image courtesy of Warner Brothers
One of my colleagues has just pointed out a company that has used profile writers to write their LinkedIn profiles. It’s “obvious” which Social Selling company has done this from the mutual connections.
Now when I call them a social selling company, it’s a loose description as using profile writers isn’t social selling. What do I mean?
Social Selling is the reaction us sellers (and marketers) have needed to undertake because of the way that people, in this internet, social media and mobile world buy.
If you look at the latest “Digital in 2019” report we see that
- There are 5.11 billion unique mobile users in the world today, up 100 million (2 percent) in the past year.
- There are 4.39 billion internet users in 2019, an increase of 366 million (9 percent) versus January 2018.
- There are 3.48 billion social media users in 2019, with the worldwide total growing by 288 million (9 percent) since this time last year.
- 3.26 billion people use social media on mobile devices in January 2019, with growth of 297 million new users representing a year-on-year increase of more than 10 percent.
There are 610 million people on LinkedIn. I like you probably think, if you are not on social media, do you really exist? As one of my friends say “if you are not on social media, then that’s creepy, what is that person trying to hide?”
The recent research from Gartner shows that buyers spend the following time as part of their due-diligence process:-
- 27% Researching online
- 22% Meeting with buyer groups
- 18% Researching offline
- 17% Meeting suppliers
- 16% Other
Let’s not forget that the 17% of meeting with suppliers is meeting with all the suppliers, if you are on a short list of 3 then you only get third of 17%. If you are using legacy sales methods and are not posting, you don’t look like an expert and you don’t have a relationship with the buyer online that means you are not visible during the 27% of researching online.
Social and the use of it to sell, is about doing three things:-
- Having a person brand.
- Building a network …. a network being different from contacts.
- Sharing and writing content.
Why is this?
Buyers are going online in sales avoidance mode. Nobody ever gets up in the morning and says “the first thing I need to do is talk to a salesperson”. They are researching the products and services they want to buy. Buyers will then choose an expert, somebody to help them and guide them through the purchase. This is the same for any Business to Business (B2B) purchase.
Social selling is about being human on social and the only person that will get you an authentic profile, that I will want to contact is by you writing it yourself. The only way you will proactively grow your network, lifting your analogue territory in to the digital world is by growing your network yourself. The only way people will truly want to see you as that expert and human is by you sharing content. This content needs to be relevant, insightful and educational to your audience. You can use content to nurture prospects and you can use content to accelerate prospects through the pipeline. You don’t have to write it all, but blog writing is working for sales people.
One of our clients has saved £100K on recruitment fees by writing one blog and one client has got onto a short list by the salesperson showing a prospect the blogs they had written.
Why is this important? It’s so you get inbound.
I bet, if you use profile writers you won’t get inbound, you won’t see any change to what you did before. That isn’t transformation. That’s trying to put lipstick on a pig!
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