2. and recommendations come from contacts on the Internet are trusted more than the sales engineers (like me) that visit them in person. I am using social media as a social business relationship development and networking tool. Used strategically, with a plan and business goal in mind, both outside and inside sales professionals can make their time more effective as well.I am not alone. A recent survey by OneSource shows that sales professional indicate that a mix of social media and traditional information are the most effective in qualifying and prioritizing leads.Listen, analyze and engageIn todays companies there are 5-8 people involved in every purchase. You may not meet them all during your sales visit or ever. Nonetheless, the ability to understand the business, social and political connections within an organization is important. Managing your connections on social sites with a business focus is admittedly difficult from a time management standpoint. There are new tools that are being developed to help.Just like Customer Relationship Management (CRM) systems manage business relationships, SocialCRM solutions manage the relationships outside the firewall in the social space. It could be as simple as a spread sheet or as complicated as a traditional CRM like SalesForce.com. I have been using Xeesm for the past year and recently started using the Xeesm Edge (SocialCRM) solution. Xeesm is one of the leading tools that provides ability to manage the social side of the equation in terms of listening and engagement. I also just recently started to evaluate Gist from a due diligence perspective. Watch for a future post on the comparison.How do you start social engagement?We need to consider social engagement one person at a time. If I were to apply Xeesm today in a social business relationship with Harley Davidson, my efforts might look something like this. Build a Flight (basically a group in Xeesm), add the names of possible contacts within Harley Davidson I find in my social spaces. This is where I will manage and track my touch points and contacts as I move from stranger, to connection, to opportunity, to proposal and ultimately to a sale. Over a two week period of time, my activities might look like thisDay 1 review all social sites that Harley Davidson as a company is present in. Review all employees I can find in social spaces who are currently employed. Evaluate my connection depth. Day 2 Listen/Read several posts by individual people and on corporate blog Day 3 Chime in the conversation Day 4 Comment on relevant blogs, forums, groups http://www.wendysoucie.com/socialmediatools/survivinginbusinessbydevelopingsocialbusinessrelationships/ 3. Day 5 Ask or answer a group questions Day 6 Make a introduction to someone Day 7 Suggest an interesting site or post Day 8 Invite key contact to my own group Day 9 Have a conversation over the phone Day 10- Bring others to the conversationThe important thing to remember is to care but not sell. Be social first and the selling comes at the end.Related articles by ZemantaHarley-Davidson Stays In Milwaukee: Absolutely No One Surprised (ridelust.com) Does Social Media Improve Customer Loyalty? Customer Feedback Programs BestPractices Survey (customerthink.com) Business Problems that Social CRM Helps Organizations Solve (customerthink.com) Social Media and Sales (customerthink.com) IBMs social media skills initiative for partners (customerthink.com) http://www.wendysoucie.com/socialmediatools/survivinginbusinessbydevelopingsocialbusinessrelationships/
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