Engage with, interact with and Educate your Customers
These days the sales process is designed around the needs of the client. Not only do they know how to do their research, to price check, to fact check and to see which brands offer them not only the best value for money, but also which brands provide a feeling of familiarity, or ‘family’ if you will.
In a time when many purchasing decisions are shaped, influenced and concluded online, and your potential customers are scouring the internet and looking for what they need – when they search, will they find you?
Stepping into The Void
According to HubSpot, 74% of B2B buyers B2B are doing more than half of their research online before buying something or even reaching out to a salesperson, and as social buying and online research are set to be the way of future – how do you position yourself in front of your potential customers view, so that they see you, not once, not twice, but over and over again, so that when it comes time to make that all-important purchase, who pops to mind? Well, you do, of course! They feel like they already know, like and trust you.
Education is Key
We all know the ancient principle of ‘as you give so shall you receive’ and never before has it been so imperative to give. As others scramble for extra ad spend and trying to plan their targeted Facebook campaigns, this is your chance to fill the void – the void for the information that your potential customers are looking for. Close the gap in caring for your customer.
Counterintuitively you will get the best results if you take the pressure off yourself to close the deal and instead try reaching out to customers by sharing useful information that can genuinely help them.
Okay – so what information should I share? I hear you ask? Well, information that is relevant to your industry, and relevant to your product or service, but most importantly shares information that will help your customer with their potential ‘problem’.
Let us move past talking about empathy and place ourselves in their shoes – what challenges would they be facing now? It may be for example, in my business, customers want to know how to sell online and how to manage their remote selling teams. In real estate, customers want to know how to take advantage of the favourable interest rates and buy a house, but without risking themselves and their families.
In the ITC sector clients need to know how to run the business entirely remotely, this includes security considerations, storage capacity, 24/7 support for customers. In the next blog I will be taking you more in-depth through what information to share, and how to create content in keeping with your position an authority and industry leader in your field – it is way easier than you think.
Here I am…
Engaging and interacting involves reaching out to your key leads or potential clients and making contact – in a way that demonstrates that their agenda is your primary concern. A direct message sent on a business platform such as LinkedIn, where the person can have a look at your profile, see mutual connections and what industry or line of work you is extremely powerful.
As JB Wood said in his B4B – selling does not help, but helping does sell and think about it – you will remember, years later sometimes, who was genuinely concerned with helping you when you needed some free advice, who gave it to you without expecting anything in return – I know I do, and those are the brands or salespeople that I return to over and over again. So, when you contact a client, just this in mind – being helpful is powerful.
When we work with businesses that are genuinely helpful and concerned about our agenda, we are more likely to advocate them to friends, and those word of mouth recommendations are worth their weight in gold.
Every Wednesday at 5 pm I will be hosting a [email protected] where we continue the social selling conversation on Facebook. For inspiration and motivation follow me @shelleywaltersinc on Instagram and finally for B2B social selling conversations follow me on LinkedIn @Shelley_Walters
We would like to acknowledge Sean Roberts from Ensono for his contributions and insights into the creation of this series.