Plenty of your prospects aren’t active on social media. The percentage of customers, prospects, and partners in your industry may vary depending on their comfort with using technology and a variety of other factors.
But that doesn’t mean social selling won’t still work. You just won’t be able to go as direct. Here are six ways to drive measurable sales and revenue from social selling, even if your direct prospects aren’t themselves on social.
Listen For Buying Signals From Elsewhere In The Company
Of course, you’d love to hear the CIO say “I want a new enterprise Wi-Fi network” on Twitter. But that’s probably not going to happen. However, it’s far more likely that someone inside the company will share a comment such as “our Wi-Fi sucks” on Twitter, Facebook, LinkedIn, or elsewhere. And isn’t that still a buying signal?
Think through how others in the company would describe the problem or pain, and listen for that. Respond through more traditional channels with your primary prospect or decision maker, but don’t ignore the buying signals elsewhere in the company.
Follow And Listen To Their Peers
Who else on their team is active on social? Peers who run other departments? This relates to listening for buying signals elsewhere in the company too, but decision-making peers may have more power to quicken prioritization or speed of your deal.
Follow And Listen To Their Direct Reports
Your primary prospect is likely to delegate research and recommendations to their reports anyway. Just because the CMO will ultimately approve the PO, doesn’t mean they are your quickest trail to getting the deal.
Follow Their Company
Someone inside your prospect’s company is sharing information through social, content, and PR channels. What can those trigger events and news items tell you about your prospect’s needs or priorities? If the company sets a public goal for going carbon neutral in five years, for example, how would that convert into goals and priorities for your CIO target? Or your head of facilities target? What could you offer them that helps them participate in the corporate goal and look good to their boss?
Follow Their Competitors
If you’re watching competitor news and updates actively, you very well may be the first person to bring those insights up to your targets. Use RivalIQ, for example, to get an alert every time your prospect’s competitors change their SEO title and meta tags, descriptions, get something particularly viral on social, etc.
Use LinkedIn, Google Alerts, And Ofunnel To Monitor Their Online Activity Anywhere
Just because your prospects weren’t active on social yesterday, doesn’t mean they won’t start today. Use tools such as Google Alerts and LinkedIn to get notified when prospects do get more socially active.
About the Author:
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 15 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.
Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers.
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.