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Sales 2.0- The New Contact Sport

By:Doug Dvorak


Sales management training methods can be centered on the introduction of effective Sales 2.0 methods.  In the wake of emerging websites such as Facebook, Twitter, YouTube, Linkedin, and other social networking platforms and sites, these effective methods are changing the landscape for motivational sales training.  Thus, as companies begin to realize the benefits of these free and wide-reaching tools, sales team training can be improved for better results.

Traditional Marketing Methods

Older methods of sales prospecting have seen a decline in effectiveness and use of budget. Snail mail, in-person prospecting, and phone calls are becoming an insufficient use of a company’s money. Either by direct costs or the time it takes for the staff to perform these duties, the cost-efficiency of such endeavors are undermined. And even for these methods to be successful, they must incorporate high standards, which is costly. However, as reported in a USA Today article (online on 6.22.2005) on viral advertising, Russ Klein, Burger King’s chief marketing officer states that “People have grown increasingly skeptical of packaged, canned, Madison Avenue-speak.” Truly these ineffective ads that take budgeting money away cannot be the focus of sales training tactics.

Motivational sales training methods are improving on these traditional marketing methods, in response to the dual weaknesses elicited. The weaknesses of traditional marketing can be seen in two focal areas, with the inefficiency of the marketing method itself and the compounding nature of lost manpower. Sales training speakers have identified, such as in the aforementioned quote, that people have grown weary of such ads. Thus, the ineffectiveness of such methods does not bode well for increased business, as well as the virtually lost budget money. Additionally, the issue is compounded. In many of these traditional marketing methods, such as phone calls and in-person prospecting, if these methods prove ineffective in themselves, the business wasting valuable resources. This becomes an additional and devastating loss in today’s market.

Benefits of Sales 2.0 Tools

As businesses are introduced to newer Sales 2.0 tools, the general inefficiency of traditional marketing methods are much improved upon. The first thing Sales 2.0 tools improve upon is in regards to direct advertising costs. Sales and marketing training groups are discovering the power of these tools, and for a much lower cost than traditional means. These newer methods can be obtained for no cost. And if money is to be spent somewhere, these networks and tools represent smart options for the money. In the second instance of the improvement of Sales 2.0 tools, manpower is saved. Time wasted by the staff in regards to traditional methods is remedied. Sales team training can focus on utilizing these networks and tools, thus saving the team’s time with ineffective traditional methods.

Before getting into examples of starting points in Sales 2.0 tools, it is important that sales management training groups and other businesses recognize the effectiveness of such tools. With the scope of certain websites, tools, and online networks, literally millions of people can be reached, especially on the internet. In an article run by the New York Times (online on 7.10.2007), David Appelbaum, vice president for marketing at BigFix explains a marketing initiative run by the company: “’Forty-five percent of the Web traffic to our main corporate site was originating from the viral campaign’ last fall, he adds, and it is ‘still driving traffic.’” In the article Mr. Appelbaum reported that the campaign generated 400,000 customers. Like the BigFix company had experienced in the New York Times article, results can be obtained with effective Sales 2.0 tools and marketing initiatives.


For Chicago sales training groups and for sales training members in all locations, it is important to realize the staggering audience that may be reached with Sales 2.0 tools. Social networks are an excellent example: according to statistics found on the social networking website Facebook, it has over 350 million active users. Other networking sites such as MySpace and Twitter reach millions of users across the globe and have become paramount for advertising means.

In national and local markets, such as for relevant a Chicago sales training consultant looking to get its business exposure, social networking and internet communities can play a pivotal role. Additionally to social networking websites is the role of online communities. These websites and communities within a given industry are found throughout the Internet. For instance, a Chicago sales trainer looking to get the company’s children’s toy on the market could find a number of communities within this industry. Enthusiasts with reviews, advice, and forums can be found dedicated to a virtually unlimited amount of industries and products.

Activity and Exposure

Sales skill training methods should ensure that marketers remain active within social communities and opportunities. For instance, in the aforementioned example of online forums, it is important to establish a level of rapport within the community. Members cannot be blanketed with advertising attempts. However, motivational sales training can demonstrate how to offer advice, get to know members, and tastefully introduce others to one’s product or business.

Other slightly different online services can be effective for a Chicago sales trainer or sales training consultant in any location. Linkedin, Digg, Propeller, and StumbleUpon represent unique opportunities in Sales 2.0 tools. These websites allow a great deal of exposure based on the popularity of a website. For no cost, pages on a website could be placed on websites such as this. If users find it useful or entertaining, it could generate a great deal of traffic and exposure.

Sales 2.0 Opportunities

Sales 2.0 represents a unique opportunity that can transform business sales training. While these tools and communities offer excellent paid advertising prospects, they can be effectively utilized for free. When sales team training members consider this with the audience, exposure, and effectiveness that can take place, there truly is unlimited potential in marketing at this level.

As Sales 2.0 tools and opportunities can offer vast improvements over traditional methods, sales training consulting groups should consider integrating these into a blend to utilize the advantages of each. At any rate the opportunities available on the Internet will truly reshape the marketing world.

About the Author:

Doug Dvorak helps companies and professionals achieve results through customized, creative and non-traditional sales training systems that are “one size fits one” and developed to the unique business needs and “sales pain points” of each client. He is available to speak on these topics.

For more information visit https://salescoach.us or call 847-359-6969FREE

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Copyright 2008 The Sales Coaching Institute, Inc.

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Doug Dvorak, CEO of DMG International, is the Author of the forthcoming book “Build Your Own Brand” (Pelican, 2009)