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More relevant sales leads! That’s the goal. At least when we’re talking about bringing in new business in the B2B sector. Cold calling or just advertising do not achieve (anymore) the same results as before. It’s good to align your sales strategy with the buyer, who nowadays makes the inventory and buyer’s journey in a different way.
Around you, you can hear positive noises about the use of Social Media. Many people have the feeling that they want to do something with LinkedIn. Especially a well-thought-out plan is very important on a platform like LinkedIn. Just promoting is not enough. You will have to deal effectively with your network. But once you are connected to your ideal target group, all cards are open to start easily accessible conversations.
We go through the do’s and don’ts step by step to get you started.
A thorough, professional and authentic approach that fits in seamlessly with the customer.
Social Selling is not about you, but about the customer. It helps you to be connected and to start a conversation with prospects. It’s about educating your potential customers and guiding them through their buyer’s journey.
Social Selling is a way of acting and thinking in which you are constantly working to help your network in their buying journey. Through the do’s and don’ts list you will understand how to generate the desired results with the right balance between sales and social engagement.
In these 7 steps, we mainly talk about how to apply Social Selling on LinkedIn.
If you are tempted to start Social Selling unfounded, you’ll lose from the start. Make a plan and take your time. Research your target group, their wishes, and challenges and how you communicate with them. Which phases of the buyers’ journey does your customer go through and how do you recognize it?
Then make clear selections of the target groups and set up the LinkedIn profiles of the salesperson in a customer-oriented way.
Social Selling is in the first place about building relationships and knowing your customers. Getting in touch with your connections in an accessible way. Flooding your target group with promotional content is much less effective than you think. Providing them with new insights and knowledge is effective.
It goes without saying that customer engagement is the key to success in any company. One-to-one communication, so that your customers can be addressed personally. Engagement is the keyword here. How do you know what’s going on with your customers?
Ask your customers, interview them and present them with the problems and challenges. Ask them about their buying journey and get on with it.
If you want to use social media without the sincere goal of building a solid relationship and just selling, your double agenda will not go unnoticed.
Get social first and sell later.
Social Selling is a powerful strategy to create opportunities without forcing a sale. Talk to your potential customers about what they are dealing with and what solution can help them. Show interest and keep it human. After all, people do business with people.
To become a reliable source or ‘thought leader’ of your industry, you show that you know the latest developments and have sharp insights into the house. This is the basis of your content. This way, potential customers really learn something from you.
People love to get new knowledge. You show your authority and skills by offering them this.
As with point 1: avoid direct promotion as much as possible. Once you are connected to these new customers on social media, try to feed them by building credibility and trust. Everything else will follow effortlessly.
It is important not to post countless messages on your social media platform. This not only wastes your chances to actually sell, but also makes it easier for you to close your eyes to learn, develop and be approachable to your customer.
Posting to post will therefore not work.
Knowledge is power. Get to know the needs of your customers but also focus on the factors that influence their decisions. As well as the competitors and their position. This will help you to better manage your efforts.
When these 7 points are correctly applied (or in some cases avoided), it seems almost natural for a potential customer to come to you during the course of his buyer journey. Because why shouldn’t he come to you when you show with your content that you are the authority in the industry and that you have been able to build a sincere personal relationship? Then you will experience that LinkedIn has grown from a ‘CV platform’ to a business tool.