Posts Tagged ‘social selling’

The Real Problem with Social Selling

Let’s stop with the Naked Emperor and speak the truth about social selling.  It isn’t selling. I repeat it isn’t selling. Now for some this is considered heresy.

social-selling

Credit www.gratisography.com

Social selling or social media selling whatever you want to call it is marketing using social media channels to deliver the message. This entire get on the band wagon for social whatever is sales quick sales fix for some and a quick opportunity to make fast bucks for others.

I will return to Peter Drucker who believe and said a business has essentially two functions:

  • Marketing
  • Innovation

He also said when marketing is done well, selling becomes almost effortless. (paraphrasing)

Yesterday I saw a social media post about “how to develop a social media strategy.” None of the answers went to the heart of the problem.  No one asked “Do you have a strategic plan?”  If so, then it is from that document you derive your marketing strategy.

Short cutting the strategic planning process is a proven recipe for failure.

This individual was confusing strategy with tactics as many do.  The strategy comes from a comprehensive strategic plan that looks at both internal and external strengths, limitations, opportunities and threats.  From this data another result is the completion of the ideal customer profile or profiles.

Whatever social media channels are selected (tactic) is based upon where the company can find their ideal customer.  Of course with all the data about the traffic and deliverables about social media, no wonder people can get easily confused.

The best analogy is fishing. Those who successfully fish go to where the fish they want to catch are not vice versa.  One doesn’t go to the ocean expecting to catch a walleye pike or one doesn’t fish a mountain stream looking for red snapper. Also one doesn’t use a fly to catch a sunfish.  The bait is your message.

Fish Where The Fish (Sales Leads) You Want Are

Use the Right Bait (Message)

I understand all the hype about social selling.  I also know a lot of SMBs have spent lots of profit dollars with little results.  Yet they are “sold” this lie that social selling will increase sales.  No good marketing will increase sales provided you have the right message and use the most effective channels.

P.S. There are no quick fixes in sales, leadership or success.

Share on Facebook

Why Are You Email Marketing to Me?

When did email marketing transition from permission based to everyone and his or her brother or sister?  How many times must we unsubscribe from people who have bought email lists to adding our email addresses to their email marketing database without our permission?

Recently a “communications coach” and “life coach” sent me an email.  I never signed up for her newsletter. I never asked for my email address to be added to her database. Yet she is emailing me.

After the second email in 24 hours, I suggested she should gleam her list given I am an executive coach with 20 years of experience as an executive coach. Her response included she had coaches as clients.

My thought was “Well good for you so have I and your point is?”

Then she told me I could opt out.  Funny I never opted in, but now I must opt out.

Individuals such as this one and many more should research permission based marketing.  I know through my list builder, AWeber, I am strongly encouraged to do “double opt in” if I add someone to my list instead of that person signing up by herself or himself.  Even then they must confirm in another email they signed up to the email marketing list.

Of course with the influx of social selling (I find that term beyond ridiculous as 99% of all selling is social), these individuals believe they have the “right” to clog up email boxes with their “free gifts or offers.”  They have never engaged in permission based marketing and this only reveals their lack of professionalism and integrity.

It is one thing if a person opts out of your email marketing database when that person originally signed up to receive your information.  However for your as a SMB owner or salesperson to routinely add names to your email database without permission is 100% wrong!

Share on Facebook

The Spraying and Praying of Social Selling

As part of my overall social selling efforts, I regularly ask those who wish to connect with me on LinkedIn what prompted their LinkedIn invitations.  A more recent response was the following:

social-selling

“I just thought that it would boost my business so that’s why I joined hope you having a great day thank you.”

This struggling entrepreneur (yes I am presuming he or she is struggling) is engaged in the all too common spray and pray marketing behaviors.  In this particular instance, spray my name all over LinkedIn and it will increase sales.

How wrong. how sad and what a waste of resources!

Social selling is misnamed because what it really is, is social marketing.  Marketing is attracting attention and beginning to build relationships. Yet because people continue to call it social selling, some folks like this struggling entrepreneur believe it is selling.

Each day thousands of independent sales professionals believe if they spray their names all over the social media landscape, they hope (pray) to increase sales. They fail to understand the first rule of buying:

People buy from people they know and trust.

How this translates within the social selling world is through engagement. Salespeople must engage with potential sales leads, centers of influence, etc. to demonstrate their knowledge and their trustworthiness.

What would have been a better response by this LinkedIn member is something like:

“I enjoyed your recent posting (update, etc.) and possibly we can schedule a quick chat to better understand our respective businesses.”

“I am looking to expand my LinkedIn presence. Possibly we can schedule a quick chat to better understand our respective businesses.  Does (insert date and time) work for you?  If not, let me know some better times.”

