. It means more knowledge in a considerably reduced period of time, meaning you can abandon your searching days and concentrate on the sale.
"My customers don't have a big online presence"
This makes the need to monitor them online even more crucial. The likelihood is, if they're a relatively low profile company, they're unlikely to make it into the Nationals too often. More to the point, if they ever do get picked up it'll be in industry specific journals that you may well not be following. So tracking them to be alerted when they do feature; in that ONE big story, is absolutely massive. It means you are alert to respond when it happens, whereas previously you simply couldn't have picked up the story. Try testing how impressed a company is when you pick up their quote, or their feature in a trade specific journal.
"It's already publicly available information, it gives us no advantage"
Never assume that just because something is publicly available other competitors have seen it. You have to be tracking things in the right way, and a lot of companies are not. Just because it's out in the open doesn't mean the advantage has gone. Even if other competitors are aware of the story, it's all about internal processes to see who can respond and exploit the opportunity more successfully. But the point is, at least you know. How can you respond if you don't? Sometimes it's not a case of gaining an advantage, it's a case of starting on the same platform. Knowing is the first priority. Then, how you respond is entirely up to your sales team.
What are your views on online sales intelligence? Please get in touch and share your opinion...
3 comments:
Thanks for part 2.
I completely agree with both parts, and I think online sales intelligence is only going to get bigger, quicker, more flexible, more able and more powerful as time goes on. Not getting on it early might be a huge mistake.
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