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3 Drivers in the Social Selling Machine and How to Leverage Them
Social Selling is fundamentally the process you use to help social buyers become customers. There are many strategies and tactics that lead up to the sale but ultimately it’s how you leverage your expertise and provide value that wins it.
I was at my local health foods store doing my weekly shopping. A vendor was camped out near the check out offering samples of an energy bar. He asked if I’d like a sample. I’ve tried that brand and I don’t like them so I politely said no. He asked again, “Are you sure? They’re great.” I said no again, with a smile. Then he said, “They’re better than what you have in your basket.” I turned around and asked, “Are you judging me? ’cause it sounded like you’re judging me and ain’t nobody got time for dat.” To which he replied, “I was just trying to warn you.” So much for using humor to deflect an inexperienced salesperson.
Sales is an artful skill that many do not possess. Having started my career in the car business in sales, I’ve always had compassion for those trying to make their way – and this situation was no different. However, this energy bar vendor had no idea that I had tried his brand and didn’t like it. He didn’t know that, with food allergies, I’ve done my homework on what I can put in my body and his brand wasn’t for me. It was all about him and his product instead of about me (potential buyer) and my preferences.
Sales is about listening and asking questions to help the prospect decide. Beyond sales is Social Selling and it takes considerable understanding of the modern, connected customer to succeed.
A social salesperson makes the customer his or her focus. He or she must comprehend the role of content and how it’s used to tell a powerful story of why people buy from you. Social Selling involves growing your social connections and getting your potential customers to know, like and trust you.
Social Selling = Teaching + Listening + Asking
These 3 drivers will get your Social Selling machine up and running:
Teach
Educating buyers is your key to reaching them. The modern, connected buyer is looking for trustworthy information and YOU need to be the one providing it.
- Share relevant content on the Social channels where you customers spend time and where you feel comfortable.
- Leverage your expertise by publishing blog posts answering the questions your customers ask.
Listen
Pay attention to the subtleties in your conversations. Find common ground and shared interests with potential buyers. Become adept at recognizing leads.
- Hootsuite and Tweetdeck allow you to follow Twitter hashtags or keywords in conversations in your market area. Look for places where you can deliver value.
- Utilize Facebook Graph Search to find groups and individuals you’d like to prospect.
- Sign up for LinkedIn Premium to take full advantage of Advanced Search.
Ask
Asking questions to facilitate the buy is as important as asking for the sale. Develop rapport with your buyer. Don’t sell something, solve something.
Asking for the sale is difficult for most salespeople, online or offline. They’re afraid of seeming pushy, greedy or unlikable. It’s never necessary to be pushy or aggressive in order to close someone. If you’ve done a good job in Social Selling, the close will follow naturally and will seem like the next logical step.
- Establish a Social presence.
- Map out who you want to connect with and who in your network can refer you.
- Publish useful content that leverages your expertise and signifies you as a trusted resource.
- Engage in conversations and develop leads by asking thoughtful questions.
- Ask for the sale.
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