What Really Matters If You Want To Get Leads And Clients With Social Selling

There are five parts to being successful at social selling.

Without them, you don't have a predictable pipeline. You don't have leads coming in consistently. You won't have clients or conversions.

Here's what each one looks like.

1. A Four-Second Value Prop

This is the most foundational piece of your success.

Without a clear message, everything else fails:

• Your content won't land
• You'll get no inbound leads
• You'll message people and they won't respond
• Your sales conversations won't convert

Your message has to do three things:

• Align with what you want to sell
• Align with what your audience wants
• Land in four seconds or less

You're not operating in a room where people give you the courtesy of their attention. You're operating in a space where people are easily distracted. They'll scroll past you if they don't see something that flips their switch.

The what's in it for me factor needs to be obvious, fast.

This is the hurdle most people get stuck on. They never build the message, then they say social selling doesn't work.

Here's what happens when the message is wrong:

• Wrong message into a campaign, campaign fails
• Wrong message into content, content fails
• Wrong message into outreach, outreach fails
• Wrong message into a sales call, call fails

Your four-second value prop runs through everything:

• Post: four seconds to show what they gain
• Profile: four seconds to show it's worth more attention
• Offer: four seconds to show the benefit

2. A Profile That Pre-Sells

Once the message is settled, translate it into your profile.

Your profile is where people check you out. It's where they self-educate. You want it doing the heavy lifting so that by the time they speak to you, they already know who you are.

Buyers now research products and services themselves before they talk to anyone. Before you get an inquiry, they've already checked you out.

In the old world:

• Make an inquiry
• Have a call
• Check you out

Today:

• Check you out
• Check you out again
• Maybe have a call

Your profile should make it easy for them to dig in:

• What you sell
• Why it matters
• The success you've had
• The problems you solve
• The results clients get

The more they see it, the more they trust you. Get your stuff out there.

3. An Audience Of Buyers

You need people to talk to. Grow your network by twenty a day like clockwork.

Adding twenty a day will net you seven to ten new contacts accepting per day. That's more opportunity than you need.

Some will sit in your network and get to know you for a while. Some you'll work on straight away. Either way, you have a steady flow of people you can start conversations with.

Most networks are dying. People change jobs. People retire. People pass away. If you're not growing, you're shrinking.

4. Tactical Day-To-Day Campaigns

You need quick wins. You need tactical things you can do day-to-day to stay motivated and get early results.

Without tactical wins:

• You lose motivation
• You don't learn what's working
• You give up before the long-term work pays off

The longer and more consistent you are, the better the return. But most people want wins before they invest the time. Tactical campaigns give you those wins.

Examples:

• Polls
• Quick message campaigns
• Wow posts
• Self-propelling posts
• Simple conversation starters

Are these the most efficient way to get leads and clients? No. But they are things you can do right now while the longer-term work builds in the background.

Someone in your network for three months who has seen you eleven times is far more open to a conversation than someone who connected two days ago. You need tactical wins now while other people are getting to know you.

5. A Path To Pipeline

This is the long-term work you do over and over again. Trends come and go. These pathways stay consistent.

There are five:

• Conversion content
• Newsletters
• Events
• Relationship-led selling
• Hyper-targeted outreach

These work on any platform. They work over and over. They aren't dependent on trends. They aren't dependent on an algorithm loving you.

You only need mastery of one.

Then you run the process I call LAPD:

• Leads
• Appointments
• Proposals
• Deals

The five paths get you the leads. That's where it begins. From there:

• Get them onto calls
• Run the calls well
• Propose deals
• Close

Treat It Like A Business, Not A Social Platform

Don't think of social selling as a social media exercise.

Think of it as entering a new market.

What that looks like:

• A clear value prop
• Culturally adapted to the platform
• Systems in place to operate efficiently
• A business decision, not an emotional one

Social selling is a way of operating.

If you use social emotionally:

• One person ignores your message, you get demotivated
• One post flops, you're down
• One campaign works, you're sky-high

That's not how you run a business. That's not how you market. That's not how you sell. You market like a business. Social is a channel you use. You take it seriously.

The Five Steps

• A four-second value prop
• A profile that pre-sells
• An audience of buyers
• Tactical day-to-day campaigns
• A path to pipeline

That is the process of social selling.

Want my help to build this? Join my Social Selling Accelerator and we'll help you implement this process and get you leads, conversations, calls and new clients coming in.