Whether in-house, outside or in the front of house, sales people need to be equipped with effective tools to build the business. As relevant as business cards still are today, differentiating yourself from your competition is key and a small 3" card can only go so far. True, people do business with people they like, but you must still prove yourself by providing all of the right answers upfront before the relationship official begins.

Let's just say right now, that a company's website is arguably the most important communication tool available, but if your prospect is not visiting it, it's not living up to its potential, or investment.

E-marketing is one component in the tool kit. Depending on your target market and the product/service you're offering, (selling a simple product that has a clear purpose vs. a complicated service where 3/4 of your effort goes into educating the prospect on why they can't live without it), e-marketing may or may not be the most effective way of selling.

As much as we at Edge embrace new technical advances in the selling process, we have not forgotten the time tested approaches either. Marketers continually look to ways of interacting with their target market. Receiving a "package" on your desk or in your mail where you can interact with whatever is being offered to you, is not to be underestimated.

Branding and traditional advertising also plays a role in the selling process. Seems obvious, however, we constantly run into situations where sales people are unsuccessful because the brand is not established. All sales tools need to reinforce the company brand. It comes back to: you work with people you know and like. Branding is a way to build that familiarity and trust.

Our philosophy is that no one tool is going to be a silver bullet. It really is the energy of all tools that work together to create that amazing synergy.

Need to create effective sales tools, Edge can help.

Public relations is an important mix in any marketing strategy. In the past, businesses didn't have many opportunities to be recognized in traditional forms of media. Now with the explosion of social media (blogs, twitter, linkedin, facebook, online news sites) it is much easier to get that all important 'editorial.'

Edge has been getting into the action with great results. The key is to choose your topic and tie it directly to the outlet's theme. For instance, write a press release or a completed article about a particular product or service that you offer a specific target market. To further penetrate the existing target, look to social media that is directed to them. If you want to break into new markets, use your previous success to create credibility within the new market.

Once you begin looking for opportunities, you may become overloaded. They are endless, however, many are not worth the effort. It is important to have a list of criteria to know where you're going to get the biggest bang. Being included within a company's blog, an association's website, or online news site in theory is great, but be sure it's the right environment and a well respected outlett in the eyes of your target.

If you find yourself needing a plan for tackling the ever-changing wall of social media, give Edge a call.