There has been much press regarding this topic.  The way you handle your social media could possibly interfere with your ability to get, and sometimes keep a job in the digital age. With Facebook, Twitter, YouTube, MySpace, StumbleUpon, Tumblr, and many other social media outlets, even the most devoted sales professional could stand the risk of distraction.

Additionally, if you allow your personal business to be made public, it could come back to haunt you.  Without the careful filtering of your participation in social media sites, you could be making your private life public.

The power of social media is amazing but utter the wrong thing and the ability of social media to go viral could change your life, or at least your employment status.

Using Social Media On the Job

This is an interesting proposition. I was in a group classroom setting, this past fall, when the professor asked if any of us knew our employers policy on social media and electronic media. Sadly, 3 out of 20 people raised their hands.  You should have a copy of it if you are engaging in any social media at the workplace , and if you do any social media mentioning your employers while on your own time.  Normally it can be found on your company’s intranet site, or requested from human resources.  In most cases it describes the things that are important, and you will quickly be able to scan it and tell if it is a templated policy, or if it has been tailored for your employer’s needs.

A couple things you do know:

• Avoid criticizing your employer in any social media. It is that simple.  On your e-mails, if on the company email system, I would suggest avoiding any negative references to your boss, your company, or your company’s information.

• Organizations have an ability to track your usage of personal media sites/social media sites in terms of keystrokes and time spent. Make an assumption that they do it! Is it worth losing your job to respond during the workday?

• A preoccupation with social media on the job is widespread. An organization called Nucleus Research of Boston; Massachusetts indicates that 77% of American workers admit to using Facebook while on the job. Think about being the employer who is trying to explain difficult financial performance when it determined that of that 77%, 87% state that had nothing to do with their job duties.

When employees were dealing with predominately e-mail 10 years ago, it was not a big deal.  After the explosion of social media it becomes evident that participation in social media can be very time-consuming.

More importantly your employer starts to recognize that it’s not just his equipment that is being used for much of this; it is your own equipment as much of this can be done on the smart phones of today. With that in mind, the employer makes an assumption that if you’re using his equipment for social media, then you’re using yours as well.

Using Social Media at Home

Your use of social media in your private life shouldn’t be a big issue. The problems occur when the theater of social media shows you in compromising situations, and is seen by a manager or coworker.

A few examples are:

• A relationship between a manager and one of his direct reports, an act which is proscribed in almost every organization, was discovered when it was posted on one of their Facebook sites.
• A rant about a manager and the employer was posted on Twitter and seen by the manager.  The words, though limited to 140 were “damning” and ended with a ‘reassignment’ of the employee to less favorable duties.
• Entries and tweets that are full of tough language and sexual connotations will haunt you as has happened to many who thought their comments were shielded.

Countless times prospective employers resort to perusing a Facebook site to determine the ‘personality’ of an applicant.  It might not feel right, yet it happens.  When they see you with the bottle of vodka in one hand and something we hope is a cigarette in the other, they may make a decision that is…well let’s just say not in your favor.

One Last Point

You are constantly being evaluated as a sales professional that is something that you cannot change.  No one needs to be afoul of the rules that govern the workplace or business as a whole.  With that in mind there are laws that govern the release of information, including electronically that are being interpreted for social media situations.  To be safe, don’t do it!

Avoid transmitting anything regarding your company on social media no matter how safe and secure you think it is.  Additionally, avoid using your own computer or hardware to “broadcast” anything on social media pertaining to your company, an employee of your company, or your work situation.

Be smart and aware.

Your comments are welcome.

In previous posts of Black Sales Journal, such as Black Sales Journal 12/16/2010, The Seven Success Essentials of the Black Sales Professional, we examined being the Consummate Professional.  Many of you are very professional already, and this will be a refresher.  This is a great step to being the best and most effective sales professional possible!

Let me first advise, being the consummate professional will never be easy, as it involves preparation, study, forethought, and an exhaustive effort to be “the best” at what you do.  The more difficult aspect of being the best is sustainability and consistency.  You will know that you are ‘the consummate professional’ when you sustain it as part of your personal culture.

