What Can Golf Teach us about Social Selling

2019-03-29 9:03
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by Tim Hughes | @Timothy_Hughes | LinkedIn

Have you ever played golf? I’ve played twice, I’m sure there are people reading this that have single figure handicaps. Don’t let my lack of golf ability to put you off, there are reasons why golf is like social selling. In fact there is many reasons why Sales is like golf.

If you think about golf, when you stand on the tee, you play your driver, if you land in the rough you play a different type of shot with a different type of club, a short iron probably. If your ball ends up in a bunker, different shot, different club, a wedge again. You then are on the green and you use a different club to putt the ball, a putter. You don’t win the hole until the ball goes into, and down, that hole.

The winner is also the person that gets the least shots for that hole.

So what has this got to do with social selling?

Well it’s a great metaphor. Using different techniques throughout the process. The problem is that most times our company only provides us with a putter, or a driver or a wedge.

In all instances as far as I can remember as a new business sales person I have had to create the leads myself. Teeing off, was always down to me.  There would be no Marketing to tee off for me.

It would seem to the cold calling gurus social selling is about writing content and hoping. It’s not, hope was never a strategy. Social selling provides you will the process to prospect in a more efficient and effective way to legacy sales methods.  Social selling is about prospecting and teeing off as is any sales methodology.

It also provides with the techniques to nurture people along the pipeline without keep calling them and annoying them. Content is a great way to accelerate people through the pipe.

Let’s not forget that content can be one to many, maybe a report about the industry you sell to you found on Flipboard. Content can be one to few, maybe a piece of content that is written for a select set of clients, maybe with a certain business issue. You can also write content for a particular person in a particular account. For example, you have a deal stuck, you can unblock with a well aimed piece of content. This is how you can “add value”, provide insight and educate, helping to move a client through the buying process.

Dog whistle content we call it.

The alternative is to do what you have always done, which is ring people up and annoy them. There is, only so much a person can absorb on the phone or in a meeting and they will always be on the guard as you are in sales. Where as, a well aimed and well directed piece of content and change the game, prove you are an expert and lock out the competition.

People consume different types of content at different stages throughout the sales process. At the start of the buying process, when doing their due diligence they are working on understanding their business issues and working out if there is a solution and which solution (or short list of 3) meets their needs.

As we move down all eighteen holes we are met with different challenges and we choose the best club for the task.  With golf, as it is with sales, we are there on the fairway, with our club and technique.  When it came to golf for me, it was always the lack of technique.

At the end of the buying process they are probably looking to validate a decision and de-risk the implementation. This is where case studies and articles on what can go wrong in projects help. Articles with Board reports and business cases are also good at this point.

Once again, this is about you demonstrating you are the expert and you can soon show you are the only show in town.

How many times have you seen people miss a “obviously” easy putt?

Thankfully, social selling provides you with a bag of clubs, drivers, woods, irons, wedges and a putter, need to choose carefully based on, purse and ability.  But you are all trying to get that ball into and down the hole.

Thanks to Rob Rowe for the idea for this blog, hope you don’t mind me nicking your metaphor and thanks to Daryl Strong for the golf advice.

People who read this article also read these:

https://www.social-experts.net/can-you-tick-the-social-media-box-and-say-thats-done/

https://www.social-experts.net/social-selling-does-life-reflect-social-or-social-reflect-life/

https://www.social-experts.net/the-simplicity-of-social-media-and-why-you-need-to-be-there/

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AVANTAGEHeadquarters
Organically grow the holistic world view of disruptive innovation via empowerment.
OUR LOCATIONSWhere to find us
https://dlaignite.com/wp-content/uploads/2019/04/img-footer-map.png
GET IN TOUCHAvantage Social links
Taking seamless key performance indicators offline to maximise the long tail.

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