One of the major reasons why innovation and first-to-market partnerships is to ensure that our clients and partners maintain a consistent unfair advantage over their competitors. Here are some tips that can help anyone using Twitter in their sales process an unfair advantage.

How Can Using Twitter Give Me an Unfair Advantage?

Complex sales involve a number of different people. You will find multiple decision makers, buyers, each having a completely different role and need than the next one. You have the task of winning over each one and proving unique value to each along the journey. That’s going to require segmentation of these folks into relevant lists and sharing the right content with them at the right time – it also gives you a chance to remove traditional dark periods out of the sales cycles through consistent micro interactions with them like favorites or retweets.

Twitter Lists: Organize and Segment

Twitter Lists allow you to filter out all the noise and organize important people. For example, creating a list for industry influencers to help you establish yourself as a trusted source and thought leader by sharing their information and networking with them. Also essential is a list of your current prospects that are in Twitter. Monitor this list to listen for trigger events, or to get to know your prospects and establish some value for your next formal touch point. Also essential is a competitors list for you to gain insight into their positioning, their problems, and who they’re talking to.

Twitter Lists in SocialPort

Note: Twitter lists can be both public and private. Make sure any lists you call “prospects” or “competitors” you make private.

I use Twitter lists to really organize myself. I have one for prospects, one for customers, one for competitors for that matter. I’ve even seen some reps go as far as finding out who has some of the competitive reps are and being able to follow them and see who they’re talking to on a daily basis. Here is s a minute video about maximizing Twitter Lists.

Hashtags: Seed Content Where Prospects Will See It

Hashtags are ways to tag your tweet or assign it a topic making it searchable on Twitter. Using hashtags is essential in growing your Twitter audience by getting your content in front of eyeballs not currently following you. But be strategic. You have to determine which hashtags your buyer’s or future customers are using today. There are general industry hashtags like #b2bsales or #FiServ which will help establish a keen following in your niche but identifying the hashtags for major events (ie. #SDSummit) as well as for Twitter Chats that your prospects maybe using (ie. #H2Hchat). Being where your buyers are will get you more at bats and prove the value necessary to earn the right to win business.

Competitive Intelligence: Know Your Buyers

Social media helps you get to your prospects unlike ever before. Sales is built upon the concepts of empathy and insights which is why a winning sales professional thoroughly researches their prospects before meeting and keeps tabs on real-time updates and buying triggers. Vorsight created a great rule-of-thumb called the 3×3 – find 3 pieces of contextual information about a prospect in less than 3 minutes.

Employee Advocacy CRM

Here are some examples how this can be done:

1) Look at all of the members of the decision committee regularly on social media,

2) Download and read their annual reports and check for mentions on trade websites,

3) Set up advanced searches on LinkedIn and monitor industry hashtags or hashtags that are
related to your target company on Twitter,

4) Create Twitter lists with your buyers and segment them – listen and interact with them. I set
up my Twitter lists according to funnel stage including those qualified out but with nurture
could come around.