With the right strategy and a smart approach, companies of any size can harness the power of social selling to boost sales results, without adding to their already long To Do list, and without adding staff. Here's how.
1. Focus your efforts
Don't waste time trying to be everywhere all the time. Instead, determine which social networks your target customers use most frequently, what groups they belong to, and what their profile looks like beyond basic demographic information.
2. Listen first
By following conversations, identifying challenges among your target audience, and seeing how they interact with one another, social sales pros can gain a better sense of how to engage those target customers. It also helps to identify those who are most active, most vocal and opinion leaders among their peer groups.
3. Speak carefully
When you do feel comfortable that you can offer something of value to the group, be careful that it doesn't come off as a direct sales pitch. Use the context you discovered online as part of your outreach to break the ice or introduce yourself, which will help generate a more positive response.
4. Be consistent
Social media allows you to express your brand's unique personality and to humanize the experience for your customers—to put a face behind the brand. However, it's important to maintain the same consistent message and voice that your customers have come to know and trust, just as you do on your website, in printed pieces, paid advertising, and other customer-facing materials.
5. Provide service beyond the sale
Don't stop interacting with customers once the sale is made. After the sale is when the social selling process can really pay off. By continuing the conversation—providing ongoing support, helpful hints, and other information—you can transform customers into an army of loyal brand advocates who will recommend your product to their social sphere both online and offline, thus continuing the word-of-mouth cycle that drives future customer acquisition.
Having your personal social selling command center will help you put all of the important social media tools at your fingertips!
I use HootSuite, after a few years of trial and error testing, as MY social selling command center. There are other tools, so you will need to pick one that is comfortable for you. You will need to build out these five screens to help you navigate and respond to the many sales opportunities flooding in via Twitter, LinkedIn, blogging and other social media channels.
Listen For Key Selling Triggers. Set up a stream to listen for key sales triggers. This action will give you real-time data on what’s being said about your discrete and multiple streams of relevant information, like Big Data and Cloud Computing.Observe Social Media Activity Of Key Contacts, Media Publications and Relevant Social Media Channels. Devise a stream for your command center that shows you all the social media messaging of your customers, completion, thought leaders and media publications. You can have all of your key contacts in one stream, or add streams to cover separate customer, competition, thought leaders and media publications.Message And Respond To Your Contacts. From your command center screen use a stream of your contacts or listed people to direct message (i.e., like an email for Twitter) your customers to start or respond in a private conversation, to reach out to non-followers with a Twitter mention to engage in a public or semi-private conversation, or to reply to any message that is directed to you.Schedule Your Content. Regular content creation, curation, and deployment are the dilithium (that’s the Enterprise’s fuel) to your personal branding engine! A command center, like HootSuite, will let you schedule messaging so you can ration your “content fuel” over time for better performance.Measure The Performance Of Your Messaging. If your content and social selling messaging activity is working, then you want to do more of it. When it’s not working you need to change it. However, if you are not able to measure your work, then you cannot make these changes. Your social selling command center can help you easily make that decision since that measurement data is just a click away!
The strategy of "Always Be Closing" was popularized by the 1992 movie, "Glengarry Glen Ross." It's a mindset that has all to often confused sales people into rushing through the sales process just so (Useful Information about Social Selling- It's ...
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