Let’s face it, selling has always been, and always will be social (i.e. human-to-human) – but now I’m talking about using social media.

Social selling is, according to Hootsuite, “The art of using social media to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy.”

There are plenty of websites filled with stats and studies about social selling, so believe me, it works. I shouldn’t have to convince you of that.

The question I’d like to address in this piece is, HOW to effectively engage in social selling – is it art, science, or a bit of both?

I’ll break down the process into 2 steps, with some pointers you can use along the way.

1. Connect

By asking a prospect to connect on a platform like LinkedIn, you’re essentially asking that person to look at your profile and make a decision on whether or not they think you can add value to their lives. If they think you can, normally they’ll accept your invitation.

The crux here is what your online portfolio says about you, and what you have to offer.

Make your portfolio your best-ever first impression. If your profile pic sucks, get a new one taken. Use a relevant, eye-catching banner image. Craft a really great headline.

Your headline should clearly tell people what you sell and how it can improve their lives.

If you sell gardening services, perhaps your headline could read like this: “I help my customers enjoy more time with their families by taking care of all their gardening needs.”

If you’re in the SaaS game and sell productivity software, your headline could read: “I help my customers concentrate on more important things, by streamlining their office admin.”

These examples may not be perfect, but you get the idea.

2. Nurture

Now that you’ve started on the journey of social selling by connecting with your prospects online, you need to demonstrate your value and your expertise, by being helpful to your network.

I do NOT mean sell.

Accomplish this over time (yes this step takes time) by regularly checking in on your connections and consuming their content. Listen strategically to identify what pain (read “business challenges”) your prospects are experiencing. Comment on their posts in a meaningful way – offer advice and ask pertinent questions – share their content with other members of your audience who you think may find it interesting or valuable.

When you create your own content (yes, do this a couple of times a week), tag in some of your connections in the comments so that they are notified and get to see your stuff. Your content shouldn’t sell a product, it should demonstrate your expertise and position you as an industry expert and thought leader in your space.

Done well, your network (AKA audience or tribe) will get to know you as such and will call on you when they have a problem you can solve.

Author

  • I teach professionals like you to master LinkedIn and use it to immediately outshine your competition, and move the needle in your business

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