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How can you tailor your social selling efforts to a prospect's communication style?

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Social selling is the art of using social media to build relationships with prospects and customers. It involves sharing valuable content, engaging in conversations, and providing insights that can help solve their pain points. But not every prospect has the same communication style. Some may prefer direct and concise messages, while others may appreciate more personal and emotional interactions. How can you tailor your social selling efforts to a prospect's communication style? Here are some tips to help you adapt and connect better.

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Drew Shafer

?? ShipInsure | Ex-Route

1 Identify their style

The first step is to identify what kind of communication style your prospect has. You can do this by observing how they write, speak, and behave on social media. For example, do they use formal or informal language, emoticons or punctuation, facts or opinions, questions or statements? You can also use tools like Crystal, a personality assessment platform that analyzes LinkedIn profiles and gives you insights into how to communicate with different people.

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Drew Shafer

?? ShipInsure | Ex-Route
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Decode the prospect's vibe. Dive into their social frequency: is it data-driven or narrative-driven? Choose the right channel: C-levels? LinkedIn. Creatives? Instagram. Engage on their level. Direct? Hit 'em with facts. Emotional? Share a story. Use diverse content: articles, videos, graphics. Stay genuine. Never forget: they’re not just another prospect. Adapt, evolve, and connect. Aim for the stars, close the deal.

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2 Match their tone

Once you have identified their style, you can match their tone and level of formality in your social selling messages. This can help you build rapport and trust with your prospect, as well as avoid misunderstandings or conflicts. For example, if your prospect is assertive and direct, you can use short and clear sentences, focus on results and benefits, and avoid unnecessary details or flattery. If your prospect is friendly and expressive, you can use more casual and emotional language, show enthusiasm and empathy, and compliment their achievements or interests.

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Drew Shafer

?? ShipInsure | Ex-Route
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1 Listen Actively: Dive deep, like you're uncovering an alien signal. Capture the essence of their words and underlying emotions. 2 Research: Decode their digital footprint. Social media, past emails, company culture can all be portals into their tone. 3 Mimicry, Not Parroting: It's about harmony, like a song. Match their pace, volume, and energy, but maintain authenticity. 4 Ask Questions: Elicit clarity. Each response is a new piece to the cosmic puzzle of their communication universe. 5 Feedback Loop: Reflect back what you understand. It's like echoing a tune but with your unique riff. 6 Stay Genuine: Amidst the stars and sales, be you. Authenticity shines brighter than any star. In essence: Decode, adapt, and harmonize.

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3 Choose the right channel

Another way to tailor your social selling efforts to a prospect's communication style is to choose the right channel for reaching out to them. Some prospects may prefer to communicate via email, while others may respond better to phone calls, video calls, or social media messages. You can find out their preferred channel by asking them directly, or by looking at their online activity and behavior. For example, if your prospect is active and responsive on LinkedIn, you can use that platform to send them personalized and relevant content, invite them to events or webinars, or request a connection or recommendation.

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4 Listen actively

Finally, you can tailor your social selling efforts to a prospect's communication style by listening actively to what they say and how they say it. Active listening is the skill of paying attention, showing interest, and providing feedback to your prospect. It can help you understand their needs, challenges, goals, and preferences, as well as uncover opportunities to add value and offer solutions. You can practice active listening by asking open-ended questions, paraphrasing or summarizing their points, acknowledging their emotions, and expressing appreciation or agreement.

By tailoring your social selling efforts to a prospect's communication style, you can increase your chances of building strong and lasting relationships with them. You can also differentiate yourself from other salespeople who may use generic or ineffective approaches. Remember, communication is not a one-size-fits-all strategy. It requires flexibility, empathy, and curiosity to adapt to each prospect and situation.

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Drew Shafer

?? ShipInsure | Ex-Route
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Ask Probing Questions that elicit deeper insights. It's about unveiling layers and then provide virtual space. Let them express fully before you jump in with solutions or suggestions.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you tailor your social selling efforts to a prospect's communication style?

1

2

3

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5

1 Identify their style

2 Match their tone

3 Choose the right channel

4 Listen actively

5 Here’s what else to consider

Social Selling

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How can you tailor your social selling efforts to a prospect's communication style?

1

2

3

4

5

1 Identify their style

2 Match their tone

3 Choose the right channel

4 Listen actively

5 Here’s what else to consider

Social Selling

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