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Social Selling Book Reviews – Part Two


Social Selling Book Review

In our first part of the social selling book reviews we looked at the ‘Social selling techniques to influence buyers and changemakers’ by Timothy Hughes. This book gave us a great overview and introduction into social selling techniques and the benefits. Click here to read the full review.


We will now delve into the second book review ‘Social Selling Mastery’ by Jamie Shanks. This book is more focused around sales techniques and how to strategically target and increase value and knowledge throughout the buying process.



Social Selling Mastery by Jamie Shanks


Book: Social Selling Mastery by Jamie Shanks


Read this book for:

  • Sales techniques for social media

  • Strategic and practical advise

  • Ways to reach and engage customers online


This book is heavily focused on developing sales techniques and scraps those quick tips and tricks for social selling to look at building real long term trust and relationships with buyers. Social selling isn’t a quick win approach, Shanks talks about the long-term strategy you want to be achieving.


The book looks at how you need to bring the whole company onboard to implement a social selling strategy efficiently and looks at this as a digital transformation process. Social selling is a team activity and should be achieved collaboratively. Getting senior leaders onboard with this concept is crucial as they must be the ones to support and drive social selling to ensure it scales across the organisation.


Shanks believes that the relationship between sales and marketing needs to be strengthened for social selling to work. Marketing can assist with the insights, creation of assets and measure engagement whilst the sales team can analyse the response and nurture the leads to conversion. The two working together and sharing knowledge is key here.

sales and marketing teams

What the outcome and success of social selling looks like needs to be defined early on and agreed by all. The success might look slightly different for each team involved but it will all feed in and contribute to the greater goal of the business. Remember this is a long term strategy so time and care needs to be taken to plan correctly.


Shanks talks about the subscribers to social channels as advocates. The more subscribers you have the more you will be able to influence and shape the buying decisions. You want to become a digital resource for them so they keep coming back. In turn subscribers will help you to increase exposure over time, increase virality and increase mindshare.


As well as strategic and leadership advise shanks drills down into the individual channels to give practical advice. He discusses how to find your audience on the channels and reduce time spent doing this by clever filters you can utilise. This helps to build your network with the right audience, giving step by step instructions and how to be alerted of change.


A routine should be established with social selling and fixed time so you don’t end up wasting time. Shanks says 30-60 minutes is adequate and setting a good routine helps you to become more informed in your sales process and keeps you laser focused. Social selling shouldn’t take over your job if you have a clear routine and limit time.


The buyers journey is discussed so you can put yourself in the buyers shoes to find better ways to engage with them. Three questions are asked:

  • Why do I have a problem?

  • How do I solve the problem?

  • Who do I choose to help solve the problem?


As we understand the buyers journey and problems we want to link this into the content we create to engage with them. Any content created to assist social selling should be aligned with the following goals - brand awareness, brand affinity, lead generation and lead nurturing.


One piece of content can have many uses for example developing a whitepaper can be turned into a blog and many social media posts. Its good to track all of this content and review it on a regular basis to see performance and variety.


Quotes from the book:

“I’m going to start with a very bold statement. The success or failure of your social selling mastery program, especially its becoming scalable, is predicted on senior leadership buy-in!”


“Your CRM and marketing automation platforms aren’t going to change behaviour. I believe that only proper coaching and training can alter the trajectory of proper digital transformation inside an organisation.”


“Organisation has been and always will be a critical part of sales success. I also find it to be one of the first stumbling blocks for sales professionals, and a reason why social selling doesn’t accelerate their business like it should. There are so many things to do socially, but where to start?”


Conclusion

Social Selling Mastery provides a framework for engaging buyers and building relationships through social media. It creates a key resource for sales and marketing professionals seeking a better way to connect with customers online.


A strategic and practical guide helping you to understand how to plan and prepare for social selling as a business, creating a joint goal for the organisation and getting everyone onboard.


Online review

“It was a pleasure to read this excellent book. I have been following Jamie Shanks blog for some time and am a huge fan of his work. This book provides tips, instructions and a a road-map of how to implement social selling by either an individual or an organization to create a robust internal lead generation system. The advice he provides, while candid, is supported by data, experience and measurable results. If you want to learn how to design and execute social selling into your daily activities this book is for you. It will save you from learning through the school of hard knocks and it will be a resource that you will refer to often.”





Looking for a similar book? Take a look at the review on Social Selling Techniques to Influence Buyers and Changemakers by Timothy Hughes. Click here to read.



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