There is a renewed state of enthusiasm for companies large and small this year. The same rivers that were a dull trickle just a few years ago have the potential to be overflowing with just a few tweaks in your sales systems.

Companies respond to challenges by becoming leaner and meaner when it came to their costs. However; many aren’t as diligent when it came to increasing efficiency in their sales processes. And, that’s where big money can be discovered.

The good news is that by implementing a few strategies, you can see a dramatic increase in your revenues. In many cases, it’s not so much about adding new channels as it is maximizing the streams that already exist.

Here is a list of the top ten areas where businesses of all sizes are inadvertently limiting their sales potential:

1. Poor Lead Stewardship
The number one reason sales are lost is that they are forgotten. So many companies have poor systems, or no systems, in place for tracking leads from the moment they first appear to the time the customer’s check clears in the bank. Seal up this “lead leakage” in your business and you’ll see sales climb quickly.

2. Eeyore Attitude
One of my favorite lines from author Brian Tracy is “Sales is a transfer of enthusiasm.” You must be enthusiastic about what you are selling, or you need to sell something else. The truth is no one likes to buy a product or service that appears to be on the descent. If you or your people are channeling more Eeyore than Pollyanna, then don’t expect things to turn around anytime soon.

3. Lack of Urgency
The most important question in sales is not “Why should I buy your product or service?” Instead, the most critical question is “Why should I buy your product or service NOW?” People are more cautious than ever, so coming up with compelling reasons why they shouldn’t delay making a commitment to your products or services is critical for sales success.

4. Death By Bullet Points
One of the toughest questions for most business people to answer is, “So, what is it that you do?” Even some of the most seasoned sales people will respond with a series of bullet points in response. The reality is your prospects don’t care about what you can do. They only care what you can do for them and why you are the best one to provide this solution. You must spend time understanding exactly what your core value is to your customers and develop powerful messages to communicate this effectively.

5. Fear of Sales
Unfortunately, many of us have bad experiences in our life dealing with overzealous, disingenuous and obnoxious sales people. These bad apples have given the noble vocation of sales a poor name and it’s made many people reticent to admit they are capable of selling. In actuality, we’re all in sales. We’re just each selling something different. If you are a business owner or executive with a fear of sales, you will need to get over this phobia ASAP or your chances for success are slim.

6. Sales Departmentality
The fear of sales drives businesses to a more deeper rooted shortcoming. It’s called Sales Departmentality. Healthy businesses know that EVERYONE in the company is an important part of the sales teams. Unhealthy businesses feel that they must hire a “sales guy” to do the job. In larger businesses, this takes form as a “sales department.” Although, there is nothing wrong with having staff who spend more of their time working on sales than others, everyone must play a role and be equally committed to the company’s success in this critical area.

7. Lack of Sales Accountability
Due to human nature, accountability is one of the most important ingredients to making sure sales activity is humming along. Sales can be difficult for most people and in the process of gathering leads, developing relationships and closing deals, your team can face quite a bit of rejection. To encourage those who are moving forward despite challenges and to prod those who are not, putting in different layers of accountability is vital. The key is breaking down the sales process into easily measurable steps (i.e. lead development, proposals, closes) and setting up systems of accountability and encouragement throughout.

8. The Back Door
Each business has its blind spot and for most it’s the back door of the company. We can spend so much time on developing new business that we fail to keep in close touch with our existing customers and make sure they continue to be thrilled with our products and services. Putting in systems to communicate, provide ongoing customer service and to seek new business from your current clients will dramatically assist your revenue efforts.

9. Selling 8-Track Tapes & Phonograph Needles
Technology is not only changing the the services and products that are being offered, but it’s changing the way people make purchases. You need to constantly be measuring the relevancy of what you are selling and making adjustments to keep it up with the times. Additionally, you need to make sure you are adjusting to HOW people are buying. Your sales strategies should be taking every advantage of the latest in communication technologies such as Web, mobile phone, digital video, e-commerce and social media.

