Social Selling for Beginners: 10 Actions to Look Like an Expert
Everyone wants to be remarkable. Every salesperson wants to be the ONE who customers choose, over and over again. But many salespeople are lost with today’s technology. The advancements in social media and content management platforms have made it easier than ever to engage and stay connected with those ideal customers. There’s never been a better time to incorporate Social Selling into your sales process but if you’re a beginner, it’s a scary place.
“79% of salespeople using social media outsell their peers.”
As a salesperson, it’s easy to fall into the familiarity trap doing your job. You go to work, you do your job and you go home. Complacency sets in and the next thing you know, leads dry up and you’ve got nothing in the pipeline.
All Social Selling starts with a customer-centric mindset. Right now, you may look at every customer the same way: another chance to sell them something. It’s dangerous to ignore what they might be going through. You may look at the potential sale as only a transaction.
But to each customer, the purchase of a car (or any other product or service that’s important to them) is a milestone. Maintaining a customer-centric mindset keeps you focused on “what’s in it for them” (instead of what’s in it for you). Think about it from their standpoint; summon your empathy. You probably remember every single car purchase in your life: what you bought, where you bought, who you bought from and how enjoyable it was.
Applying how you’d feel during the entire Social Selling process helps you understand your customers better. Your next steps are crucial.
10 Social Selling actions to look like an expert.
1. Know Thyself.
There are three things that differentiate you from any other person: Your name, your face and your expertise. No one can ever take those away from you. The best way to leverage those three things is to develop your personal brand. Identify the values you want to be known for; the reasons people buy from you. When you dissect the components of your unique promise of value, it’s much easier to represent yourself online in the best light.
2. Research Where Your Customer Spends Time.
Pinpoint which channel your ideal customers occupy the most. With B2C industries (like auto retail), Facebook is where most people spend their time. For other industries like B2B, LinkedIn would be a good choice. The other channels should be investigated as well. Think about it this way: as a salesperson who wants to build a network of loyal customers and referral partners, start with a map of where you want to go first!
3. Launch the Social Channel that Scares You the Least.
Go easy on yourself. Pick the platform you feel the most comfortable with. If you don’t have one, dive in and make a choice. Set your privacy setting high to give your “lizard brain” a sense of control.
Spend at least 30 minutes a day on this first platform. Look around, see who you know and participate a little. As time goes on, you’ll get more and more comfortable.
A good plan that’s well executed always trumps fear. Research who you know and who you want to know. Does your company have a special product, service or pricing that’s ideal for a particular customer? Make a plan to connect with that customer and start providing value to the relationship.
4. Build Your Profiles.
Success in Social Selling starts with a great looking profile. Take advantage of the “free real estate” and be consistent with your image and text. Even if you’re not going to leverage every channel right now, it’s best to have a placeholder. Social Media changes quickly so stay up-to-date on the values of each network.
5. Develop and Commit to a Solid Content Strategy.
Content is what drives Social Selling and social marketing. Heck, it’s what drives any advertising too. If you tune into ESPN and find commercials for feminine products, that’s a content strategy fail. Successful content strategy is getting the right message to the right customer at the right time.
As a disciple of Social Selling with a customer-centric mindset, the components of a good solid content strategy are:
- Always represent your personal brand
- Know your customers inside and out
- Answer your customers’ most frequently questions
- Show what it’s like to do business with you by incorporating your repeat customers’ testimonials
Provide value by answering prospects’ questions and offering thoughtful content until the prospect is ready to buy.
6. Content is King; Images & Video are the King’s Court.
Many beginners are apprehensive about being in front of a camera. As an introvert, I can relate. However, it gets easier every time you do it.
If you feel comfortable using video, go for it. If not, still go for it. You’ll find a happy, comfortable place that works.
7. Implement Social Selling Tactics
- Connect with friends and customers
- Be the first to provide value in the relationships
- Participate in conversations
- Like, comment or share content
- Listen and ask questions
- Don’t forget to ask for the sale
8. Start a Blog.
A blog is the best way to display your personal brand and expertise. A blog is also the perfect way to provide content on the web for search engines to index.
Writing may be a deterrent for you but consider this: You’re already answering your customers’ questions in real life. Those interactions need only be written down and edited. 200-250 words is all you need for a blog post. Are there specific components to a good blog post? Yes, and we provide help with that. You’ll learn something new every time you post. Everyone has to start somewhere. You have something to say…so say it!
9. Master the Art of Networking.
Building a referral network is no easy task. It takes time and diligence but it pays off tremendously, especially when you find yourself in dire situations like losing a client or your job.
When you’re a beginner at networking, your first notion is to connect with as many people as possible. However, the exact opposite action is much more effective. Identify who you want to know. Leverage your current network to build more circles of influence. The more selective you are, the more valuable your network is.
10. Show Up to Give.
“Show up to give, not to get. Share your ideas to help others and others will share your ideas.” ~Simon Sinek
Simon Sinek is naturally shy and doesn’t like speaking to crowds. However, his TED Talk is the 3rd most-watched talk (20 million views and counting).
“People don’t buy what you do, they buy why you do it.” When you’re able to convey why you do what you’re doing, you connect on a much deeper level than say just a “transactional” level. Show up to give, look for opportunities to help solve your customer problems, and watch your network grow – online or off!
If you’re new to Social Selling, these tips will give you a head start. You’ll need advice a long the way. If you’re a sales manager or business owner, the only true way to leverage Social Selling with a sales crew is to train them to leverage it correctly. Our clients conquer the Social Selling frontier because they know it’s about building a solid foundation for long-lasting success.
I’m happy to talk with you about you and your business goals. Just send me a quick message here.
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