Don"t Be Linked Out - 8 Ways Salespeople Can Use Social Media Effectively and Efficiently
Social media represents something of an online revolution.
I know this because I read it in the papers every day.
Of course, I don't actually know anyone who has made a big sale, opened the large account, or otherwise transformed their sales career by spending a lot of time on Facebook, but I'm sure the news is coming any day now...
I'm having a little bit of fun, obviously, but hopefully you see what I'm getting at.
As an online medium, not to mention a way of staying in touch with friends and family, social networking is unparalleled.
Never before has it been so easy to keep tabs on our loved ones, and share bits of our lives with them.
As a business tool, though, and especially one for salespeople, it still has a ways to go.
I'm not saying that sites like LinkedIn and Facebook can't be valuable to salespeople, only that they need to be efficient when they use them.
It's easy for time to fly by when you're clicking profiles and checking out pictures; but those are also minutes and hours that could have been spent meeting customers, writing proposals, and serving your existing clients.
With that in mind, here are eight ways salespeople can use social media effectively and efficiently: 1.
Get to know your customers: In the old days, you had to do something close to digging through your client's garbage to find out their birthday, what school they went to, and so on - at least if you didn't know them well enough to ask.
Now, however, most information can become social network files.
Find it and use it.
2.
Gather precious intel before calls and meetings: Like your customer's website, their social networking profiles probably contain dozens of pieces of information that can help you understand their needs and wants better.
And, like those other pieces of public information, your competition probably won't make the effort to find and read them.
Get informed and set yourself up.
3.
Set a time limit: Decide how much time you have spend on social media today, and then stick to it.
As I mentioned, it's easy for time to slip away when you're online, so make a point of only using as much as you need.
4.
Don't give the hard sell: Sending unsolicited Facebook and LinkedIn messages inviting people to "buy now" is the modern equivalent of spam, or telemarketing people at dinnertime.
These tactics aren't just annoying - they are a complete waste of time.
5.
Avoid chats and private messages altogether: In fact, if you have something to say, say it in an e-mail or a phone call.
That way, if your client or prospect replies with something important, you can store the message with all of your other business communications, not to mention that you'll seem more professional.
6.
Spy on the competition: In most industries, you already have a pretty good idea of who else is chasing your prospects and accounts.
Take advantage of the windows social networking provides, and keep an eye on the other sharks in the water - especially if they seem to be cozying up to your best clients.
7.
Track old prospects: I've never been a big believer in the old "buy or die" philosophy, but with social media, it doesn't take any real effort to stay in touch with clients that got away, or prospects that never closed.
Keep them on your list of friends and associates, if you can, and you'll be better positioned if another opportunity comes up in the future.
8.
Integrate social media with your contact manager: As with all things in sales, the better records you keep, the more money you are going to end up making.
If any of the actions on this list prompt you to notice something new about one of your potential customers, or spot an opportunity for future sale, make sure to mark it down elsewhere.
The last thing you want is to spend time online finding the key to opening accounts, and then forget it.
I know this because I read it in the papers every day.
Of course, I don't actually know anyone who has made a big sale, opened the large account, or otherwise transformed their sales career by spending a lot of time on Facebook, but I'm sure the news is coming any day now...
I'm having a little bit of fun, obviously, but hopefully you see what I'm getting at.
As an online medium, not to mention a way of staying in touch with friends and family, social networking is unparalleled.
Never before has it been so easy to keep tabs on our loved ones, and share bits of our lives with them.
As a business tool, though, and especially one for salespeople, it still has a ways to go.
I'm not saying that sites like LinkedIn and Facebook can't be valuable to salespeople, only that they need to be efficient when they use them.
It's easy for time to fly by when you're clicking profiles and checking out pictures; but those are also minutes and hours that could have been spent meeting customers, writing proposals, and serving your existing clients.
With that in mind, here are eight ways salespeople can use social media effectively and efficiently: 1.
Get to know your customers: In the old days, you had to do something close to digging through your client's garbage to find out their birthday, what school they went to, and so on - at least if you didn't know them well enough to ask.
Now, however, most information can become social network files.
Find it and use it.
2.
Gather precious intel before calls and meetings: Like your customer's website, their social networking profiles probably contain dozens of pieces of information that can help you understand their needs and wants better.
And, like those other pieces of public information, your competition probably won't make the effort to find and read them.
Get informed and set yourself up.
3.
Set a time limit: Decide how much time you have spend on social media today, and then stick to it.
As I mentioned, it's easy for time to slip away when you're online, so make a point of only using as much as you need.
4.
Don't give the hard sell: Sending unsolicited Facebook and LinkedIn messages inviting people to "buy now" is the modern equivalent of spam, or telemarketing people at dinnertime.
These tactics aren't just annoying - they are a complete waste of time.
5.
Avoid chats and private messages altogether: In fact, if you have something to say, say it in an e-mail or a phone call.
That way, if your client or prospect replies with something important, you can store the message with all of your other business communications, not to mention that you'll seem more professional.
6.
Spy on the competition: In most industries, you already have a pretty good idea of who else is chasing your prospects and accounts.
Take advantage of the windows social networking provides, and keep an eye on the other sharks in the water - especially if they seem to be cozying up to your best clients.
7.
Track old prospects: I've never been a big believer in the old "buy or die" philosophy, but with social media, it doesn't take any real effort to stay in touch with clients that got away, or prospects that never closed.
Keep them on your list of friends and associates, if you can, and you'll be better positioned if another opportunity comes up in the future.
8.
Integrate social media with your contact manager: As with all things in sales, the better records you keep, the more money you are going to end up making.
If any of the actions on this list prompt you to notice something new about one of your potential customers, or spot an opportunity for future sale, make sure to mark it down elsewhere.
The last thing you want is to spend time online finding the key to opening accounts, and then forget it.