Before I get to that, in today’s world, you exist only if you are in #Instagram, #LinkedIn, #Facebook etc. Right / Wrong?
Couple of things to do:
Post regularly on your subject matter.
Share other people’s insightful posts. [like this one :)]
Like & Share valuable comments on other’s posts. [I encourage you to start with my post :)]
Have a social media playbook.
Have social media goals.
Create a content calendar.
Stay on course.
LinkedIn Social Selling Index is a measure of how effective you are in:
a) establishing your personal brand
b) finding the right people
c) engaging with insights
d) building relationships
B2B buyers like to deal with Sales professionals who have been referred by someone they know or trust. So, it is important to connect with people in your industry and build trust and confidence. They may be referring you to someone they know who might fit your buyer persona.
Here’s my SSI in this pdf. I dropped from a score of 78 to 72 now. This is computed daily.
You can find yours here: https://www.linkedin.com/sales/ssi
There was a senior colleague who commanded respect from clients, principals, resellers and us colleagues. He was there in office every single day before office started for business. He was truly professional, knowledgeable, kept up his promises, always busy, added value to clients as well as partners, a crisis manager, a great people manager and had coffee & biscuits with us every evening after work. The evenings were interesting too.
One day I was preparing a proposal and he advised me to work on the proposals after office hours and not during productive sales time. From then on, all through the day, I was in front of customers talking about a new product or the upcoming workshops or just building relationship or talking about how technology is changing businesses and even lives. I normally simplify technology. It’s quite simple. I don’t get something if it is too complex. So, I question, read, inquire, find out the truth and understand it in detail. And then I simplify it and fine tune it according to the client I meet.
I think I built good relationships over the years with my clients and prospects. Some of them won’t buy anything related to technology without checking with me even if it is something that I don’t sell. Those were the zen moments in Account Management.
My role model has changed with time. Today it is Gary Vaynerchuk. He posted recently where in he taught how to tell a story. He says, if you are a real estate agent, tell me about the town and not just the house you want to sell. If you are passionate about Sales, tell me why you love it, your most interesting clients, biggest challenges etc. In essence, he says, don’t talk about the product / service that you are selling. Instead share the interesting anecdotes around your business. People would love to hear that. The rest will follow soon. Idea is to make things interesting.
I was talking to a friend who works with Juniper Networks sometime ago and he was talking about how his company is building up the Application Infrastructure, Network Infrastructure etc. He was giving me a heads up on how things are converging. He also told me how it is essential to identify someone [read customer] through his device and publish relevant content. The device may be a desktop, a wifi enabled laptop, may be a mobile phone, a smart phone, may be a tablet and a host of other devices [may even be an IP TV].
The idea is to get the customer hooked on to your brand. We know any Enterprise has multiple brands – Customer Brand, Employer Brand, Supplier Brand and so on. In each of these markets the Enterprise has to excel. Today, the Customer eco system has evolved much and the Customer is the center of all actions in an Enterprise. And the Customer can contact your Organization through any device or through any media – the traditional phone call, email, Social Media, Your Corporate Website, through your Partner Website, Search Engine etc. You should have an eco system to not only capture “him” but also serve him the way he expects to be served.
Today’s customers are really smart. It is not just sufficient to keep them happy. It is essential to keep them engaged always. You can use a host of tools to keep him engaged. Think of occasional email, social media, blogs, wikis, podcasts, webinars and more.
Upgrade your Systems to meet the expectations and further delight him.