Ask Spex: Social Selling

Q: I want to do more social selling, but how can I when my prospects won’t cooperate? Most of them haven’t caught on to business uses of social media yet.

A: If they haven’t caught on to social, they have an unrecognized need that you can help with. Try offering social insights in your prospecting messages. Give examples of how business buyers are using social channels to improve their leverage with vendors. This could be a great way for you to apply the principle of “offer something before you ask for something.” Huthwaite and many others have been telling anyone who’ll listen about the rise of the “newly empowered buyer.” If you can show your prospects how to become empowered themselves, you will have created value for them very early in your sales cycle.