In this interesting article by Sarah Goodall from Tribal Impact; 'Social Selling: Teach Sales Not to Sell' she speaks about the importance of holding back when Social Selling. The temptation to engage can sometimes push the buyer away and so we have to find innovative ways of attracting the buyer on social, instead of interrupting them.
I couldn't agree more - Almost 80% of customers say a company’s social media posts impact their buying decisions, so if you can add value to your clients or prospective customers through your social channels, then studies show they are much more likely to explore your offering.
Imparting useful and valuable information which demonstrates your expertise, builds trust and enhances brand reputation, ensures you are at the forefront of the customer's mind, if and when they require the services you offer. You don't necessarily have to sell, to get a sale.
One of the best examples I've seen of a business adding value through social media is a series of films we recently produced for a brilliant client of ours, itelligence business solutions.
Six of their thought-leaders discussed all there is to know about S/4HANA in a relaxed, informal and friendly roundtable discussion. There's no hard-sell - just straight-talking facts, interesting comments, useful advice and expert opinions.
The videos inform and educate their clients and potential customers, and all six experts come across as intelligent and intuitive - people you'd happily pick the phone up too and would feel confident working with.
The series is receiving incredible feedback on social media from customers & partners alike.
Blake Goddard, Senior Analytics Account Manager @ SAP shared the films on LinkedIn and posted:
“Hats off to itelligence, I can’t emphasise enough, just how important it is to have these “simple, over the table” discussions in plain English about our technology and solutions. Demystification executed with professional class!!!”.
I couldn't agree more - hat's off to itelligence! (... and the TT team who produced the videos!)
There are engagement triggers that you need to watch in order to connect but it needs to be done with consideration and caution. Social selling is about holding back to some extent. Adding value. The moment you start "selling" is the moment you start pushing your buyer away.