Category Archives: Social Selling
Social media is ubiquitous. Look at all the bowed heads and tapping fingers as people commune with their smartphones. It doesn’t matter if they’re walking down the street, in a business meeting, or sharing a meal with others, phones are always on and socially connecting. The Twitterverse has become part of the regular news cycle as politicians, and yes, the President, make it their go-to public communication channel.
But what does this mean for sales professionals in the business world? In my guest post on InsideSales.com, When and Why Sales Professionals Should Text Clients, I suggest that there is a time and place for texting within sales relationships, just as there are times when it is appropriate to communicate with clients by sending an email, making a phone call, or scheduling an in-person meeting.
In this post, I will address the broader topic of social media — not just whether to use it for business purposes, but how one’s personal postings can make a strong impression, good and bad, on their professional persona.
True or False: Social media is all about being authentic, expressing your personal views, and sharing imagery that exposes others to what is happening in your world. Salespeople should be able to freely post and tweet what they want.
Of course, salespeople can post what they want, where they want. That’s a right of free speech. The challenge, however, is understanding that social media opens up » Continue Reading.
Social Selling: What It Is and What Sales Reps Should Be Doing
The old ways of selling are gone. In fact, you could say that the cart has officially come before the horse. The “cart” is, of course, a shopping cart (or the moment that a decision is made to buy offline in B2B terms), and the horse is the informed and influential salesperson. The reason for this turn of events is clear and simple: the Internet.
The familiar scenario of the bygone era in which the seller educates, informs, and convinces the buyer seems quaint now. As a buyer, can you imagine not researching something that you intend to buy before talking to a salesperson? The scales have certainly tipped in recent years to make selling a greater challenge than ever before. So much information is readily available for both sellers and buyers. Sales reps no longer control the information needed by buyers to make purchasing decisions. Customers are self-educating online.
For many purchasing decisions, the primary question is no longer, “Why should I buy this,” but rather, “Why should I buy this from you?” Savvy sales reps are tackling this dilemma by starting the process of social selling.
As defined in a recent article in Forbes*, “social selling is about salespeople building a strong personal brand. It is about understanding the role of content and how content can be used to tell a powerful and emotional story. And, » Continue Reading.
Senior B2B Execs Use Social Selling Tools When Buying and Influencing — Are Your Sales Reps Part of the Conversation?
Don’t be fooled by age or seniority. Old dogs, who happen to be seasoned, executive-level buyers and influencers, have not only adopted social media but are using it professionally as well as personally.
A white paper from IDC (“Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience” by Kathleen Schaub, IDC, April 2014) provides some eye-opening statistics for skeptics regarding just how much senior executives are using social media in B2B buying and influencing. According to the paper:
Social Selling? Make Sure to Ask for Referrals
Using LinkedIn is a great opportunity to network and potentially receive referrals for new prospects or expanding relationships within existing accounts, but not before you get involved. Referrals are about “give to get” and this video blog post, Jim Brodo, Senior Vice President, Marketing, shares some quick steps to take before asking a LinkedIn contact for a referral, including giving recommendations for skills and competencies. Need some more tips? Contact Jim directly at firstname.lastname@example.org