The social media landscape can expand one’s market presence provided that individual understands this basic concept:

Marketing is not selling!

Share on Facebook

What’s So Wrong with this LinkedIn Invitation?

LinkedIn is a great social media site to increase business contacts and when done well will increase sales. Yet there is a correct way to write a LinkedIn invitation to connect and so many wrong ways to write a LinkedIn invite.

LinkedIn-invitationThis morning I received this invite (I have deleted any specifics to ensure the sender’s anonymity):

Please accept my connect request. I will then scan and send you a VIP $200 **** Savings Card. Activate and it comes with 110% lowest cost guarantee on ***** and all other ***** needs as an intro to a new ***** search engine. It can become a huge fund-raiser.

Beyond not having this specific need, I am not into any fund raising activities.  After reading this poorly pitched sales pitch, I thought “what a dolt!”

This LinkedIn invitation lacked being authentic outside of the obvious sales pitch. I wonder what LinkedIn training she had that even suggested this was an appropriate message to send with the invitation?

Personalizing the standard, boring invite of “Hi (insert your name) I’d like to join your LinkedIn network,” makes good relationship building sense. However using that same invite as an obvious sales pitch stinks to high heavens.

People buy from people they know and trust.  I may not know you, but I can check out what shared connections we have as well as your profile.  Sometimes I will accept LinkedIn invitations from people I personally do not know. However, I do have a process to ensure the invitation was authentic and not just an attempt to expand the other person’s database.

When will people recognize that marketing even social marketing is not selling?  Marketing is all about attracting positive attention.  LinkedIn invitations such as the one I just shared do not in any way meet that first desired end result of marketing.

With all the emphasis on social selling, I believe it is time to redirect those efforts to social marketing because unless people buy you and your company, they will never even consider your social selling solution as exemplified by this great example of what not to do with a LinkedIn invitation.

Share on Facebook

Your Social Marketing Reflects Your Leadership

Have you ever considered how your social marketing may be a reflection of your leadership?  For example,  do you add people to your email list without asking permission? By taking this action what does it truly say about your leadership as well as your  business ethics?

Each day I must unsubscribe or mark as spam dozens of emails.  Many of these come from so called “experts” on sales, marketing, leadership and even business ethics. I guess they believe it is okay to add my name to their email lists.

Permission based marketing still exists and should be the best practice for professionals engaged in social selling or social marketing.  However given the increase in social selling, it appears permission based marketing has taken a bad seat to sales pitches.

When professionals regardless of their role ignore common courtesy and respect, this is a reflection of their leadership skills. Their actions only reaffirm my belief not to purchase from them or make any recommendations.

Additionally when SMB owners and sales professionals fail to identify identify their target audience, they may unintentionally send emails to recipients who would never, ever buy from them. I belong to several communities where we share similar solutions. Members on one community never ever add me to their email lists without permission and yet members in another community do so all the time.

When I email those members who add me without permission, I usually receive a contrite reply of “sorry for the inconvenience.”  No, they really aren’t all that sorry.

Leadership is the ability to secure the desired results using clearly articulated positive core values. This means no social marketing or social selling spamming and no sales pitches.

Yes any SMB owner or sales professional wants to increase sales and therefore hopefully profits. However, it is imperative that all behaviors reflect consistent and outstanding leadership otherwise the goal to increase sales will be much harder to achieve.

Share on Facebook

Great Salespeople Make Selling Look Easy

Ever wonder why so many people are venturing into being solo entrepreneurs or SMB owners?  Beyond the obvious advantage of being your own boss, my sense is these folks have witnessed great salespeople who make selling look easy.

great-salespeopleJust hop over to LinkedIn and scan a few profile summaries.  Immediately you will see a difference between those who understand sales and those who think they understand sales.

Sales is simple.  Someone called a buyer has a want or need and someone else called a seller has a product or service to fit that want or need. Pretty easy, well not so much so.

Social selling has only reinforced this notion that selling is easy.  Sure you can buy Twitter followers or make a zillion posts on Facebook and when you measure the results, what do you discover?

People buy from people they know and trust. To create that knowing and trusting persona takes time, energy, money and emotions. Great salespeople are willing to make those investments.

Just as in leadership, great sales people are made not born. They develop over time.  These forward thinking sales leaders are self directed toward continuous improvement themselves by honing their knowledge, talents and sales skills.

Through the years I have had the opportunity to meet truly great salespeople who understood “sales is the transference of feelings.” (Zig Ziglar). From them I learned what to do and what not to do.

My sense of selling is authentic, laid back and I have crystal clarity as to who my ideal target market is.  Yes some of my clients do not fit my ideal customer profile, however over time more often than not they do grow into that role.

