Have you taken a Lyft to an Airbnb or an Uber to a Bumble date lately? Talk about information made powerful. The world has changed. The crowd is now exponentially empowered and the buyer way more informed. The good news is that the buyer is influenced through networks and trust.
If you have been dating online or experienced social selling, you’ve certainly followed those four key steps:
- Build a personal brand: You have a very short time to be credible… The person interested in you will mostly swipe left if your brand or your content isn’t specifically crafted. In social selling, you have to at least be credible where your buyer is spending time: LinkedIn, Twitter in B2B, or SnapChat and many other networks if you sell to millennials. Content is the currency.
- Find and be Found: We all want to find the one — the right buyer or the right date. Does your profile look professional? Does the content you share provide insights? Yes, we all work for Google. The algorithms can work for you or against you as a seller. You are a product of your keywords, the content you share, the number of connection and followers you have.
- Engage: This is where the rubber meets the road. When prospecting or online dating, we need to engage on the prospects’ turf, aka their content. Most sellers are uncomfortable with this. They are trained to pitch and be credible about their own product or self. No matter the form or the channel, building a relationship is tough, especially online. Can you relate to them? Will you ask questions? Find nuggets of information that will make you credible when engaging? Will you be able to build trust?
- Building rapport: You have started your engagement through Twitter or Linkedin, you’ve delivered value or you were at the right time at the right place using those networks. You’re now dating and need to prove your value. You’re probably one of the few selected for this RFP because you provided a unique perspective, and differentiated value will get you to the close.
As I often say, quantity brings quality. In social selling, only practice will help you toward high performance.
I’ll leave you with a funny story: I was presenting and discussing these topics at a conference recently. After the session, someone comes up and thanked me for sharing this information and he was impressed. He quickly added, “Yann, I get it. I’m just going to forget about LinkedIn and Twitter. I’m just going to go right to Tinder.”