If the acronym were updated to be relevant in today’s environment, it would possibly look like this:
Social, Marketable, Accessible, Reliable, Truthful
Social: friendly, transparent, funny, conversational, interactive, sharing and caring.
Marketable: “It” factor: What do you do better or differently than anyone else?
Accessible: How easy are you to find and how responsive are you to those who find you?
Reliable: Do what you say you’re going to do within the parameters agreed upon with the customer EVERY time. This also requires seamless integration with your parent brand (if applicable).
Truthful: Be the same person in real life as you are online. People can see right through hidden motives. That’s why they research you in advance.
To fit into the new age models, most of the traditional systems have to change. The choice is only to resist or adapt.
The sales world is changing FAST. The customer is in control. The internet is becoming the expert, the presenter of the features and benefits of a brand’s products. Ten times the amount of research can be done in one-fourth the time on Google versus the public library, and it’s far less confrontational than sitting across an office desk. Many consumers even identify and overcome their own objections thanks to the i-Pad they’re using in their living room. How significant are those closing seminars now?
The argument isn’t that professionals should neglect continuing education or abandon product knowledge. The point is that they should take a step back and evaluate the situation. Salespeople have long been programmed to diligently prospect new business, set interview appointments, demonstrate products, validate interest, overcome objections, close the deal, and follow-up/ask for referrals. There is no doubt that the traditional system will always be an important component to business success.
The quandary is this: If a brand representative will not be present for some or all of the process, how will their role need to evolve to fit into the new reality?
It’s easier than you think:
To reduce the noise.
To find a quieter alternative.
To silence the distractions.
Do you have a list of people, groups and organizations that help you achieve your goals? Their support and encouragement is important. Nearly everything else is clutter.