Social Selling

Social Selling is the most powerful sales methodology since the advent of email. Sales reps across North America are learning to blog, make videos and start conversations on LinkedIn. Many progressive marketing departments are now using social monitoring tools like Radian6 to listen for opportunities or threats. The question is, how are they listening and what are they listening to?

Our client Cision is the largest PR & Communications software company in the world. They own CisionPoint, a full-service PR & Communications tool designed to aid the PR process. Part of this process includes media monitoring, in which Radian6 is a tool within CisionPoint. Social Media monitoring is fantastic, but most companies are monitoring themselves, not their competition. We’ve all heard that you “shouldn’t care about your competition”, but social media has made your competitors easy targets.

Every day, your team is missing the opportunities and threats that your competition has placed into cyber space for you to grab. What if you knew a prospect was finally interested in reviewing vendors, or your client has been shopping competitive bids? It’s all opportunities for you – if you knew how to grab it.

We believe that if you can’t be first, be smarter. That means that beyond monitoring your company name or industry buzzwords, monitor anything that cost you dollars. Who costs you dollars??? Yes it’s your competitive corporation, but most importantly it’s the sales reps AT your competitive corporation. These sales reps are giving ammunition to your prospects and clients to use against your sales reps. Why are you not taking action?

What should we be monitoring?

  • Keywords –
    This is basic and you’re most likely doing this. This has Google Alerts value by finding interesting articles, and maybe catching a market change or two.
  • Keywords with “wondering”, “looking for”, “?” –
    Think like someone would Tweet; add statements and questions to uncover the most pertinent opportunities. These questions need to be answered by someone, hopefully that’s you.
  • Competitors Names –
    Any changes with those companies, you’ll know about it.
  • Clients Names –
    Very important, we recently found out on multiple occasions that our recruiting deals would be on hold because of M&A activity. All from monitoring.
  • Prospects Names –
    This is exactly what talks about when discussing Trigger Events from Sales Intelligence. See opportunities that allows you to start conversations with prospects.
  • Competitive Sales Reps Names –
    Break their sales departments into teams, pre and post sales. By monitoring competitive sales reps, you can determine what social activity may constitute prospective buyers versus clients. Now you can attack these opportunities based on their probable experience with your competitor.

The Bottom Line

If you Google “Competitive Intelligence”, you’ll notice the last 12 months has been abuzz talking about LinkedIn and Twitter as a “CI tool”. Using social media for CI is still very, very early days. The question now remains; does your team want to be the hunter or the prey?

If you don’t want to be left behind the 8 ball – you need to start to take action. The following dozen blog posts on utilizing social selling strategies and LinkedIn can help you start but if you are looking for some hidden gems on how you can attract a very specific prospect, I recommend you check out 10 Steps to Building a Social Selling Machine.


Jamie Shanks

Find the topic of Social Selling interesting?
Click to book a time in my calendar to explore further!

Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.

Sep 20, 2019 1:04 pm
Social Media for Sales vs. Social Selling: What’s the Difference? [Infographic]

For years, the above has been a recurring question that I’ve received from sales executives, business owners, and sales leaders. They often misunderstand the word ‘social’ in ‘social selling’ by connecting social media with what their children do on Facebook, Snapchat, and Instagram, instead of correlating ‘social’ as a mechanism to do two important things:

Aug 30, 2019 1:00 pm
Train The Trainer: What Most Sales Enablement Strategies Are Missing

After seven years of working with 350-400 customers, it recently dawned on me that there’s a fundamental flaw in the sales training industry. For context, consultants like us typically go into market and provide sales leaders with basic training on how to be a coach of modern, digital sales skills. We then train the sellers … Continue reading “Train The Trainer: What Most Sales Enablement Strategies Are Missing”