Social Selling Definition

Social selling definition is important in sales training as many salespeople and sales leaders are still asking “What is Social Selling and how can I do social selling so it gives me results?

Despite all the news and chatter about social selling, many companies and salespeople struggle with a social selling definition that makes sense for them to incorporate into their sales habits. When I am conducting sales training on social selling, people will approach me ask “Is this social selling thing really worth it? Or is social selling really relevant to me as an experienced sales professional?

Social selling definition

My answer on Social Selling remain the same:

If a salesperson or a business has all the sales leads and pipeline of revenue they can handle for the next year or so, and don’t believe that social media is playing a bigger part in the buyer decision process, then no, you don’t need social selling.

If on the other hand, you see the more traditional forms of selling declining and you plan on being in business for the foreseeable future then using social media as a sales channel and social selling will not be optional tools. Digital selling and social selling will become increasingly vital to a salespersons and business success. So, let’s look at what “social selling” mean.

 Social selling definition!

I believe that every salesperson should view social selling as a sales touch point embedded into every aspect of your sales habit loop. If you review your sales funnel, it can be connected back to every sales step and to every lead. Successful salespeople have learnt how to use the social networks to build credibility, be visible and relevant in every step of the buyer’s journey.

My social selling definition is as follows:

“It is about building a communication bridge between social media activity (opportunity insights, sharing ideas and perspectives) and the phone call (sales outreach) to maximise buyer interactions and minimise wasted time.”

So, Social selling concentrates on sharing focused content and providing one-to-one communication that flows backwards and forwards between the salesperson and the buyer.

The goal is for the you to form a relationship with each prospect, providing suggestions and answering questions.

What Social Selling is Not:

Firstly, Social Selling is NOT Social marketing

Social marketing is focused on generating mass awareness and is more aligned to inbound marketing (to generate sales leads) while social selling is an organised sales activity aligned to sales (to generate leads for sales). Social selling is focused on individual buyer engagement while social marketing focuses on brand engagement. Sales people involved with pumping out marketing material on social media are doing social marketing not social selling.

Social media is no longer the exclusive domain of marketers. It’s not about pushing mass messaging. It’s about personalised conversations. It’s about connecting and engaging. Social selling needs to be integrated into the very DNA of your business.

A social definition is not one that uses social media to shout at, stalk, or spam people digitally. It is not about employing the social channels to replace cold calling, sales outreach or replacing the telephone with Twitter and LinkedIn. Trying to outshout your competitors, interrupting people and blasting their inboxes or profiles with generic sales pitches are not strategies that will create trust and credibility. Also, social selling is not about having a uniformed approach to every customer interaction.

One to one connections and interactions

Successful social selling that delivers real results comes from meaningful, relevant and personalised one-to-one social conversations and interactions. It is not all about content, while content plays a vital role it is a sales tool to engage the prospect towards a useful and valuable interaction. Forward thinking sales leads and salespeople understand the power and importance of developing one-to-one connections and interactions on social media.

As part of a sales training program or sales transformation process, a social selling strategy should be focused on creating opportunities for interaction in a very personalised manner. As we enter the era of the digital native buyer (2 billion plus people on social media globally), the ability to focus on and tap into your core market(s) online will be vital to sales success.

Why Companies Embrace Social Selling

 Traditional sales tactics have diminishing returns:

90% of decision makers say that they never respond to cold outreach – (Harvard Business Review).

Buyers use social media:

75% of B2B buyers now use social media to research vendors (IDC).

Bigger deal sizes:

Buyers who use social media have larger budgets – typically 84% larger than the budgets of buyers who do not use social (IDC).

Better Sales Achievement:

Social sellers realise 66% greater sales achievement than those using traditional prospecting techniques (Sales Benchmark Index).

 Research and studies from lead sales organisations show that social selling like any great sales strategy is best applied as part of a daily sales habit. In one study from SAP, 71% of salespeople who gained sales leads using social selling and social media were active on a daily basis.

Social Selling Tip: Social selling requires sales training and a planned approach. It is advisable to learn how to leverage all the social networks like LinkedIn, Facebook and Twitter. Split out the social selling activity into engaging a new profile of customer, accessing new markets and increasing engagement with existing customers. Learn more about social selling training.

