Think Social Media Isn't a Sales Tool? Think Again.

I thought that sales reps must be the most frequent and ardent users of social media since they likely see it as a natural extension of their job, until I came upon this statistic. 55% of B2B sales professionals believe that social media has no effect on their sales efforts. However, the fact is that social media can be a crucial sales prospecting and networking tool. For many sales reps it is the first point of contact with prospects.

Why should sales be concerned about social media? Isn't that for marketers?

Wrong. Its not just marketers that benefit from using social media. Social media has become a critical sales enablement tool. In every part of the sales funnel, salespeople benefit from social media. Here are a just a few ways that salespeople can benefit from using social media

1. Help develop their own leads

Sales reps are usually in a better position to understand the right kind of leads for their business. Social media is an ideal tool for sales reps to find and prospect their own leads.

2. Stay in tune with their leads all the time

Lead tracking and real time updates from leads means your sales reps are always in tune with what your prospects are looking for. As a result, they can be there to provide solutions to their problems.   

3. Guiding buyers throughout their journey closes more leads

By staying in tune with leads, salespeople  can then guide the prospect along the buying cycle--without coming across as too pushy. This greater knowledge means they are responding with more relevant messages.  This creates a valuable rapport between your reps and prospects.

4. Create their own following

Contributing on social sites and engaging in industry-related conversations will ultimately lead to sales reps creating an identity of their own. This way your prospects will have  real and consequential reasons to connect to them better.  

To get the best out of social media, you just need to follow these basic best practices

Social selling best practices

1. Communicate in real time: Did you know that 88% of customers say unanswered complaints on social media sites deter them from doing repeat business? Responding to people’s interest or grievances in real-time is a sure way to catch their attention. Brands that talk to their prospects in real-time see a higher conversion rate than those that don’t.

2. Be consistent and timely: Social media is not a one-time effort. It is about building a relationship, and relationships take time. Also, be sure you publish your tweets and blogs around the same time of day. Automating your social media activities is the best way to do this.

3. Choose the right social network:  You don’t have to sign up for every social platform under the sun. Some basic research will give you a fair idea of where you are most likely to find your prospects. A few niche social sites should give you enough exposure and save you the headache that 20 different social accounts will create.

4. Be a part of peer groups: Peer groups are a great way to network with people. You get to discuss or be a part of discussions about common concerns and shared experiences. I am part of this LinkedIn group for people in the same field as I, and I love it when veterans share nuggets of information from their experiences.

5. Keep track of trending topics: Trending topics are a fun way to be a part of a larger conversation. At any given time be sure that you keep track of trending topics in your industry, and contribute from your end (not without reading up on it first, though).

6. Personalize your interaction: Personalization is key if you want to hit the right note with your prospects (check out how these brands personalize). It's advisable to personalize your interaction with your audience on social media. Inquire about an event or occasion posted on a Wall, such as a recent trip, or "like" their vacation pictures on Facebook.

Tracking your prospect activity will give you just the kind of information that you’ll need to personalize your communication

7. Syndicate your social media content: Content creation takes time. So why not make the most of the content you have? Post your content on all popular social media sites and don't hesitate to re-use them. Turn a blog post into a link and put it on Facebook. Convert it into a video and add to YouTube and Facebook or turn it into a presentation and put it up on Slide Share. The aim is to get maximum exposure for your content.
8. Advertise your social media presence: Advertise your social media profiles. Always provide links to your social media profile on your website, blog, e-mails and even print materials.
9. Look for conversations where you can add value: Position yourself as an expert on Social Media platforms. But be sure that you know what you're talking about.
10. Be engaged.  Have a voice.  Have a point of view: Do not just share or re tweet something without stating your own observation about it. In order to make an impression on your followers, you have to be engaged in conversations with them without compromising on your point of view.

Remember you are there to guide, not to pitch: Avoid using social networks like a direct mailer. Build a persona and an image as an authority in the field, so that prospects come to you instead of you chasing after them. If you just try to sell, sell, sell, don’t be surprised if none of your prospects show any interest in what you have to share.