OK, your first question is probably, “What is social selling?’ (Followed by, “Why is everything social these days?” Actually, we’ve always been social, the technology’s just better now!)
Once, you’re past understanding the concept then you may wonder why would you do it and are you giving away the store if you do?
I’m going to answer these questions for you in this article.
First, what is social selling?
Social selling is all about creating content in your area of expertise, distributing it via social media, identifying yourself with this content, and then growing and engaging with your community around it.
Next, why should you be using social selling?
Social selling allows you to differentiate yourself inexpensively from all the other experts in your field by customizing your message (i.e., content) to the ideal clients who need your goods or services. You establish your credibility by demonstrating what you know and how that knowledge is relevant to the needs of your clients. Your competitors are already using social media and you don’t want to appear as being behind on the technology curve.
Finally, and this question is sometimes the hardest for my clients to get their heads around, are you giving away the store when you publish your content on social media using social selling?
My answer is emphatically, “No!”
By promoting what you know with social selling, you do not hurt your chances to win new business. You only enhance them! My only caveat (There’s always one!) just do it right!
Doing it right is establishing yourself as a subject matter expert (SME), demonstrating that you are deeply involved with the issues and challenges of your area of expertise, and showing how you can apply this knowledge to solving your clients’ problems. Social selling is not just creating and sharing content, it’s having a conversation with your community around that content. That demonstrates whom you are! By becoming the “go to” SME in your area of expertise you become more than just a blog post or a SlideShare presentation.
Many of clients struggle with this last point. Sadly, this is merely an excuse out of either fear or not wanting to be bothered to do the necessary work. Social selling is the foundation of a good social media program.
The famous bank robber, Willie Sutton, once purportedly replied when asked why he robbed banks, “Because that’s where the money is!”
Likewise with social media, your clients are there and social selling helps you find them!
That’s it for now!
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