I hope the above statistics prove that social media and social selling are not a fad or empty time filling activity. It is a channel and valuable activity for selling and growing revenue. Companies who have put formal social selling strategies in place are seeing growth in double digits for the socially skilled sales professionals. Not a bad return!

 Where how do we start social selling?

Social Selling consists of five main steps:

1. Establishing a presence on social networks (Goals and objectives)
2. Finding the right people (Research into Buyer Personas or Ideal Customer Profiles)
3. Engaging with those people (Content assets, rules of engagement)
4. Building trust (Credibility and Connecting)
5. Measuring the impact (Conversions, Mentions, References and Leads)

Benefits of Social Selling from The Digital Sales Institute on Vimeo.

To build a team of great social salespeople, they have to be trained to become personal marketers, content experts and storytellers. Also, a change in mindset that requires sales leadership to move away from constant pitching to focusing on sharing great content and building relationships and a community online. Salespeople and the brand should strive to be a “Thought Leader” in the eyes of their target audience and market.

The relationship between seller and buyer has changed. Today the buyer self-educates, does their own research and is influenced by what they read and see online. This change to “online conversations” can either be seen as a risk or as a fantastic opportunity. But only if you’re willing to have a formal social selling program with goals and objectives. Then you can jump in, interact on a personal level, start social conversations that eventually lead to warm sales meetings.

Social Selling Definition – Sales Training Company - The Bitter Business

Social Selling Training - YouTube

Social Selling Training - YouTube

The Digital Sales Institute's social stories · Storify

The Digital Sales Institute's social stories · Storify

ConnectorsMThe Digital Sales Institute

224 viewsSocial Selling Tips for Sales and Marketing

Share5

an hour ago

Why Social Selling Training Pays – The Bitter Business

Why Social Selling Training Pays – The Bitter Business

Selling and buying has changed. The profile of a typical business buyer along with their needs, values and how they purchase goods and services has altered completely from 10, even 5 years ago. A business should use social selling as a genuine touch point to share insights, research, information and content before engaging in any sales conversations. Social selling is a learned skill (how long does it take to master other sales tactics – months, even years?), it is not a fall back method for sales people to spam sales messages on Twitter, Facebook, on LinkedIn groups. Nor is it a means to plaster vanilla flavored sales messages across groups and connections.  The tactic of connecting and building a network of connections just to send sales messages is NOT social selling.

The biggest tip I can convey is that for social selling to work you need to build value over time with your social network by sharing relevant, quality content that people find useful and helpful. So, in time when a sales person reaches out with a personalized social touch point to a prospect to engage in a sales discussion, the chances of progressing a relationship will be greatly enhanced.

Is Digital Selling The Ultimate Sales Channel?

In a world where generating sales leads is now the biggest challenge facing companies, could digital selling including social selling be the ultimate sales channel for the foreseeable future. In the digitally connected world, to attract buyers attention, a business has to develop trust, this means starting with authentic interactions and engaging on social media.

There are lots of definitions as to what “Digital Selling” actually entails, but the main point to get across is that digital selling is about creating cohesion between sales and marketing in the areas of content marketing, inbound marketing, social selling, data, social listening and insights which are mapped to the buyer’s journey. All these “online” elements when structured together can be used to create a Digital Selling strategy. It is not just about the sales team trying their luck with social selling or the marketing department producing a stream of content. To make it work, leaders must create an organisational structure around the social media channels and KPI’s to measure buyer engagement.

Many companies feel that in-house created content reach (views, likes, downloads)  is the ultimate measure for buyer interest, however other measures like social reach, buyer connections, sales person profile/company page views, questions posed, questions answered and conversation engagement are other key measures worth considering. A key part of any Digital Selling strategy is everyone in sales and marketing should be involved in the creation, organising and sharing of content.  To succeed with the socially influenced buyer, remember companies with the best stories shared will win. In a way, a business needs to have a publishing department, one that concentrates on creating volumes of content or research which is mapped to a buyer’s journey

Let’s take a deeper look at Digital Selling

Digital selling is the use of social selling (1:1 buyer engagement on social channels undertaken by sales people) combined with the use of digital assets (videos, articles, whitepapers, case studies, infographics, webinars, online presentations) and supported by sales intelligence (data, ideal customer profiles, insights, triggers, CRM, social listening) to generated leads and revenue.

