One of the many awesome things about my role is that I get to work with companies, large and small as the embark on their social journeys.
Or put it another way, we work with companies that know the “Interruption” marketing promise is over. We all know that to do our best work, we block out all interruptions. What do I mean?
We (and your prospects and customers) use ad-blockers to block interruptions from adverts, we use rules in email so unsolicited emails go direct into our junk box, if our email didn’t do it automatically in the first place. On our phones we don’t take calls if the number isn’t in our phones. Letting Calls go straight to voice mail. The cold callers we just then block using our standard iPhone technology. Never bothering to return cold callers voice mails. If technology doesn’t sweep that up, then GDPR legislation will. At my last company we ran a cold calling day and one of my sales guys said “I’ve made calls all day and got nowhere, what a total waste of time”. No shit Sherlock!
More and more companies understand that the argument for using social Selling has been won. It is these “growth mindset” companies that we get the chance to work with.
The three fundamentals we work with are
- Personal Brand
- Strong Network and
Our work is not about getting somebody to write your profile for you, our work is not about knowledge transfer you can get that from reading a HubSpot article. Our role is to empower you, the reader to be social. Why? As this forms the habit change and you get a skill for life. Having your profile written for you does invoke change and certainly does not create transformation. As part of the sales change we coach is that our teams (in fact everybody across the organisation) needs to blog.
It cannot be done the social selling gurus in the US say. Well it can and we are pleased to say very successfully.
The Business Reason for blogging
We know our buyers are 57% of the way through the buying process before the approach a salesperson. Since selling started, we have been trying to Influence sales early. We know buyers are consuming content and if they are consuming your content, your sales people content, then people come to you (as inbound) when they are ready to buy.
Also, when you are prospecting on social, people will, of course, check you out and there are two conclusions people will jump to. Either they think you are a spammer or a trust worthy expert that can help. Up to you on that one.
A Sales Leader client of ours recently saved £125,000 ($163,000) in recruitment fees by writing one blog. His company re-invested the money in a junior sales person. What a result, just cannot believe that in the US we are told that salespeople cannot blog.
First we have to explain what a blog is.
A blog is not some 2,000 word white paper, where you write a 1,000 things. A blog is a short piece; 200 to 500 words, that somebody will read immediately. If I send you a 2,000 word white paper you will file it away in a folder “to read someday”. If I send you a 300 word blog, you will read it now.
Of course, you don’t know if a blog is good until you have read it.
Our recommendation is always to blog on LinkedIn and not on a corporate blog. Why? Because sending people to your blog, especially in the early days is an unnatural act.
So what about blog buddies?
Undertaking our Strategy workshop at a customer of ours one of the things we do is brainstorm the reasons why social won’t be adopted in an organisation. This Sales Leader is very “open mindset” and know that blogging is prospecting and so it looking for it’s adoption right across the business. From Sales, to marketing, to the technical teams and customer service.
In this Brainstorm, one of the sales guys, Saul Spearing (I said I would name check him) came up with the idea of a “blog buddy”. That is pairing up people, a blog writer with a non blog writer, to encourage, to mentor and to support people so they realise how easy it is to blog and the business benefit and competitive advantage both individuals and the company can get from it.
Before I finish, one of the individuals who attended re-posted one of the teams blogs. They ran a competition with an iPad prize as the best blog. Anyway, by reposting his blog, she got a request to present at a conference. Social does not take a long time!
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