It’s that time of year. Wondering how on earth is it October. What happened to this year, how did it go so quickly. Can’t believe the Office Christmas party is being talked about. God, I hope that we don’t go to that dive of a place we went to last year.
Shit, there are only really 8 working weeks left before everyone descends into Christmas mode and puts things off until January. Oh look, another email from the Boss about year end.
I have been where you are. It’s not fun, the pressure can be immense to deliver the number, pick up the slack from another team who are way off making number. Prospects disappearing as they are dealing with similar pressures to you. Or they know its year end and can probably squeeze you some more on the contract value.
Then it’s the Christmas break, some of you will hit your numbers, some won’t, some will work over Christmas and the weird few days between Christmas and New Years’ Eve – what is that all about.
Boom. Q1. First half of January is always a write off, February is the shortest month of the year, then March and before you know it… You’re only as good as your last deal.
Therefore, Q4 is a critical quarter, out of all of all the quarters, to have your social Selling strategy & content plan nailed down. This where you will build the foundation of your pipeline for Q1 and beyond.
The immense power of social means that you can be present in the market 24/7, prospecting, while you are trying to close down the deals that you are working on. As your buyers start to consider their budgets for next year, what systems, processes, people – whatever it maybe, that needs changing, upgrading, improving, they will start their research. They will want to find interesting blogs, insight, videos, podcasts, recommendations and more to help them get a better understanding of who they need to be talking to, to help solve their problem. If you are not present online, then you will not be found. If your content does not answer the problems that your audience is trying to solve, you will not be listened to. I could go on.
This is all about positioning yourself as the subject matter expert in your field, differentiating yourself from the competition. The output of social selling is, in an ideal world, I saw this, read that or someone recommended I talk to you. From that point on, it is up to you to convert that / qualify that into a bonafide sales opportunity, which you have to go on to close. If your content is positioned correctly, then they should already be some way down the buying process, which, using intent-data from social, your website etc, you should be able to understand, and react accordingly.
You can start by searching the # of area of expertise you are in
#humancapital #payroll #advertising #crm #legaltechnology – the list is endless
Do this in Linkedin and follow that topic, like, share content that is this stream – that will pull you into that network of followers. Try and post / share 2 pieces of content a day, am and pm – one that is your corporate messaging, one that is from a 3rdparty resource, that is of general interest for the buyers you sell to. If you can, add a little comment, this is interesting because. The top 3 points in this are. Like at least one post of one of your prospects, who are early on in the process, a week (of you are not connected to them, follow them on Linkedin).
I guarantee, if you blend this prospecting behaviour with all your other approaches, your pipeline will eventually take care of itself. As will Q1. If you can close.
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