Engaging on social media is
a ﬁne balance. Come on too strong with a sales pitch and a hard sell, and your prospects will go running. Engage too little and you’ll never be able to source qualiﬁed leads. To help you ﬁnd that balance, here are a list of social selling do’s & don’ts.
DO SET GOALS WING IT
DON’t Before you jump into social selling, make sure you set goals for your efforts. How many people would you like to contact per day? How many leads would you ideally like to generate? Answering these questions on the front end will allow you to stay focused and measure success. Jumping into social selling without a plan can handicap your efforts from the start. Without defined goals and metrics for success, it is difficult to measure your progress and accurately adjust your strategy to obtain better results.
DO ENGAGE BROADCAST DON’t Social
selling is all about the micro-level, one-to-one communication between you and a prospect. Engage at a personal level, just as you would at a cocktail party or networking event. The goal is to be personable, not another mouthpiece for marketing. Using social media as another broadcast channel for generic marketing messages is a bad way to build relationships and provide value. Your marketing department blasts your messaging through enough channels.
BE AUTHENTIC BE FAKE DO
DON’t Social media users notice immediately if you are working an angle just to try and sell to them. Be yourself. Show your personality. The more you act like yourself, the easier it will be to build trust with prospects. Prospects will see straight through you if you are not committed to genuinely fostering relationship in your social networks. If your heart isn’t in it, it will come across as half-hearted and fake—not qualities that engender trust.
ADD VALUE JUST SELL DO
DON’t When you engage with prospects on social media, it is important to always add value to the conversation. Pass on a valuable resource or new piece of content that can help them solve a problem. You want to become a trusted resource. Social media is the perfect place to start a sale, but the absolute worst place to try and close one. If you are blindly pitching your product on social, you are forcing your product into the discussion much to early in the sales cycle.
LISTEN BLAST MESSAGES DO DON’t
Social media is a tremendous source of useful information. You can learn industry news, customer pain points, competitors’ features and positioning, and much more. All you have to do is listen. If you are logging into your social profiles just to blast out a handful of messages, you are missing a great opportunity to listen, research, and engage.
BUILD TRUST TRY TO CLOSE
DO DON’t At the end of the day, the best way to close a sale is to establish yourself as a trusted resource to your prospects. Once you have trust, everything else becomes a lot easier. Don’t treat your social connections like any other prospects. Trying to close a deal on social media erases all the trust you’ve worked to build. Move the conversation to the phone or email to move a deal to close.