10. Winging It
When it comes to your marketing efforts, being cheap can be extremely expensive. It’s amazing how many companies spend a fortune in time and cash developing their product or storefront; yet don’t allow for a budget to seek professional assistance with their marketing strategies. You wouldn’t hesitate to hire an architect for your custom home. The same should be true when it comes to developing a blueprint for your sales and marketing success.

Is your website lonely and disconnected?

If it’s like most Internet presences out there today, the answer is decidedly “Yes.”  The vast majority of sites have not yet adapted to a Social Media Rich Website platform, and because of this, they are employing horse and buggy technology in an Autobahn world.

Social Media is a consumer tsunami which is wiping out the old communication models, and making some of our traditional marketing approaches obsolete. But, with some skillful retooling of your online strategy, you can ride this monster wave to brave new places for your business or organization.

During the past few years, radical change was occurring in advertising and marketing strategies and it’s either get on board or miss the train time.

Participants in Social Media are measured in the billions and many buying decisions by this premium customer base will be influenced directly through this new medium. To keep your website from turning into a Ghost Town, it’s time to ask some serious questions.

Is your website social?
This may be one of the most important measures of a website today. How is your website doing in the following critical areas?

Are You Operating A Consistent Brand Strategy?
Do all of your social media tools use the same professional look and feel of your website? Is the message consistent through all mediums? If not, you’ll end up confusing your audience. Make sure your brand strategy is consistent throughout all execution of your online strategy.

Is Your Blog Fully Integrated?
If you don’t yet have an organizational Blog, that’s step one. But for those who do, you need to avoid leaving it out on an island. Your continuous goal should be to draw quality traffic to your core website. Make sure your Blog is fully integrated into your main site.

Is Facebook & Twitter Wired Into Your Website?
Perhaps you already have dabbled with Facebook and Twitter for your company or organization, but do they both drive prospects back to your website? Better yet, when you update your Facebook or Twitter accounts, does this post to your website?

Can Your Customers Easily Subscribe?
The key in any web strategy is to convert visitors to customers. A critical bridge strategy is to get them to at least sign up for your social media accounts or a newsletter. Make it easy and compelling for them to connect with you and you’ll see your lead opportunities climb.

Do You Have A Content Development Strategy?
Social Media is about building deeper relationships with prospects and customers, but the flower for the bee is strong content. To draw in the right visitors you need compelling content, skillfully delivered. Engineering a content development strategy for your Blog and other social media accounts will ensure that your plan is consistent and effective. A Social Media Rich Website with a solid strategy in place can serve as a powerful and cost-efficient messaging center for your products and services.

Are You Integrating Video?
The second most visited search engine in the world is YouTube, just behind Google. Your customers and prospects are going to YouTube in droves to get how-to videos, entertaining clips and to make purchasing decisions. You’ll want to make sure you have a strong presence in the videosphere and with a Social Media Rich Website you can embed videos directly into your site, taking communication to a whole new level.

So How Did You Do?
Is your website social? If so, keep it up and you’ll reap great benefits in developing leads and encouraging repeat business from your customers.

If not. Don’t worry. You can turn things around quickly. If you’re capable of implementing these changes yourself, then shift it to a high priority.

If all of this seems a bit overwhelming, or if you really prefer a professional approach, you can outsource this to an experienced firm to get you launched. Make sure the social marketing agency you use is well versed in web development, social media and building strong content. With the right partner, you can bountifully harvest the opportunities provided through Social Media.

In part one of this series of posts we explained how despite myths to the contrary, old folks can really hang ten when it comes to surfing the waves of social media. At least when it comes to business application.

After all, we can rip curls in the area of rapidly building an effective social media network. This is because we’ve got the contacts others crave and the knowledge, experience and influence to quickly grow a following.

So why are us old geezers so terrified to wax our boards and head out into the water?

Of course, the fact you’re reading this may mean we’re preaching to a digital choir. But if you or someone you know still “doesn’t get” the Facebook, Twitter & Blogging craze, here are some answers to the top three objections. (You may have to print this out and fax it to your Land of the Lost friends.)

