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Nov. 12, 2013

38: Social Selling: Understanding the Basics

38: Social Selling: Understanding the Basics

A real-life analogy to help you understand how social selling is all about using social media to find information relevant to selling as well as choose the most effective communication channel to help engage with the prospective buyer.

 

Transcript

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welcome to maximize your social practical and actionable advice on how your business control e Maximize your social media presence. Now the host of Maximize Your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Hey, folks, Meal shaver here, Welcome to another episode of Maximize Your Social Today I'm still in Orange County, California actually did do a presentation just today for a skin care company. They have their annual meeting of consultants beauty consultants out here in beautiful Dana Point, California right there on the beach, always a pleasure to be able to speak at Nice Hotel. So if your company looking to do an event, pick a nice hotel near the seaside and it will make everybody happy, not under the speakers, but obviously the participants. But anyway, I digress, and there's a few nuggets I wanted to share with you from that presentation. But today I want to talk about something which I've been asked to talk a lot about which I've been creating a lot of content for, in which I think there's a huge demand for on maximize social business. We have Craig Jamison who actually blog's will. Originally, he was blogging about B two b sales, and now he takes a broader approach by blogging about what is something called social selling or social sales. The interesting thing is that my background is B to B sales, and when I wrote and published Maximize Social Media for Lincoln and Social Media Marketing back in 2011 that published in July of 2011 social sales social selling really wasn't a term, but sales people were already learning how to use social media to help complement their sales efforts. And that's really what it is. And today, for those of you that are new to the topic but in sales or you're a small business owner and obviously I talk a lot about from a marketing perspective how you can utilize social media. But the same tools can be equally relevant if you're trying to sell, especially when you try to sell in other businesses. But even when you're trying to sell to other people, and I want to give you just a very, very, very easy example of what happened to me today that illustrates the basics of what social selling is about Andi, I hope the coverage on future podcasts as well. And obviously, if you want me to cover any other topic, I'm always free to your feedback or open to your feedback. So what happened was, I have a company called windmills Marketing, if you know me. My original Web site was called Windmill Networking, and recently I changed that to maximize your social. I branched, the blah got into maximum social business. And then I branched the my personal Brandon to maximize your social, which is obviously the name of my new book as well as this podcast. So windmills marketing was the company name was is my LLC out here established in California. But now that windmill is no longer part of my brand. I wanted to what we call a D b A or doing business out. I applied for a D. B A. For maximize your social to represent my brands, that when companies send me checks, they don't have to ask me what my company name is. Or is that windmill or windmills? Its maximize your social right makes total sense. So here's the thing. When I was presenting today, I got a phone call now. I learned long ago that when I speak, I turned my phone off and I noticed it was a local nine for nine number. That's the number here in Orange County where I live, and I immediately without callings. Person back. I noticed I had a new voice message. So I listen to the voice message, and the voice message was from a gentleman who works at the local branch of the Wells Fargo Bank. Now I actually bank with a different bank, and I don't think that matters what bank I bank with. But let's just put it this way. I was a Wachovia customer, and when Wells Fargo bought out Wachovia, well, I stuck with him, but I really like my local Wachovia branch. But then there were things on the Internet that I couldn't do with Wells Fargo, like be able to see, you know, copies of checks that I deposited to remember. You know who I deposit him too. And what have you? I really wasn't happy, and my accountant turned me on to another bank, and that's the long story of that. But this is a gentleman who is trying to sell Business banking service, is representing a local branch of Wells Fargo. He left me a message. How did he contact me? He saw that I had a d. B A listing. Anybody who knows what devious listings are means that you have to and publicly available or, you know, public places like newspapers. You literally have to print ad to advertise the fact that you are going to be doing business as a different name. So this person was monitoring that knowing that anybody does doing business as a name is doing business, and probably there's something in their business that made them change to another name, which may be a good thing that they're created a new product, a new brand. Maybe they're getting a lot of sales. And so this gentleman was very smart. He was reading the data, reading the information that was