What Is Social Selling and Where Do I Start?
If not, engagement is a chronic waste of your reps' and dealers' time.
I know "experts" insist that being trusted is a strategy. But it's not.
It is the output of a successful prospecting strategy!
Increased trust is a sign your sellers are applying the process effectively. It's not a goal!
As a small B-to-B business owner myself, I know what gets you paid. It's not engagement. It's not your image or personal brand.
You or your boss measures performance based on leads.
So let's keep your social prospecting approach practical: Attention, engagement and a simple, repeatable way to create response more often. These are the components of an effective social selling system.
Why You Don't Need a Social Selling Strategy
"What's your social selling strategy?" I hear it all the time.
"You need one," the experts insist.
But I say no, in most cases. Here's why: Listen to what the experts say. Pay attention to what they say goes into a social selling strategy. Hint: It's nothing new!
Yet we keep hearing "experts" claim listening is a new idea—or how we must get trusted to earn the sale.
So I give you permission to fire your social selling consultant or sales person if this is the best they can do.
What's Your Telephone Strategy?
Not convinced? Consider how we don't have B-to-B telephone strategies for prospecting. We have systems, approaches to applying the tool effectively. What defines our success in tele-prospecting?
Listening to customers? Nope. That's the entry fee.
Trust? Nope. That's the outcome we desire.
Success when dialing-for-dollars is based on if your system works—or not.
"You didn't need a telephone strategy when the telephone was invented," says sales productivity coach Philippe le Baron of LB4G Consulting.