Putting the Social in Social Media

Today sales expert Colleen Francis shares how you can make the most of the new selling world of social media.

"The more I use social media the less social I become." That's a quote from a conversation I overheard recently at the U.S. National Speakers' Association...and it's been on my mind a lot since then.

It's understandable that some business professionals are still a little wary of social media and social networking - and by the way that's a list of websites that includes Twitter, Facebook, and LinkedIn, among others. Indeed, time is too valuable to waste on fads, but the facts suggest that there is much more going on here than just another trend fueled by the power of everyone-else-is-doing-it psychology.

Take a step back from the technological allure of these websites and online apps and you can see that top-ranked social media share some important characteristics that are invaluable in sales:

--They can filter content and connect you directly, one-on-one, with others who are interested in similar things that matter to you;
--They help keep you in the conversation loop on topics that matter to you and your customers, including those that mention you or your company by name; and
--They provide you with a easy-to-access medium to be as useful to others as that medium can be for you.

In other words, the best social media sites have in common a key attribute that all top-ranked sales people look for in networking: they are places that can help you showcase your value as a resource to a well-defined group of people. That's something to be valued well ahead all others benefits associated with social networking, and yet it's the one that I find is still under-used by professionals...and that takes me back to that quote I heard at the conference.

If you are becoming less social while using more social media, then you're not using that tool correctly. Social media is not meant to replace physical contact. It's meant to compliment it, providing an additional outlet to listen and engage with your clients. And, in this marketplace you need as many customer contact outlets as possible to stay in that coveted top-of-mind position.

There's no question that social media has caught on with a large segment of today's marketplace. A 2010 Nieslen study in the U.S. found that it now occupies roughly 25% of online activities—and that's nearly double from just a year ago. So it's fair to say that this is an activity that's already being embraced by your existing customers as well as people with whom you'd like to do business.

Your challenge, therefore, is to find ways to make social media part of your client-attraction system. Here are five ways you can build on the social in your social networking activities:

1. Share useful tips, articles and announcements on Twitter. This includes retweeting good news about your customers. Showcase your skills by answering questions tweeted by others. By participating in the networks of your customers, you increase the chances they will want to engage with you offline more often.

2. Engage in conversations with clients via LinkedIn and blogs. At Engage, our most successful clients use LinkedIn and the comments section of their own blogs to ask and answer questions, create groups specific to their products/services and ensure they are connecting likeminded clients who can help each other. Some of our clients have great success creating virtual advisory groups that meet both online and offline to improve customer service and enhance products.

3. Create special offers for followers. Encourage participation in Facebook Fan Pages by giving away products and offering special discounts. This can also include inviting readers to join online newsletters and other promotional material…and don't forget to mention those special offers in your "on-hold message" for inbound client phone calls. By using a multifaceted approach, you engage customers many more times in a month than they could using only traditional media.

4. Elevate awareness by promoting live events and hosting virtual launch parties and special event pages on Facebook and LinkedIn. Invite customers to participate online and reward them for inviting others. It's a great way to attract new clients and reward existing ones.

5. Make yourself available using live chat. Let's face it. Some prospects might not want to pick up the phone and call you, but will be more receptive to chatting with you online. It's less formal helps build trust because it's dialogue established on their terms.

Social media and social networking sites are worth effort! It can help attract and retain more clients, but like all tools, you have to use them properly. Remember: this does not replace the legwork you have to do as a sales person in seeking out prospects, determining what they want and finding ways to meet those needs. Rather, it is an extension of those efforts; one more element in your arsenal to help you hit those sales targets month after month, year after year.

Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions. Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line. Start improving your results today with Engage's online Newsletter Engaging Ideas and a FREE 7 day intensive sales eCourse: www.EngagingIdeasOnline.com.

Building Your Business With Social Media

We often warn salespeople to be careful not to waste too much time when it comes to LinkedIn and FaceBook - but I don't think we often give the other point of view - the benefits they can bring to your business! Sales expert Colleen Francis shares this point of view with you today.

Our sales marketplace is changing. While it used to be run almost exclusively on face-to-face meetings and transactions, today, we have been transformed into a space occupied by networks of people where social capital is earned and valued. This has important ramifications for sales, because the real power behind social media is how it can help transform you from being a complete stranger into a known quantity even among groups of people you've not even met yet. Linked-in and FaceBook are great sites to start the transformation for all sales markets.