Being the Consummate Professional is Important

The consummate professional is someone who is effective, efficient, relationship driven, and visionary.  Promises are made, commitments are kept, and there is empathy for the problems of the customers.  Solutions are adequate and on time, because the professional has ‘actively listened’ as opposed to having ‘heard’ the problems, and has prioritized the delivery of the response properly.

Here is my version of the Consummate Professional Checklist:

The Consummate Professional is:

• Punctual
• Empathetic
• Attentive
• Knowledgeable
• Organized
• Responsive
• Visionary

This checklist forms the foundation for the most solid professional performance for the sales professional, and it also benefits the customer, and the organization.

Let’s Look at Each One

Punctual – Most of you know this, but the punctual professional is seldom if ever late.  Recognize that there is a psychological advantage to being the one that is on time.  It never hurts to have your prospect or customer start out with a brief apology for their tardiness, as it indicates you mean business.  Be punctual to a fault.  Treat your prospects and customers with respect; value their time.

Empathetic – Be genuine in your empathy.  Know enough about your customer’s business to be empathetic.  Recognize why they need your product, why they are hesitant to buy, and how to rephrase and restructure your product explanations to make a consultative sale.  The customer’s business model, market, or timing could get in the way of your sales process, the more you know the better opportunity you have to show the attributes of your product.

Attentive – This means being an ‘active listener’.  When you couple this with empathy, you get someone who is aware and understands the situation.  This gives a powerful edge.  The sales professional that understands proposes the right solutions at the right time.  Practice listening actively with all of your customers and potential clients.

Knowledgeable – This area speaks volumes.  There are many areas of knowledge that you should excel in:

• Product
• Territory
• Industry
• Process
• Competition

You might think this too much to master, yet it is a continuous process of learning and retaining.  You might refer to Black Sales Journal 12/20/2010, Your Customer Needs an Expert where we discussed being an expert in Product, Industry, and Territory.  Also note that knowing the competition is an extremely effective strategy.  The competitive landscape changes constantly.  The customer may not give you 100% credibility, yet your views will be listened to.

Organized – Being organized is essential.  Plan your appointments, your workday, and your workweek to the max.  Nothing ever goes totally as planned, yet in reality being organized allows one to prioritize well and be more effective.  Prospects and customers know when you are unorganized by the condition of your briefcase, and sometimes by your delivery. 

Responsive – This is a big one!  There are many components that define responsiveness.  Many of the issues have to do with communications, timeliness, and solving problems. You need to return phone calls within less than 24 Hours.  This is a must.  Nothing ‘frosts’ a potential customer like not being able to receive a response to a call or email.  Communicate early and often.  Deliver your bad news as soon as you are sure of the response.  Work to find solutions, and when you cannot produce the desired result, frankly and honestly let your customer know.

Responsiveness also involves responding to customer requests for new products, new services, as well as improvements and betterments in the current offerings.   Listening and working to solve issues exhibits responsiveness.

Visionary – The more knowledge you have of all types, and the more understanding you have regarding your customer and your own company, the better chance you have to find creative real-time solutions.  Being able to see down the road is important.  Anticipate your customer’s needs well in advance as your customer’s organization, and your organization changes over time.  As an example, anticipate the move to retail outlets by your manufacturing customer and be prepared to respond.  Forecast your customer’s need to manufacture in less labor costly areas, and give distribution and supply suggestions that will make them profitable, and you a star.

Be up to date on current events here and abroad, and by all means know what is happening with their competition.  This might sound like a lot, yet in this age of electronic media, it can be done.

In Summary

As a Black sales professional, there are few tactics that will have as much impact as being “the Consummate Professional”.  You might want to check out the following items for a little more “in depth” discussion.  These are links to past Black Sales Journal posts that cover them in detail:

• 7 Success Essentials for the Black Sales Professional (12/16/2010)
• Your Customer Needs an Expert – Make It You! (12/20/2010)
• Preference, Perceptions, and Prejudice and Your Customer (12/27/2010)

Always remember, your customer wants to work with a professional.  It can be you!

We would love your comments.