The rapid growth of social networks has introduced new concepts of marketing and selling to companies and individuals, one of which has been social selling. Social selling is a concept which many individuals often believe is done by merely posting social media content to attract consumers. However, social selling entails much more than just posting a picture, which is why we have created a list of the top five Do’s and Don’ts of social selling so you can help your consultants take full advantage of this innovative selling method.
What to Do in Social Selling for Direct Selling:
1. Guide Your Consultants in Creating a Plan For Success.
Implement guidelines so your consultants can create a strategic social selling plan that has achievable goals and a reasonable timeframe.
Some questions your guidelines can present to your consultants that will help them with the plan creation are:
- How fast do you expect your network to expand?
- How many daily, weekly, monthly, quarterly, and yearly clients do you plan on gaining
- Which kinds of posts do you believe will get the most engagement?
- Who are your customers?
- What are your customers' needs and wants?
By guiding your consultants to create a strategic plan, you are helping them create a base to measure their performances and identify which strategies work best to reach their goals.
2. Show Your Consultants How To Create An Effective Profile
Give examples of your top consultants’ profiles so that your new consultants can have a guideline on how their social profiles should be created and managed to guarantee success in their social selling quest.
Examples can include how often they should post content, how interactions between consultants and consumers should look, as well as the overall look and feel of the social profile. While showing these examples, make sure to highlight that these examples are guidelines, and each profile should have the consultant’s personal touch, so it feels authentic.
3. Help Your Consultants Build a Presence
While giving your consultants guidelines on how to build and mold their profiles to guarantee success, make sure to emphasize the importance of the interaction with clients. Make sure consultants know they should not just post content and leave but rather interact and be present on all their social platforms. By doing so, they can show possible leads they are trying to get to know them better to offer a more personalized service rather than merely selling products.
It also helps to mention that each social platform has a different etiquette when it comes to the number of posts made in a day. For example, various tweets a day will do no harm, but posting more than two or three posts on LinkedIn will get low visibility and may even pass as spam.
Industry Tip: To make sure your consultants get the most out of the guidelines you generate, we recommend you create a content factory where these guidelines can be laid out in an orderly fashion. This factory will contain examples, schedules, and company created content consultants can use to create impactful posts.
Not sure how to create a productive content factory? No worries; read our blog “Content Factory Management to boost Social Selling” to get a better understanding of content factory creation.
4. Highlight The Importance Of Engaging With Clients On A Personal Level
The advantage social selling has over other forms of selling is that consultants have the opportunity to get to know their clients through the clients’ posts and interactions. A concept you should emphasize to your consultants, so they take advantage of this and aim for one-on-one interaction with their clients rather than only posting and hoping for the best.
Mention the importance of identifying personal details which can help with product recommendations. The tailored advice, as well as an approachable communication, will make clients feel as if the consultant cares about their needs and wants rather than selling a specific product. The focus of the interaction with clients should always be to help them solve their problems, either by answering questions, pointing them in the right direction, selling them the ideal product, amongst others.
5. Emphasize The Importance Of Building Trust
If done correctly, the above points will also help your consultants build trust amongst their clients. Let your consultants know that engaging with consumers and interacting with them on a personal level does not only guarantee the possibility of a sale but also helps build trust and add value to the customer’s experience as they move down the sales funnel. Personal interactions show consumers that their satisfaction is more important than the purchase of a product. The principal idea consultants should try to implement, is to have genuine communication with consumers by nurturing the relationship that will, in the end, build credibility and trust.
What Not to Do in Social Selling for Direct Selling
1. Expect Your Consultants To Know How To Create A Strategic Plan
Not having a strategic plan or content factory that helps guide your consultants on the path to success can lead to an ineffective social selling method. No timelines for posts, no guidelines for engagement, or metrics to measure their goals and performance can have your consultant working blindly towards no set objective. Priorities and expectations are a must, so both consultants and companies can successfully achieve profits.
2. Tell Your Consultants To Create A Cookie-Cutter Profile
Although showing your consultants examples of successful profiles is something we recommend, this does not mean that every single consultant should post the same content on the same day at the same time regardless of the target market. Implementing this will take away from the authenticity and credibility of consultants. A cookie-cutter profile will also prevent consultants from tailoring their profiles to their specific target market, which is ideal when trying to engage with consumers on a personal level.
3. Expect Your Consultants To Broadcast General Messages.
There is a difference between having your consultants post specific general messages because of sales, events, or significant announcements, to having them post general messages all the time. Like the previous topic, these general messages stop consultants from being able to have the personal level connection needed to have a credible and authentic relationship with customers which helps generate purchases.
Keep in mind that the general idea and concept of social media is to encourage personal engagement that helps companies and brands seem and be more approachable by consumers as well as build a reputation of genuineness.
Industry Tip: Be sure to generate content consultants can use depending on the type of consumers they are targeting, by doing so you will be sure a consistent brand image is being implemented while allowing your consultants to tailor their profile to their customers.
Check out our blog “Creating Customer-Centric content to get more Social Sellers” to learn more on how to create personalized content to attract more consultants.
4. Have Consultants Engage Intermittently Even If They Are Successfully Selling
Sporadic engagement on social media reduces the possibility of generating meaningful interactions with consumers. These missing interactions can be the factors that are keeping your consultants from being successful.
Active and constant engagement with consumers, whether it be through posting or replying to comments, also fosters strong brand impressions while generating credibility, reliability, and rememberability. However, it is essential to mention that consultants should refrain from over-posting because this, too, creates a problem when it comes to consumer acquisition.
5. Tell Your Consultants To Constantly Try to Sell
Social selling is not about closing deals right away but rather about connecting and interacting with consumers to build trust and credibility. Be sure to stress the importance of personal interactions with consumers to your consultants. These personal interactions will lead to your consultants giving consumers tips and tricks that will have them feeling like the brand is there to help them rather than only sell to them.
Remember, social selling is not about a sales pitch or posting product images on social media but rather about creating an atmosphere of trust, engagement, and personalization that leads to customer satisfaction and purchases. Following our Do's and Don'ts will bring your company one step closer to a successful and genuine social selling process.
S4DS, Software Solutions to enhance your Social Selling!
S4DS can help your company implement an effective Social Selling process by providing an e-commerce replicated site to each of your consultants. Your influencers will be able to personalize their replicated site and tailor it to their target market's needs and wants. Besides giving you the latter, you can also let your consultants and influencers access a virtual office portal. In this portal, consultants and influencers will access our CRM service where they can obtain information such as company created content for their social media and replicated sites. Back office users will also be able to access our social media integration services, where they can link social media accounts such as Instagram to share updates from their personalized site.
Do you want to know how? Let us show you, contact us here: