A well-developed sales pipeline is a key component of any well managed sales management system.  When properly utilized, the tool is an invaluable resource in measuring the number of quality leads in the system, the true number and dollar value of prospects versus suspects, the number of proposals submitted, the number of verbal commitments and the number and dollar value of signed deals. It is extremely useful in evaluating the effectiveness of individual sales reps and of the sales team as a whole.

As the utility of social media becomes well understood, skilled practitioners of sales management systems are beginning to take advantage of its value.  Social media can play a key role in every facet of sales pipeline management.

Lead Generation

Individuals and companies that are active social media participants are likely to generate leads, some anonymous, from individuals who visit your web site, participate in a LinkedIn group,  respond to a question on LinkedIn or who follow your tweets.  The key is to set a plan in motion to provide quality thought leadership on a consistent basis, to make useful white papers and other material available “free of charge” and to create a process of generating and identifying quality sales leads. 

Turning Suspects into Prospects

The world of freight transportation is changing rapidly.  The signs are there and they are unmistakable.  Recognizing and responding effectively to these signals may help determine which shippers and carriers will survive in the years ahead.  Let’s examine the components of the new paradigm of freight transportation.

The Era is Cheap Oil is Over

The steep escalation in fuel prices this year is a harbinger of things to come for shippers and carriers.  This time there will likely be no major recession to bring energy prices down.  The sad fact is that 95 percent of transportation modes, passenger and freight, run on petroleum products and the likelihood of finding new sources of supply or of shrinkage in global demand is highly unlikely. In fact the use of petroleum in countries such as China and India is on the rise.

The result will be tighter truck capacity, greater use of intermodal rail services, the electrification of transportation systems, the relocation of factories and distribution centres and the slow shift to cleaner, cheaper fuels.  It will drive more LCV’s (long combination vehicles) or “turnpikes” and more triple trailer configurations.  This may be the impetus to harmonize our laws throughout North America to remove barriers to the movement of the most energy efficient vehicle combinations across our highways.   To curb use, many countries will have to begin looking at the Danish example of higher taxes on fuel inefficient vehicles and higher taxes on petroleum.  Get used to it.

The Driver Shortage is Real

It is hard to believe that a year has gone by since I sat in on a presentation on Social Media in Transportation at the 2011 SMC3 Winter Conference.  This past week David Tuttle, VP, Digital Strategy at TMP Worldwide (who spoke last year) was back again and joined by Bobby Harris, President and CEO of BlueGrace Logistics.  In the short space of 12 months it is clear that social media have exploded in popularity. 

Here are a few statistics to reinforce this message.  There are 800 million global profiles on Facebook, Twitter has 175 million users and LinkedIn has 150 million profiles.  Facebook reaches 85% of logistics professionals on the internet – over 2.8 million people; Twitter reaches over 22% of logistics professionals on the internet; LinkedIn Reaches 19% of logistics professionals on the Internet.

Beyond the impressive user numbers, there appear to be two breakthroughs this year.  The first is in functionality.  Companies and individuals are now starting to figure out how to embed the capabilities of social media in their businesses. 

David highlighted the “follow me” feature on LinkedIn.  It allows people to stay up-to-date on employment opportunities and organizational changes at companies of interest.  Your “career page” beside your “company page” is a powerful tool to “inform active and passive candidates” of opportunities.  It can be used to “see who is following your company and send automatic updates.”   Twitter can be custom branded and used both as a tool to communicate with your followers and to follow them as well.   

David also noted that a Facebook page for your business, with photos that tie in to the website or other business activities, can play a key role.  Targeted ads can be placed on the right side of the Facebook page and can be tailored to the specific demographics and interests of your customers. Each company pays for these ads on a CPC basis.  He also spoke about the importance of scheduling your communication over a period of time to maintain the attention of your fans and followers.  Take advantage of opportunities to connect directly with your fans.