subject: Sales 3.0 - The Next Frontier [print this page] There has been a paradigm shift in the techniques and objectives of sales over the last decade. We have come a long way since the days of sales 1.0, where sales meant cold calling and untargeted advertising. This phase focused on talking to prospective customers. Sales 2.0 took the world by storm and social networking became the buzz word. It saw sites like Trip Advisor and Amazon gain immense popularity, with user generated reviews. Companies used sites like Facebook and Twitter to reach out to people. This phase focused on communicating with prospective customers. The differences between sales 2.0 and sales 3.0 are very subtle, as the platforms largely remain the same. The focus in sales 3.0 is shifting to collaborating with customers. Sales 2.0 Versus Sales 3.0
In sales 1.0, the relationship between salesperson and potential customer was the same as between a (extremely hungry) tiger and a deer. The path of sales success changed dramatically between sales 1.0 and 2.0. The path followed by sales 2.0, characterized by the four Rs, continues to define success in sales 3.0. The four Rs are Recognize, Respond, Relationship, Remember.
Recognize - Prospective customers become aware of your company and / or offerings
Respond - They make a purchase
Relationship - You form a relationship with them
Remember - They remember your company or offering when a need arises in the future In sales 2.0, user opinions became important and companies, for the first time, sat up and started listening to their target audience. Now, the basic assumption during sales 2.0 was that customers have already identified their need, have a clear understanding of the issues they face and are knowledgeable enough to purchase the right product. Moreover, it assumed that customers would be able to advise others, which has a hidden assumption that they understand the needs of other customers and the issued faced by them. Sales 3.0 moves away from these assumptions and put companies back as the folks who have the best understanding of customers and their varied needs, Sales 3.0
Today's offerings are complex. They have become more and more niche. They buzz word for sales 3.0 is diagnostic selling. What this entails is: Identify your customers: Sales 3.0 is about accurate targeting. It emphasizes the need to thoroughly study the market and internal reports. Identify specific industries and sectors that your customers belong to. Research present customers: How did your current clients find you? What were their issues with your offering? The objective is to locate new customers who are similar to the ones that you are already catering to. Follow your present customers: You have contacted your customer using a social networking site. Find out what other sites your current customers have a presence. Join groups that your present customers participate in. Collaborate with your customers: Can your customers refer you to someone they know? Form rewarding mechanisms through social networking sites such that your customers will be benefited when they help you make a sale. See if you and your customers can combine offerings. The basic idea of sales 3.0 is simple. Data on your current customers can give you valuable insight into your prospective clients. Also, your existing customers understand your offering and can help you market it.
