Changing Your Daily Selling Habits & Micro-Marketer

January 8, 2015

In order to succeed in sales, sellers need to be able to generate as much as 70% of their own leads to make their sales numbers.  This according to a recent study conducted by CustomerThink and cited by Koka Sexton in his whitepaper last year “7 Ways Sales Professionals Drive Revenue with Social Selling”.

Sellers who want to control their own destiny and exceed quota, must develop and incorporate new habits into their sales processes.  From creating demand using LinkedIn Posts, to monitoring of client Twitter feeds, these activities will set you up for success in the era of social selling.

Here’s my story of how I became a micro-marketer and what you can learn from my experiences.
First, know that everything I did next came with a certain level of hesitation and feeling outright uncomfortable. Like with anything, practice and persistence is key.  This was very true for blogging, which I began several years ago and regularly monitoring client posts on LinkedIn and Twitter.

Here’s how I got started.  I would spend two hours per week researching my target clients and what they were posting or commenting on.  Then, I started posting regularly on key industry or ‘Best Practices’ Groups on LinkedIn.  Further, I scheduled another 30 minutes to review top sales articles and when I see good ones, I comment and forward onto my network.

The Early Results:
What initially happened was that people in my target demographic started viewing my profile or reaching out to me on LinkedIn wanting to connect.  In late 2014, I closed my first deal that could be sourced to a LinkedIn interaction.  I am currently working on another as I write this article.  Three such deals were in my pipeline for Q4 2014 and I have one Win, one Loss, and one still deciding currently from this group.  All began as LinkedIn interactions.

Kick off 2015 with a Social Selling Bang

Get started with Social Selling in 2015 by identifying goals against which you can measure your success. For example, how many meetings would you like this to lead to monthly?  How many more leads in the pipeline would you like to see generated as a result of Social Selling activities? Once you have penciled in goals, take the next step and complete the following action items:

  1. Build a Social Selling Strategy Plan
    1. What will you tackle first?
    2. How much time can you allocate?
    3. Where do you think your time will be best spent given your goals and audience
  2. Schedule different activities in 30 minute blocks throughout the week
    1. Account planning & researching key players
    2. Posting on blogs and in relevant industry groups
    3. Reaching out to people in your LinkedIn network
    4. Discovering new contacts and identifying warm introductions

Build a routine of activities that you can repeat often and track results against. For example, if you start sharing content within LinkedIn, what posts receive the most engagement or comments? What type of prospect and what commonalities do they share (i.e. title, company size, or industry) are responding most positively?

Your social selling activities should be methodical and connected so that you are building relationships, sharing valued information, and ultimately leading your prospect through a story that culminates in how you can help them solve a problem.  There is a right way to gain access to and influence early stage buyers, but it means behavior changes and increasing your micro-marketing activities.