Social Media for Sales Prospecting: A Document Management Success Story
Ed Worthington is getting more face-time with B-to-B decision-makers—and selling more office copiers, printers, scanners and document shredders than before—using a ridiculously practical social media technique. He's signing more contracts faster, more often and easier than ever before at Maryland-based document management business Action Business Systems.
Ed is getting more appointments more often, too—improving his response rate by 20 percent using a clever, down-and-dirty YouTube technique. Using social media for sales prospecting is easy for him and can be for you, too.
Sales people (and marketers who support them) who invest time in learning Ed's technique are better positioned in 2013 to generate more appointments (and sales) by connecting in meaningful ways with decision makers.
Here's what I learned in an interview with Ed. Listen up. Apply his practical technique. Make social media create B-to-B sales leads and become one of the few B-to-B social media sales success stories out there!
How Ed Is Making Social Marketing Pay Him
To get the attention of decision makers, convert it into an appointment and ultimately close more deals, Ed uses short, pithy videos shot on his Blackberry and uploaded to YouTube.
Sure, Ed's a lively character with a sense of humor and Action Business Systems is a clear leader. But Ed's videos are focusing less on culture, history of the company, how funny or "human" he is. He's leaving those time-wasters for his competitors.
Ed gets more appointments and more leads because he's trusting his selling instincts—not reinventing the sales/marketing process with social tools. He's demonstrating an ability to solve problems in innovative ways that help prospects create distinctive market position and grow.
Video is just one piece that creates distinction for Ed. He is also blogging in ways that his competitors aren't. He's leaping ahead of them by helping prospects:
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.