It’s A Waste Of Time
All myths are based on at least a fraction of truth, and sometimes they are based on a ton of truth, as is the case here. If you don’t approach social media with a specific strategy as well as a heavy dose of discipline, you will be pulled completely into a time vortex where there may be no escape. Fortunately, all those time management books and classes you took throughout your storied career should give you an edge. In fact, social media can accelerate the networking process to a point where you can build business relationships in a fraction of the time it used to take.

I know. People have lied to us before. We were promised that e-mail would be a huge timesaver. The snake oil claim was it would allow us to communicate more efficiently. It did. The problem is it allowed everyone else to communicate more efficiently as well, including the guy selling discount pills.

What makes social networking different is that you have more ability to manage your contacts. This will allow you to maximize the effectiveness of your online interactions.

It Will Strip Us Of All Humanity
You hear all types of variations of the “we’ll become robots” rationale. What about the personal touch? Shouldn’t we be meeting with people one-on-one and developing genuine relationships?

The answer to these questions are “absolutely yes.” But, what will your Starbuck’s bill look like if you have coffee dates each day with 600 of your best friends and most influential clients? Remember, people protested similarly when Alexander Graham Bell invented that relationship sapping device called the telephone.

The truth is that when used properly, social media will augment the depth of your personal relationships. You’ll learn more about people you barely know, and develop warmer relationships with those you want to know better. Finally, you’ll keep your closest friends and clients top of mind, so they don’t lose interest in you and begin hanging out with your hipper competitors.

There’s No Measurable ROI (Return On Investment)
From a business perspective, measuring ROI of social media is about as easy as fishing with your bare hands. It’s also a bit of a slow boil and we all know what happens when you stare at a tea kettle.

We counsel people that it will typically take a year to obtain real measurable business value from your social networking efforts. The truth is, the initial fruit will appear rapidly, but we know a cynic is slow to impress. If you approach it with an open mind, you’ll see an opportunity to get your message out in a powerful and consistent way.

Regardless. Kicking, screaming, dragged by the hair, whatever it takes to get you jumping in with both feet will benefit you greatly. The old public relations model is dead and if you’re not talking about your company, no one else will be. (Or they may be and you won’t like what they are saying).

So don’t delay. The water is warm. Come on in.

Similarly as portrayed by the popular Apple commercials which feature a young, witty hipster out-showcasing a frumpy Bill Gates clone, old guys are seen as wannabes in the world of Social Media. But the good news is that those of us with receding hairlines, receipts from dry cleaners and the frightful understanding of what it takes to meet payroll, will get the last laugh.
Old guys and gals rule on social media.

It’s fair to concede that this is true merely when it comes to business application. The original purpose of Facebook was to help college students find a date, and our wrinkles, sags and outmoded belief that belts should be used to keep our pants from hanging on the ground keeps us the underdog in this area.

But when it comes to business networking, building a client base, career searching, marketing, and public relations, we have what it takes to turbo charge Social Media strategies.

Here are some reasons why:

The Power of the Roladex
Remember the Roladex? Yes, computerization put it in the same museum as the DayTimer, but the value of the contacts you know and the relationships you’ve built over time is priceless. Social Media allows you to communicate and interact with people you know, and with people who want to get to know you. In a short period of time, by connecting with the influential people you know, you can build a Social Media network which would be the envy of even the most computer savvy college grad.

Knowledge & Experience
The Internet at its core is a research tool. People are constantly seeking out answers and insight on the web. The popularity of BLOGS was spawned by leaders in the industry who actually had something valuable to say. You have a huge advantage over many in your ability to share wisdom. You earned those gray hairs so put them to good use through Social Media and you’ll rapidly gain a healthy following.

The Inside Scoop
Everybody enjoys a little insider information, especially when it can translate to a step up in the world. What you are privy to in your boardroom discussions and industry whispers will serve like gold to a welcoming audience. You’re like E.F. Hutton. When you talk…people will listen.

Access to Influence
What makes Social Media so attractive is that ordinary folks can connect with the most powerful and famous people around. They want to get to know you, and learn how you got to the position you fought so hard to attain. Social Media-ites are going to want to connect with the CEO of Coca Cola, not the young kid in the mailroom who happens to know how to work an iPhone. Give the people what they want and you’ll begin to enjoy the rich rewards of Social Media.

