A sales competence 4.0 means Online-Networking. The new form of direct contact supports the building of relationships and trust, facilitates acquisition and is inexpensive. Six tips help the social selling Strategy implement effectively.

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Virtual Relationship Box

The digital relationship building to desired partners is easy to implement via social media networks and at any time with the smartphone.

Personal presence and targeted dialogue with (potential) customers serve to build the brand and at the same time create proximity to the desired contacts. The social aspect (social) is in the foreground, even if it benefits the sale (selling).

1. The agony of choice

When it comes to social selling, it is important to think carefully about which portal is the right one and where a personal profile is most effective. Where does my target group move? Where do I like to hang out? Personal affinity, offer and the benefit for the user point the way to the right platform. Facebook offers a lot of space for personal and private, but also business, while Xing and LinkedIn are more business-oriented.

Act more at Xing SME and freelancers, there are many decision-makers at LinkedIn, Adviser and globally active Executives to find. Xing scores with the power search for targeted Features and Industries to research. The trend platform LinkedIn is ideal for establishing contacts with decision-makers and Expertise to demonstrate through their own contributions. Regardless of the individual orientation, one thing counts above all when it comes to social selling: Instead of being a little present and active everywhere, it is better to only use one platform, but then do it correctly.

2. Be and remain unmistakable

It is essential to be visible, perceptible and interesting - both in the profile design (e.g. with profile and header image, business card / overview or the Xing portfolio or the media on LinkedIn) as well as in personal posts and comments .

A well-designed graphic helps to attract attention immediately. Contributions should be a clear personal Style award. Image and text are in line with core values ​​of their own Brand, the social brand.

3. Openness scores

Entrepreneurs and freelancers should carefully consider what information they want to share on the profile. While private matters are mainly on Facebook can be found, personal information is about what touches us, what moves us Opinions corresponds to what personal experiences we have had and what attitudes we have and share.

The career must not be an ego show, but must be based on the most important positions and milestones clear present their own competencies. Also social or voluntary Commitment and interests beyond the professional create commonalities that connect and Trust build up.

4. Personality enriched

When contacting one question is mandatory: why does it for both sides Sinnto contact? A no-go is contacting them without a personal message. An individual reference should always be made. These can be indications of getting to know each other personally, a common one Contact or the usefulness and benefit of making contact. Standard formulations are strongly discouraged.

Every contact in social selling should be valuable. What does the other one have that he belongs to my network? What information can I give? With what contacts make known? If you find common ground, it's easier. But also the direct question, what one can do for the other, is allowed. The more personal the aspect and the more individual the approach, the more valuable the contact.

5. InterACTIVE - but not intrusive

Social networking such as social selling thrives on the activity of those involved. To build a good relationship with someone, you should always contact us again. It is not to be "pushy" - the dialogue develops first - but also not to be disappointed, if the other does not answer the contact request immediately.

Some have turned off push messages, so they may answer their contact requests only once a week. Out of place, yes, a no-go in social selling are supposed welcome gifts (e-book, etc.) - so no one wants to be bothered at this point.

6. Flexibility in the communication channel

Online communication options are diverse. After 2 to 3 ping-pong messages, a personal contact, for example a first telephone appointment, can also be offered. It's about finding the right time to turn the virtual into real contact.

And again: think in advance and communicate why it makes sense to meet in person. If the other doesn't benefit from it, there may be a phone call or a meeting, but nothing more. The initially built trust can be like this fast be destroyed again and the social selling activities have come to nothing.

Conclusion: A clear strategy is necessary

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A clear strategy prevents social selling from becoming a time eater, but makes us a time winner. A time quota, z. For example, two to three times a week for one hour is enough to stick to it, but not to get bogged down.

Contacts should be placed virtually on resubmission, key points (eg tags on Xing) make it easier to find target groups and to address thematically and temporally. Social selling is used as an additional and recommendable distribution channel - as a preliminary stage for telephone acquisition and to keep in contact with existing and new customers.


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