Once upon a time there was a salesperson in your company that just killed it, quarter after quarter. They were constantly networking, connecting dots, and learning about your customer’s businesses. They probably knew more about those businesses, their fears, struggles, problems, and victories, than anyone else in your company. They had a keen sense of the market, where your company fit within that market, and could see what was coming down the road. They were the go to resource for many of your customers, even after the deal. They helped to get answers when answers were rare, solve problems, resolve license and invoice issues. They cut through all the BS. As my dad used to say, they were a real mensch. And then one day, that rock star salesperson left your company.
You might be tempted to blame it on the current darling of the party, a thing called social selling. And you might be right.
Why did they leave? They have been doing all the things that make social selling look good. As new technologies became available, they used them to support and enhance their rock star powers. The other salespeople just get dumb and dumber. Could it be that the social selling craze has polluted the airwaves, making it all the more difficult for that rock star to deflect the slings and arrows of ill conceived tactics? Could be, my friend.
Today, there is a veritable tsunami of all things social selling. When was the last time you cringed a bit at a new LinkedIn request, knowing that a pitch would soon follow that new connection? I’ve been on the receiving end of this tsunami, so much so that I created a little cheat sheet of ideas, observations, and suggestions for future sales rock stars, who might be under some pressure to become social selling mavens.
Myth #1 You aren’t a salesperson, you are a helper
You are in sales. First prize is a new Cadillac. Second prize is a set of steak knives.
Myth #2 Social selling is the new black
Whatever you’ve been told, social selling simply cannot completely replace all the other cool things a rock star salesperson does. Cold calling isn’t dead. But selling a $3000 copier is a bit different than getting someone to pull the trigger on a multimillion dollar enterprise software solution. I’ll write a check for the copier, but we probably have a team of people who make million dollar decisions. Take all advice with a grain of salt, and understand how it might fit into your world. If you really believe I’m going to make a purchase decision based on an article you’ve shared, you will get the steak knives.
Myth #3 Social selling is magic
Think of social selling as a handy platform, an ecosystem of activities, rather than a magic solution. Social selling as a new trend is a great opportunity to learn and practice basic skills, and your new tools will help you do that. But you have to become a great salesperson first. And it is totally cool to tell me that you want my business. But do it by becoming that go to person. I like that kind of moxie.
Take the time to research my company, our products and services. And while you are at it, get to know my competitors as well. I like it when you take the time to study my company. I like it even better when you can prove it.
Focus on becoming an expert as fast as humanly possible. How you might ask? Spend more time with your sales engineers, support team, and product marketing folks. If you have a significant knowledge gap, especially if it is a technical gap, don’t try to learn just enough to think you can get by. When you interact with a prospect or customer, be upfront about your lack of knowledge. But also be very clear that you can get answers. I like answers.
Myth #4 Social selling and content marketing are like peas and rice
Don’t apologize for the retargeted ads I’m seeing, or the offers for whitepapers, infographics, and other such stuff that I might be getting in seemingly direct conflict with what I’ve already received. I understand that perhaps a handful of companies out there have the marketing chops to coordinate every interaction intelligently. I do like it when you can empathize with my plight, though.
And while we are on the subject of content, please do try and refrain from sharing the same stuff that every other salesperson from your organization shares. I know, your social media marketing team is just trying to help, but nobody likes to be carpet bombed. Resist the urge to just put something out there. Trust me, those marketing folks don’t have the quota monkey on their back. You do. Marketing and marketing content is created for the market. Great salespeople know how to fine tune it to fit my needs, help me overcome objections (once I’ve become your internal advocate) and answer questions. So get personal. I like that.
Myth #5 Social selling is for winners
Invest ten minutes of research and outreach effort for every minute of social selling activities. If you have been told that social selling is like system selling, you will lose. I can tell the difference. And I like to buy from winners.
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