Every time we read a new article on increasing sales from sales coaches, consultants, or the media, we see them hyping up social selling. This is a great suggestion, as we couldn’t agree more. Why? Because social selling does lead to an increase in sales. Here is the problem: a majority of sales reps and leadership have no clue what social selling really is or how to properly employ social selling tactics. Furthermore, most organizations as a whole have no clue how to sell socially or provide any real training around the topic. So, while everyone is hyping social selling, there is little about how to actually socially sell. In this article, we plan on reviewing Social Selling 101 techniques.
The first thing to understand when it comes to social selling or social media is that this stuff does not happen overnight. Social media is a process that takes time in order to develop a true online presence and impact revenue. We point this out because even at the executive level, we find that social media at its core is not properly understood. This leads to people being quickly discouraged when they do not see immediate results. Social media is an intangible marketing channel as it takes time to build up an online presence, and those results are not as directly trackable as traditional lead generation campaigns. Like TV or magazine advertising for example, it is understood that the ad is making an impression, and that those impressions lead to sales. Unfortunately, it is next to impossible to track which specific ad led to which specific sale. There are tools that can be used for social media that will make tracking of social campaigns easier, but that’s for another article.
How does social selling work? Traditionally, the only way to educate prospects or clients is to be in direct communication with them via phone, email, or face-to-face meetings. Social media breaks into a new dimension of indirect selling. When social media is done properly, it becomes a new channel to educate your prospects about you, your company, products, success stories, and the industry at their own pace. Essentially, it is a new channel for brand education and impressions, which eventually leads to more educated and confident buyers. Another aspect is that people buy from people. Again, you only traditionally interact with your prospects and clients in a very limited window of time, which does not give them time to really get to know you. Social media gives them more exposure to you as a person, and overtime, it helps them become more comfortable with who you really are and builds up a trusted advisor status. It’s all about breaking down the traditional selling barriers.
With all of that said, here are a few tips to get you started:
Choose Social Channels – The first thing to figure out is which channels should be included in your strategy. LinkedIn and Twitter are pretty much a given for most professionals, but then there is Facebook, Instagram, YouTube and Pinterest. In reality, if your business is heavy B2B, it is best to stick with LinkedIn and avoid the others. If your business is heavily consumer-focused, I’d put more emphasis on channels like Facebook, Instagram, and others. The key is to put yourself into the seat of your consumer to figure out what channels they may be using.
Set Up Social Accounts – This should sound basic, but as a next step, set up social accounts across the different channels you picked. Ensure that usernames are either your real name, a similar variation of your name, or something related to the industry. They need to be professional and convey exactly who you are. Also, this is the time to pick a profile picture that is actually you and a bio that makes sense. Again, people buy from people, so you want your community to know who you are professionally.
Start Following – Avoid following random people that have nothing to do with your industry. Start by focusing on people that are key influencers in the space, competitors, industry news outlets, your account base, and people within your accounts. People buy from people, and the more connected you can be with your industry, prospects, and accounts, the more familiar they become with “you” as a person. The key thing to remember is that this is not a onetime activity. Personally, every time I meet someone new, they get a LinkedIn and Twitter follow request. This is where the time aspect comes into play; you will start out with zero followers, and it will take a while to build up more followers.
Start Sharing – The second step to becoming social is to actually share content… This is also where the rubber meets the road when it comes to “social selling”. The first thing to note when it comes to sharing content is that under no circumstances should you directly message prospect sales pitches, or really anything; this tactic does not work (it pisses people off more than anything). Sharing content on social media should be educational; typically, we recommend sharing content, such as case studies, press releases, marketing content, trade articles, industry news, and other material such as that. The shelf life of a social post is usually minutes within certain channels—once you share content, after some time has passed, the likelihood someone will see it drops significantly. With that in mind, you want to continuously share content. We typically recommend sharing a minimum of 3 – 6 pieces of information a day.
Start Communicating – The third step to social selling is interacting with your connections. This does not mean sending a LinkedIn, Facebook, or Twitter sales message (as mentioned earlier, this does not work). Instead, read the various feeds to see what your community is sharing. If you see something interesting, Like, Share, or Comment on it. Another option is if you see some news on one of your accounts and/or contacts, you can mention them when you post content. Again, people buy from people, and this just helps bring in the human element back into the picture. There are tools available, such as HooteSuite or TweetDeck, that are free and can help with the monitoring aspect.
Recruit New Departments – Social selling is not limited to just the sales team—get other teams involved too. The companies that do it right have executive leadership, marketing, product, and other teams involved as well.
The key with social selling is to actually be social and educational without being a typical sales person. Also, it’s important to note again that social media takes time, and results are not seen overnight. Furthermore, social media is not a one-and-done event. The main mistake we see all too often is someone setting up their various profiles and walking away thinking people will magically come to them. Instead, dedicate a few minutes a day to social media; it truly doesn’t take much more effort than that. There are a few organizational examples to check out, such as @Drift and @HubSpot. They have some of the most socially-minded employees out there, and much can be learned from their use of social media.
One additional note: there is a byproduct of becoming social. It is that you begin to build your own personal brand in the market. The more information you share, the more people will take note. Future employers may take note on how influential you’ve become. Your community also becomes an additional asset that can come into play regarding how valuable a company may believe you are. Plus, social media is not easy, so it shows that you know how to put in effort.
Good luck and message us with any questions and/or tips!