Old methods, new technologies: this is how LinkedIn rewards us

Old methods, new technologies: this is how LinkedIn rewards us

Let's find out how the "world of yesterday", definable 0.0, is fundamental in the development of a sales action even in today's digital context

The Romagna Riviera is one of the most popular tourist spots overlooking the Adriatic Sea
The Romagna Riviera is one of the most popular tourist spots overlooking the Adriatic Sea

The world hasn't always been digital: I assure you that we lived even without smartphones and appliances connected to the network.
The commercial part of each company revolved around people who traveled the roads on the road for work: among these my father, who in the 80s added 100.000 kilometers a year on the back of his Diesel-powered Fiat Regata, selling welding material to the blacksmiths and to the builders of iron and steel structures in the province of Modena.

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The building of the LAC Lugano Arte e Cultura in Lugano in Switzerland
The building of the LAC Lugano Arte e Cultura in Lugano in Switzerland

But how has the paradigm of… sales changed?

The sales paradigm has changed in the space of a few years: we have gone from fleets of "solution sellers" to the fact that more than half of the sales process journey is carried out without the buyer having actual contact with the seller .
But what hasn't changed are the motivations that lead people to buy: the sales techniques have been the same for millennia; however, the tools with which we can "activate" these processes have changed. From here I personally coined my mantra: “old methods, new technologies”.

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"Old methods, new technologies: this is how LinkedIn rewards you": Massimo Fiorani's ideal slogan
“Old methods, new technologies: this is how LinkedIn rewards you”: Massimo Fiorani's ideal slogan

The paradox of a slogan that seems like an oxymoron

I introduce myself: I am Massimo Fiorani, I was born in Modena in 1973 and I learned "to sell" by following my father in his business, in the afternoons after school in the mid-80s, along the streets of the Po valley, where I was able to understand the value of a "human relationship ” with one's counterpart: it consisted of treating each customer as if they were the only one on earth, where each signed contract meant being closer to the goal of being able to make ends meet economically.
Emilia is a curious common denominator, because in reality the choice to write on Innovando.News is also a meeting between Modenesi who live in Switzerland, given that I share the same with Andreas Voigt (editor) and Gabriele Testi (director in charge). homeland.
After my technical studies, I met the so-called "digital marketing" and I moved to the Romagna Riviera dealing with communication in the hotel sector.

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The Cathedral of Modena, to which the Campione masters of Lake Lugano contributed, is a perfect example of Romanesque style
The Cathedral of Modena, to which the Campione masters of Lake Lugano contributed, is a perfect example of Romanesque style

Copernican metamorphosis from Romagna to Ticino

Life leads us to constant challenges and five years ago it led me to move to Switzerland, to be precise in the Canton of Ticino, where I found a market in which the "rules of engagement" of the places in which I had previously ventured did not apply.
In a short time, in order to obtain results, I had to change my method of approach and the paradigm of sales tools, making sure that customers "come" to me rather than the other way around.
In the search for this new paradigm, I found a tool that allowed me to translate the activities I did in the real world (0.0 sales techniques) into a digital tool that allowed me to apply them to more people on target with my “typical customer”.
I soon understood that the sales techniques hadn't changed because I was abroad, but only the tools to implement them had changed.

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Lugano is the most populous city in the Canton of Ticino in Switzerland
Lugano is the most populous city in the Canton of Ticino in Switzerland

The satisfaction of potential customers is already there online

And this is how I started using the LinkedIn platform (initially seen and conceived exclusively as a resume collector), as a tool to be able to publish and disseminate my thoughts, my vision and my very personal concept of "satisfying the needs" of my potential clients.
Thanks to the particular algorithm of this social media I could reach all the people who were connected with me (attention: on Linkedin we talk about "connection" and not "friendship"!)
I realized that if I added a few target contacts every day, these people would have had the opportunity, in the following moments, to read my content.
And I realized that if my contents spoke to them in a simple and direct way about the needs that my intervention could "satisfy", the need to ask me how I could help them would naturally arise in them.
I had changed the paradigm: I was no longer looking for them, but they were looking for me for what I could really do for them!

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LinkedIn is the best social media for professionals
LinkedIn is the best social media for professionals

The improvement of the "Social Selling" without your knowledge

The strategy I was implementing without knowing it had and already has a precise name.
"Social Selling" allowed me to expand my network of contacts, cultivate relationships and attract new opportunities without leaving my desk: my father's 100.000 kilometers a year were just a memory, but the methods of approach and development remained intact commercial of his time, of the “world 0.0”.
As explained in this article, I inaugurate my collaboration with Innovando.News, and my editorial project in this case is to help you discover more about the potential of a platform like LinkedIn to develop your business and launch a new product/service or open a new market, without moving an inch, having only a PC, an Internet connection and a lot of human value and commitment to show off.
If you want to know more, follow me towards the discovery of "Social Selling".

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Lugano is the most populous city in the Canton of Ticino in Switzerland
Lugano is the most populous city in the Canton of Ticino in Switzerland