How can you get in conversations with clients without being pushy? The trick is to make yourself approachable and make prospects come to you.In sales, there's a time-worn saying that carries a lot of truth: "People buy from people they like". If you're going to sell your products or services successfully, you and your business need to be likable. Thanks to social media, you already have a platform from which to begin social selling—but first, you need to make sure that you're presenting yourself and your company in the right way. This article will help you discover how to leverage your blog or social media pages for social selling while building relationships with your customers.
1. Make Them Come to You
When you're selling products in person, you're more likely to go out and find clients yourself. You might do cold calls, or go into someone's place of business to shake hands and show off the products that could make life easier for him or her. Online social selling is different because instead of going out and finding your customers, you're waiting for them to come to you. You have to make yourself visible; and in today's world of overwhelming digital abundance, that can be difficult. Whether you're using Instagram, Snapchat, Facebook, Twitter, YouTube, Pinterest, LinkedIn, or some other social media network, you are facing hefty competition.
The key is to build your social media network by providing precisely the kind of content that your target audience is looking for. Post interesting articles that cover hot topics related to your product or service. Include helpful tips, juicy bits of news, hints about upcoming product reveals, and blog posts linked to current events. If they have questions, provide thorough, engaging answers in a conversational, likable tone.
Host giveaways or sweepstakes with prizes that people actually want. The more interesting, valuable content you post, the more likely it is that people will engage with you. They'll share your posts, retweet, ask questions, email the links to friends, and come back for more.
It's easier to make your company visible online when you have an SEO expert and a social media guru on staff, telling you how to get more clicks and how to boost engagement. If there's no one like that on your team, perhaps you could do some investigation yourself to figure out how to expand your company's online presence.
2. Focus on What They Need
As you engage with your customers and others within your target audience, keep the focus on what they need. Instead of focusing on the benefits for your company, try to get inside the client's mind and figure out what he or she wants. How can you soothe the spirit of a disappointed buyer? Are you designing products that truly satisfy the needs of the market?
Also, think about what your customers need from you in that moment, when they are interacting with you online. Many social media users like to feel as if they are a part of a special club; they enjoy feeling wanted, heard, and appreciated. When you interact with customers, keep that underlying need in mind.
Make sure that you maintain a friendly, reasonable, and cheerful tone. Instead of exerting sales pressure, try to form a positive personal connection. When they comment on your company's posts, reply to the comments. Encourage customers to post photos of themselves using your products, and then "like" those photos or post comments about them. This way, you're affirming your customers' value and building a closer connection.
3. Be the Person Your Customers Want to Talk to
As a sales professional, you need to be an expert on every product and service your company offers; and if you don't know an answer, you need to know where to get it quickly. Above all, skilled communication is vital. There's going to be a lot of writing involved in your social selling, whether it's the creation of blog posts, Tweets, Facebook posts, product reveals, announcements, or responses to customers. As a sales professional, you also need to be a good writer—someone who can communicate a pleasant tone and a friendly smile with a few lines of text. If you feel that you're lacking in this area, take an online course or watch a webinar to hone your skills. Remember, spelling and grammar are important, but the content and tone are even more crucial.
You can find sales connections in all sorts of place; in the comments section of your company's blog, on forum threads or in live chats, on Facebook, through LinkedIn. It's your job to be bold and use those connections to the best of your ability. Keep learning about new trends in social selling, and don't be afraid to try a new strategy or two. Remember, clients value trust, honesty, and an authentic connection. With those three things in place, you have an excellent foundation for successful social selling.