Are you on social media … but no one’s biting?
Many coaches and consultants mistakenly believe that simply showing up and sharing content will bring clients.
That’s only part of the equation.
Sales is more than posting and ghosting.
It’s about positioning yourself as the go-to expert, building relationships, and engaging with fellow members before you collect dividends.
When you bring value and solutions, people happily become your clients.
There are three landmarks on the road to success in social media:
- Visibility
- Engagement
- Dividends
With over one billion members, let’s use LinkedIn as an example of social selling.
Visibility
It starts with Visibility: What you offer and who benefits.
Many coaches fail to communicate clearly what they do. Listing multiple approaches, methods, and skills confuses prospects.
When you ask for everyone and anyone, you get no one.
If you’re unsure, seek counsel.
Make a decision.
This allows you to establish an identity like a nation raising its flag.
With this in mind, creating or updating your LinkedIn Profile is the next visibility step.
Pay particular attention to these elements:
- Professional Headshot (by yourself looking your best)
- Branded Banner (as a prominent piece of real estate, use it effectively!)
- Benefit-Rich Headline (not your occupation, but the results you produce)
- Personalized “About Section” (your origin story, passion, and mission)
- Call-to-Action (displayed on your banner and “About Section”)
Your profile must be presentable. Most LinkedIn viewers click on it shortly after seeing your posts, which leads to the next item: content.
Be consistent. Aim for the same schedule, even if it’s just once a week. This will show dependability and reliability.
A big No-No: posting and ghosting. Return within 24 hours and share an idea. Be sure to thank and engage with everyone who commented on your post.
In addition, add your thoughts to other people’s content. Do more than click the “like” button. Intelligent, considered communication enhances your reputation and attracts followers.
Engagement
After you address visibility, you’re positioned for Engagement. Here’s where you develop business relationships.
Build your network consciously and deliberately.
Invite people to connect.
Of course, you can ask your current and former work colleagues. However, you may also want to expand your community and look for possible leads.
Leads come in two flavors: prospects for your services and potential referral partners. You need both.
Generate a list of variables that describe them.
Prepare to do regular searches for people (and groups) who match these criteria.
Good news: The unpaid version of LinkedIn allows you to find thousands of people who fit your specifications.
Look at each one’s profile before you request to connect.
Write a personal note stating a reason for becoming first links. Refrain from using the LinkedIn form. It lacks human warmth.
From your searches, you can send out 100 invitations per week.
Another strategy for increasing your network is to join groups because you can message every fellow member when you’ve joined—there is no limit!
Happily, as many as 50% of your connection invitations will be accepted.
Congratulations!
Dividends
You created a network and are on the verge of generating Dividends.
How do you do that?
Send direct conversational messages (DMs) to your first links.
Note the word conversational. This isn’t a sales pitch. Too many ambitious, uninformed entrepreneurs mistakenly follow the 3-foot rule: “If you’re within 3 feet of someone you don’t know, promote yourself.”
Yikes!
Avoid being transactional. Instead, be relational.
Focus on determining if you even want them as a client or colleague!
Start a conversation by thanking them for accepting your connection request. Then, ask a question.
Review their profiles. What attracted you to initiate a relationship? Mention and inquire about this factor.
When they answer, share something about yourself and ask another question.
Nurture the relationship as if a newly planted seed cropped up.
Sprouting is a fragile process. Not all seeds take root, nor will they flourish and bear fruit. Expect to exchange several messages over time as you cultivate this relationship.
When conversations deepen and become complex, you’re ready to converse in real time. Arrange to talk in person, on the phone, or via video conference call.
According to Chet Holmes, 97% of people aren’t ready to “buy” on the first contact. Therefore, you must follow up and stay in touch to collect your dividends.
How long do you follow up? Until …
Until they become your client or referral partner, die, or ask you to stop.
Collect the rewards of a full caseload and dedicated colleagues ready to refer more business.
There you have it.
A simple, proven strategy for generating leads and turning them into clients.
With minor modifications, this same approach succeeds for most social media platforms.
Like old-fashioned water pumps, social media requires considerable initial effort before users can enjoy the fruits of their labor.
One more suggestion!
Get an accountability coach or partner.
These ideas ONLY work when you work them. Engage someone to keep you on track.
As you review these principles, you may be unsure what to post.
No problem!
You can periodically attend a 90-minute hands-on workshop on social Sales Strategy. In it, you will leave with content you can post immediately and a system for consistently generating it as you grow your reputation and network.
Find me on Linkedin (linkedin.com/in/nancyzare/) and for an invitation.
To your sales success,
Nancy Zare, Ph.D.
The Sales Whisperer
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