Create Social CRM Content to Promote Purchases - dummies

Create Social CRM Content to Promote Purchases

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

It’s important to be aware of how much information the purchaser has before he gets on your Social CRM radar screen. Some say approximately 75 percent of customers research a product before buying. If you ignore the quality or type of information available to your customer, your sale could be dead before you’re even aware of the customer’s interest.

If you work for a large enterprise, the quality and quantity of the information created is usually controlled by a central group. The likelihood that you have to create your own collateral increases as the size of the organization decreases.

Here are some types of content the social media customer wants before ever speaking to a sales rep:

  • Downloadable product comparisons

  • Webinars

  • Podcasts

  • Video training

  • Case studies

  • Video product demos

  • Community forums

Today’s social customers spend time reading reviews, looking at product descriptions, and comparing prices before they ever consider making a purchase. Therefore, your goal should be to provide all the content your prospects need along the sales cycle.

As a salesperson, you need to make sure that you are aware of online content that your customers are finding and using. The content your company provides about your products keeps the customer on your site. This is very important. If your customer frequently comes back and spends time on your site, you’re more likely to make a sale.

The most important thing about your content is that the buyer can access it online and never have to speak to a salesperson until she’s ready. This changes the sales dynamic. The new social customer is usually well-informed about products and pricing.

The role of the social salesperson is to add value to the information that potential customers already have and become a trusted advisor, with an understanding of what the buyer needs. A salesperson who only recites the product or service’s features and benefits won’t usually get the sale; she needs to go the extra mile. Following are some technical things she can do to close the sale:

  • Point potential customers to the answers to complex questions using social media.

  • Host a custom pricing meeting using an electronic whiteboard.

  • Video-conference the sales and customer teams together to hold a kick-off meeting to begin to explore solutions.

  • Use an electronic tablet at customer locations to access and sign the most current documents.