Most won’t disagree with me in that Social Selling has been around for a long time. I can recall days of witnessing my dad’s experience social selling right out of his service station. Starting in the late 50’s in Dover (no I wasn’t alive then) he knew how to make the most of every interaction. If he didn’t, his business wouldn’t have survived. Yes, competition was on every corner. He had to find ways to differentiate himself, get his value proposition heard, network and be thought of as a trusted advisor in his field. He did this and thrived. He offered solutions to mechanical problems and linked between vendors and customers that supported his business. He knew people that knew people. He offered free advice. He used buzz to keep that reputation alive. The basic rules of social selling haven’t changed – it is the tools for communicating in a virtual world that have altered the social selling landscape.
Social Selling for the Channel
From a Supplier perspective, you hope your Partners are going to utilize the tools and options available to them without your guidance…right? They are after all hi-tech VARs, ISVs and Partners so they have the skill needed….right? Many of them will advance in social selling with or without you. However, on the other hand if you are a Channel Partner, you may or may not have figured out the social selling world and you might be saying “I get it all, I just don’t have time for LinkedIn, Facebook, Google+, Blogs, Twitter, insert network here”.
Wrap Your Brain around Social Selling
For the Supplier whose executive management team now understands inbound marketing and social media and is ready to take the leap to enable Partners, these pointers are for you. When creating Social Selling MDF reimbursed enablement packages for Partners, keep it simple (KISS). Start with the basics and set KPIs but don’t expect something unrealistic in terms of closed business for yourself or your Partner! Social Selling isn’t a replacement for the foundation of marketing and selling.
At eCoast we suggest Suppliers Start with:
- Evaluating partner readiness. Understand what Partners have used previously before deciding what package design is most suitable. Maybe they’ve mastered the basics of LinkedIn and Facebook yet need assistance with Twitter and maintaining the content or posts on all sites.
- Keep it Simple. Enable them with easy access to posts designed within your branding guidelines. Once the accounts are established, they can post on predetermined days and you can email suggested posts at a set time every week. Twitter Tuesdays anyone?
- Show them the Basics. Don’t assume that all channel salespeople understand the nuances of an online profile or network. Search engines are powerful and will pull those college pictures when your Partner’s new account executive least expects it. Remind them to maintain professionalism.
- Teach Social Etiquette. Help your Partners to understand how to engage professionally without a “stalking” mindset. The rules of selling still apply. Regardless of connections and circle of influence, you still require a value proposition and proof points. Respect the social networks for what they are – online visibility. Above all, ask Partners to take time to LISTEN.
- Design Useful Packages. Design Social Selling packages and activities that enable Partners to exploit content through content syndication.
No, Social Selling is not a new concept. It is however, recommended for all organizations and even those Channel Partners that claim to use “word of mouth” to sell and grow their business. You’ve often heard me say, start slow, start small and measure…anything worth doing is worth measuring. Social Selling is no different.