If you want to have sales success, then look to follow, listen and learn from those who have sales success. Be willing to accept their is no quick fix for sales success and you will be nearly half way to your own success.

 

Share on Facebook

To Engage or Not to Engage, the LinkedIn Quandary

LinkedIn for B2B professionals does matter.  For the last few years I have been conducting my own private research and learned, at least for me, the top 5 reasons why people ask to be connected.

LinkedIn

 

#1 Engagement

The super majority of people (nearly 60%) send me invitations because I have engaged with them or with one of their connections.  Since LinkedIn changed its groups policies, these engagements are overwhelmingly from update posts.  Prior to this change, the invitation outreach was through groups.

Additionally within this reason for connection, I have included those profiles I have visited.  When a second or third degree connection has visited my profile, I usually return the visit.  In quite a few instances, I will then receive an invitation to connect.

#2 LinkedIn Pulse Articles

Even with all the people publishing on Pulse, my articles still continue to drive a significant amount of invitations to my In Box. Right now approximately 25% of all LinkedIn invitations are because of these articles. What I have also observed is quite a few people within this community will follow me first and then extend an invitation to connect.  Content marketing for B2B is a proven marketing method for attracting attention and beginning to build relationships.

#3 Direct Outreach

Sometimes either through a personal one on one meeting, I will receive an invitation to connect or I will send an invitation.  These invitations represent around 7%. Also within this group are those who are connected to one of my first degree connections and believe it may make sense to connect with me as well.

#4 Referrals

As my network has grown, I have begun to see an increase in referrals from other colleagues.  Those within my existing contacts also have made suggestions for others to connect with me. Where in the past this percentage was nominal, today it also hovers around 5%.

#5 Suggestions

Finally, around another 3% of my connections now originate from LinkedIn’s suggestions to connect. This is the smallest percentage. And for me has always been the smallest percentage.

For those engage in social selling or better yet social marketing, then it makes sense to be engaging on LinkedIn.  Share the update posts of others.  Comment on those posts.  My other suggestion is to keep track of those who visit your profile, research their profile to determine if an invitation to connect is warranted.

P.S. Please make sure your LinkedIn Profile is complete and engaging.  Many profiles turnoff more sales leads or prospects than they turn on. And no you do not have to accept all invitations.

 

Share on Facebook

Plagiarism Goes Beyond Intellectual Dishonesty

Yesterday a colleague, Mark Hunter, came across one of his articles being plagiarized by a fairly well connected LinkedIn member.  He notified a group of other sales coaches, sales consultants and colleagues about this plagiarism.  The group responded and not even 24 hours later, this particular article as well as all other articles under this person’s name were removed.

plagiarismI too have suffered from plagiarism.  A sales training company in Texas took one of my website pages one for word and copied it to their own website.  When I notified the CEO, he called and said he was unaware, apologized and the copy was removed. The CEO blamed the web designer. Over the years I have discovered other blog postings copied and have called out the authors.

Individuals who plagiarize the intellectual capitol of others demonstrate from more than dishonesty within their business ethics.  They also reveal they are lazy, lack creativity and are stupid to think eventually they will not be caught.

A recent study by the University of Missouri revealed the financial impact of dishonesty by CEOs. Unethical behavior does translate to the bottom line to a measurable 4.1% loss in shareholders’ value.

In today’s social selling world where content marketing has become a viable sales leads generating channel, being a plagiarist just does not make good business sense.  The reason is simple, in spite of how large the world is, it is still a small world.  People are connected to other people.  Software programs can find duplicate content with the stroke of a few keys.

One of the more simple ways to avoid even unintentional plagiarism is to Google the title for any content marketing in quotes.  This way the you can quickly determine if another person has written a similar article. Also this same tactic can be used to learn if your titles are being plagiarized by someone else.

In sales, people buy from people they know and trust.  Swiping the intellectual capital of others will not increase sales.

Share on Facebook

Aim Small Miss Small Sales Mindset

With all the focus on social selling, there appears to be a different sales mindset emerging and not a necessarily good one.  I was reminded of this when reading a LinkedIn article by Jeb Blount entitled “Social Selling Is Not a Panacea.”

sales-mindset

Credit www.pixabay.com

One of the problems with this concept of social selling is it creates a lack of clarity and focus.  The salesperson is aiming at a much bigger target, the various social media sites, and thus misses big.

As Jeb shared in his $10 bet  with a new hire, he was far more successful just by dialing and actually converted two of the sales calls. In comparison the new hire converted no one.

When a salesperson has an aim small miss small sales mindset, he or she has enhanced his or her clarity to the point of it being crystal clear.  Missing the target is no longer supported with a hope and a pray. “I hope I make a sale.”

