Susan Finch and Jim Obermayer were joined by Trish Bertuzzi, President & Chief Strategist of The Bridge Group, Inc.
The first half of the show covers using Twitter for social selling. If you want to target buyers who are using Twitter and they post occasionally, do they really or is it mainly automated propaganda about companies?Before you attempt to become a thought leader on Twitter and invest the time you need to know:
- Are they buying there.
- How are they using Twitter?
The post, "Twitter for Sales Reps: Big Hat - No Cattle" is about engagement. Twitter is a GREAT tool for listening. But, when you tweet, it's a snapshot - like a lightbulb going off in a room. If no one is in the room, no one sees your flash.
Read the research in the post. Trish summed up that she could get better true engagement through LinkedIn, email, cold calling people. Testing big companies - same results. The question is, do you want to be POPULAR or do you want to be RICH? There are other ways to get people engaged with you that will give you a higher.
She continued with, "Only so many selling hours in a day. Before you assume Twitter will work, do your analysis. It may be only a listening tool for you. We are not really reaching out to people through Twitter with rare exception.
Twitter is a spam cannon when you think about it.If you are not following me, I can't have a one on one conversation with you. But on Linked In, I can send you an inmessage, I can contact you through a shared group. That's the key point. It's not one on one with Twitter."
Spam may be too harsh a word, but perhaps not.
"I even schedule my 5 tweets a day. Unless you are in the room when my scheduled tweet or your scheduled tweet goes out - we will miss each other's messages."
"I have a ball with those 142 characters!"
Most of the blogs I read are because of some mention on Twitter. For me, it's a great news feed. Great place to find and share in other venues. We both find that more people engage thoroughly from LinkedIn and G+ where they read more, watch videos, make comments. Twitter was the opener for those conversations
The second half of the show Jim Obermayer and Trish talked about the increased effectiveness of outbound calling.
Outbound prospecting has improved dramatically - up by 35% Prospects are picking up the phones again. It isn't all about inbound, although inbound IS THE BOMB! Referrals - absolutely the way to go. But if you are like most companies, you'll get 40-60% from inbound. Unless 40-60% of quota is good enough, you need to get on the outbound prospecting path.
You have to have direct dial numbers to be effective. People are actually hiring staff to populate the database before it gets to the caller: name, title, direct number and email. Truly raising the positive results.
Two technologies Trish Bertuzzi is in love with:
- Connect and Sell provides 5-6 conversations per hour for most of her team. For her, 8-11. That's HUGE.
- The other technology she loves is Insidesales.com. Use their dialer technology combined with local presence. For every call you make you show up as a local caller to the number. Aren't you more apt to pick up the phone from an unknown local number?
Jim asked her why it's working better, "I think we're getting better at understanding cadence and telling a story.
It takes 7-8 touches to get someone to respond. Those touches have to be in a fairly short period of time. Success comes from using a variety of mediums: video, email, voicemail. Cadence counts and you need to figure out what your cadence should be.
We've also gotten better at telling story via our touches. These are chapters in your story that you are trying to tell your potential buyer."
There seem to be two basic camps. Jim talked about increased success for one particular company using this approach: Send email, then call 20 minutes later - success rate went up, call back rate went up.
Trish disagrees with this method - not a fan of the double tap. Best for desk-bound targets. Not a great platitude. We could have two companies using the doubletap: great branding and recognition - works better; lesser known companies, doesn't work as well.
Jim asked about the misinterpreted and repeated stats from SiriusDecisions: "59% have already made up their minds..." Trish let SeriusDecisions off the hook. This was misquoted and twisted. "It's like the game telephone, the more accurate quote is that '59% start their research online'."
Listen to the show to hear the full story.
About Trish Bertuzzi:
Over the last two decades, Trish has promoted Inside Sales as a community, profession and engine for revenue growth. In the process, The Bridge Group has worked with over 220 B2B technology clients to build, expand and optimize their inside sales efforts.
By a combination of hard work and timing, Trish and team's research & ideas have been featured on Inc.com, by associations like SLMA & AA-ISP and across more than 68 sites in the sales and marketing blogosphere.