How to Fail at Social Selling in Five Steps and How to SUCCEED in Three – by Ben Martin

I tweet therefore I sell?

How to fail at social selling in five steps

1 Produce content
2 Promote to social media platforms
3 Pray (or Pay!) for comments and RT’s
4 Promote some more
5 Be disappointed. Give up.

What if there was a better way. A way that actually gets results.
A way that builds engagement
A way that generates SALES

There is:

Three steps to success using Social Media to sell.
Creating the Social Wrap with three ways to “serve”

1: (OB) SERVE
Before joining the conversation, listen
FIND: your audience, prospects, segment or whatever you call it
LISTEN: to their conversation, their questions and what they talk about.
DISCOVER: what they care about, focus on and want to get done first.

This should be a huge part of what you do first. Simply listen to the conversations that are happening around you. Sign up for LinkedIn groups, check leading blog posts, send out surveys. Do what ever it takes to develop a deep understanding of what motivates your prospects. What do they care about, struggle with and desire. Ask follow up questions to gain clarification and develop an intimate knowledge of what their world looks like.

2: (DE) SERVE
Now and only now, join in the conversation.
DEVELOP: intelligent perspectives, insights and resources
CONTRIBUTE: to the conversation by offering highly valuable insights, data and facts
ENGAGE: in meaningful dialogue with those who care and matter

When you have developed a deep understanding of your prospect you can then join in the conversation. But only then. Do not take to spam messages and ensure you tailor your messages. For example The biggest mistake you can do is use a template LinkedIn message. Personalise.

Produce quality content, that demonstrates value, meets the prospects needs, offers tangible practical actionable advice that meets the prospects needs. Deliver instant value of what it would be like to work with you.

3: (RE) SERVE
Focus on the few, not the many.
FOCUS: on your tribe of peers and followers, connectors and leaders.
FIND: those that deserve your time, follow up and start the journey forward.
FAVOUR: the few who are worth your time, effort and dedication

It is very easy to get hung on on the “how many RT’s did I get today” buzz. Focusing on this craze will help flatter your ego and of course make you feel like you have accomplished something.

But it does not produce results.

So be selective spend your time with those that engage with your content and are likely to be decision makers. Ask questions, promote their content, and above all thank them.

Create the social wrap equation:

Observe – Deserve – Reserve

 

Get your free preview of Chapter 1 from Selling Fearlessly.

Check out the 84 reviews for Selling Fearlessly at Amazon.com.

 

Ben is the Digital Sales Enablement Leader for IBM Global, a Redbooks Thought Leader, Community Manager, a regular contributor to the IBM Social Business Insights Blog, Social Media Today and his own blog The Social Wrap – We Sell or Else #wesoe. As part of the sales transformation team, Ben looks to help empower individuals to use social tools to build relationships, trust and engagement that result in revenue for IBM. You can find him on Twitter and LinkedIn.

 

Get your free preview of Chapter 1 from Selling Fearlessly.

Check out the 84 reviews for Selling Fearlessly at Amazon.com.