As I had already mentioned in the first article about Social Selling,, Social selling is not social media marketing! Social media marketing describes the content strategy that is about sending the right content to the right person at the right time.
So What Is Social Selling?
Social Selling is the relationship that you build with prospects to help them make a better decision in their buyers decisions. Instead of dealing with just one prospect, sales professionals must ensure greater support within the buyer’s team. Social Selling helps you find extensive networks to create greater support. To successfully implement Social Selling you will have to fully integrate this into your sales and marketing process.
But now the question is,…
how do you implement Social Selling in your sales process?
Management Is The Key
If management does not believe in it and it does not radiate to its employees, little will change.
Social Selling will have to be supported from top to bottom throughout the organization.
Sales: building the brand more focused
- Put a good and professional foundation on the online profiles of your team. Focus on creating valuable content and building the network.
- Focus the profiles specifically on the target group and convey a customer-focused story that attracts and grows the networ
- Make sure that your social media team is deployed as optimally as possible. Let them focus on finding good prospects and making connections to facilitate the conversation start.
Marketing Is Sales – Sales Is Marketing
When Sales and Marketing clearly communicate with each other, the commitment of both teams is strengthened.
Instead of struggling who is in control, they find the perfect collaboration.
Sales: Encourage The Team In This Behavior Change
The Social Selling Index (SSI) measures progress in the four pillars of Social Selling.
High SSI is a strong indicator of success options.
Monitor the SSI of your team and indicate where they can improve.
Indulge a Social Selling culture: encourage the team to complete profiles, find high-quality leads, share interesting content, and maintain lasting relationships with
Guidelines For Optimization
- Create a hyper-focus profile for every sales professional.
- Let them connect with the target group. Build a relevant network (train them in using Sales Navigator).
- Create personal sales funnels per campaign.
- Collaborate with marketing for continuous relevant and valuable content according to a solid plan.
- Remember that everything is ultimately about personal contact. Take care of daily routine. Think of the CRM.
- Use the right tools.
Marketing: Make it More Specific
More targeted targeting yields more return and makes everything more relevant. But why do we focus so much on the company profile of the company?
Don’t get me wrong, this is a great option for branding, but much more is achieved if the focus is on approaching the specific target group.
Discover Specific Target Groups
- Use what you already know.
Discover where your best, new and lost customers spend their time on social media.
Ask them where they get their information.
- Create Buyer Personas by looking at the profiles.
Use the social media profiles of potential prospects and their timeline to create personas for specific markets.
- Start the dialogue!
Participate in the social groups that you want to approach.
Show what you are worth by participating with your own expert advice.
Provide high-quality information.
“Marketers, see the LinkedIn profiles of the sales professionals as a new marketing channel where you can create qualified leads with a content strategy.”
Marketing: Work Together with Sales
Because the profile of the sales professional has become a new marketing channel, collaboration is the key to success.
Share your sales team in your creations and campaigns.
Guidelines For Optimization
- Help them discover the problems and challenges
of the target groups.
- Share interesting content with each other that can be placed to create interesting discussions on social media.
- Help sales understand how content can best be used.
- Keep templates, ROI sheets, etc. up-to-date so that they remain a valuable asset.
- Offer suggested posts and make proposals for additional content.
- Measure and save together on the results and opportunities.
- Use the right tools.
Success Elements For Implementation
- Choose a strategic approach with specific goals
- Create leadership platforms
- Build databases per target group
- Get the best out of LinkedIn Sales Navigator
- Determine the low-threshold contact
- Create multiple sales funnels and campaigns
- Create personal messages
- Build conversations with the target audience
- Discover which tooling should be used
- Create targeted content and work with a plan
- Discover the viral power of the social media network
- Work with a consistent and daily plan
- Run test runs, measure and adjust
- Continue to optimize and work on customer experience per target group
- Train and coach continuously and work together
When to Start with Social Selling?
Only Social Selling Training Is Not Enough
Implementing requires a strong foundation in combination with the right goals and content to implement a behavioral change.
Now is the time
We are in the middle of the Social Selling Era and the right training will help you to implement a solid and well-founded Social Selling strategy.
Especially if you want to fill the pipe line with leads and prospects and your organization has B2B customers, you can no longer deny Social Selling!
It does not matter how successful your organization is with the current way of sales. You should not rush to implement Social Selling as a behavior.
What phase is the organization in?
Whether you are still using cold call, or whether you are already working with marketing automation, it does not alter the fact that you must always remain in the “learning” mode with Social Selling.
Social Selling implementation is a behavioral change that needs to be maintained to keep following the buyer.
What Results Can You Expect?
Whatever phase you are in with your organization.
Social Selling can improve every phase.
- Increase in sales
Many companies talk about the huge increase in qualified leads and conversations that lead to extra agreements and sales.
- Building sustainable relationships
As soon as you share qualitative value with your network, you build up KNOW-LIKE-TRUST.
- Creating awareness among the target group
72% of buyers are informed in advance and use Social Media and Google for this. The buyer chooses an organization faster when they share valuable insights.
- Leading the competition
Once you know if your “buyers” are doing this, you can take a huge lead by giving them this.
- Retains existing customers
Social Selling gives them a better experience of the buying process.
Are you ready to change your current habits?
Social Selling can have a major positive impact on the company if it becomes the new norm.
To get started, sales and marketing must both want to take this as an opportunity.
With an implemented Social Selling Strategy in your teams you are ready to generate better leads, build lasting relationships and you are in
able to give a better experience to your existing customers.
You can convert the digital changes for your company into a Social Selling revolution!
More About This Later!! Let as know in a comment bellow if you are already implementing Social Selling in your business and what your experience are.
By S.van der Tap.Pd.Internet Marketer Founder Of digitalstico.com