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QUEREMOS CRIAR UM ESPAÇO DE PARTILHA DE IDEIAS, VALORES E FERRAMENTAS QUE CONTRIBUAM PARA A EVOLUÇÃO PESSOAL E PROFISSIONAL DE TODOS.
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Here’s the core challenge and this is how social selling became the catalyst to my entire business started with one simple book, the Challenger Sale.
It changed the world. The Challenger Sale did a study from the CEB and they found that nearly 60% of the buying journey is done without you and I. The buyer journey is being done without your involvement. That’s a problem, that’s a challenge.
And the Forrester research backs this all up, 65% of deals are awarded to the person and to the team that are first to add value. That’s it is important that you keep up to the minute with changes taking place in your clients and prospects business so that you are the first to be notified of any changes, because it’s the best way to get in the door.
Get on these people early and influence the way that they think.
And whether you like it or not, your buyers are going to choose the most convenient suppliers.
Your buyers are also doing their due diligence with or without you. They are listening to the blogs and the e-books and the webinars of your competitors.
They are checking out this content to arm themselves with the information to make informed decisions.
The increasing popularity of social media websites is not only changing the way we socialise with friends and family, it’s also changing the way customers research, compare and inform their buying decisions.
Rather than seeing this trend as a threat; social sellers should see it as an opportunity. Social selling is leveraging web technology to deliver insight and value to the buyer’s ‘sphere of influence’ when making buying decisions.
1. Identify your targeted buyers’ persona
Any professional sales process includes developing relationships; the first step to a good social selling plan is to identify the key decision makers, including their level of online engagement.
2. Intelligence is Key
Creating a strategy to ‘listen’ and gather relevant intelligence such as understanding challenges and requirements is critical to making a successful online connection – and ultimately in being considered part of your customer’s sphere of influence during their buying process.
3. Establish a Content Marketing Plan
Now you understand your customer better, the goal is to share quality, targeted content of your own – as well as syndicating valuable content – which will intrigue your buyer.
4) Become a Trusted Authority
You’re now ready to develop your sphere of influence and become a trusted source of information to your target audience. This is achieved by being consistently helpful, approachable and engaging.
5) Monitor and Improve
Use tracking technologies to monitor the level of engagement with you and your content – this will enable you to identify what is proving popular and any “trigger events”, and then take appropriate action
Develop personas because all your customers are different.
No two customers are identical, even ones who buy the same product. Every customer will have a different motivation for making a purchase. They’ll also conduct their searches in varying manners and have differing price expectations. If you’re selling to companies, each one will have a different decision-maker and a distinct process for finalizing a sale.
It can’t be stressed enough how important it is for you to be present where your customers are having conversations. Sometimes, the conversations are about you and if you aren’t active, not only will you be unaware of what’s being said, you’ll also be unable to respond!
Getting a handle on where your customers might be having social conversations is actually fairly easy. Every major social media network has an advanced search feature that allows you to enter specific details about the kinds of people you’re looking for. From there, you can view profiles and discussions to determine whether you’re on the right track. There are also a variety of both paid and free discovery tools for each social platform
Key events to listed for could include
1. Your buyer’s competitor gets acquired
2. Your buyer’s competitor launches a new solution
3. Relationship severed – competitor sales rep and/or
the buyers’ representative leaves
4. Your buyer changes decision-makers
5. Your buyer wins a major account
6. Your buyer completes a capital raise
Marketing listen for - Corporate Name ,Some key competitors, Macro Buzzwords
Sales reps listen for - Clients, Hot Prospects, RFP’s, Industry Opportunities / Trends, Trigger Events
Content calendar round times of the year, new product launches, industry events
You need to be active where most of your target audience is active
Start with a few channels and do them really well
Don’t spread yourself too thin
Think of seasonal events like Easter etc
Industry events
Conferences
New product launches etc
You need to be sharing content because if you’re not sharing content, you’re not helping your buyer through their buying journey and you’re not influencing the way that they think.
Buyers start with general research
Then more specific product information and comparisons
When the buyer is closer to a decision they look for testimonials and references
Like trip advisor
There is too much information about, too much noise which we need to cut through
Share interesting information you do not need to write it all yourself
There is too much information about, too much noise which we need to cut through
Share interesting information you do not need to write it all yourself
Ask questions
Develop a discussion
Be provocative
With social media, it’s pretty easy to get a sense of how you’re doing just by the number of responses and “engagements” you get (likes, retweets, followers, profile views). It won’t happen overnight (especially if you were paying attention since, for the first little while, you’re just supposed to listen) but eventually, if you’re interesting and helpful, you’ll start to get noticed. From there, you can track and measure how successful certain kinds of posts are, figure out what time of day generates the most engagement and all sorts of other little details that can help optimize your strategy.
You should also be analyzing which content is proving most useful to buyers who are close to a purchase. That way you - or the marketing team - can put more time and energy toward creating the most relevant and effective content for this very important stage in the buying funnel.
Another aspect of your social selling process you should measure is the quality of the leads you’re getting. You can do this by keeping track of how many leads you generate from the social media pipeline and comparing it with how many of them ultimately become customers. However, you should also keep in mind that part of social selling is becoming an authority and making connections, which is a practice that can boost referrals. This means that you should be monitoring any positive outcome generated by your social presence, even if it’s just extra press or a shout-out from a noted influencer.
In conclusion, developing a well devised social selling plan which proactively helps customers through their buying journey will increase your chances of being seriously considered as their next partner.