Selling has always been about relationships. Particularly in B2B sales, people buy first from individuals and then from their companies. Social media presents us with an outstanding opportunity to:
- Discover potential new relationships
- Create rapport
- Establish relationships
- Maintain, nurture, and expand those relationships
You now have, and quite literally at your fingertips, more arrows in your quiver than any of those B2B salespeople who have gone for generations before you! Don’t squander these opportunities. Make the most of these B2B sales tips!
Keep your eyes open…
And also your ears while keeping your mouth firmly in the clamped position. Remember that the first rule of engagement is to LISTEN.
Social media can give you many clues about what you and your prospects have in common and which of their struggles can be solved by your service or product.
It is also a good idea to listen to your competitors and their clients as well. Digital competitor analysis can help you identify gaps your product can cover!
Be worthy
You will have to forgive me when I say that we live in a world filled with people who are absorbed in their own concepts of self-entitlement. “Here I am and where is mine?” We used to call these salespeople “Jimmies”. “My name is Jimmie, what you got to gimme?”
If you want my business, you must earn the right to ask for it and to keep it. Demonstrate professionalism and know how to follow up and follow through.
Be Responsive
What in the heck ever happened to urgency!? I am amazed by the number of emails I send out that never get responded to, and the same holds true with valid messages I send via social media.
Still, do you want me to refer you to others or connect with you, let alone get my business!?
Make the touches
And make them regularly. Just because you two are now married does not mean the need to romance your partner stops. Ever!
Consider the “A, B, C” approach where you contact your “A” clients “x” times per month or quarter, and that schedule decreases with your “B” and then your “C” clients. If you have any “D” clients (and don’t we all) … that stands for “Delete”.
Be honest
It’s quite acceptable to say, “I don’t know (but, I will find out)”, or to give me a flat-out “No”. I see those sentences as indications of your honesty and evidence that you are a real person, not some sort of sales cyborg.
It’s cliché, but the goal of under-promising and over-delivering still holds. Exceeding client expectations is always the only acceptable result!
Provide value
You can provide value in several ways, which is an essential element of social media engagement.
Why not subscribe to sites that publish articles that interest your clients and then forward those articles to their attention?
Consider using Google Alerts to go out and find those articles. I have all articles and alerts come directly into my Feedly,, and from there, it is super simple to categorise those into folders that could be the names of your clients and prospects. You can even email directly from Feedly and share these articles on your social networks.
Find opportunities for them
Since you are already monitoring the social media channels for your own opportunities, why not do that for your customers as well?
These can be done with simple or advanced searches on any social network or with free tools like Google Alerts or Agorapulse.
Of course, you can spend big dollars on other tools to do this. Still, cost-effective alternatives include Sprout Social and Nimble Social CRM, which are powerful and complete relationship management tools.
I can almost give you a 100% guarantee that your competitors are sure not doing this, and then, what chance does anybody have to come in now and take this account from you? See “Snowball in hell”.
Educate them
Show them better ways to use your products and services in ways that will make them money or make them more efficient. Or, you have talents outside of your particular day job.
For example, if you are reading this, you likely already have some level of proficiency with social media. Might your client benefit from you sharing with them some of your expertise?
Connect them
There is a huge difference between being just a vendor and being a member of the “team”. Connecting your client with others who can use their services or provide them with valuable services they need is a fast trip up to team member status.
LinkedIn is fantastic for this purpose but don’t neglect the other networks, as they are all valuable connection resources for both you and your clients!
Promote them
Become one of their best brand ambassadors. Help them sell their products and services even if you are not providing them.
Send social updates directing folks to their website, announcing their new products, or scheduled events.
Givers get, and when you help to increase your client’s revenues, you will undoubtedly grow your own. It’s called karma.
You can use Canva to create cool images quoting your customers and publish them on Instagram, tagging them. Canva is free unless you decide to go PRO. Here’s more info on Canva PRO pricing.
Involve them
Your clients want to be involved in your business, and it is important for them that you are successful.
They have invested in you and your company, and it is in their vested interest that you are both around tomorrow to take care of their needs. Get their feedback on your products and services.
Ask them what they would like to see in terms of new services. Continuous client involvement with both you and your company = a long-term relationship!
Social media is a great sales-generating marketing channel if you use it right!
Growing together is my favourite rule of a successful B2B relationship. Help them, and they will be helping you for years to come!
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