Since the introduction of the Internet there has been a shift in the traditional buy-sell equation. In today’s market, buyers have the ability to research product features, pricing and review all positive and negative testimonials with a simple click of a button before they ever speak with a sales representative. The need for conversation has not been removed from the buy-sell equation but the format has changed.
Company websites, forums, blogs, social networks, tweets, wikis, and consumer review sites are being used to facilitate the first level of engagement within the buying process. This simple change in mode of communication now changes the seller’s experience in the buy-sell equation. Companies that want to identify, engage and create a relationship with their target audience must use these new social integrated tools to uncover potential prospects and maintain existing customers. Unfortunately, there is no clear blueprint on how to implement these social media tools into your current sales process. But what is becoming more apparent is that those companies that have yet to invest in some form of online branding are essentially removing themselves from the first step in the buy-sell equation.
In the past companies spent large sums of money to implement a Customer Relationship Management (CRM) application to manage all aspects of engagement that a company has with its customer, whether it be sales or service related. But now the customer’s behavior has changed. The mere fact that customers are connected through the new social media channels enables them to ask more from companies. The power of sharing opinions about product and services again changes the CRM business processes involved in the buy-sell equation.
The new focus is on managing the “social” aspect of the buy-sell equation or Social CRM. Social CRM assumes that the new social costumer controls their conversation with the company, other customers and competitors. For the company to succeed, they must provide the customer with the necessary tools and information so they can make a informed decision on how they control their interaction with the company, in regards to their own personal agenda.
So how does a new company integrate social media functionality into the more traditional areas of the customer relationship? Is Social CRM the answer? First you must define your objectives for using a Social CRM application. Second you must understand the Social Customer. Finally, you must always remember that while the customer has greater control over their interaction with the company, it is the company not the customer who actually runs the business. Ultimately your decision should be based on a business strategy that incorporates collaboration, customer engagement and best business practices.
Susie Adamson
Social Media Sales and Customer Relations Director