Linked-in: Widely considered as social media's go-to place for business, Linked-in helps you connect all your professional relationships and trusted personal contacts. This service is a great way to reinforce your network of clients and suppliers and discover previously untapped connections between people you know. It's also a great place for testimonials—to receive them and to write them about others who have provided you with great service.

One of the best ways to communicate your expertise and gain followers on Linked-in is by asking and answering questions. To do this effectively you can:

1. Join groups that are relevant to your business and participate actively in the forums;
2. Start your own group, focused on creating a community of focus on your product, service or topic / expertise area;
3. Search for questions based on keywords and supplant yourself in the middle of an ongoing conversation; and
4. Ask questions that will help you start a dialogue or gather research in an area that can better serve your customers and prospects.

Regardless of how you use questions make sure that you are delivering value in your answers. Do NOT shamelessly pitch your products or invite people to "check you out" on the web. Use the questions function in LinkedIn as a tool to showcase your expertise and knowledge in a specific subject matter and users will seek you out as a resource.

FaceBook: While many treat FaceBook as a more personal-focused networking tool, there's no denying that it's a great place to get noticed just by maintaining a presence. Remember: this is one of the most visited places on the web every day. Nielsen research in January 2010 ranked FaceBook third among the top-ten web brands in America today. Therefore, if you have a time-sensitive message that needs to get out, this is a good place to do that. Top-ranked real estate agents are masterful users of FaceBook, using the status updated to post news about their latest hot listings, encouraging readers to share that news with friends and family.

Make sure to create a fan page for your business and invite clients to join. The best companies ensure they deliver knowledge updates in the daily fan-page status field. They also share links and resources to fans on a daily basis. The aim is to create an active community that will dialogue with you and between themselves. You will attract referrals and testimonials if you provide high value advice everyday and reward the community for participation.

Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions. Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line. Start improving your results today with Engage's online newsletter "Engaging Ideas".

Is Social Media Ruining Your Sales?

In today's Sales 2.0 environment, sales professionals, consultants, and small business owners are told that they need to create an online presence if they expect to achieve their sales goals and targets. However, too many people take this advice to the extreme and end up spending far too much time on Facebook, Twitter, LinkedIn, YouTube, and the plethora of other social media sites.

It is very easy to spend several hours a day reading posts, adding comments to discussions, tweeting your actions, and sorting through scads of information. However, it is critical to realize that social media should not replace your other sales building activities. You still have to find other ways of marketing your business. You still need to actively prospect. And you still need to schedule face-to-face meetings with clients and prospects.

While I believe a strong social presence can help you, you need to guard your time wisely. Otherwise, you can fritter away too much valuable time while believing that you are proactively moving your business forward.

Allot a specific amount of time each day for social media activities. Choose whatever time works best for you. The key is to limit yourself to that allotted time and to not get sucked into the social media vortex.

As President of The Robertson Training Group, Kelley has helped thousands of professionals improve their business results with his engaging approach to sales training and speaking. Learn more at www.robertsontraininggroup.com

Check Your Time: Social Media and Productivity

You all know how strongly I feel about time management - so it's no surprise that I think this piece from sales expert Mark Hunter is a great reminder to all. Of course, use social media - but don't let it get in the way of your selling!

"Don't allow social media sites to hurt your sales motivation," says Hunter. "Facebook, Twitter, LinkedIn and countless other sites are all designed to help you feel part of a community. I'm okay with that, as long as you are not spending so much time on these sites that involvement begins to hurt your level of sales motivation."

"It's very easy to start off spending only a couple minutes on a social networking site, and before you know it, you've been out there an hour," explains Hunter. "First, determine a time limit before you log in. More importantly, allow yourself to only spend time with those people who are a positive influence on your sales career. Second, keep in mind that social media sites are far more sizzle than meat. The dollar payout you can expect may be quite low, unless you have a very clear strategy for using the sites to either cultivate new prospects or stay in touch with current customers."

"Even with a strategy, always pay close attention to how the sites affect your sales motivation. I'm not saying you shouldn't participate in these sites. I am merely encouraging you to use them to build your sales motivation, not simply occupy your time. Social networking sites can definitely connect you to motivated individuals and motivational sites that help you go out and do your sales job more effectively."

Mark Hunter, "The Sales Hunter," helps individuals and companies identify better prospects, close more sales, and profitably build more long-term customer relationships. As a keynote speaker, he is best known for his ability to motivate and move an organization through his high-energy presentations. Learn more at www.TheSalesHunter.com