In a way, digital selling could be termed “closed loop selling” as it about matching your sales strategy to buyer behaviour which we now know is increasingly influenced by social media.  So in a way, it takes a holistic view of the buyers journey to bring together the assets and actions in order to be valuable to buyers on their journey, one that ultimately leads to better engagement and ultimately more sales.

There are many compelling reasons around this strategy, mainly driven by the fact that buyer behaviour has changed and there is no old way of doing things as most sales tactics such as cold calling have diminishing returns. Today’s connected buyer is more informed than ever before plus they have become expert at tuning out to all those interrupter sales strategies and tactics that worked so well in the past. They seek not to be sold to. They seek advice, knowledge, insights and someone to guide them to the right purchase decision.

The whole digital sales transformation is in full swing around us, whether it is inbound marketing, freemium models, social selling or consultative sales models, it is digital selling to step forward and take centre stage.

Digital selling is fast becoming main stream as forward thinking SaaS companies lead the way whilst many smaller or medium sized businesses must watch and learn fast.

So where does social selling fit in?

As I stated previously, Social Selling is the key sales person’s activity within Digital Selling. Again, there are many definitions but my own one is “Social selling is the sum of connected actions shared online when experienced by customers/potential customers will influence their awareness and consideration for your business.

It boils down to the influence an individual sales person can have on customers and prospects’, by sharing content on social networks which is consumed, shared, commented on and visible across multiple networks.

Sales teams deploy social selling as an activity that is proven to be valuable (sharing insights, articles, expert advice) to buyers as they move through the awareness, consideration and selection stages on the new buying journey via social media.

Social Selling uses three key elements: namely Insights, Triggers and Referrals to map the buyer’s journey, then supports these elements with articles, curated content, videos, whitepapers etc to engage a potential customer.

Summary:

A digital selling strategy acknowledges that the connected buyer needs education but they educate themselves. They have become blind to advertising and ignore slick marketing material. They value peer recommendations over sales jargon and they complete a large part of the buying process without sales interactions or taking calls. They want to be guided and expect insights from experts with an understanding of their business not yours.

So, pause, listen & engage to nurture relationships via social networks. Modern sales leadership know that the key to sustained success is to include digital selling alongside social selling and social media marketing so all departments and all employees can play their part in the online customer engagement process. When sales and marketing work together to engage someone from prospect to customer, the whole business from top to bottom can stay on the same page with critical contacts, conversations, conversions while measuring the resulting ROI. That is Digital Selling.

Is Digital Selling The Ultimate Sales Channel? – The Bitter Business

Social Selling Training Programs

ADAPTABLE, BUSINESS SCHOOL STANDARD TRAINING, CUSTOMIZABLE FOR ANY INDUSTRY OR COMPANY STRUCTURE

Small, mid-sized or Large Corporate
Add our industry validated digital programs to your Skillset to target new markets, increase revenue and establish a competitive edge.

TRAINING FOR SALES PROFESSIONALS

Today’s buyer is digitally-driven, mobile, socially-connected, empowered with unlimited access to real-time information about business problems, products, companies, competitors — about all sorts of things. Also, buyers don’t have to rely on brands, interruption marketing or companies or salespeople for information, because they can find that freely on the web.
Prospects can compare your product or service and buy from the competition without you even knowing they exist.
The buyer’s journey has changed so sales leaders, mangers and sales professionals need to understand how they can connect to and leverage these habits.
The DSI course on “Social Selling for Agents” has been developed in conjunction with sales coaches, business schools and over 5000 hours of research. It is designed for sales management and sales professionals to learn how to function in the digital space. Full Course Information.

TRAINING FOR SALES AND MARKETING LEADERS

The digital connected world has turned the traditional sales funnel, on its head. Old sales and marketing tactics have diminishing returns. Change in sales methodologies has accelerated at dizzying proportions. We are in a constant state of disruption. Just when we think we’re getting to grips with the new, it’s already old.
The most significant change in our world is that digital connectivity has put power in the hands of the buyers. Instead of being passively influenced by marketing and sales, they actively search, research and compare.
In this course, sales and marketing leaders will learn how Social Selling can used as a vehicle for sales transformation and how to evaluate, support and integrate social selling from a leadership perspective to become a social business. Also why social selling is an essential requirement for sales teams, and how the relationships that are created and nurtured within social media will help you grow and sustain your business.

