How Marketing and Sales Can Work Together to Master Social Selling
Social selling is a different channel of selling, prospecting, nurturing and closing the deal. It’s having the understanding and ability to use content creation that is done by the marketing team. By integrating good content with your social selling efforts and skills, you will begin to master the workings of social selling and together drive sales growth.
Social selling is about using social networks like Facebook, Twitter, LinkedIn and YouTube to help in building relationships with current customers and potential buyers. All great salespeople know that creating connections with customers and prospect is essential in not only sales success, but it also builds overall loyalty to the products and services that you offer.
The great thing about social networks gives us the capability to discover things that we have in common with customers and prospects and recent studies have shown that relatable similarities can help to create a connection and increase the chances of developing a personal connection and that personal connection increases the chances that they will purchase from you. If that’s not enough to get you excited, you might want to pinch yourself. Just that alone is the basis on why every sales professional should be involved in social selling.
So, how can marketing and sales work together to master social selling and increase sales?
For the last year, I’ve worked hard to get marketing departments to understand the importance of content. There has never been a more important role for content than social selling. In social selling, it’s vital to get the right content to the right person, and the content contains relevance to the purchaser.
Marketing and sales need to work together to create content that is going to be valuable to prospects. This content should cover pain points that will get them to pay attention to the product and or service you are offering.
Think about it for a moment. If I am in the marketing to purchase a new copy machine, I may be feeling overwhelmed with all the options and choices, but if someone provides me with content that talks about that overwhelming and guides me through the purchasing process of what to look for, identifying features that are important to me and how to evaluate cost, I’m going to pay attention. I’m also probably going to really trust the person that provided me with that objective information. Are you on the same page with me now? If so, you get the importance of relevant content and sharing it during the right time.
So, if you are working with marketing to create the dynamic content that you need and you are prepared to share with crafty and engaging messages you are equipped with what I would call your social selling ammunition. However, with that being said where I see most salespeople go wrong is the second most important component to social selling – your reputation and the perception you are putting out in the social world.
Social Sharer vs. Social Seller
Look at your profiles and ask yourself this – are you a social sharer or a social seller?
How can you tell the difference? A social seller owns their industry by putting themselves out there as the expert. They are not afraid to put their ideas out there and push content that they are confident will provide value to both their current customers and hot prospects.
As a social seller, you must create your own online persona. Sounds difficult, right?? It’s not as hard as you think. Your social profiles should center on being a resource to those viewing you rather than the typical than a profile that is a replica of your resume. It should stand out and clearly show that you are the expert in your industry and should position you in the exact way that you want customer to see you. What are they interested in? They want to know how you’ve helped businesses and individuals just like them. Put your profile in check, how’d you do? Would prospects want to hire you?
Get your profile in check. Start to work with your marketing team to build the content that you need and learn the social selling tactics that you can use to engage with current customers and prospects.