That’s why I spend the better part of each day thinking about how I can expose myself, and my personality, to more people. Not everyone will like me or my style, but that’s where my second major belief about sales comes in–large numbers win!
This is the basic philosophy that drives me to believe strongly that every sales person should be blogging as part of their sales strategy.
Writing a Blog Makes You Think About Your Business
When you’re paid to sell it’s easy to get too focused on the short-term–each call, this week’s goals, a monthly quota. All important metrics, but if you ever want to get off the treadmill and stop the steady drip of Maalox to soothe the ulcers, you need a bigger vision.
For me, that’s meant refocusing my thinking from sales to business.
I now start my planning with the question: “How I can build my business?” It’s been so much more profitable than: “How can I get the next sale?”
I’ve found my blog is the perfect place to think out loud about my business. I think this is especially valuable when you are thinking about what makes your product or service valuable. Who needs, or more interestingly, who wants your product. This kind of blogging can generate a steady sales pipeline. The simple act of having this conversation online will:
- Cause you to naturally rank for important keywords
- Clearly outline to visitors the benefits you can offer
- Even draw in other sales people who can help you
Basically blogging helps me to attract more people. Remember more people means more sales.
Blogging Helps You Refine Your Sales Pitch
Imagine if you could continually test multiple sales pitches. Well with a blog you can do exactly that.
Sit down and literally write out multiple sales scripts for your product or service. Try different opening hooks, various benefit statements, and a couple of different closings or calls to action. Launch them as sales pages on your blog. Then distribute the clicks on your blog posts’ calls to action to your different sales pages–testing the response and revenue. Now you’ll know for sure what sales pitch has the higher probably of bringing a sale.
In addition, you will eventually have a large enough audience to your blog that you can do a lot of other market testing.
- Survey you readership about new products and services
- Launch trial balloons on new ideas and approaches
- Run various contests to test incentives and outcomes
- Start actively collaborating with other sales people
Blogs are great for creating a microcosm of the larger market for you to test. You might also develop a very loyal and trusting fan base that can help evangelize new products and services. This is great for getting the traction you need early in a new sales campaign.
Blogging Can Give You Unlimited Sales Collateral
Blogging has also helped me to turn thinking into valuable content. Specifically, I like to create checklists, templates, and presentations. These tools help me to execute my own services more efficiently while giving prospective clients an immediate understanding of how I think.
No more scrambling to create something to send new prospects. No need to hassle the marketing department to create another flyer to sales brochure. Again, use the flexibility of your blog to create multiple sales pages and pitches. It’s so much easier to push people to links (and track the success) versus attaching PDFs and PPT and hoping that it made it through firewalls and spam filters.
I haven’t tried this yet, but I also think there’s often bonus opportunities in creating information products. (This is actually kind of exciting because it will allow me to expand my market and service smaller businesses.) There’s always a portion of the market that is not quite ready to buy or doesn’t currently have the budget. Your information products, getting paid for your most valuable content, could bring in a few extra bucks and help these folks until they are ready to buy the main product or service.
A Good Blog Helps You Expose Your Personal Brand
One of my favorite benefits of a sales person having their own blog is that they have a built-in lead generation platform. Back in the day companies would hire certain sales people, and pay them a premium, because they were “whale hunters,” “hired guns” that could bring in the biggest and best accounts. This was because they had a killer Rolodex. I think a blog is the new killer Rolodex. If you have your own blog you come with leads ready to close. That, in-and-of-itself, is valuable to a new company and will get you paid more.
In addition, having your own blog gives you a unique opportunity to share a little of the real you. And remember people buy from you because they like you. Sales is still personal. You put a face and personality on the company and their product or service.
Do you integrate blogging into your sales strategy? If you don’t do you think it would work for you?