Sell More using Social Media!
We see this everywhere and yet, it doesn't quite ring true. Just posting on Twitter and Facebook is going to generate more sales? Here's the truth - unlikely.
Here's another truth - salespeople that do use social media sell 20% more, according to Jamie Shanks from Sales for Life.
How do you do it too?
We asked Jamie who is an expert in using social media to sell for his specific advice. It's posted in 3 separate parts to keep it short and tactical.
Note - We've attended Jamie's training sessions and can vouch for his stuff - it's no BS advice that you can use immediately and we are lucky to have him on the show.
Now let's tuck in...
Rockstar: Let's start with this. I think most of the people that read this aren't really going to know what social selling is.
So why don't we start with the definition.
What exactly is social selling?
Jamie: Social selling, first is recognizing that the buyer has changed, and the buyer is going to do due diligence online with or without you.
Whether it's a peer to peer network, or through tools like LinkedIn or Google.
And so social selling is meeting that buyer at least halfway, and helping facilitate the conversation and leverage these social platforms using three items.
Insights-based selling, which an example of insights based selling is sharing content that gets them thinking.
Number two is trigger-based selling, so using external or internal information that you find out about the customer to help with contextual conversation, and then finally is referral-based selling which is why social platforms are great at showing you the relationship roadmap between people.
So it's made up of those three selling elements, but it's truly helping the buyer through that buying journey, which they're already going to do, so you're just facilitating it.
Rockstar: That makes sense. I know, we've met before and been through some of this, but tell me what's the number one reason why a sales rep would consider deploying this?
Jamie: First, that sales professional has to have gone through a mindset shift that the buyer has changed, and that the tactics that they're deploying today, just phone, email; traditional selling is having a diminishing return on investment.
If you can't convince a sales professional that that change has adversely affect their selling opportunity, then they won't change.
But assuming that they have changed that, then convincing them is through the empirical evidence.
We’ve found after studying thousands and thousands of reps, a social seller will outperform a non-social seller by 20% on average.
Rockstar: So, that's a very tactical thing to bring to the fore. I think most reps are going to be able to see that for example, you can't get a hold of anybody on the phone anymore. I mean, forget it. There is no point. The best you can do...
Jamie: I keep my ringer is off, like all day, and my ringer is set on off for the entire day.
Rockstar: And I think everybody else is seeing that. So I think most reps are seeing that. My sense is that people know that what they're doing is having a diminishing return.
That it's not necessarily dead, but it's what used to get results is not the same as what will get results now. So the question is, "Well, what do we do next?"
And especially, when they see you're social selling, so the take on social selling is, "Okay great, we understand that our buyers are doing up to 70% of their research before they even pick up the phone anymore.
That's great. “But what do I share on social media?"
So you talk about insight stuff, presumably this is like stuff like the challenger sale like we talked about. What are some good examples of good insight-based content that people have shared?
Jamie: One of the things that I from a tactical level love sharing are infographics that paint a picture of opportunity cost or opportunity lost.
So whether I'm sharing it in the one to many, so to everybody in my social network or to an individual potential buyer, infographics are data rich and visually appealing. So simple to grasp, it's a one pager, they can skim through it. It's almost like a comic book.
But a great infographic shows what is lost or what is the cost of not making a change. And so you can get people thinking like, "Wow, I didn't realize my business could be affected this way."
Rockstar: So we're going to go on some place like Fiverr, which I use frequently for infographics.
Rockstar: And we do Fiverr, we've got some insight-based selling. We've got a couple opportunity costs, or an opportunity to either make money or save money that the prospect's not really going to be aware of. Where does that go? Is LinkedIn really your best bet, or do you post it elsewhere as well?
Jamie: Well, I post it on LinkedIn.
First, step number one is being where your buyers are. So in my buyer, it's a complex B2B sale, my buyers are traditionally on LinkedIn and Twitter.
For a customer success team, who connects, a post sales team, who connects with their buyers on Facebook, Facebook also becomes an important medium. So first and foremost, where are my buyers? That's where I'm going to post it.
But the second piece is social selling is not just about the broadcast. It's about one to one engagement. So the routine with social selling is find, educate, engage and then develop your network. So first thing you just said, we did. We found the person.
We've educated ourselves and are ready to educate the buyer. Now we need to engage them.
And this is where a multi-touch cadence, and LinkedIn is typically where our first touch point comes from, but we're sharing to them personally on LinkedIn with a personal message, and why, and at the same time, we'll probably also engaging them on Twitter, and a day or so later on the phone and email, and, we're using all the mediums, but we personally in our business love to touch with LinkedIn first.
Rockstar: And how much of that, the LinkedIn marketing, how's that changed once they hit their tipping point last year, where more than 50% of their people are accessing it primarily via mobile?
Jamie: It's still highly effective. So I don't know that, I don't know that mobile changed anything. You still use the same techniques.
Tune in early next week for Part 2 where we'll cover:
1) How to reach senior level people
2) How long before you should see results and
3) How often should you post
Sell like a Rockstar