As with any form of technology, the Internet can prove to be either boon or bane. If there’s any skill that all sales organizations can benefit from in adopting it, it‘s learning to master and tame the Web as a tool for maximum exposure. With the right amount of targeted attention, the Web can become your most valuable and effective personal marketing resource.

If there is any single phenomenon that can be said to have revolutionized the world of sales, it’s the permeation of Internet technology into the average American household. As a result, consumers are now more savvy than ever — they can research products, services and even individual salespeople with a few simple clicks. That’s why it’s critically important for sales managers to give their teams specific guidance on how the Web can work for (or against) their bottom line.

5 Tips for Optimizing your Web Presence

Go Google yourself — A favorable reputation is integral in sales, both for the individual salesperson and the organization as a whole.  While most of us have little to fear from Internet media, there is still the potential for surprises.

This is especially critical for sales professionals and organizations with common names. For example, heavy equipment salesman Alan Smith might suffer a blow to his professional credibility if a tech-proficient potential client  raises an eyebrow at complaints posted against another like-named salesperson on the BBB Website.  A preventative monthly search engine query can help you monitor and control precisely which information your clients are exposed to.

‘Googling’ can also help you ensure the positive information available about you is being used most efficiently. For example, a quick query can tell you if your name (or your organization) is among the top listings.  If you find that you aren’t filling the #1 slot in search results, several carefully placed blogs, online articles and search-friendly tags can help boost you to the top of the ranks.

Google your prospect — You can thank the tech geniuses at Google for revolutionizing the Prospecting and Pre-call Planning stages. A proactive salesperson can now research an organization’s mission, culture, chain of command and industry all before placing the first call.  After all, an informed sales call is an effective sales call.

Learn to rub digital elbows — Online social networking isn’t just for the omg-brb-lol generation anymore. Some of the world’s most successful business-media outlets — BusinessWeek, The New York Times, FastCompany and The Wall Street Journal among them — have now made it possible for professionals from every industry to network from the comfort of their own desks.

Additionally, if your sales organization focuses its efforts on specific industries, joining a special-interest forum dedicated to those sectors can be a great way to build connections, stay abreast of industry news, and drum up potential business.

Get on Your Virtual Soapbox — For over a decade, the Internet has been the #1 source of information for individuals seeking how-to’s and problem-specific instruction. If your extensive selling experience has made you an authority on all things sales related, put those veteran tips to good use.  Posting a weekly blog or creating an email blast is an easy and effective way to position yourself as a valuable resource and ‘industry expert’.

Leverage Online Referrals and Testimonials — Consider joining sites like Linkedin.com, where your relationships with a particular client or colleague automatically link you to hundreds of other potential prospects and liaisons via a sort of digital ‘six degrees of separation’. Ask for testimonials from other members with whom you may have worked, or shared a favorable experience.  Or, if you have your own independent Web page, you can post past letters of recommendation, thank-you correspondence and the like to demonstrate your ability to satisfy patrons.

As with any form of technology, the Internet can prove to be either boon or bane. If there’s any skill that all sales organizations can benefit from in adopting it, it‘s learning to master and tame the Web as a tool for maximum exposure. With the right amount of targeted attention, the Web can become your most valuable and effective personal marketing resource.