Social sellers are today’s modern day sales people. They know how to connect, where to connect, and when to connect. Establishing a personal brand is the cornerstone of today’s social seller. It’s no longer enough to sell a well-known, or respected product, from a great company. Today’s buyers want more…they want to buy from someone who delivers an equally great experience…on a personal level…beyond the company brand.
Here are 5 things social sellers do differently than sales people of yesteryear:
- Share. Social sellers are reading, absorbing, processing, and sharing large amounts of information on a daily basis across their network. They are both sources, and producers, of content, insights, and information.
- Connect. Social sellers recognize birthdays, anniversaries, key milestones, accomplishments, as well as, the periodic “hello”. They are following – not stalking – key influencers and thought leaders and connecting via Twitter, InMail, or directly through email.
- Observe. Social sellers are constantly observing. They are looking at who’s who, what she’s sharing, who she’s following, her ideas, insights, actions. These sellers are constantly balancing the importance of context and content. Content without the right context has as much value as a snow shovel provides to a resident of Jackson, WY, with a hundred foot driveway, where 60 inches of snow each year is the average. Not a lot you’re going to do with a shovel.
- Participate. Social sellers are active in LinkedIn groups, tweets, Likes, and Shares. They raise discussions, respond to conversations. They have a voice for their ideas and viewpoints and are active participants, not armchair quarterbacks.
- Empathize. Social sellers understand. They relate. They feel. They empathize. This ability to connect with others, to “walk a mile in my shoes”, to make others feel valued and relevant are key attributes of today’s social seller. Empathy is what ties the previous 4 items together. For without it, sharing, connecting, observing and participating would lack relevance, and irrelevance is a manifestation of inauthenticity. Genuine empathy equals authenticity.