SUBSCRIBE TO OUR NEWSLETTER

THE DSI TRAINING MANTRA

The use of social networks for sales is no longer optional for business. It’s a powerful strategy that can help sell ideas, establish credibility, attract and win customers. It is the result of the profound integration of social media into how we conduct our lives for business and pleasure. The buyer’s journey has changed in the digital world so sales and marketing professionals need to understand how they can connect to and leverage these habits.
The DSI programs are focused on providing excellence in design, transformational learning experiences and quality customer service. So we have built learning programs that brings thought leadership for sales and marketing professionals around sales tactics, lead generation, reducing cost per lead, prospect engagement, sales pipeline and revenue.
The tangible return on investment has been evidenced repeatedly in our work with companies both large and small to bring an untapped source of competitive edge for your business

ONLINE COACHING – ROBUST CONTENT 24/7

The always on access to course material and the cost effectiveness of electronic content can both be critical to managing an investment in training your team. At The DSI learning becomes real when applied with the help of seasoned coaches that will demonstrate and inspire social success. Each online session covers a different topic from our comprehensive course material.
Students can learn, ask questions and engage in dialog with peers. These virtual sessions will accelerate learning through reinforcement and are highly interactive. This ensures all training members are on-board and actively participating in their training and development.

 Social Selling Training Programs

The Key Elements of Digital Sales Transformation – The Bitter Business

The Key Elements of Digital Sales Transformation – The Bitter Business

I think we all have to acknowledge that the sales profession is going through a major transformation. Social media, mobile, and digital information means buyers are better informed and rely less on sales people in the purchasing journey. And that same purchase process has become longer and even more complex within the consultative type selling models.

Digital Sales Transformation could be defined as “How sales capabilities and competences need to be developed to address the “Connected Buyer”, meeting changes in the industry facilitated by digital tools”. In a nutshell, transforming sales performance will involve a combination of better training for the new age sales person, better use of technology/data, and better customer content to drive conversations.

It is not just another business buzzword to be bandied about at management meetings. The buyers journey is changing fast (wait till Millennials make up the majority of buyers!!) so it’s important to focus on real business and customer challenges and changes now.  Now it the time to have a clear approach, prioritise action and involve the entire marketing and sales force in any digital transformation process. Where to focus in terms of market arenas (capture more business in the short term), what is the right offering (product to market fit) and value proposition for these markets, and how to manage customer relationships and sales to win in the digitally influenced market, are some of the questions to be answered.

The digital tools I mentioned above as part of the definition of sales transformation are invading the business ecosystem, bringing with them major changes in the way we work, communicate, and sell but most importantly the change in how customers buy. As with most things in like, this has brought both opportunities and challenges, and has triggered the Digital Transformation within companies for all aspects of customer touch points.

Sales enablement needs to focus on “value messaging”, “social selling” and “consultative selling” skills training.

The starting point is focused on improving the business awareness of the sales teams because the old sales methodology of selling product features to increasingly more sophisticated buyers will not cut the mustard.  Sales professionals must be able to map the buyer’s journey, understand “Ideal Customer Profiles”, deliver compelling insights (using a variety of content) to differentiate themselves (Why me!!)  And communicate this value to close more business without being dragged into the pricing discount race. So sales enablement leaders are looking to “value messaging”, “social selling” and “consultative selling” skills training using social networks to help the sales force communicate and influence buyer perceptions of value.

The development of these new sales or marketing competencies revolves around the capacities for sales people to be more agile, buyer-centred, innovative, connected, aligned and effective with present and future changes in mind. The digital sales transformation will have many connected goals, but in the end striving towards optimisation across sales processes, support divisions and the business ecosystem of the always-connected customer where building the right bridges with the right people at the right time during the buyers journey is the key to success.

A reminder of the buyer’s journey: Today’s buyers, from consumers looking for a new car to company buying committees purchasing software, can easily research and compare products thanks to the visibility offered up from a host of social networks.

The positive news is that with re-tuning for this digital era, sales teams have significant capabilities to impact the buyer’s journey to become a valuable influencer, aided by big data, digital selling tools, and organisational changes to the buyers’ growing level of self education.

The major themes of Digital Sales Transformation:

• Find growth in arenas before your competitors arrive
• Sell the way customers want to buy
• Optimise sales operations and digital tools
• Sales and marketing as a unified team who challenge the status quo and manage revenue performance
• Empowering sales enablement to make change happen

Look Ahead

The whole purpose of sales transformation is to drive profitable growth within companies. It is about using insights, social signals and data to anticipate buyer interests and map out where untapped potential lies. They focus on being useful and valuable to buyers in order to lock in new customers first (and out manoeuvre their competitors).

