Recruiter, Emily Taylor, discusses her thoughts on social selling
We’ve all seen the endless articles and debates on LinkedIn around Social Selling. There’s the lovers and the hates and the rest of you that are pretty bored of it. So I thought I’d just write another one! In all seriousness, this is of great interest to me as a millennial. I grew up in a technical age and have been addicted to social media for well over 10 years now.
Competition is fierce in every market but personally I see it across both recruitment and the industry that I work within – IT Sales. There are probably thousands of recruiters who are contacting the same candidates and businesses who are all competent at recruitment. But, in such a highly competitive market, do you really want to just see to being competent? I know I don’t and that’s why I invest so much time developing my social selling skills.
Here are the 4 pillars to Social Selling and why they are important:
1. Creating a professional brand
With so many companies doing the same thing, whether its recruitment, sales or pretty much anything it’s hard to differentiate yourself on a company level. Buyers are more selective than they ever have been so having a strong professional brand is vital to be seen as an active or leading participant in your particular industry. If you have a strong professional brand it will lead to more inquiries from prospects and more responses to your messages and calls.
2. Focus on the right prospects
It allows you to find and connect with prospective customers and candidates much easier than traditional sales methods. It has been claimed that over 76% of customers feel more inclined to buy from something they have engaged with via social media around their specific criteria initially.
3. Engage with insights
Use social media as a platform to show that you are an expert in your field by sharing relevant information and content on your pages. You can be considered more credible if you are up to date with the industry news and even better when you use this information as a basis for reaching out to your contacts. The more you are seen to engage with the industry publically, the more credibility you have as being a subject matter expert.
4. Build trusted relationships
Relationship building is key to any sale. It’s important to build a trusted relationship before trying to sell hard. Share your perspective with them and give them information around their pain points that will be helpful to them. Customers can ‘smell a rat’ a mile off so make sure what you’re saying is genuine before you try selling.
There is one thing to note with all this. I often read articles picking one side or the other. In my opinion we should be mixing social selling techniques with traditional ones not getting rid of them all together! Traditionally sales techniques are still used because most of them work and we shouldn’t try and reinvent selling, just modernize it. Social Media is a fantastic tool to connect people that wouldn’t otherwise connect but it is a slower and sometimes less personable method. The good old fashioned phone should still be your best friend.
If you are looking for your next IT sales career move and would like to contact Emily – email her email@example.com, tweet her @EmilyT_ESP or call her 01614464160