The sales world is abuzz with the term “Social Selling.” What is Social Selling exactly, and how does one do it (should one do it) successfully? Here’s my quick take on Social Selling and the 3 MUST-DO items for today’s professional sales representative.
Selling is, in part, about presence and positioning in the market space. If people are eventually going to buy from you, they must know that you exist and they must know what you offer. In short, you must have a visible brand. Old school (and still viable) means of accomplishing this include networking, cold calling, trade show activity, and other face-to-face activities. The social media revolution (see video below) of the past 6 years has create new ways for sales people to get virtually face-to-face with their markets. Social Selling isn't about selling stuff through social media; it’s about creating a presence and becoming known for your particular product or service. Social selling is about the prospecting and networking piece of selling.
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That said, if you are in sales in 2015, here are 3 MUST-DOs:
1. Create a polished and professional LinkedIn profile. Take the time (or hire someone) to understand how LinkedIn works. Write catchy and engaging content for your profile; post a professional and current head shot. Join and visit groups and other people’s profiles. Engage the online LinkedIn community. Learn about LinkedIn publishing and contribute your expertise regularly. People want to know that you have masterful and useful knowledge about your industry.
2. Get smart with your smart phone use. The world of social media and rapid communication is in your pocket/bag. Know the capabilities of your smart phone and get it set up to work for you. Gone are the days of communicating with prospects and clients only via email and a phone call. Business people are likely to communicate via any number of messaging apps and platforms. Are you set up to receive and respond to those communication channels? One of my largest sales in the past year began with a Facebook message that came to my phone from a contact asking, “Do you guys do… ?” People are inclined to use the channels they are most familiar with. If people are constantly staring at their screens, where do you need to be to be seen?
3. Build digital bridges for communicating. Make sure that all of your communications offer links and information about your online profiles, websites, and accounts. Incorporate social media badges and links into your email signature. Strategically place website and online brochure content links in your LinkedIn and other social media profiles. Is your work role listed on your personal Facebook profile?
Social Selling is here. It isn't anything new, but it is a new (and very effective) way of doing the proven work of prospecting and networking. Get with it. Social selling is here and it wants you!
