Previous Dilemma:
Scaring off sales

My company hired me as its first marketing executive. I have a designer and a copywriter who have been here for years. We work together well.

My sales counterpart and I also got along GREAT at first, until I suggested interviewing the sales team to better understand how their customers might react to a social media initiative. Since then, she has found excuse after excuse for me not to speak with them, and our relationship is a bit strained. Is there a way to fix this relationship, or should I try another approach to reach sales? 

— Flailing in sales

---

Summary of Advice Received

---

The Truth about Social Media

It opens doors and closes deals

by Meryl K. Evans, Editor, B2B Social Media Digest 

Social media, aside from blogs, is still new for many people, especially those in business-to-business (B2B) companies. Some people firmly believe that social media isn’t a sales function. True or not, it should not stop a company from investigating social media as an option to build broader and deeper relationships. Because social media can open doors and close deals, most readers think that even if sales staff don’t lead your social media efforts, convincing them of its merits is essential. 

Readers recommend that you:

• Discuss people’s concerns.
• Reassure sales that objectives will remain intact.
• Use success-story examples.
• Show how this builds client/customer relationships.

Discuss people’s concerns 

Like any management challenge, when a colleague or manager puts up a wall, you tear down the wall slowly by opening conversation. Ask questions. Find out her concerns. Maybe together you can find solutions and answers to those concerns. 

One reader suggests going to lunch and directly asking why she’s opposed to the approach. Use this as an opportunity to dig deep into her issues. “Explaining your reasoning may help alleviate her concerns,” says the reader. 

Reassure sales that objectives will remain intact 

When something new comes along, some people struggle with change. Connecting something new with your business objectives is a way to open the door. Since employees should already be familiar and comfortable with objectives, making the link between the old and the familiar can provide reassurance. 

Clive Burton says that with many sales jobs going away, people in sales may fear for their jobs and shut down when hearing about social media initiatives “unless you can convince them that such initiatives will, in fact, contribute to the reps’ success.” 

Use success-story examples 

Stories and examples of B2B companies succeeding with social media pop up regularly. It takes little searching to find examples of companies comparable to yours. Better yet, use competitors as examples. Also look for clients using social media. This shows they find social media valuable enough to use it; then your sales team can, too. 

“My most successful point was that old saying — people do business with people, not companies. These days, it goes one step further. People do business with people THEY KNOW. The best way for your sales reps to get to know their potential customers is through social media,” says Nancy Hamel. 

Show how this builds client/customer relationships 

Not all businesses look at the numbers or return on investment when it comes to the effectiveness of social media. Using social media connects company employees with clients and prospects. It’s a return on relationships. 

“While involving newer ‘social media’ techniques, the issue seems to be the same old challenge of keeping sales and marketing in lock step. What I have found is that it  helps to  illustrate the potential value to the sale force as a way for it to extend conversations, credibility and number of unique touches into accounts,” Joel Capperella says. 

Sales focuses heavily on building relationships, and social media does a good job of facilitating that.