It was put to me in a meeting the other day a statement that is very true
Most salespeople are training the their customers and prospects to ignore them on social media.
If you think about that as a sales leader that's big shit.
So what are you doing that's wrong?
1. You think that out of the gate, your prospects are interested in your company and your products, they are not.
2. You have forgotten that since the beginning of time, top of the funnel sales is built on being human, on building rapport and conversation. There is something more fundamental than that, trust. My career in sales has been built in new business and regardless of if you are calling somebody, emailing somebody or contacting people on social media, you have to build trust and fast. This isn't new, it's a principle of all new business sales.
3. Social media is ... social. In the past you were able to interrupt and pitch you message. It will only get you so far on social media. The vast majority of people on social are there to be social and product pitches don't meet the criteria of 1 and 2 above. We are savvy, we know a pitch and will just report you to LinkedIn, ignore it or block you.
4. We are not interested in your brochures, white papers and even your website.
5. All brochures, white papers and websites say the same thing, "buy our produce because we are great", all your competitors say it, we know and we really don't give a shit about your stuff.
6. All sales people look and sound the same, they use the same templates, formats ... you get a spam email and you don't even bothering reading it.
7. We are not interested in your 20 minute demo.
8. The technology exists for me to block your phone calls, block your emails and block you on social media.
9. We are not going back to the way things were in 2019.
10. Your prospects and buyers, even you are used to working and buying in a digital world, so why are you still selling like it's 1990? It makes you, your company and your sales force look crap.
11. Please stop trying to get "visibility" you are not and wasting time and money and adding to the noise.
What should you do instead?
Today, prospecting is about teaching your working from home salespeople to have conversations on social. Why? Because conversations create sales.
Each salesperson needs to be different, they have a voice worth hearing or get rid of them.
You have a conversation and connect on social and then move the conversation to Zoom or phone.
What is social selling?
Here at DLA Ignite, we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not witchcraft, it's enabling your salespeople to work from home, (or the office) and create conversations with prospects and customers. Conversations on social media and conversations that convert.
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
Andrew Ferrier who is the CEO of Display Technology Ltd and in this article it talks about why Display Technology have adopted social selling. His team have also created a social media strategy with help from our partner, Crux.
Their social media mission statement is
“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”
Andrew also says in that post
"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).
Because of the nature of social media, quite often you can get instant results. Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.
The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place because the results can be instant and are there, right in front of you."
What sort of results can you expect?
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
Here at DLA Ignite, we work with our partners such as Crux, Little Bird Marketing, Funnel Amplified, Accelery, EDPE Consultants, etc. We are the only social selling and influence company in the world to offer a certificate provided by an independent qualification body (OfQual) and sponsored by the Institute of Sales Professionals (ISP).
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