So Why Are You Still Standing There?
With all of this being true, why is it that so many old guys and gals are lagging in the area of Social Media? There are quite a few legitimate reasons, but many more myths.  The debunking begins in Part 2 of this BLOG.

But for now, in an effort to keep my young friends from rushing to “Unfriend,” “Unfollow,” and “UnFeed” me, I leave these gentle words. Don’t worry. A day will come soon enough when you’ll write articles like this to help you cope gracefully with old age.

The introduction of the Gutenberg press in the 15th century changed the world by making the printed word available to the common man. But perhaps an even greater revolution is underway today as the proliferation of the Blog gives every common man their own printing press.

While Social Media darlings like Facebook and Twitter are getting all of the attention these days (including blockbuster movies), one of the greatest unsung heroes of the communication revolution is the Blog. Smart businesses are taking note and beginning to shift their traditional public relations and advertising strategies to take full advantage of this communication prodigy.

But what about your business? Why should you get engaged? Here are a few reasons why it might just be time to take the plunge:

Being The Expert
Most of traditional marketing strategies pour countless resources into trying to convince your tired consumer base that you are the expert. With a corporate Blog you can stop TELLING people you are the expert, and start BEING the expert. Letting your ideas and advice sell your business acumen will get you much greater results.

Getting Personal
A well constructed Blog will not only display your knowledge and expertise for all to see, it will also present your unique personality. People buy from people they like. They buy from businesses they like. Blogs provide a great opportunity to express yourself and your business in a way that will distinguish you from your competition and draw targeted customers.

Relational Glue
One of the many reasons why a business Blog is superior to a newsletter is that it provides a high level of interactivity. Not only can you deliver your thoughts directly to your clients’ e-mail in-box or Blog reader, you can allow them to share their comments and questions. It provides a great way to develop your community of customers.

Public Relations 2.0
If you think public relations is about fax machines and press releases, you’re living in the past. Yes. There is still some of that going on, but if you send out a press release to media outlets, you’re completely at their mercy as to if, what or when they’ll write about you.  With your fingers on the driving wheel of your Blog press, you have open roads and full control, especially after growing your following.

Search Engine Steroids
If you have a website you certainly know the value of search engine positioning. Search engines give high points for external links to your pages, relevant web content, and for frequent updates. Nothing can do this better than a business Blog.

Remind Me: What Is It You Do?
In this time of great busyness we need our clients and prospects to not only get excited about our services or products, we need to continually remind them of the benefits. By building a subscriber base of prospects, clients, partners and referral sources, you’ll get an easy and welcomed way to continue at top of the charts and number one in their hearts.

The Global Touch
Thanks in part to the viral effectiveness of Social Media as well as the power of the search engine, your Blog will not only attract known prospects and customers, but the invisible ones as well. People from all over will find you and explore what you have to sell.

The Mad Scientist
Because you are able to easily track the visits and comments to your business Blog, you’ll be able to test market ideas and concepts you have for your business. Feedback and popularity of your posts will give you critical insight into the hearts and minds of your prospects. Consider this your virtual focus group and you’ll be surprised by all you’ll learn.

The Ultimate Flypaper
A popular Blog can draw all kinds of quality traffic to your website This is especially true for websites which have an integrated Blog. If you put the time into developing a great Blog you’ll really see your web visits climb.

So why not get started? If you or your staff are gifted communicators and have the bandwidth available to make it happen, you can be off and running in a short period of time. You may want to invest in professional design and development of your Blog to make sure it’s consistent with your brand.

If writing isn’t your strong point, or you’d rather spend your time on doing the work that directly pays your bills, a great option is outsourcing your business Blog authoring and Social Media efforts to a professional firm.

Whatever direction you decide to take, get those presses rolling. The world is waiting to hear from you.