Find growth in Social Data

The use of social data as part of the sales engagement plan can open up amazing sales opportunities. Companies from all sectors, B2C and B2B can build insights from a wide array of internal and external sources and create tailored selling propositions based on prospect personalisation. However to maximise the benefits of social data, social selling needs to be at the very heart of the sales culture.

Selling that matches the Buyer’s Journey

Generation connected customers have discarded their participation in traditional sales models. They want self-determined, more seamless, and rewarding buying experiences; they want more of the right information at the right time, more value from sales interactions and they want on channels of their choosing. For sales leaders, getting their heads around this is hard enough but transforming sales models in mature or emerging markets is a major challenge. But leading sales organisations are finding ways to improve digital channels, the availability of content plus maximising direct and indirect channels. Using social data and social selling they are cracking the code of how to integrate them all. No company can win today using old sales methodologies, so the smart ones are using transformation to manage a multi-channel approach to ensure consistency, maintaining close contact with customers and raising the sales bar. The best sales leaders are transforming inside sales and field sales, integrating online with inbound with social selling, orchestrating direct and indirect sales and marketing teams and using data to drive activity.

The best test and tweak constantly to bring value to the buyer’s journey and turn conversations into sales conversions. They embrace social networks, mobile and understand the benefits of building deeper customer relationships across all platforms with quality content. Finally, they recognise that digital is an additive process, so they work hard at seamless integration with every other sales channel to win.

Mapping the Customer Decision Journey

“12% of all B2B sales in the US will take place online by 2020 – Forrester”

 

75% of purchases now start with an online search by the buyer. 90% of decision makers say that they never respond to cold outreach – (Harvard Business Review).  More than half the sales process has disappeared. B2B buyers are 57% of the way through their purchasing decision before they ever engage a sales person. In fact, a B2B customer will regularly use different interaction channels throughout the purchase process. The mapping of Ideal Customer Profiles and the Customer Decision Journey  around which marketing and sales collaborate has become standard practise in many progressive sales organisations. They also know that this journey is different by customer segment/profile, with varying needs and expectations at each point in the journey.

It is about ensuring the sales teams reaches the right people at the right time with the right offer.

Innovate Inside Sales

Cold calling is dying fast and some companies are still flogging dead horses. Sales transformation success can pivot on changing the inside sales approach. The leaders of the successful inside sales forces have recognised this. They use social selling to nurture customers early, long before any sales pitch. They seek to bring value and be a trusted source of information to unlock growth in key accounts which is the prerequisite for the consultative sale. Regardless of size or industry, there are always new ways for business development people to engage new customers.

 Blend your Sales and Marketing Engine

In transforming the sales engine, business leaders must ensure that marketing and sales teams work together to extract the full value of every piece of data or customer touch point. Despite their co-dependency, it can seem like marketing and sales are marching to a different tune. Successful sales leaders work with marketing (and vice-versa), benefiting from the market insight skills it brings and feeding these insights to the sales engine to maximise every campaign or lead. Research has shown that when the two teams collaborate to drive sales and revenue, companies enjoy higher sales growth.

Use Technology as an Advantage in Sales

The use of digital sales tools must evolve to keep pace with customer preferences.  Part of the role of sales enablement is to ensure the investment enables success instead being viewed as another big brother information tool. Appoint an owner whose focus is on acquiring and implementing the right tools to deliver the returns on productivity or performance the business expects.

Sales Transformation is about having the right Talent to Execute

Think “New Age Sellers”. Sales leaders can have all the social data, all the social selling training or all the digital tools available, but without having the talent who embrace this new progression, they will achieve little. Hard questions like do we have the right talent for our future sales plans or how many of our existing sales force can make the transformation we require have to be asked and answered.

