I’ve come to the conclusion that you MUST read Social Selling by Tim Hughes! Absolutely, 100%, you need to read this. There’s only a small population of ‘social sellers’ that know how to do it… so the other 99% can benefit immensely from this book. All of the Ah-Ha Moments within this book will help you in your job!
“To be a social seller is not about how much you post and when. It is also not about how much of the company content you can throw at the wall in hope that it will stick. A Social Seller is a helper.”[note]Page 84[/note]
Your goal is to help people during the buying process. If you reach out over a social network and tell them how cool your product is, that is NOT social Selling. Seeing someone ask a question on a forum and you immediately bombarding them with information isn’t social selling either. Your goal is to help them with their issue. Perhaps send them an article. Image if you were to complain on Twitter about your experience with a service and then the competitor said “you should buy from me”. How would that make you feel?
… Exactly… You’d be like WTH. Social Selling takes time and it isn’t something you’ll see the ROI over night. You can’t rush the natural process because you’ll break it.
“In short, social selling is an investment. Your company incurs costs today, but social selling delivers benefits for many months and years to come. By investing in training, technology, and pipeline today, you’re setting your team up for success in the future.”[note]Page 106[/note]
It’s true… which can be scary to any sales organization. Most sales leaders in large companies know the breakdown between phone calls, emails, meeting, opportunities and closed revenue. If you pump out 100 calls a day, you’re going to close X amount of business by the end of the year. Those numbers are partially still true. We’re finding that more and more conversations are starting later in the sales process after the prospect has already done their research.
By Social Selling, you’re able to get yourself into the playing field while the prospect is doing their research. Maybe the prospect is just evaluating the market. If they see you as ‘adding value’ to their network and providing insight about the industry, they might come to you with questions. When I want to buy a new product… guess who I ask! My network. They’re going to give me the truth.
“Social Selling is about carefully approaching the right people, slowly and in a considered fashion, one to one, with the correct message. It is not about plastering a ‘good enough’ message over a huge audience, hoping one will be interrupted in such a way that they bite.”[note]Page 164[/note]
I’m sure you’ve seen those posts online. “I’ve got the best product, who’s ready to buy?! #Xproduct” THAT is not social selling. That just an example of someone being lazy and seeing if someone will bite. It doesn’t work. Go ahead and try it and let me know how it goes for you.
As long as your talking about your company/product honestly and not only pumping out corporate information, your network will trust you. With corporations take control of everything you post, you’ll get lost in the noise. I’ve done it… I’ve learned first hand.
“Just think of the free advertising your company would get if you allowed your employees to talk passionately about working for you, the pride they have in your products and services, and how they like to serve and excite your customers.”[note]Page 140[/note]
This is especially true with the millennial generation, the social platforms we have and the likelihood someone always going to have their phone in their hand. The minute something good happens at work, someone will send a tweet or share an article. People love to brag about the breakfasts/dinners they go to with their employer. I can’t tell you how many times people would post pictures about being a cool company because of the free breakfast (everyday).
Not only is that a sweet example of social recruiting, but companies also want to do business with cool companies.
In conclusion to Social Selling by Tim Hughes, he hits the nail on the head!
“We also don’t foresee a complete switch to social; it will run parallel to and complement the use of the phone and email. I’m sorry, but people who tell you that cold calling is dead are wrong, and are in fact being detrimental to the sales profession, as people believe them.”[note]Page 172[/note]
Cold calling and emailing will always be a part of the picture. These tools will never go anywhere. Finding a smooth medium between Social Selling, calling and emailing is the goal. Tim does an incredible job giving examples throughout the book on how to start implementation Social Selling strategies. Do yourself a favor and pick up the book on Amazon!
Social Selling | Tim Hughes
Connect with Tim on Twitter – @Timothy_Hughes