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Topics Covered: <a href='/resources/search/?query=Social Selling'>Social Selling</a> | <a href='/resources/search/?query=Social media'>Social media</a>
Marketing & Tech
Oct 18, 2016 | RHYS METLER, SALESFORCE SEARCH lock
Freedom! You’ve finally eliminated scripted and ineffective cold calling from your routine. Now, you get to use selling strategies from the 21st century. Selling strategies that actually work. Specifically, to sell to today’s customers, you need to embrace social selling and get it right.


Unfortunately, for many sales reps, the extra freedom can land them in a bit of trouble. When you’re used to so much rigidity and strict selling rules, it can be tough to go out and sell on your own. The new venture you’re on could be prone to error if you’re new to social selling and unfamiliar with the best practices and do’s and don’ts.

You could end up making these deadly social selling sins that ruin your efforts.

1. Not Making Networking a Priority
We know you’re busy. You’re always in meetings. You’re doing your pre-research and qualifying leads. You’re creating presentations. You’re setting up demos. You’re travelling and you’re up to your ears in administrative work. But that doesn’t mean that you shouldn’t prioritize networking.

When it comes to social selling, you have to be social, or the strategy just won’t work. The more you post content, engage with your fans and followers, make connections with influencers, and comment and share, the better you’ll be known, the more credible you’ll be become,and the more trust you’ll create.

2. Being Boring
It can be hard to walk the fine line between inappropriate and politically correct. You’re using social media platforms as a professional, so it stands to reason that you want to act professionally at all times. But the thing is, people don’t want to interact with robots. They want to know the real you. They need to know the real you in order to trust you and build a connection with you. So you need to let your personality shine. You need to be unique and compelling on social media. Tell your story. Be real. Be honest. And be fun.

3. Winging It
Are you just posting photos of sunsets for no purpose whatsoever? Are you just sharing completely irrelevant blog posts or articles? You can’t share or interact blindly. For social selling to work for you as a selling strategy, you need to have, well, a strategy. Everything you do online needs to have a purpose. You need to have social media goals. It has to be about educating your leads, giving them the right type of information, listening to them, and responding to their needs.

4. Being on the Wrong Channels
You might be social selling on Facebook and Twitter just because you know how to use them and are comfortable with them, but is this really the most effective way of connecting with leads? Maybe the people who buy your products or services aren’t even on those channels, and your words are falling on deaf ears. You need to be where the people are—not necessarily just where you want to be. LinkedIn in particular is an incredible resource that offers deep insights into your ideal customers and their needs, and cannot be ignored.

5. Not Using Social Media to Do Your Homework
Being on social media isn’t just an effective way to generate leads and qualify them, and to enhance your online reputation and gain referrals, it’s also a great place for doing your homework. This might seem like Selling 101, but more than half of buyers say that sales people aren’t prepared for their first meetings. You can find out so much on social media that there’s just no excuse for this anymore.

If you want to use social selling to your advantage, then don’t commit these five deadly sins. Don’t make it an occasional effort, don’t be boring, don’t wing it, don’t use the wrong channels, and don’t forget to use it to do your homework, too. 

About the Author: 
Rhys-MetlerRhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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