“Aren’t you sharp as a tack. Are you some type of lawyer or something/ or somebody important or something?/
Nah I ain’t passed the bar but I know a little bit/ enough so you won’t illegally search my shhhhh!”
Artist: Jay Z Song: 99 Problems
On April 2, 2014 Koka Sexton, Sr. Social Marketing Manager at LinkedIn, posted an article titled, “How I Met Your Prospect on LinkedIn.” This post grabbed the attention of several sales professionals. Imagine if your competitor met your prospect on LinkedIn, developed a relationship, and closed them right underneath your nose? How would you feel if your competitor started picking off your biggest customers one by one using social selling techniques? You’re asking, how could this happen? Why did this happen? Who broke the sales laws? Let me stop you right there. No laws, ordinances, guidelines, or rules were broken when that customer decided to do business with your competition. The competition worked smarter. They knew that you were out cold calling, doing drop offs, having telephonic phone blitz, and offering them incentives like baseball game tickets…doing sales 1.0 strategies. The competition 10x’d their game, and proved to the customer that they are a resource using social selling tactics that worked. These social selling tactics allowed them to get pass the gatekeeper and develop a relationship with the decision maker. Don’t take my words for it. Pick up Josiane Chriqui Feigon’s book which is the 2014 AA-ISP Sales Book of the Year titled, Smart Sales Manager, and turn to page 11, chapter 1, as she quotes The DemandGen report, “Breaking out of the Funnel,” that “ 48 percent of customers followed industry conversations on the topic.” She drops another gem quoting, “37 percent posted questions on social networking sites looking for suggestions and feedback…41 percent researched papers and postings from thought leaders.”
Think connecting with your customers and prospects is inappropriate? Think again. If you are not connecting with customers, you can bet your commission check that a competitor is connecting with them today. (see who’s connecting on LinkedIn by clicking here) Don’t be afraid to include social media probes in your standard discovery process. Asking your customer if they are on LinkedIn or any other social media platform can be the first step in developing a lifelong customer relationship. Just ask the question, “Are you on LinkedIn or Facebook?”
Recently during a customer meeting, I witness a savvy sales professional asked the question, “Are you on LinkedIn or Facebook?” She followed up the response letting the customer know that many people in the industry rely on her as a resource. She informed the customer that she provides helpful insights spanning across multiple business needs that companies face in their day to day operations. Sounds like an big bold statement? Think again. What insights can a sales professional have beyond the current solution they are pitching? Ryan Maher explains these insights very well in his post, “Forget Cold Calls: 10 Ways to Make Hot Contacts.” In his Solve a Problem section of the post he states, “tips on leadership, hiring, motivation, productivity improvement, cost control, technology, and any other topics that are relevant to the recipient’s job function.” Sales professionals insights are not restricted to the solutions their company provides. These insights can include knowledge of vacant office spaces if the company is planning to move, best restaurants for client meetings, and anything that could impact a business from revenue generation strategies to the most mundane yet necessary exercises that every business performs. The action item here is take your knowledge and share it with your customers beyond the solution you are pitching. This will prove to them that you 1) have their best interest in mind 2) you care about their business 3) you are a connector to other resources and 4) you are valuable and worthy of their time.
Include your core industry knowledge that you have and how you can Provide Actionable Communication with Knowledge (*check out the PAC(w)K post). You can post relevant industry articles, infographics, whitepapers, and your product marketing collateral. I like to do a 3+1 method of PAC(w)K. This means for every three articles I share or post, I like to season in our own marketing collateral. This shows the customers that you are not solely pushing your product 24/7 and you are sharing relevant information that is worthy of their attention. This will make you invaluable to you customer over time. You will be the ultimate resource and person of knowledge they seek out for assistance. Sounds like an abundance of selling opportunities on the horizon, right? You betcha!
So how are you separating yourself from the pack? Are you THAT person customers see as a resource, industry knowledge expert, and thought leader if you are not employing social selling in your sales process? If you are a no show on social media and using outdated sales 1.0 tired baseball tickets tactics, do you think your customers see you as the “go-to person” to address their current and future business challenges? Do you want to meet your competitors customers, build a relationship with them, and acquire them as new business? I know I do. You can start this process by asking the simple question to you customers, “Are you on LinkedIn or Facebook?”NOTE: what if you customer is not on any social media platform? Craig Jamieson’s post, “What If Your Prospects Are Not Using Social Media?” gives essential steps on how to deal with these few customers.
Need help creating more social media probes in your discovery process or want to learn more about social selling to generate leads, get to the decision maker, and close more deals? Contact us at insidesalesmagic.com. We can help you get started.