A friend of mine relayed this story, the names have been changed to protect the innocent. The thing is, we hear this a lot.
Context: A “traditional” on-premise supplier was giving an update.
What my friend learned.
This on-premise vendor had a cloud version – nobody knew this.
This on-premise vendor also had a slide in the presentation to rebut the claims that a cloud based rival was making.
One interesting comment that the on-premise company made was that “marketing had shifted to social”.
I suspect this means that the marketing has shifted from “interruption” and “broadcast” marketing to “broadcast and interruption” marketing on social. I’m sure you understand the difference.
Let’s unpack this piece by piece
We have written many times that social selling is made up of three things:-
- Personal Branding
- Strong Network
The first thing that everybody with that team needs to do is have a personal brand. This isn’t just about the “workers” but everybody involved. Leaders, salespeople, marketers. The B2B buyer is looking for an expert to help. In the world of Enterprise software even more so.
Building a personal brand is a one off set-up cost of time. While this blog isn’t about building a personal brand, let’s not forget that we are not looking for a “salesperson” so don’t pitch. We are looking for the authentic you. Not your what (what you do) but your why (why you do it). The more authentic the better.
Leaders need to lead from the front, they need to activate the employees. This has to be based on “do as I do” not “do as I say”.
In Enterprise sales, solutions are complex, as buyers we want people to help us. The companies that will win, build and nurture relationships that brings me to building a network.
So how do you build a network?
You connect with everybody you can:-
Customers (new and old)
Florists In Grimsby
In fact anybody that might buy from you, be useful to you in the future or share your content…
One tip, don’t start connecting to people before you have a personal brand. If you send connection requests out without a personal brand you will look like a spammer and be treated as one.
Once you have a personal brand and a network, you need content. The mistake that companies make and it sounds the same here is you take the content that you always used to create and stuff it out through social.
Sorry, but the world has changed. Buyers are now sophisticated, well we have always been sophisticated but now we are more so. As buyers we have access to an infinite amount of content on the internet, social media and through mobile. How do we know this?
If I tell you my pen is the best in the world, you won’t take my word for it, you will look online for validation.
This could take could be through third party validation, for example before you book a holiday you check out the hotels on trip advisor. You will read the good as bad reviews. I recall a reviewer giving a 1 star review of a lovely quirky hotel, because he (it was a he) was used to American big box hotels that look the same. One person’s one star hotel, is another person’s five star hotel.
Here is your strategy for letting people know about your on premise products and services, how you have moved them to cloud and that you have a cloud based service?
You follow the above, for all your sales people, marketing people, business development people in fact all your people.
They have great personal brands, they constantly grow their networks and you get them to write short form blogs.
What’s a blog? This is one. I’ve provided you with insight, I’ve provided you with education.
Not once have I told you about the company. I don’t need to, all the information you need is on the internet. I’ve not told you we are the biggest, the greatest, the market leader or anything like that. Why?
- You won’t believe me if I did.
- You will do you own research anyway and make your own judgements.
Finally, there are many people who will read this and won’t buy from me and that is OK. If one person is more educated about this situation then this content has worked. Why? Because, they may know somebody and will refer us on. They may think it would be great to share this article through their own network.
This content is also on the internet forever that anybody can find and hopefully inspire.
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