relevant, that he knew that every single person that's posting a do business as advertisement is one of his potential business banking clients. He reached out. He saw that there was a contact phone number he called me, left a message that is an aggressive, awesome salesperson. How will they close the business or not because I have my own experience with Wells Fargo is another question, but the fact that this person used the data to contact me. In other words, this data appears in a lot of different forms. This was old school data, the application that needs to be published in the newspaper. But equally there's data everywhere on the Internet, and you better believe there's a hell of a lot of data and social media we call big social data social, big data, whatever you wanna call it. But there's lots of hints of people that may be looking to buy a product or service that either you or your competitors can easily find in social media. And that's part of the social selling is, you know, as a sales person. Why, you know, I wonder, where am I gonna develop my next lead? Marketing can only get you so far, but sometimes you need to do a little bit of prospecting right, and you need to build up your pipeline Well. That's where social media can help compliment by doing some keyword searches, some geo targeted keyword searches in your area in your industry for competitors, names for your products, names or service names of generic names that would be associated or affiliated with your company. I think you get the picture. I think that is one of the things that you could be doing that I would call part of social seven, and you could see in that instance it is just very, very easy thing to do. And it's easy and natural way to compliment what you've always been doing, like this gentleman from Wells Fargo Bank did. Now, when I am on the freeway on the drive home, I get une mail. Now it's illegal to text and drive. So after I got home, I looked at the email. Guess what? Good afternoon, Neil. This is what the email said. Good afternoon. You know, I just left your via my name is and I'll you know, I already said Wells Fargo Bank. I'm not gonna say anything else. I am a business banker at Wells Fargo Bank. I wanted to reach out to you in regards to recent, finally in for a fictitious business name statement with the County of Orange. I don't know if you have a current provider for your business banking needs yet but I wanted to reach out and give you a point of contact and Wells Fargo. And if you're interested in what we can offer you is a small business customer. You can reach out to me and I'll go over the benefits with you. Hope you have a great day hope to hear from museum Classy. What did this person d'oh! This person first of all tried to call me. And when you call well, voice messages, I guess you could go on and on and on, but people used to keep it very simple in short and sweet. But what if I'm busy and I'm not responding the phone? Well, there's email, and with email, you can obviously going a lot more depth. And it wasn't a sales. The email. Hey, I noticed. Don't know if you have a bank. Let me know if you have any questions. Feel free to use it as a point of contact. Very savvy. Well, guess what? What if I'm not reading my email? What if I'm spending the whole day and linked in What if I'm spending the whole day in Facebook? It might be easier to send me a message in Facebook. It might be easier to follow me on Twitter. Start re tweeting me on Twitter, creating a relationship, sending me a direct message. Hey, would you like to meet for coffee? I think you get the picture. We talked about the different ways of finding Gaeta to generate new business. The next thing is the different channels to communicate. So in addition to phone and email now, you now have all these different social networks Twitter, LinkedIn, Facebook and with the need to social networks. You have a lot of ways of engaging and sending what we call social signals. And I'm not gonna talk about social see around people like, oh, social selling. You need to look in the Social Croom, and we all know it's new tools. Old rules, right? Sure, it's a new business tool, and that business to allows you to efficiently within a single dashboard, do keyword searches or perhaps decide if you already connected to someone which channel you want to use the send them a message, but it's important to understand the concepts. The concept of sales have not changed. Social media is not gonna help you get 100% your business. Maybe me. But that's my industry. It complements what you've been doing. But if you understand the power of that data and being able to find that data and contact the person and the different channels available to you and different ways of engaging with those people, I think you'll see why. Social selling is a compelling topic for anyone in sales. And I look forward to blogging and sharing more information about this as we going into the future. That's it for today. I hope you enjoy this podcast really enjoy and appreciate all those that have raided it on iTunes. I look forward to your comments, your ratings in any feedback that you may have. This is Neil Schaefer. Maximize your social at my office in Irvine, California in beautiful Orange County, signing out for today. Everybody making a great day wherever you are in the world. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at meal at Maximize your social dot com. Thanks for listening and have a great day