 Make Digital Selling Part of your Sales DNA

Sales transformation is not about achieving some short term wins but embedding it in to the genes of the organisation for the long term. The companies who will win out in selling to the always connected buyer will create a culture that embraces social channels. They will prioritise sales training and throw the spotlight onto people who are playing a starring role as agents of change, and they focus on social collaboration between sales, marketing and support that goes way beyond the individuals skills to create sales capabilities embedded into the DNA of the entire organisation

Growth will be driven from the Top

Every sales leader has to step forward and be at the forefront of change. Because without strong leadership any transformation initiative will hit the rocks sooner than you think! Strong leaders will be given the platform to challenge the status quo or “the way it’s always been done “thinking. They will galvanise their team, they plan and map change while demanding results from the sales force who has been equipped to win. Senior sponsorship and stakeholder alignment is critical as well as a clear vision of where to prioritise the transformation effort.

A final thought

Undertaking sales transformation may sound brave but the insights to future buyer preferences remove it as optional. The rise of social channels and data brings enormous opportunities for value creation and sales growth, but there are many challenges along the way. Any companies planning to be in business five years from now should already be preparing for a major overhaul of how they sell, no business and no industry is immune.

7 Ways to Get Your Content to Produce Sales Leads – Now

If your content marketing plan is producing a steady flow of sales leads, then save yourself some time and don’t bother reading this article. Every marketing article I read tells me how much business has fallen in love with content marketing and why not. I know from experience that whether selling to consumers or business the challenge (for both marketing and sales) is to get content to produce sales leads and not just brand awareness. However the reality is that today’s social media channels are being bombarded with content (some great, some good and lots of crap) on a daily basis.





7 Ways to Get Your Content to Produce Sales Leads – Now – The Bitter Business

TIPS ON WRITING LINKEDIN MESSAGES – The Bitter Business

TIPS ON WRITING LINKEDIN MESSAGES – The Bitter Business

When implementing a
digital sales or social selling program, the biggest single point of failure
can be writing LinkedIn messages to buyers. Or to put it in simpler language,
the ability to craft well thought out messages that convert into offline
conversations between seller and buyer.

Every sales
strategy most likely has a multi activity approach which may include phoning,
emailing and social interaction. However, sales people who use social selling as
their primary customer acquisition channel are now getting the majority of
their leads via well crafted and well timed messages via social media platforms
such as LinkedIn.  

So here are some
tips on writing LinkedIn messages (or indeed for any social media platform) to
potential buyers so sales people can generate sales pipeline quicker.

Tip. 1: UNDERSTAND YOUR BUYER

Long before a sales person ever writes “that message” whether it is for
a connection request or for conversion to pipeline, we need to take a step back
and consider how much we really understand our buyers. For example at The
Bitter Business, I target 3 ideal customer profiles (ICP’s)/buyer personas:
Sales Leaders, Marketing Leaders, and Sales Trainers.

I created these ICP’s
so I can create content that speaks and resonates with people who are
interested in using social media to drive sales. I also use these buyer personas
to gain an understanding of my target audience, their needs, wants, concerns and
business challenges within their industry.

Remember the 5 Buyer Why’s when developing Ideal Customer
Profiles and content that matches for social selling. Why listen? Why care? Why
change? Why you? Why now?

Every sales person and every sales team should sit down with
marketing and create 1, 2 or 3 ICP’s as to take targeting of buyer personas to
the next level. Use this exercise between sales and marketing to explore what
are your prospect’s biggest fears or challenges, the consequences of them maintaining
a status quo position, and the biggest win you and your business can deliver to
them.

It may sound
simplistic but the better you understand your buyer, the better chance sales
people have of being able to move buyers out of their status quo and walk with
them on their buyers journey.

Tip 2: USE INSIGHTS TO BUILD VALUE

Value is the
currency for buyer connectivity. So once we understand the buyer’s position and
needs, we need to source insights (news, data, information, research) which prove
that we understand them and their industry. There are many content curation
tools such as Owler, Scoop.it. Crunchbase, Google Alerts, Twitter Lists, and
LinkedIn.

To build value with
insights, sales people should focus on 3 areas:

The Buyer: Start by
following the buyer on LinkedIn, Twitter even Facebook. The objective is to
discover how socially active they are plus what content or conversations are they
engaging with as to ascertain what they are interested in. Also try to find out
if the prospect has been referenced in an article, has been complimented in a
conversation or writes blog posts. There are great opportunities to engage the
buyer in a starter conversation.

The Buyers Company: The level of
data or insight you can get on a company depends on their size. A good place to
start is their blog and do a Google search for news and announcements. Remember
there are 5.4 decision makers involved in a business purchase so do some
LinkedIn research on the senior players. What groups do they belong to, what
level of connectivity do they have and who are they connected to. Make sure to
follow their company page and twitter accounts. Then repeat a Google search for
these names to find out some information or news. Also look out for press
releases, newly appointed people, announcements, press mention and maybe sign
up to their company blog posts.

