As things shift to more digital platforms, so too has the sales world. Salespeople are exploring traditional selling versus digital selling, and how to adapt to a more technological world. Digital sales expert Mario Martinez talks traditional versus digital selling in this video interview, hosted by John Golden.
In this sales expert interview, learn about:
- Old versus new selling techniques
- How to understand buyers to sell to them
- Selecting the best techniques for the job
Old versus New
There are two schools of thought. First, there is the idea that there is a clearcut difference between modern selling and digital selling. The second idea is that we are still using traditional selling methods, and but with digital tools. Martinez explores this question, starting with information about today’s modern buyer.
Four primary attributes describe today’s modern buyer. First, we all have digital devices. Each person has an average of 3.4 connected devices in the United States. Secondly, consumers are socially engaged. In 2008, only 24% of American’s had a social network profile. In 2017, that number skyrocketed to 81% of people having social media platforms. Thirdly, we are attached to our cell phones. Fourthly, we are video hungry, especially in the sales world. For example, 59% of executives share at least one informational video per week within their business organization. Salespeople can consider these traits, and use this information to communicate with customers in their preferred ways. Salespeople can also consider their own buying habits. Afterall, even salespeople are consumers, and they can use personal experiences to understand the buyers perspective.
Picking and Choosing
The way of traditionally selling involves a lot of cold calling, emailing, and networking events. “They’re not dead,” said Martinez. “But, they are dying. And, they are becoming less effective.” He recommends that salespeople engage with their buyers in the way the buyer prefers. Not only is it important to figure out what format you want to use, but salespeople also have to incorporate digital mediums. The most noteworthy are mediums such as texting, video, digital referring, and social media. “Our job is much more complex. Buyers are demanding that we meet them where they are at,” said Martinez.
About our Host:
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.