Social Selling is an Investment

socialsellingI’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

3 Things to Improve Your LinkedIn Experience

1. Personalize!

Think of LinkedIn like a real-life networking event. If you walk in and try and tell everybody about your product right away, people are going to be annoyed. They’ll avoid speaking with you all together. Same thing goes for LinkedIn! Timothy Hughes (@Timothy_Hughes) talks about this in his book “Social Selling”.

bad invitePersonalize your message to whomever you’re trying to connect with. DO NOT leave the generic “I’d like to add you to my professional network on LinkedIn”. Also, don’t try to sell them on your product on the ‘introduction’ screen.

Instead, lead with something genuine! I like to comment something nice about their experience or background. Maybe we have mutual connections in common. Perhaps they’d be an asset to my network because we’re in the same industry. Whatever the case may be, take an extra second and personalize it. You’d be surprised at what people have to say in return.

That took me an entire 3 minutes to look up the most recent post Jason shared, personalize the approach and send the connection request. Now, when Jason accepts, he’s going to see my personalized message and think, ‘Hmm… This guy actually took a few minutes to be relevant. I wonder what he does.’ This could be the beginning to a long and prosperous relationship and I could even help him with a problem someday.

2. Save the Math Equations For Facebook

If you truly care about developing your network, providing value and establishing yourself as an industry thought leader, don’t bother engaging with things that are a waste of time. They seem harmless and it’s an easy way to get a lot of new profile views and connections, but all its takes is one bad ‘like’ and you could ruin your reputation to a potential influencer or buyer. Because… as I’m sure you’ve all seen, you accept a new connection and your feed gets filled with junk.

hide unfollowFor most of us, I don’t want to clog my feed with silly things. Once I see someone like, share or comment on something irrelevant to my ‘world’, I either ‘hide this particular update’ or ‘unfollow user’. I don’t have time to scroll through my feed and see something irrelevant. I go to Facebook and Instagram for that stuff.

Think of it this way; would your boss, mentor or favorite leader find your post worthwhile? If not… then don’t like or comment.

3. Show Your Appreciation!

When someone comments or shares your content, send them over a quick thank you. Envision this: Karen shares my article with her network of 2,000 people. My name, and article have just been introduced to her network. That’s a completely new audience that I’ve been introduced to… Maybe someone in Karen’s network has some questions for me about what I do for a living.

You never know the opportunities that can present themselves unless you do the little things. All of these tips only take a little time to do but will pay off tenfold. If the person never connects with you, even though you personalized it, don’t get discouraged! You can always remove your connection request and try again. (LinkedIn Article on how to do that)

Everyone Communicates, Few Connect | John C. Maxwell | Part 1

I started reading this book at the PERFECT time! With all the talk about personal branding, social selling and connecting going on, John C. Maxwell drives home the why.

“Everyone communicates. But few connect. Those who do connect take their relationships, their work, and their lives to another level.”[note]Page xiii[/note]

Want an example?! I connected with Jim Keenan(@keenan) after I read his book letting him know my thoughts. I then started this blog because of the motivation he gave me; here’s his response. In the process of this happening, I connected with another kick ass motivator and sales trainer, Larry Levine (@Larry1Levine). He invited me to join a blab conversation, in which I did. I got connected with a handful of other people and even got to share my experience with the group. This all spawned because I connected with Keenan and Larry!

“I began blogging and using social media to expand my circle of connection with people even further. Now I can also add value to people who may never read one of my books.”[note]Page xiv[/note]

There’s that magical words that everybody keeps mentioning; VALUE! What value can you bring to people you connect with? Are you a problem solver? Storyteller? Knowledge bank? Teacher? The list goes on! Figure out the value you can bring to people and then ask them, “How can I help you?”

“I can tell you this: if you want to succeed, you must learn how to connect with others.”[note]Page 3[/note]

We live in the information age people. We are always connecting with people. LinkedIn, Twitter, Facebook, Instagram, YouTube and the list goes on. When YOU choose to connect or follow someone, why do you do it?

“Connecting is the ability to identify with people and relate to them in a way that increases your influence with them.”[note]Page 3[/note]

Imagine if you weren’t connected with anyone. You’d have to go through life figuring out everything by yourself. Now image if you had 10 solid connections… You’d have 10 additional resources to help you go through life. As you grow together, you’re able to influence each other in different areas of expertise. The 5 new connections I’ve made with people in the past three weeks have changed my life! The VALUE they’ve brought to me has been incredible. We were able to relate to one another and give each other different types of value.

“Connecting is crucial whether you’re trying to lead a child or a nation”[note]Page 7[/note] – President Ford

It makes sense, right?! For people to connect with one another, you have to find something to relate on! Show people the value of connecting with you and you’ll move mountains. People want to feel engaged and related to.

“The ability to connect with others begins with understanding the value of people.”[note]Page 15[/note]

This goes for anybody! And for any organization. Greatness is built on the shoulders of men and women. There are no two people alike and someone is always going to be better at something than you. You’ll have your talents that trump theirs too! Connect with people, build a network full of value and continue to propel yourself forward. And don’t forget; They’re just as scared as you are. Make the introduction, connect, and provide value!

Yes – Maxwell is a firm Pisces Zodiac Sign believer

Get “Everyone Communicates, Few Connect” on Amazon.

There’s more to come from me about:

Everyone Communicates, Few Connect | John C. Maxwell