No, Comment!

Sales people, by and large, want to talk to people. Yet despite our “best” efforts, most feel like they’re talking to a brick wall. According to the Harvard Business Review,?traditional?cold outreach methods—phone calls and emails—are becoming less effective in establishing serious buying relationships.

It feels like we’re reaching an inflection point, we’re throwing more and more spaghetti at a wall, and less and less is sticking

Forrester found that B2B buyers think salespeople prioritise their own agenda over meeting the customer’s needs.

…And to be quite honest, there’s no surprise. We call and email people that we don’t know, talking about a product that they don’t know exists, which they "desperately" need... and in some cases, have to pay 6 figures for.

We know that 75% of buyers use social media to influence their buying decisions, and this jumps to 84% when we only account for the C-Suite. So we must be present there.

When I say be present there, I don’t mean applying traditional approaches to socials, but leveraging them in a way that they were designed to be leveraged. After all, they are called Social Networks. So we should do just that… Network.

The most impactful activity you can do on socials is to comment. I find it easiest to break commenting down into 3 levels, each gets more difficult/time-consuming but has a greater impact:

1. Congratulatory Comments: A Simple Start

These are quick, straightforward responses that show appreciation and acknowledgment. Although these comments may not require much effort, they can still leave a positive impression and keep you visible in the LinkedIn feed.

Examples:

• “Great post!”
• “Thanks for sharing!”

While these comments are brief, they serve as the first touchpoint in your engagement strategy. They show that you are active and appreciative of the content shared by others, setting the stage for deeper interactions.

2. Complimentary Comments: Adding Value

Moving beyond simple acknowledgments, complimentary comments involve expanding, enhancing, or emphasising what has been shared. These comments add value to the conversation by offering additional insights or perspectives.

Examples:

• “This is a fantastic insight into X. I’ve also noticed that…”
• “Great point about Y. In my experience, I’ve found that…”

By contributing meaningful additions to the conversation, you not only validate the original post but also position yourself as a knowledgeable and engaged professional. This level of engagement can lead to more meaningful connections and interactions.

3. Curiosity-Driven Comments: Sparking Conversations

The most impactful type of comment involves curiosity. These comments ask questions to dig deeper into the topic or challenge the thinking presented. The goal here is to encourage a response from the post’s author and others within the comments section, fostering a dynamic and interactive discussion.

Examples:

• “This is an intriguing perspective on X. How do you think this approach will evolve with Y?”
• “I appreciate your viewpoint on X . Have you considered how this might impact Y?”

Curiosity-driven comments demonstrate a high level of engagement and interest. They not only enhance your visibility but also help you build relationships through thoughtful and stimulating conversations. This approach can significantly boost your networking efforts and help to drive engagement with others.

Why Commenting Matters

Engaging with posts on LinkedIn through commenting offers multiple benefits:

1. Increased Visibility: Regular and meaningful interactions keep you visible in your network’s feed, ensuring you stay top of mind. Commenting on a post that your prospect has shared or engaged with, will notify them; they’ll see your lovely face pop up in their notifications section.
2. Relationship Building: By actively and strategically consuming and engaging with our prospects' content, we’re going to build a clearer understanding of what they care about. Thoughtful comments on these posts can initiate networking conversations, leading to deeper connections and potential business opportunities.
3. Brand Enhancement: By consistently adding value to discussions, you reinforce your personal brand as a knowledgeable and active person.
4. Networking: Engaging with posts opens doors to new connections and expands your professional network.