Global Head of B2B Social Sales Execution Jack Kosakowski launched the Creation Agency 2017 Webinar Series last week with an actionable broadcast – The Actionable HOW Sales Can Start Integrating Social Into Their Sales Process.
Jack wasted little time, dispelling a common misconception that Social Selling is a stand-alone sales methodology. “Social does not replace the telephone,” Jack said, “Rather; it complements the traditional sales process.”
As with any new endeavor, the largest pain point for sales professionals new to social selling is determining where to start and what to do. Count on two points of reference – data and their buyers – to direct sales reps’ early activities.
LinkedIn’s Sales Navigator provides a powerhouse social prospecting platform where sales representatives can leverage its Boolean search parameters in order to accumulate data to help them surround and influence the decision maker in their sales deals.
Count on Twitter as the second piece of the social prospecting puzzle. Much like Sales Navigator, Boolean search operators apply, but additional features like geo-targeted search elements and positive and negative sentiment analysis add to Twitter’s value as the social media platform that can position and lead sales professionals into more offline conversations than any other social channel.
Of course, buyers’ online behavior and a sales reps’ role in their sales organization will ultimately determine the most practical method of communication on social media. Just as different buyers prefer different social media platforms, different sales roles require unique conversational strategies.
An SDR/BDR with a “hunter” mentality may look to create conversation, while an Account Executive may move the social conversation further – from online to offline and ultimately towards a revenue-generating close. These distinctions should not be underestimated when planning a social selling outreach strategy.
The webinar concluded by highlighting the three seminal social selling actions that must happen in order to succeed at social selling when trying to create, strengthen and influence sales conversations: sales professionals must get visible, become valuable, and get connected.
Sales reps must be visible to be found by their buyers, or they run the risk of losing business to their competitors. According to Jack, a key component of being visible starts with your online presence, which determines your online credibility, and is built on a foundation of keywords and uniformity across social platforms.
A strong profile, however, is not enough. Value is what sales reps must consistently provide their audience, as social selling is an outbound, 1-to-1 process. The right content must be regularly placed in front of their buyers in order to create conversation.
Conversations lead to connections – and a good sales rep will socially connect with anyone with whom he or she has ever had a revenue conversation.
Top performing social selling sales professionals understand the value of building relationships and connections during the sales process. They know that they are never selling into a single person and will always be proactive before the sales meeting, socially connecting to multiple people who surround the decision maker because it will pay future dividends.