This review is part of a series of reviews that you can expect to see over the next while from the Social Media Working Group. This first one is by Eamonn O’Brien, Founder of The Reluctant Speakers Club. Here he reviews The New Handshake: Sales Meets Social Media, by Joan Curtis and Barbara Giamanco:
This book offers an introductory guide for people who need to figure out how to both understand and harness social media in a world where traditional sales techniques may have had their day. As such, it probably won’t serve as more than light reading for seasoned social media pros.
The authors spend the first half of the book outlining the revolution that has occurred in the way businesses and customers/consumers communicate – and why companies need to learn how to adapt to a new sales era, dubbed Sales 2.0. They argue that since customers are now more in control of what they buy, and have instant access to more information prior to when they make purchase decisions, that a modern form of consultative selling (which integrates the power of social media to develop better relationships, trust and customer collaboration) needs to be used as a replacement for traditional push based selling techniques.
While there are many nuggets to be found in the first 8 chapters, including author observations, examples of how politicians and companies are adapting to/benefiting from communication changes plus a quite interesting potted history lesson on the evolution of selling approaches from the 19th to the 21st century, much of the information provided at the outset of the book appears to be rehashing of stories and observations that have been doing the rounds for some time (online and offline). Also, many of the points made in the first half of the books seemed be endless variations of a single theme; “Embrace the new technology… move away from old sales approaches, they won’t work any longer with the 21st century buyer”.
That said, the second half of the book (when the authors get into a more ‘how to’ mode) is likely to prove both interesting and genuinely useful to anyone who needs practical suggestions on how to harness social media for sales and marketing purposes. The authors did an especially good job on how Sales meets LinkedIn and Sales meets Twitter, including really helpful ‘do’s and don’ts’ tips.
Also, their observations on how to use blogging to drive better Google site rankings together with their suggested ‘rules of engagement for bloggers’ are spot on. But the real value in this book comes at the end, with a case study style 30 day social media sales challenge. This blow by blow demonstration of how social media can be used and why – together with suggestions re goal setting and performance measuring – sold me on this book, all on its own.
My Overall Book Rating: 4 out of 5
Thanks a million Eamonn! More from the authors on their website.