The secret to mastering social selling is to study what came before. The future is just a little history repeating. Have you thoroughly studied all the below listed or just Challenger? There are strategies and there are tactics. Social selling unto itself is simply a tactic. You're pushing on a rope. Dig deeper into this post to unlock decades of learning, quantum leaping you into a focused syllabus for powerhouse sales acceleration.
You must read Challenger but what about everything that informed that method? Sink your teeth into these, infuse your social selling efforts with both art and science – the combination will be lethal:
- Miller Heiman
- Battle Plan
- Solution Selling
- Consultative Selling
- Insight Selling
- Strategic Selling
- Power Base Selling
- Diagnostic Business Development
- Trigger Event Selling
People buy from those they know, like and trust. You can't start the relationship by bombastic disrespect. Lead with insight but build rapport before you challenge. I truly love the Rain Group's, "Connect, Convince, Collaborate" trifecta for a modern Sales Eagle approach.
Now go back into the new methodologies and mash them together with SOCIAL. Ask yourself, why the Challenger craze? Well, the SPIN craze preceded it. Why? But what preceded that?
History repeats in all human systems and ignorance is bliss as simpleton social sellers pummel through the bowling pins like a bull in a China shop without understanding the ramifications on the political system that's in play.
If you seek to close the CMO of Coca-Cola and all your competitors seek them out too, going in and adding every executive in the company will simply stall the deal, trigger a frenemy and tip off the enemy. You've got to be a great deal smarter than that.
Strategic Social Selling WITH the phone
The basics and fundamentals won't work in navigating complex enterprise deal cycles in social media. The tools and tactics in LinkedIn Navigator alone need to be informed by an overarching and comprehensive attack strategy with lucid close plans that take many subtle factors into account.
You can gain these nuances with 30 years in the field or simply read the history of sales, the memoirs of complex sales lions. Study them as the Pantheon, the greats and take a Socratic approach. Ask why? Implement them in the field, A/B test them as a sales scientist and devise your own hermetically sealed strategy.
It boils down to this... You've been sold to your whole life and for big ticket purchases what were you thinking? Put yourself in their shoes. Understand their viewpoint. That's the simplicity and code crack of all strategic selling. The above methods will simply help you to understand a gestalt almost anthropomorphic in nature that is the beast of the modern bureaucratic government or large enterprise so it's navigable at long last. You must understand the motivations, intentions and ebbs and flows in the strongholds of power.
What are they really thinking? Riddle me that!
Now it's your turn: How are you elevating social selling? How are you truly making it strategic? What system or systems did you leverage before that are giving you cut-through in the new channels? Are you executing a cohesive close plan that takes into account the correct consensus or ultimate decision maker? Are you leveraging a mixture of strategies triangulated at both technical and business oriented groups?
If you valued this article, please hit the ‘like' and ‘share’ buttons below. This article was originally published in LinkedIn here where you can comment. Also follow the award winning LinkedIn blog here or visit Tony’s leadership blog at his keynote speaker website: www.TonyHughes.com.au.
Main image photo by Flickr: Christopher Michel