As some may already know, I was once upon a time social media sceptic. While I could see a distant value in using these tools, I remained unconvinced as to how an old fashioned sales gun like me - could generate real B2B sales using social media.

If I was sceptical about social media in general, I was entirely sceptical about Twitter. It appeared to me at first glance to be a lowest common denominator kind of tool.

My initial impressions

Having thousands of followers appeared to be the name of the game. With so many tweets and re-tweets, how could a B2B salesperson like me develop anything that resembled a meaningful business relationship on here? Where is the sophistication I thought? This is a nothing but a school yard tool containing a myriad of little broadcasts and where no one appeared to be listening.

So about two months ago and against my own better judgement - I decided to persevere with Twitter.

I started with Three Objectives

1. While having thousands of followers might be nice, I was only interested in people who genuinely wanted to follow me.
2. I had to be able to take these on-line relationships to an off-line setting, if I was to realistically create sales opportunities.
3. This had to be doable in either faster or easier terms than my traditional business development efforts to make Twitter worth while for my business.

So what I have I learnt?

Is Unique because it’s Pick Up and Go

Twitter is unique; It’s a “pick up and go” tool. It is it’s simplicity of use that makes it so effective. As I said earlier, I initially thought that this was a failing, but now realise that this is what actually makes it so effective . This is also probably one of the main reasons behind its massive popularity.

It Takes Time to Truly Get It.

That’s right, even though it is easy to use, it still takes time to work out how best to use it. While its functionality may be straight forward, the potential of this functionally is not. This is where the learning is, and this is what takes time to master.

So it’s a Broadcast Tool, Right?

Yes it is, but that is less than half the story.

Twitter is a truly amazing broadcast tool. It allows you to instantaneously tweet and get information out there. If others see value in this information, they will re-tweet it, further maximising on your potential audience.

It’s about Followers and Lots of them?

NO ITS NOT!!

The term “followers” is in my opinion an unfortunate Twitter description. It is the interpretation of what is a follower? And why should I follow? That turns people off understanding and using twitter effectively.

I prefer to think of my followers and those that I follow as “friends” or perhaps a more approvite description might be “potential friends”

• Remember, having followers in not worthwhile unless the follower is worthwhile.
• If you are interested in using Twitter as a genuine business development tool – do not treat it as a popularity contest.
• Having lots of followers is a result rather than an objective of using Twitter effectively.

The Most Important Letters are R and T

RT @damienmulley: Advising to follow “influencers” on Twitter is downright ignorant/fatal. Everyone has influence due to 2 letters: R and T

Damien Mulley brilliantly highlights through one of his tweets why re-tweeting is the most important thing that you will do on Twitter.

Think of retweets (RT) as Twitter’s very own currency.

• RTs build your followers, If you re-tweet someone - that person is much more likely to follow you.
• RTs lead to more people RTing you, If you re-tweet someone, they will nearly always RT you back.
  
• RTs are the first step in building proper relationships on Twitter.
• RTs not followers are the real indication of your influence on Twitter.

In Part 2

In Part 2, I will be discussing why in my opinion, Twitter should be used as both a Sales and a Marketing tool and why if you only see Twitter as a marketing tool - you might very well be missing the Twitter boat.

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In the News

Over at Top 10 Sales Articles, Diane Helbig has taken a commanding lead, but it’s still early days - have you voted yet?

This is a meet event organised by the Sales Leadership Ireland LinkedIn Group. This is a not-for-profit initiative.

When: Wed, 03 Jun, 2009, Start time: 07:00 - End time: 09:00      Cost: 15 Euro

Where: Burlington Hotel, Upper Leeson Street, Dublin 4 ireland. View on Map.

Des: A practical look at how companies and sales people might respond to the current challenges and opportunities in the market.

SECTION 1: Interactive sessions with Speakers (45 minutes)

1) Introduction to Sales Leadership Ireland
- Niall Devitt, Beyond the Boardroom Training

2) “Removing the New Bottlenecks in today’s Sales Processes” – 10 minutes
Niall Devitt will lead a discussion on how sales challenges are always changing with changing markets, how to identify these changes and how to respond.

3) “Partnering into New Markets” – 10 minutes
Donagh Kiernan of Maidsfield Associates will present a case study of how corporate partnering is an effective method of entering new sectoral or regional markets.

4) “Engaging with Customers through New Media” – 20 minutes
Damien Mulley of Mulley Communications will discuss how new media can be used to communicate with your market and gain new business.

SECTION 2: Key Challenges Roundtables (1 hour)

Maximum attendees 30 – 3 round tables of 10

A number of identified Key Challenges in the industry today will be discussed and debated to share insights on how challenges can and are be met by members. The key challenges will be collected from the Sales Leadership Ireland - Linked-In Discussion Group.

Structure:
a) Introduce identified “Key Challenges” – (5 Minutes)

b) One “Key Challenge” will be assigned to each roundtable. Each table will select a spokesperson to chair a discussion and collect suggested actions to meet these challenges, taking notes on a flipchart page (30 Minutes)

c) Each table’s spokesperson will present their findings to the whole group (30 Minutes)

d) Session Summary and Close

COFFEE & NETWORKING

A session report will be submitted to the Sales Leadership Ireland LinkedIn Group Discussion

SIGN UP FOR THIS EVENT HERE