The Buyers Industry: Another way to
build value is to understand the industry dynamics of your buyer. What trends,
data or insights can you gleam from business research companies such as Forester,
Aberdeen Group, McKinsey and Gartner.

By focusing and
investing time on these three areas, sales people will uncover insights that:

1. Put’s themselves
in the shoes of the buyer so they can anticipate future needs; plus

2. Become valuable
to the buyer in sharing quality information while gradually positioning
themselves as a trusted source.

Tip 3: BUILD YOUR MESSAGE

Once a sales person feels they can bring value to a buyer (via understanding
and relevant insights) with content worthy of sharing or to spark a
conversation then they can proceed to the message or engaging phase. Do not
rush into this.

Regardless of whether it is a connection request, a conversation starter
or a conversion message, crafting the correct wording is critical.

So let us move on to how to construct the messages:

The Subject
Line: Very few buyers will open a direct social media message/email/InMail
unless they are intrigued by your Subject Line. It is essentially the gateway
to opening a relationship. To increase the chances of a buyer opening the
message, make it relevant and avoid spam sounding sentences. A subject line
like “You mentioned recently” or “I noticed you”, plus include their first name
and any snippet of information that will spark an interest or curiosity.

Make it 100% Personalised: Always state your
name, and give the buyer the context into why you are reaching out. Then add in
the value exchange (what is in it for them – research/information/similarities
etc). Then maybe reference a piece of content you found from insights research.
These elements are what separate your messaging from the raft of other messages
they get every day from sales people doing a brochure dump or vanilla flavoured
template.

Include an Impact/Value
Statement: If this is a conversion message, then every sales person should address
the buyer WIIFM (What is in it for me). Talk about what you can do for them
referencing specific case studies, facts or clients. Include a statistic and a
timeframe.

Value Statement
example: “I help SaaS technology
companies who are launching a new product into the marketplace – and need it to
be successful in the short-term to achieve their sales forecast. Where I help
my clients is to generate more leads faster using social selling. As a result, my
customers are able to more easily meet projected sales targets and
significantly reduce the time to profitability.”

As Harvard
marketing professor Theodore Levitt put it: "People don't want to buy a
quarter-inch drill. They want to buy a quarter-inch hole." You must
understand why your customer wants that hole. Cultivating relationships within
that context is much more powerful.

Every message
should ideally end with a question asking them to take a specific action. If
this is a connection request, then keep it with context and zero sales pitch.
If a conversion message (moment of truth), maybe end by asking for a time to have
a chat (reference some specific times you are available).

A few MESSAGE EXAMPLES:

 Subject Line: John, You mentioned you
plan to grow 250% in 2017

Hi John,

I read your quote
in the Irish Times where you mentioned you plan to growth 250% in 2017 with a
particular focus on SaaS companies and you are now putting your plans in place.
Social selling will enable your sales teams to generate additional sales pipeline
in these areas, which will enhance your company’s ability for larger deal sizes.

Companies like Dell,
Schneider, and smaller companies have leveraged our Social Selling Methodology
to:

Increase their qualified leads pipeline by 35% plus within 12 months.

Create team revenue
(sales & marketing alignment) to accelerate revenue.

Drive sales
enablement and account development through leadership buy-in and measures.

Can I have 15
minutes of your time for me to share the digital transformation success we are
seeing across many Irish companies?

Can we set out 15 minutes
on [Date1] or [Date2]?”

Regards

Brian

Subject Line: Dave,
I noticed your interest in this article

Hi Dave,

I noticed that you looked at my profile and
commenting on the article “How to Social Sell” I shared in some LinkedIn groups.
I research and write articles on using social media to drive business, so if
you ever require information on social
selling, feel free to use me as a resource for whitepapers
and research. Look forward to connecting with you.

Regards,

Brian

Creating the right
message is all about creating value for the buyer at the right time, this value
has to be separated in connecting, being useful (conversations) and being
valuable (conversion into pipeline). Sales people need to understand the buyer
(ICP’s/buyer personas) from all fronts, individual, company and industry. The skill
is to do the research and craft messaging around the buyer’s journey you have
plotted.