BAR – Beliefs Drive Actions Generating Results

To have such a sales attitude because attitudes are indeed habits of thought (Zig Ziglar) requires a strategic plan from which the market to the ideal customer have been clearly identified. These beliefs drive the actions (behaviors) generating the results (increase sales).

ACE – Assess – Clarify – Execute

Such a sales mindset begins with assessing not only the business, the industry, but the salesperson as well. From that collected data, there is the opportunity to clarify the necessary objectives and strategies. Next step is executing those strategies.

Feel -Know – Do

To complete this aim small miss small mindset, the salesperson must connect to the buyer.  What does he or she want the buyer to feel?  Obviously to create this environment, the seller must know what the buyer is feeling. Here the focus is on the buyer and not on the seller.

Then what does he or she want the buyer to know? Possibly because the buyer has conducted some research, the buyer may already know something about the seller.  Yet here is the real opportunity to explore the wants and needs of the buyer.

Finally what does the seller want the buyer to do?  In simple sales talk, this is a call to action.  This action could be a simple of having a coffee visit to scheduling a more formal meeting.  Adding the person with permission to an email list such as a newsletter is another call to action.

I believe in what Zig Ziglar said years ago “Sales is the transference of feelings.”  When that transfer is successful and when the seller has demonstrated his or her ability to connect to the value drivers of the buyer, then there is far greater likelihood to increase sales.  Of course if you are looking for the quick fix or what Jeb calls “panacea,” you may be sorely disappointed.

Want to talk with Leanne Hoagland-Smith about how to improve your sales mindset?  CLICK HERE to schedule a conversation.

Share on Facebook

Time to Stop Being Chicken Little in Social Selling

For SMB there have been many changes within the market place.  One of the more far reaching changes has been this concept of social selling where salespeople leverage the Internet through social media sites for everything from marketing to relationships building to targeted prospecting.

social-selling

Credit www.pixabay.com

Just for clarity social selling in today’s marketplace is defined as when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” (Source: Hubspot)

I would revised this definition with the following changes in red “when salespeople use social media to interact directly or indirectly with their prospects, colleagues and centers of influence. Salespeople will provide value by:

  • Connecting to their prospects’ value drivers
  • Answering prospect’s questions
  • Offering thoughtful content
  • Facilitating an ongoing emotionally compelling sales conversation

until the prospect is ready to buy because the prospect now knows and trusts the salesperson.

Even though I believe in simplicity, the power of social selling is built upon the existing long held sales tenet that people buy from people. In today’s technology driven world, many sales experts fail to reinforce this long held sales tenet.

Today, many SMB owners and sales professionals have yet to jump into this new marketing and selling channel. Possibly their delay is because they lack ab overall business growth plan (think strategic planning).

And for some who do engage in social selling, their focus in 100% on sales pitches and not on building relationships. As to their content, much is old, rehashed and not emotionally compelling.

Jumping into social selling arena requires some intestinal courage and taking a leap of faith. Of course having a solid marketing plan within the overall strategic plan is a big plus.

Salespeople must never forget people buy from people they know and trust. Engaging in social selling is a natural extension of that first sales buying rule.

What to know the other 2 sales buying rules? Click Here

Share on Facebook
RSS Subscribe!
Coaching Tip
People come first; sales numbers come second or third
What’s Happening?

Internal Results interviews
Leanne Hoagland-Smith
. Some of her answers may surprise you.

Check out this podcast on value creation between David Brock and Leanne Hoagland-Smith

Listen to Leanne Hoagland-Smith at Sales Scenario podcasts

Another list of top sales bloggers

Pre-order this great book How to Get a Meeting with Anyone. You may recognize a familiar name.

Top 100 Most Innovative Sales Bloggers Honored this blog is included in this impressive list.

Best Sales Blogger Award for 2014 Third place awarded to Leanne Hoagland-Smith.

NWI SBDC awarded Small Business Journalist of 2014 to Leanne Hoagland-Smith. Awards.

Expand Your Business Horizons
Sign up to receive monthly newsletter devoted to small businesses and busy sales professionals Beyond the Black
Be the Red Jacket
Seeking an easy and practical book on marketing, selling and sales? Read the reviews at Amazon and then order your hard copy or eBook.
Sustainability Expert
The Institute for Sustainability
Ezine Expert
Blogroll – Leadership, OD
Contact Coach Lee

Leanne Hoagland-Smith
219.759.5601 Main Office CDT
219.508.2859 Mobile CDT

Office located near Chicago, IL

www.processspecialist.com Main Website

Sales Corner

Tracking by The Sales Corner
Blog Rankings
Business Blogs - Blog Rankings
Blog Top Sites
Plazoo
RSS Search
Blog Log