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3 Reasons Sales Teams Should Have a Social Strategy

Posted November 08, 2016 by caperion

Print is dead. Twitter is for millenials. Facebook is for moms. LinkedIn is for the unemployed.

Quite often we hear these hyperboles around how content is consumed. None of it is true. In fact, Facebook, Twitter, print media, billboards, television, radio, etc. all remain very effective forms of communication to the consumer. It is not necessarily a question of what medium is being used, but what message resonates most with the audience you are trying to reach.

As an example, we dive into a surprising theory as to why social networks can be beneficial to your sales team members. A recent study completed by the Sales Management Association surveyed 140 firms and discovered that 96 percent use LinkedIn once a week and spend an average of six hours per week on the site. The study also found that 2/3 of the firms have zero social media strategy, and 80 percent of the sales team believed that they would close more deals with greater social media presence.

Why should a sales team consider a social selling strategy? We dive into three reasons below:

  1. Connecting with QUALIFIED leads. This process usually occurs at the beginning of most sales cycles. Once sales team members establish themselves on appropriate social networks, they can monitor, listen and engage when discussions come up that are relevant or start a discussion themselves. Those prospects that volunteer to interact with your brands or competitive brands are in and of themselves, very qualified leads. In fact, based on an article by Forbes, Colleen Francis, a sales expert and president of Engage Selling states, “The biggest sales have come from salespeople using Twitter to find opportunities and LinkedIn to find the names of the true buyers inside organizations.”
  2. It’s the WORLD Wide Web. Engaging with a prospective buyer via a social network holds no logistical boundaries and can assist in building a one-to-one relationship directly with your potential customer, no matter where they are. Most social networks and the use of them are free and allow access to unlimited information, prospects and potential partnerships.
  3. Become your competitions’ “Big Brother.” Call it “qualitative research” or “unabridged curiosity” but what social networks are allowing your sales team to do is directly see what the competition is doing. What are they talking about? Who are they talking to? Who is choosing to engage with them? Don’t be shy when it comes to following your competition via a social tool; it can provide you with intelligence you wouldn’t otherwise have.
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