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4 Tips For Using Social Tools To Boost Sales Enablement


What can salespeople do to identify prospective clients BEFORE they ever score an email address or phone number? The answer is to embrace social tools and the special technology that makes sense of these interactions.

To succeed in today’s increasingly competitive landscape, sellers need to use social networking as a way to discover, engage with and progress their prospects. Relying only on phone calls and email messages just won’t work anymore. There is a rich landscape of information out there at your disposal — you just have to use it.

Meeting your buyers’ needs — ALL of your potential buyers, that is, not just the ones who’ve already sent you their contact info — is a matter of coupling a strong content-based sales enablement strategy with powerful technology. A systematic approach to prepare for customer interactions, engage with prospects and close sales requires investing in software that helps to move the buyer through the cycle.

In other words, clicking “like,” making comments and sharing articles online is great, but translating those kinds of actions into sales isn’t something you can do on your own.

Here are four tips for how to use technology and social tools to boost your sales enablement and identify prospective clients.

  1. Use social tools to gather information: This is the most basic way to use social tools. Remember, it’s not stalking, it’s research. Spending time on social tools trying to aggregate as much information as possible helps you build a relationship with people “in real life.” By the time you do take that first step to reach out to the prospect, you’re able to make a great impression because you’ve already researched their problems, needs, likes and friends. Gathering information is a well-educated effort. Collecting data about your prospects helps you position your sales assets relative to their personal situation and the business ecosystem that they’re dealing with.
  2. Use social tools to personalize traditional phone and email messages as well as sales assets: Again, here is where you use that information you’ve gathered. You don’t want to send a customer a generic email with a URL and attachments. They’ll delete it without further thought. Wouldn’t you? Instead, you’ll want to use the information you’ve gathered to customize their message. Make them say to themselves: “Hey, this is different and easy to consume, and personalized for me. This seller has clearly taken some time to put this together for me.”
  3. Invest time in people: There’s a social depth concept that salespeople can use to their advantage. When somebody does something for you, and it’s clear that they put in some effort for your benefit, most people reciprocate that effort. They’ll take the time to look at what you gave them. On the other hand, mass emails don’t work! People can tell that you didn’t invest any time in them. Software is able to help salespeople make clear in all of their communications that they’ve invested time. If you create a video or a slideshow, the software will help to alter more than just the first slide for the specific person. It can help the content feel like the salesperson actually did something meaningful for the buyer.
  4. Concentrate on relationship building: Social networking is all about relationships, which is why it’s a perfect match for salespeople. Software tools are able to record engagement between salespeople and their contacts and provide a rich view of the strength of the relationship. These systems monitor frequency of engagement, the type of engagement and a host of different metrics to build a big picture of the relationship with that individual. Measuring the relationship is systematic and can provide direction on how to progress it toward a sale.

The Tellwise Nutshell (TTN): As you think about the buyer journey, different tools will be appropriate at different phases of that journey. Using email and the phone is great for communicating with prospects once you’ve made contact. However, we recommend using social media to reach them earlier in the buying process, while they’re researching you. It’s all about getting the right information to the prospect at the right time, and technology is able to help you do this successfully. 

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