Virtual Relationship Box
The digital relationship building to desired partners is easy to implement via social media networks and at any time with the smartphone.
The personal presence and the targeted dialogue with (potential) customers serve the brand building and create at the same time proximity to the desired contacts. The social aspect (social) is in the foreground, even if it benefits the sale (selling).
1. The agony of choice
When social selling, it is very important to consider which portal is the right one and where a personal profile is most effective. Where is my target audience? Where do I like to hang out? Personal affinity, offer and user benefits point the way to the right platform. Facebook offers plenty of space for personal and personal, but also business while Xing and LinkedIn are more business oriented.
Medium-sized companies and freelancers are increasingly active at Xing, while many decision-makers, consultants and global managers can be found at LinkedIn. Xing scores with the power search to specifically research functions and industries. The trend platform LinkedIn is ideal for establishing contacts with decision-makers and demonstrating competence through your own contributions. Regardless of the individual orientations, one thing counts above all in social selling: Instead of being a little present and active everywhere, rather only use one platform, but then do it properly.
2. Be and remain unmistakable
It is essential to be visible, perceptible and interesting - both in the profile design (e.g. with profile and header image, business card / overview or the Xing portfolio or the media on LinkedIn) as well as in personal posts and comments .
A well designed graphic helps to attract attention immediately. Contributions should be a clear personal style. Image and text are in line with core values of their own brand, the social brand.
3. Openness scores
Entrepreneurs and freelancers should think carefully about what information they want to share on the profile. While private information is mainly found on Facebook, personal information is about what touches us, moves us, what we think, what personal experiences we have made, and what attitudes we have and share.
The career must not be an ego show, but must clearly represent one's own competencies based on the most important positions and milestones. Even social or volunteer commitment and interests beyond the professional create similarities that connect and build trust.
4. Personality enriched
When contacting one question is mandatory: why does it for both sides Senseto connect? A no-go is contacting without a personal message. An individual reference should always be made. This can be indications of getting to know each other personally, a common contact or the meaningfulness as well as the benefits of establishing contact. Standard formulations are strongly discouraged.
Every contact in social selling should be valuable. What does the other one have that he belongs to my network? What information can I give? With what contacts make known? If you find common ground, it's easier. But also the direct question, what one can do for the other, is allowed. The more personal the aspect and the more individual the approach, the more valuable the contact.
5. InterACTIVE - but not intrusive
Social networking such as social selling thrives on the activity of those involved. To build a good relationship with someone, you should always contact us again. It is not to be "pushy" - the dialogue develops first - but also not to be disappointed, if the other does not answer the contact request immediately.
Some have turned off push messages, so they may answer their contact requests only once a week. Out of place, yes, a no-go in social selling are supposed welcome gifts (e-book, etc.) - so no one wants to be bothered at this point.
6. Flexibility in the communication channel
Online communication options are diverse. After 2 to 3 ping-pong messages, a personal contact, for example a first telephone appointment, can also be offered. It's about finding the right time to turn the virtual into real contact.
Once again, it's important to think in advance and communicate why it makes sense to meet in person. If the other one does not benefit from it, it may come to a phone call or meeting, but not more. The initially built-up trust can be destroyed so quickly and the social selling activities have gone nowhere.
Conclusion: A clear strategy is necessary
A clear strategy prevents social selling from becoming a time eater, but makes us a time winner. A time quota, z. For example, two to three times a week for one hour is enough to stick to it, but not to get bogged down.
Contacts should be placed virtually on resubmission, key points (eg tags on Xing) make it easier to find target groups and to address thematically and temporally. Social selling is used as an additional and recommendable distribution channel - as a preliminary stage for telephone acquisition and to keep in contact with existing and new customers.
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German edition: ISBN 9783965961388
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