Many articles are written about the tactics that a salesperson needs to complete in order to be successful with social sales. However, today I want to discuss the ten biggest mistakes to be cautious of. Be sure that you steer clear from these common failures to ensure you stay on the right track for success.
1. Not having an objective – With any business endeavor, you should have an objective in mind before you start. Otherwise, you won’t be able to measure your results against your goals. If you don’t have an official objective documented yet, take a few minutes to outline one today so you can track your effectiveness down the road.
2. Having a presence on too many networks – A common problem in social sales is that people think they have to have an account on every major social media network. However, it is much more effective if you stick to the environments that your prospects are participating in to save time and effort. Make sure you are fishing where the fish are.
3. Not being purposeful – Make sure that you have specific tasks to achieve each time you log into your social networks. This way, you will stay focused, not waste time, and make sure that each action is helping you work toward your end goals.
4. Not engaging in dialogue – Far too often, sales professionals are talking in monologue on social media, pushing content out but not participating in two way communication. Start a dialogue with your online audience to begin to provide value and establish trust with your audience.
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5. Pushing your own agenda too much – No one wants to be sold 100% of the time on social media. Stick to a ratio of at least 80% non-sales content to 20% sales content. Start by listening to others and provide value – answer questions, solve problems, and engage in conversation. Then once you establish relationships with your audience, you can then gradually start to promote your products and services.
6. Spending too much time – It is very easy to get lost within social media and before you know it, you’ve spent hours online. As such, it’s important to manage your time effectively. A social media management system (SMMS) is one of the best ways to be more efficient online, as does some good old fashioned diligence.
7. You aren’t consistent – Staying top of mind is vital when it comes to social media. If you all of a sudden drop off the radar with no newly published content content, others may start to tune you out. Therefore, make a content plan that you can commit to.
8. Expecting instant results – Effective social selling takes time, just like anything else worth doing. While you may not see dramatic success immediately, a constant approach to social sales will build over time into tangible results and success.
9. Not measuring your results. – With anything, it’s important to track your effectiveness. The same applies to social selling. Tracking your effectiveness will allow you to see what is working and what isn’t so you can adjust accordingly. Remember to always measure your results against your predetermined objectives for an accurate review of your efforts.
10. Not refining your efforts – Not modifying your strategy is one of the worst mistakes you can make. Use the insight gained from your monitored results to continually refine your tactics to ensure your strategies line up with what is giving you the best results.