Social Selling in 2018; Make it Simple

In January a lot of sales representatives will be attending their companies "Sales Kick-Off". I myself, feel honored to be invited as a Keynote Speaker at several of these energetic meetings. But instead of talking about changing sales processes, adapting to a new buyer attitude, analyzing big data and implementing new Social Selling tools... let's talk about your attitude. Let's make things really simple. How to become a successful Social Seller in 4 steps?

Search and Read

Do you experience an information overload? What about your own filter failure? Do you know how to find relevant news from and about your potential customers? What are the channels they are using themselves? Have a look at what type of news they are sharing on their website, on their LinkedIn Company Profile or Twitter account. Did they launched new products or services recently, did they shared a new 'white paper' or valuable blog, any new hires on interesting positions within the company?

And how is the company mentioned in the news? What kind of information can be found about their competitors or future developments in their branch? Search for interesting discussions or trends. Try to get an overview the actual potential customer's position and how they are positioned in the market.

Write and Share

Start writing about your expertise and knowledge. Include your vision on developments and trends. By doing so, emphasize the implicit added value of you and your company. But hey! Writing blogs, or even recording vlogs.... isn't that Marketing stuff? Yes, so if you don't feel good about it, if you don't feel assured, knock on the door of the Marketing Office and ask for help. Social Selling is all about Sales and Marketing cooperating to retain existing customers and gain new customers!

Recent research from Hubspot proves once more that people trust 'people content' significant more than 'corporate content'. People buy from people, people speak with people.... not with companies. So, dear sales representative, start writing about your experiences and business cases. Dare to rewrite corporate content aimed at your buyers challenges, make it personal! Share your thoughts and articles on your LinkedIn Profile, through Twitter and get it published on trusted and objective expertise websites as well.

React and Connect

Now the game is on! Search for relevant updates from potential buyers and react by using your own written content. Leave a comment to start a conversation or share the update when you want to help them reaching a bigger audience.

As soon as a potential buyer engages with your content, reach out to them by sending a connection request. Be aware of your enthusiasm here! The goal of the connection request should be to get your buyer to accept the request, not to sell (at least not at this stage)!

Strengthen and Personalize

Now since we are connected with our potential buyer, we have his attention. Now comes the distinctive part of Social Selling, that in my opinion differs from Traditional Selling. Try to strengthen the relationship, without becoming explicit sales driven to your own services or products. Mind you, we are connected but we are not yet trusted.

In this stage we start asking questions by using your channel of preference (LinkedIn, e-mail, phone). Here are some questions that will enable us to show our trusted advisor role in a later stage.

What is your vision on ........?

Most of our clients are focused on.... (are you experiencing any of those as well)?

With what kind of expertise or knowledge can I (or my network) be of help for you.....?

What do you think of ...... (an article, a recent news item, relevant development)?

Now in general, two things might happen. Your potential buyer does not respond to your messages. When this happen, wait for a few days and then try a different approach. Did you use LinkedIn? Pick up the phone now! If that does not work either, and you still get no response, your buyer is not ready for the next step....yet!

When you do get a response on your messages you need to retain this positive vibe and try to convert it into a more personal approach. Try to invite your potential buyer to a personal meeting at his office or, depending on the distance and circumstance, suggest a Skype meeting.

Deal or No Deal

Eventually, if your potential buyer has a need for your services you will get a chance to make a proposal. If you have made a reliable impression, based on your expertise and way of communicating, but your potential buyer does not have a need at this point, you will be on his future short list. It's up to you now to maintain the relationship and stay top of mind by frequently sharing relevant news and updates with them.

Routine is Key

Social Selling should not be a lucky shot, nor should it be the holy grail if all other sales efforts do not lead to new business. Social Selling should become a part of your sales routine in 2018! How this can be done? Look out for my next article, in which I will share some Social Selling routine secrets that have lead to more leads and business for our customers.

About the author

Richard van der Blom is an independent Social Selling Trainer and LinkedIn expert, owner of Just Connecting (specialized in LinkedIn & Social Selling training and strategy) and author of many LinkedIn blogs and research. Creator of the B.E.S.T. Social Selling method, which is explained to and implemented by many sales professionals amongst our (inter)national clients.

Feel free to send me an invitation to connect, but please include a personal message while doing so.

Here you will find my other LinkedIn Articles (written in English or Dutch)