What Is Social Selling and Where Do I Start?
Don't let the hype about B-to-B social selling deceive you. Buyers have not reinvented the buying process. It has simply become a non-linear one. What is new are the sexy tools. However, using LinkedIn, Google+, blogging and YouTube effectively when prospecting isn't sexy. It's just a better process.
Is social selling a revolution? No, it's merely a chance for sales prospecting EVO-lution.
So let's roll up our sleeves and discover: What is social selling and how are sellers generating more leads, faster? What is the process your sales team should be applying?
Social Selling Is a System
Let's grip the wheel, firmly. Revolutions bring about change that make things easier or better. Has social media made your life easier lately? Are you getting more leads and closing them faster?
I rest my case!
Effective social selling is a system. Systems are not sexy.
A system is a repeatable process with a predictable outcome. Input goes in, certain things happen and out pops a result.
Social Prospecting: New but not Complex
The prospecting piece of social selling is mostly about:
- Getting buyers to respond and qualify faster, more often, and
- Turning response into dialogue that leads to a sale—faster, more easily
If anything is new about this process it's the role direct response marketing techniques play. For example, social media copywriting is catching on.
The process today's best social sellers are using generates leads faster by helping customers:
- believe there is a better way (via short-form social content)
- realize they just found part of it (using longer-form content) and
- act—taking a first step toward what they want (giving you a lead)
Engagement and Trust Are not the Goals
Will you agree with me that engagement is not your sellers' goal? Engagement is the beginning of a process. It's a chance for front line reps and dealers to create response—and deeper conversation about a transaction.