A Successful Social Selling Example in B-to-B Marketing
Jones Lang LaSalle (JLL) is one of my favorite social selling examples in B-to-B sales. Telling this story at conferences is always a crowd-pleaser because of how practical and repeatable the approach is.
JLL is a global player in real estate management and investments. The firm helps commercial real estate owners make money managing big properties and buildings smarter. In this short video, I'll reveal how JLL's sales team is using YouTube videos to get more discussion going with hard-to-reach decision-makers.
Behind the Scenes
What's at work here? Let's look at what's going on behind the scenes so you can replicate social selling success in your setting.
JLL's sales team has an unusually smart, very effective, starting point when approaching social selling.
They start with customers' problems, challenges and goals in mind. Then, they design everything they put out onto social media to create one thing: response. For them that's all that matters—getting clients to email or pick up the phone and ask for a meeting to talk about their problems.
JLL's sales and account reps know how to structure what to say. They know how to talk to clients, not just what to say. They also know when to talk and when to clam up. This helps them create so much curiosity in JLL that customers cannot resist responding.
JLL's reps provoke customers to take action. Here's the surprising part: In the world of social media, what actually generates response has very little to do with technology.
Generating leads and appointments is based on one, essential practice: Copywriting. Direct response copywriting that grabs attention, challenges status quo thinking and provokes a response. So here's one of my best social selling examples: A multi-billion dollar organization using the copywriting technique I love to train sales teams to execute.
The Problem and Solution
JLL had a new energy & sustainability division to launch, but current customers told sales reps their whitepapers were horrible. Potential customers were distracted—impossible to reach. The "greening of corporate America" was in full swing, but customers didn't want to engage.
The problem: JLL's whitepapers were filled with knowledge that clients already. So JLL's sellers decided to focus more on capturing video sound bytes from a variety of property management experts.
Each two- to three-minute video captured surprising and, sometimes, shocking information. Knowledge that was structured to intentionally irritate customers—cause them to think, "Uh-oh, I didn't realize that. I'd better call my rep to get to the bottom of this," or "WHAT?! I had no idea. I better find out more about this right away ... my butt is on the line here!"
For the rest of the story, watch the video clip above and learn how got the attention of busy, distracted property owners—many of whom were interested in talking about JLL's services after all! I'll show you exactly how they got prospects and clients to ask for discussions!