Social media technologies have re-shaped how we interact. But do they help
salespeople sell?
Not according to the results of two surveys presented at the 2012 annual
convention of the Southwestern Psychological Association in Oklahoma, City. The
surveys, reported by behavioral scientists, Trelitha R. Bryant and George W.
Dudley at Behavioral Sciences Research Press in Dallas, Texas, were presented
April 13, 2012.
Bryant and Dudley asked 4,768 salespeople (67% men, 33% women, average age 40) in more than 1,000 U.S. companies which form of client communication is most helpful for generating new sales. The salespeople were surveyed as part of a standard assessment protocol for sales professionals which included the Sales Preference Questionnaire (SPQ*GOLD®), a psychological test used worldwide to detect emotional discomfort associated with prospecting for new business. Almost 70% (+/-1%) said established forms of communication (face-to-face and telephone contact) were most helpful generating new sales. Only 10% (+/-.14%) claimed email was most effective and less than 10% said other forms of computer-mediated communication were most effective. Results were not age-related.
Bryant and Dudley asked 4,768 salespeople (67% men, 33% women, average age 40) in more than 1,000 U.S. companies which form of client communication is most helpful for generating new sales. The salespeople were surveyed as part of a standard assessment protocol for sales professionals which included the Sales Preference Questionnaire (SPQ*GOLD®), a psychological test used worldwide to detect emotional discomfort associated with prospecting for new business. Almost 70% (+/-1%) said established forms of communication (face-to-face and telephone contact) were most helpful generating new sales. Only 10% (+/-.14%) claimed email was most effective and less than 10% said other forms of computer-mediated communication were most effective. Results were not age-related.
"Further analyses uncovered another relationship," Dudley said.
"Salespeople claiming social media is most effective might be struggling
with sales call reluctance®, an emotional impediment to production
characterized by apprehension, conflict, hesitation or avoidance specifically
associated with sales prospecting. They had elevated prospecting distress
scores on eleven of the twelve forms of sales call reluctance measured by the
test."
To confirm their results, the research team conducted a follow-up study of
1,512 additional salespeople (64%male; 36% female, average age 40). The outcome
was essentially the same (68% said conventional, 2.8% computer-mediated).
"The second study confirmed what we learned in the first," Bryant
said, "including the link with sales call reluctance. Computer-mediated
social media may help find a date, keep tabs on old friends or support a
political campaign. But most salespeople don't think it's as helpful as
conventional person-to-person contact for generating new sales."
About Behavioral Sciences Research PressBehavioral Sciences Research Press
(BSRP) has been advancing the science of selecting salespeople since 1979. The
Dallas, Texas based organization is known worldwide for applications based on
rigorous scientific development and field-tested effectiveness. BSRP's
pioneering research on how fear influences the behavior of sales and sales
management personnel is considered "the definitive work on the
subject". www.bsrpmediaroom.org
SOURCE Behavioral Sciences Research Press
http://www.marketwatch.com/
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