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How can you use social media to prepare for customer discovery and qualification calls?

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As a sales engineer, you know that customer discovery and qualification are essential steps to understand your prospects' needs, pain points, and goals. But how can you leverage social media to gather valuable insights and build rapport before you even get on the phone with them? Here are some tips on how to use social media to prepare for customer discovery and qualification calls.

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1 Research your prospects

Before you reach out to a potential customer, do some homework on their social media profiles. You can learn a lot about their professional background, industry, interests, and challenges by browsing their LinkedIn, Twitter, Facebook, or other platforms. Look for clues that indicate their level of awareness, urgency, and authority regarding your solution. For example, are they posting questions, complaints, or reviews related to your product or service? Are they following or engaging with your competitors or industry influencers? Are they sharing relevant content or events that show their priorities or preferences? Use this information to tailor your messaging, questions, and value proposition to their specific situation.

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Sachin Wadhawan

Sales Engineering | Channel Sales | Partnerships | Customer Success | 2X IPO | Podcaster | Author | Girl Dad
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Additionally, remember people can see who is reviewing their profile. A prospect knowing that you are researching them will only make a good impression that you care and are being prepared. If the meeting goes well and you have a strong engagement, I would even suggest to send a connection invite. Even if they don’t end up choosing your platform/company, they will be in your network going forward (if they accept your invitation) One more trick to personalize your presentation is to find creative ways to incorporate what you learned about your audience such an article they published, school they attended, past companies they worked for or a comment they recently made on a post. It doesn’t have to be creepy, so be relevant.

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Steve Ponting

Regional Director passionate about: Transformational Leadership | Personal, Professional, and Business Growth | Operational Excellence | Customer Centricity | Inspiring People-first Cultures
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Research the individuals, look at their skills and whether the person has received recognition for their skills. Look at their posts, what are they talking about. Then look at the company. What are their main messages? What’s their social media strategy? Then, and this is the kicker. Check the jobs page. What are they hiring for? What skills do they require? Where are they hiring from?

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George F. Santamarina

Senior Solutions Consultant @ Pegasystems | I help banks and wealth management firms reduce operational costs by infusing workflows with AI-powered solutions
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Review their LinkedIn profile to see their work experience and interests. Have they changed roles? Are they becoming more strategic or narrowing in a specialty? Review any posts they have made or comments made. Reviewing their current company job listings is also a great way to get insights company plans and directions (skills, specific tools, approaches, etc.)

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Joshua Liebster

Technical Sales and Enablement Leader | Driving Solution Selling, Demo Excellence, and Engaging Storytelling | 2x vExpert | Empowering People for Success
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As everyone said, LinkedIn profile is the way to go, but here are some things to look for, especially for senior prospects: 1) Take a look at their job history and the path they took to get there. They will have a different viewpoint based on their own experience. An example is if you are talking to a CTO and their path to that role was via datacenter ops vs. development means their perspective, and consequently your discovery process, should be tailored. 2) Look at how long they stayed at the company, or previous companies. If they only recently moved, you might have some options for personal connection on their previous role, too. If they've been at the current company for a while, that can indicate their loyalty and satisfaction.

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2 Join relevant groups and communities

Another way to use social media to prepare for customer discovery and qualification calls is to join and participate in groups and communities where your prospects are active. These can be industry associations, forums, blogs, podcasts, webinars, or events that relate to your product or service. By joining these groups and communities, you can demonstrate your expertise, credibility, and value as a sales engineer. You can also monitor the conversations, trends, and challenges that your prospects are facing and use them to generate insights and ideas for your calls. Additionally, you can network with other members, ask for referrals, or initiate contact with prospects who show interest or curiosity in your solution.

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3 Engage with your prospects

Once you have identified and researched your prospects, you can use social media to engage with them and build rapport before your calls. You can do this by liking, commenting, sharing, or messaging them on their posts, content, or activities. However, be careful not to spam, pitch, or annoy them with irrelevant or generic messages. Instead, focus on adding value, offering help, or starting a conversation that shows your genuine interest and understanding of their needs and goals. For example, you can congratulate them on a recent achievement, share a useful resource, ask a thoughtful question, or invite them to a relevant event. The goal is to create a positive impression, establish trust, and spark curiosity that leads to a call.

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George F. Santamarina

Senior Solutions Consultant @ Pegasystems | I help banks and wealth management firms reduce operational costs by infusing workflows with AI-powered solutions
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Give prospects a reason to connect with you. Regularly write or curate articles that prospects would find valuable. That way, they gain value from connecting with you.

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4 Monitor your social media presence

Finally, you can use social media to prepare for customer discovery and qualification calls by monitoring your own social media presence and reputation. You want to make sure that your profiles, posts, and content reflect your personal and professional brand as a sales engineer. You also want to check if there are any mentions, reviews, or feedback about your product or service that you need to address or leverage. By monitoring your social media presence, you can ensure that you are projecting a consistent, credible, and compelling image that attracts and impresses your prospects.

Social media can be a powerful tool to help you prepare for customer discovery and qualification calls as a sales engineer. By using it to research, join, engage, and monitor, you can gain valuable insights, build rapport, and increase your chances of success.

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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 use social media to prepare for customer discovery and qualification calls?

1

2

3

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5

1 Research your prospects

2 Join relevant groups and communities

3 Engage with your prospects

4 Monitor your social media presence

5 Here’s what else to consider

Sales Engineering

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How can you use social media to prepare for customer discovery and qualification calls?

1

2

3

4

5

1 Research your prospects

2 Join relevant groups and communities

3 Engage with your prospects

4 Monitor your social media presence

5 Here’s what else to consider

Sales Engineering

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