As a group, salespeople seem remarkably unaware of the prospecting possibilities of social media. As a part of some sales coaching I’ve pulled together a beginner’s guide for salespeople wanting to learn how to get more clients with the likes of LinkedIn and Facebook.
Social media isn’t a fad. It’s a revolution
Sceptical? Social media not for you? Think about this.
In terms of usage, Facebook is second only to Google. (And in the USA, it has overtaken Google to be the most used website). YouTube is at number three, Twitter at number nine and LinkedIn at number 17.
According to market research company Nielsen, US Internet users spend three times as much time on blogs and social networks than they do on email.
Not just B2C, but B2B as well
Yes you say, but that’s all consumer driven and we’re selling to businesses.
When it comes to B2B lead generation, LinkedIn is way out in front. According to Leadforce1, in June 2010 LinkedIn generated over 17,000 sales leads for US companies.
That’s hard to ignore when most of the salespeople I talk with say their number one problem is creating new sales opportunities and building their sales pipeline.
The message is clear. Like it or hate it, when used right, social media is a powerful tool to find and connect with potential clients.
It’s just networking – on steroids
Social media and social networking isn’t hard. Whatever the method, it’s just networking – and all the old rules apply. Except you don’t have to endure the glass of warm white wine.
When you launch off into the new world of social networking you’re still trying to:
- Be found – proactively
- Be interesting – have something to say
- Build relationships – quality not quantity
- Become a resource – solve problems, give to get
- Become a provider – win new clients
Whatever you hear, it still takes time
Somehow the impression has spread you can sign up at LinkedIn and then wait for your mailbox to fill with opportunity.
Yes social media is fast – but it’s not instantaneous. Successful social networking has many parallels with the old way.
- You need to put consistent and continuing effort into it. A few minutes every day goes a very long way
- Making connections and building relationships takes time
- Building the trust to convert interest into clients takes time
Social media tools
The social networking websites that are most effective when selling B2B are slightly different to the mainstream social sites. I’d suggest in order of priority you need to be present in:
- Slideshare
- YouTube
It’s also a pre-requisite you have a website where you can provide background information for people interested in you. It doesn’t matter if it’s your company’s website or if it’s your own website – providing it can underpin the messages you’re giving out in the social media sites.
Don’t be dull
My final piece of advice? The social networks are filled with people overtly promoting themselves. Just like the bore at the networking event keen to give you his card and sell to you.
Of course you’re going to include some ‘calls to action’ amongst what you say, but make sure you also let your own personality come through. Remember:
- People don’t like to be sold to
- People buy from people
Let that happen.
Get started. Now
Making yourself visible in the social networks is the sort of project that tends to get put off. So don’t. Get out there. Now.
Be amongst the relatively small percentage of salespeople who are using social media properly to get more clients.
To download the 23 page beginner’s guide to social networking, register or login to get to the member’s area and then download your free copy of ‘Get More Clients With Social Media’.
Here’s what to do next
If you’re interested in how this could help you, or feel I may be able to help you with some of the challenges you’re facing, please get in touch for an informal discussion.
There’s no commitment, we’ll just discuss your situation to see if working together might be a good fit.
Call me on +357 99 860 725 or +44 20 8133 7635, or contact me.
Best regards
