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Questions: Case Study Analysis Discussion Questions 1. Describe how social media - LinkedIn, Twitter, and Facebook can be used in successful prospecting? 2. When you find prospects by using social media, why it is important to remember the nature of the social media? 3. Give at least three examples of cold messages? 4. Under what conditions, the cold messages are likely to end up in recycle bin? 5. Suggest guidelines following which salespeople can identify potential prospects. 6. Suppose you are a new entrant in sales career and plan to aggressively use social media to locate your prospects. What will be your starting point? Write at least one strategy to connect with relevant prospects using LinkedIn, Twitter, and Facebook. SOCIAL MEDIA AND SELLING TODAY Prospecting with Social Media SOCIAL MEDIA Social media provide an excellent opportunity for finding prospects and reaching out to them. For example, LinkedIn offers an advanced search tool which you can use to narrow down your search and find people by company, job function, organizational position, etc. In Twitter, you can use tools such as FollowerWonk, TweetDeck, Hootsuite, or SproutSocial to identify users based on the words they use in their bios and their tweets. These tools make it easy to find those users who are tweeting about your products or services or their company. Creating a business page on Facebook is maybe the most straightforward way to get on the radar of your potential customers. Once you've found prospects on social media, it's extremely important to remember the nature of these media: they are personal networks. Sending cold messages like "we offer shipping solutions that are tailor-made for your particular needs..." is very likely to end up where all unsolicited e-mails and cold prospecting efforts end up, the recycle bin. Instead of spamming people with unwanted messages, focus on building relationships with relevant customers, since relationships are what social media are all about. Joining those circles, groups, and pages that your customers are members of and are relevant to you and your business is one way of starting new relationships. Also, a wise use of social media is monitoring what people are saying about your products and joining those conversations. In all of your social media presence, you should always follow the rules of participation in mind: your messages should be relevant, targeted, reasonably expected, and timely. Questions: Case Study Analysis