Linkedin "experts" tell you that your summary title must be what you do. Wrong.
"Helping X do Y – where X is your ideal prospect and Y is their ideal outcome or state of mind after using the service/expertise you offer."
This is such bad advice. Why?
I've just been sent a connection request from somebody whose summary title is
"We help you scale your business to a point of exit, maximising the value of your company"
Now I don't need help scaling my business, so I'm just going to ignore this connection request. Now, let's call them, Peter, could be just what I want, but right now my view is I don't need a pitch from this person.
So Peter has lost a sale and he hasn't even had the chance to pitch to me.
Here's another one
"Helping new businesses find great venues and meeting spaces to launch their products, services and ideas into the world."
I don't need a new venue, so I pressed "ignore". Now it maybe the best venue in the world and I might need one, but you are losing conversations and therefore sales by following this bad advice.
Here's another one
"Helping professionals and businesses create talking-head video on scale."
Sorry, don't need this so I pressed ignore.
Here's another one
We help businesses grow by providing a team of Virtual Pros and in turn create work opportunities for the Philippines
Again, not interested, ignored.
Do you see a pattern forming here? If your Linkedin summary title is your what you do, you will lose business. Simple as.
But there is more ..... I bet even what you're pitching isn't unique!
As a small business owner I get loads of "I help small business owners with accounting", hundreds of them, none of them unique and I have an accountant already. There is so much wasted effort going on out there.
Or of course, you could come on our "social selling and influence" course.
Let me explain some more.
Tomorrow, you and I are going to meet at the lobby of your target customer.
We walk over to the elevators and I press the button to go up to the relevant floors where we can meet with the people you need to sell to. Now you have never met these people before so i will introduce you. That will mean you will get to meet the people you need to meet in this target customer of yours.
Pick whatever department you want, I will take you there and introduce you.
For example, say you sell accounting systems, ERP systems, then I can take you and introduce you to the people in Finance. Or maybe you sell human resources (HR) software and I take you to meet the HR people. Or maybe you sell CRM, customer experience (CX) and I can take you to meet all the people in marketing and sales.
Now if I walked you into finance, (or any of the other departments) and I started to introduce you to the people there one-by-one. Now, you wouldn't hand everybody a brochure and walk away, would you?
This is your chance to get into the business, meet the people, build relationships. Kinda cool!
Either way you would also want to be remembered. So you might ask them a question about themsleves, maybe you spot that Manchester United mug on their desk, the Nick Saban bobblehead (doll). The photo of their family on their desk, you would start a conversation about them. You might crack a joke. You would start building trust. Maybe you would ask them about the business, be curious about them and the company?
As I walk you around the department, and introduce you to more and more people, you would get to know more and more people and the department would get to know you. In fact the whole department will know you, just think of the competitive advantage you now have.
We haven't needed to talk about product, we are connecting as humans, we are having conversations. We are being social.
Just through this simple way of showing you around and introducing you to people, you are front of mind and your competition is not. This is so powerful!
I've now walked you around the whole department, they know you, you know them. It's time to see the big boss and I take you in and introduce you.
One of the things we do in life is find commonality with each other, because when we do that we start to know, like and trust each other.
You then ask her some of the business related issues you picked these pointers up from her staff you have been talking to.
If it's finance you might ask her about how long it takes to close the month end books, if it's human resources it might be about sourcing internal talent, if it's CRM you might ask about onboarding sales people.
I could go on, but you should get the picture now.
It does not matter if you know nobody in this company, they could even be using a competitive solution. But by the time I've walked you around, they know you, they know you as a human, they are aware that you work for a company and you didn't even need to pitch to them. Now it's time to start moving some of those conversations to commercial interaction.
This is social selling
Now you can stop imagining, what I've described to you is social selling.
This is so powerful, so natural and is the killer blow you need today.
Here at DLA Ignite, teach and coach you, to digitally walk into companies, build influence and trust, across the whole team from the ground floor to the top floor. From your ideal customers, to the stakeholders and the budget holders.
It could be new business, you could be trying to displace a competitor, it could be "landing and expanding" it could be part of an account-based marketing (ABM) strategy.
Either way, using social selling and influence from DLA Ignite is the fastest way to success and we can get you there.
On to the second story.
Now Imagine .....
How about if I said, I can take you to a place where all your prospects hang out, would you go?
I can pick you up in the car tomorrow and you can hang out there, having conversations with them.
When you arrived, what would you do?
Grab a coffee and go up to the first one and start a conversation? Of course you would.
Or would you walk in and say "buy my stuff, because we are great". Of course you wouldn't, as somebody would call security.
That's the difference. Selling on social is ...... social. You have conversations with people.
You don't go up to people and pitch to them as people will call security.
The great thing about social is that there is no "prime selling time (PST)", you can have as many conversations as you want. One of my customers, does his prospecting between putting the kids to bed and when he goes to bed.
It's time to bring your demand generation into the second decade of the 21st century and it's time to "start fishing where the fish are" ...... on social.
The third story is about how you can bring all this together
One of the benefits of getting all you team(s) to social sell is that you as a business will start getting what we call digital dominance. So what on earth is that?
You are at a conference and there are a drinks event that evening where all the people from the conference are invited.
You have a conference call which makes you late for the drinks.
You arrive and everybody is there.
As you look around the room, you realise that the people in the room are your prospects and customers. Which is great news. Each of these prospects and customers are talking to somebody, they have a drink in hand and they are laughing and joking.
The question is this, these prospects and customers, are they talking to people from your business or are they talking to the competition?
If they are talking to your people, that's going to be great and make you feel great, if they are all talking to the competition, you are going to feel a sickness in the stomach.
Now think about this in a digital landscape, LinkedIn, Twitter, all the research shows that your customers are hanging out on digital somewhere. Where these prospects and customers hangout, are they talking to people from your business or a competitor?
It's no different from the drinks event.
This is your challenge and also your opportunity.
Your job is to do this, before the competition does it and owns the space.
Owning your market sector or vertical, is digital dominance.
What is social selling?
Here at DLA Ignite, we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not witchcraft, it's enabling your salespeople to work from home, (or the office) and create conversations with prospects and customers. Conversations on social media and conversations that convert.
The problem with the name "social selling" is that people think that this is selling on social. All these pitches that you get on social are not social selling, they are spam.
The other thing you need to know about social selling is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral". Here at DLA Ignite, engagement is important but we are about driving revenue, EBITDA, for your business using social media. This is about you winning business from the competition and having a competitive advantage.
Social is about having a strategy and there are two key drivers
With anything you do on social there are two questions you need to ask
2. How much revenue / EBITDA am I getting as a business?
Posting and hoping or posting random stuff is not a strategy, in fact I doubt it's driving anything for your business.