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 drycleaners 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.

There is no question the state of the economy has dried up revenue streams for most companies large and small. The same rivers that were overflowing just a few years ago are now down to a dull trickle.

In response to the prevailing economic woes, most companies have responded by becoming leaner and meaner. However; unfortunately many are not becoming smarter when it comes to sales. The very same beaver dams which existed during the boom times (yet weren’t as noticeable) need to be dismantled promptly in order to get the waters flowing freely.

Here is a list of the top ten areas where businesses of all sizes are greatly 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 noone likes to buy a product or service that appears to be on the descent. If you or your people are channelling 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 wtih compelling reasons why they shouldn’t delay making a commitment to your products or services is very important for 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 to explain what they do. The reality is that 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 communitate this effectively.

5. Fear of Sales
Unfortunately, many of us have bad experiences in our life dealing with overzealous, disingeniuous 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 critical to success. 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, cell phone, digital video, e-commerce and social media.

10. Cousin Billy The Marketing Guru
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, web technology, advertising or communication tools. Having Cousin Billy do your website or design your logo might be good for family politics, but it most likely is costing you a great deal in generating sales. Finding the right professional team to assist you can be a challenge, but once you do, it will dramatically affect your sales and marketing efforts.

So How Do We Fix All Of This?
The first step in maximizing your sales revenues is to identify the specific areas in your business that need to get fixed. But, how do you go about making the necessary repairs? Our upcoming Blog posts will provide guidance in this area as we’ll be going through each of these items, point by point. Make sure you subscribe by e-mail or feed today.