Writing messages that trigger a feeling of need without seeming clumsy is an art. Unlike in a personal conversation, there is a spatial, temporal and psychological distance between the sender and the recipient. There is no norm that requires you to situation has its respond to a stranger’s messenger message. This makes it much more difficult to motivate the latter to respond. In order to successfully conduct social selling, the rules of the written medium must be observed. Putting yourself in the shoes of the potential interested party is the basis for any success.
Pursue clear goals
Every message has a clear purpose. The author must be clear about what he wants to achieve. The following four goals prepare the acquisition:
- Acceptance of contact by recipient.
- Arouse interest by asking open questions (e.g. “how” or “why”) related to the person’s activity. The recipient will at least briefly nigeria number data consider the topic.
- Arouse needs through the advantages of your own solution for the potential B2B customer: a few, clear sentences about the product situation has its and company and how the other person can benefit in their everyday work.
- Suggest a non-binding telephone call.
completion of the social selling process
If the person responds to the request for a conversation, the social selling process was successful – and the employee can pass the lead on to the sales colleagues. If the person does not respond, they receive one last message for the time being. In this message, the employee politely expresses his regret that the person cannot deal with the topic at the moment and wishes them all the best. This has the following psychological effect: the recipient gets the feeling that the offer that interests them is being withdrawn. To prevent this, the person often responds anyway.
Creating a technical basis
When used skillfully, social selling is a highly effective method of generating leads. However, in order to convert contacts into customers, smooth internal processes are required. For example, it is necessary to define exactly when a contact how a digital agency helps lay the foundation and supports company founders is sent to sales and what further steps are to be taken. The responsible sales employee must receive this information reliably. With a CRM system, these processes can be standardized and situation has its automated. This means fewer contacts are lost and systematic controlling makes it possible to measure the success of sales measures. And companies can use this database to continuously optimize their sales strategy.
The Secret of Social Selling in B2B
In order to win customers in the B2B environment, it is important to think empathetically and consistently focus on the pain points of the respective decision-maker. The push character of a cold call literally repels them, while the pull character of written messages takes them by the hand in a friendly manner. The power to act lies with the other person and their higher position is preserved. In reality, this is not so superior, because: The person is facing a challenge and benefits from finding a good solution. Politely leading decision-makers to this realization is the principle of social selling in B2B.
Conclusion
Lead generation with social media works b to c database through the targeted selection of potential interested parties and because those responsible have more control over communication. In B2B in particular, it is advantageous that a personal level is established from the outset. However, lead generation only succeeds if employees find the right tone in written communication. How much social selling is used and for which customer groups is part of the strategy. As always, the right marketing mix makes the difference. Social selling can be a useful addition here.