Things have changed in the last few years. Buyers start their own buying process, they self-educate on-line advising us sales people. Why? Well, today we have a bad rap. There are too many people with manipulative scripts cold-calling people. So how do we get more leads and how do we get more meetings? Very simple, with social media.
You’ve heard all this before and I’m sorry there is no magic bullet. So, you need to promise me you are up for a bit of hard work. Otherwise, why not spend the time cold calling people and leaving endless voice mails that are never returned. Or sending newsletters that nobody ever opens.
Right, before you start contacting people and building relationships like the other social selling articles tell you, you need a personal brand.
What is a personal brand?
Imagine this. I’m looking at your LinkedIn profile and I am going to judge you. Are you interesting and – more importantly – I’m going to use this to judge whether I buy from you.
So, long lists of your objectives, past conquests, a photo of you at the bar in Malaga, a job title that makes you look like a sales person – or somebody that has read an article on the internet on how not to look like a sales person – won’t cut it anymore.
As a buyer, what do I want?
I want to be inspired. I want somebody who understands my business issues, understands my industry and, more importantly, will tell me something that will inspire me or help me do my job. Most articles about social selling talk about “adding value”. Sorry but it’s a BS term.
It’s very simple. If I’m a senior executive what I don’t need is yet another salesperson telling me how great their product is. All sales people do this. In a world where there are more people selling then buying, how will you stand out?
I’m going to tell you.
Block out half a day in your diary and update your LinkedIn profile. Start posting industry articles. None of that corporate rubbish marketing want you to share. It’s the same as everybody else. You have to be different, yes?
Now the unpleasant bit
You know all that stuff that marketing is doing? PPC (Pay Per Click) adverts – nobody clicks on them, you are more likely to be struck by lightning. Email marketing, yes, the number of emails goes up every year, that’s because nobody reads them. They just get deleted. White Papers? Nobody reads them. Newsletters, who cares? This isn’t helping I know – it’s a lonely place.
How do we get more leads and how do we get more meetings?
After you have blocked out your diary and built your personal brand, you block out another half a day and send a connection request to everybody you know, everybody you would like to know and the influencers in your market. Now, if you have a boring personal brand not that many will connect. Which is why you needed the personal brand first.
Then be interesting.
Comment on people’s blogs, comment on people’s posts, post information material, something that the buyer will find interesting. There are plenty of tools that enable you to do this – I use Flipboard for example.
How about if everybody in your sales team did this?
How about if every employee did this?
All of a sudden, your business would be visible for me when I searched online.
As a buyer, I will find somebody to help me as I search and educate myself on-line. This means you get to the prospects before the cold callers.
You could also give us a call! We are more than happy to inspire you to start your journey on the way to getting more meetings and leads.
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.