Here is what SiriusDecisions tells us…
“Buyers complete 67% of their decision making before they contact a sales rep.” This means that they are researching solutions on their own, without engaging the vendor. “It is foundational that you are influencing their decisions, through relevant insights that help form their decision.”
This happens in a few ways. First, when you connect with a buyer, invite them to visit your profile, offer insights and ask questions. Don’t connect and forget. Without engagement from the get-go they never even know who you help, how you help and the value you bring to your buyers, and potentially them.
Next, you have to consistently share valuable insights and content that leads them to your solution. This doesn’t mean all original content, but relevant content that you curate and add your personal spin so that they get a taste of your perspective
CEB tells us that there are, on average 6.8 decision makers on every enterprise sales. With this in mind, it is so important to social surround the stakeholders get on their radar through insights. When it is time to engage them, you are already relevant.
According to IDC, 75% of buyers use social media to find information on vendors and Corporate Vision shared that 74% of Buyers choose the sales rep that was first to add value and insight.
So, what does this mean for you and your sales team? It is essential that…
➊ You shift your sales rep profiles from a resume to a resource. Creating client-centric profiles to position your sales reps as thought leader and subject matter experts, offering value before the conversation begins.
➋ Your team knows how to network online with their new and existing connections. This is a mindset that can have a huge impact on business development. LinkedIn should not be ‘connect and forget’ tool, but a ‘connect and converse’ tool. Treat it as if it were an in-person networking event. You’d never walk up to someone, shake their hand, slip them your card and walk away – so why would we do that on LinkedIn?
➌ Your sales reps prospect intelligently. LinkedIn is an incredible way to find and engage all of the stakeholders and decision makers inside of targeted accounts. Effective social sellers know how to identify who in their network knows their targeted buyers, ultimately leveraging their relationships to get warm referrals.
➍ Everyone engage with insights. Curating, originating and sharing content is the number one way to get on the radar of your buyers, influence their decision making process and position your company as the vendor of choice. Involve your marketing department to help with the process.
If you think your team may be missing opportunities because they are stuck in random acts of social, with no real strategy or process, let’s chat. Whether or not we decide to work together, I am confident I can share some LinkedIn and social selling insights that can have a real impact on your business.
To make scheduling easy, here is a link to my calendar http://ScheduleaCallwithSallyJo.com – please pick a time that best works for you.