For many people, the allure of Twitter is befuddling. Some will say, “Who has time for such nonsense?” Others, having been milk fed on Facebook, will see Twitter as a grossly inferior interactive tool, which in many ways it is.
But, upon closer inspection, Twitter offers capabilities which dwarf Facebook in terms of developing new networking streams. The biggest by far is the Law Of Reciprocity. With Twitter, you can follow people you don’t know, with the hope that they’ll follow you back. This will happen if they see you have similar interests, like what you have to say, or if you happen to catch them in an uncommonly good mood. In Twitter world this is a perfectly accepted practice.
With Facebook, this is frowned upon, and if you Friend people you don’t know personally, you could get punished and even risk getting your account suspended.

Twitter allows you to have free access to your competitors’ database of followers, providing you with an easy way to mine for new prospects. Using the Law of Reciprocity, you can build a targeted following.

For example, if you’re Coca Cola, you can see who is following Pepsi. Those are people who, for the most part, are interested in soda.  So they are fairly pre-qualified for Coke. By following members of the Pepsi crowd, a percentage will follow back, providing an opportunity to share all about “the real thing.”

The business benefits of this approach are obvious, but it works equally well for those who want to develop new personal relationships through Twitter. If you happen to be a basket weaving enthusiast, you’d be able to find other like-minded souls by visiting other Twitter accounts catering to people just like you.

There is a pretty good chance that those following the International Basket Weaver Association Twitter account would be open to connecting with you.

Regardless of whether your interests are business or personal in nature, you’ll want to be strategic as you develop your own community. This will provide the richest, most rewarding Twitter experience.

Here are three critical areas for effective community building with Twitter:

Follow Mix
As opposed to building and managing eight different accounts, your follower community will end up consisting of several varying target audiences. For instance, if you sell disco balls, there will be different subgroups interested in what you are offering. You’ll want to manage your prospecting time in a way that will get you the best overall results.

Perhaps you’ll spend 10% of your time targeting followers who are ballroom dancers. Another 40% might be spent on those specifically interested in disco. You could give 5% of your effort to seek out John Travolta fans and 15% targeting those who adore the Bee Gees. Finally, the remaining 30% of your allotted time could be used to find dance hall owners.

Each of these different groups can be found out there with a little effort, so you have a fair amount of control in shaping your community. Although, it’s not a perfect science, it works pretty well.

Follow-Back Ratio
The key to rapidly building a targeted community is having a strong follow-back ratio. If you follow 100 people, hopefully 20-30% will follow you back. If these percentages are lower, you might be doing something wrong.

Some of the factors which influence your follow-back ratio include:

Value Perception: Does it look like your Twitter account is going to be providing value to its followers, or is it just a cheesy attempt to sell product? People can sniff out a rat, so make sure you plan on providing rich content or your efforts will be wasted. Having a professional look and feel is important as well.

Relevance: Are you targeting a relevant audience? Are your Tweets relevant and consistent as well? If you’re going after classical music fans with disco ball content, you may have minimal success.

Personality: Although some people have auto-bots in place to automatically follow back those who follow them, for most it’s a personal decision. Does your Twitter page have personality and do your Tweets have appeal? This will impact your follow back ratio in a huge way.

Reputation: If you’re a rock star, you’ll have a better chance of getting followers or having people follow you back. If no one has a clue who you are, you may have to work harder in the other areas. Being a celebrity or famous brand has its advantages.

Follower Community
The difference between having a disconnected group of followers and a vibrant and committed Follower Community will be your level of interaction.  As people follow you back, you’ll want to interact with them and make them feel valued. This can be more difficult as your numbers climb, but you should make every effort to make your followers feel a part of your community.

A Word Of Warning
Remember that Twitter has strict guidelines and limits in how many people you can follow, so make sure you don’t bend their rules or you’ll face suspension.

After following your targets, give them about a week or so to follow you back. If they don’t you should consider unfollowing them. There won’t be a great deal of value if it’s a one way conversation. Excellent online tools can help make the process go smoother. But once again, make sure you use these with prudence as they can accelerate you into suspension if you’re not careful.

If you’re patient, and you continue to build your audience through interactivity and rich content, you’ll find Twitter to be an extraordinary tool for connecting with others and getting your message out to a targeted audience.

It’s what makes Twitter such an important player in your overall Social Media strategy.