How should I engage prospects who are looking for a data management solutions shortlist on social media?
In this article I share a contrarian approach on how to respond on social media when prospective clients ask for data management solution suggestions.
Occasionally, you’ll see the following type of post pop up on your social media feed of choice, typically in a LinkedIn group or status feed update:
“Which data management solution providers do members of the group recommend to help us with <X>?”
What ensues, can often be likened to those shark documentaries you may have seen on the Discovery channel.
You know, the ones where a diver peers on nervously from a cage, while fresh chum and fish bait attract sharks of all sizes from miles around.
When you see these type of social media posts, the temptation to jump in and shout ‘pick me, pick me!’ and pitch your solution can be overwhelming.
To an outsider, this beauty parade of self-promotion can look like some desperate child who fears being picked last for football practice. They think that stretching their hand to the sky and shouting 'me, me, me ... pleeeeeease' will increase their chances of selection.
But enough of my failure on the football pitch...
Because right now, in front of your very eyes, is a bona-fide prospect, someone who has a pain that your data management product or service could potentially help to solve.
So you do what every other vendor does…
Pitch your product in the forum or news feed discussion
Share a link to your product page
Privately send a connection request or InMail to the prospect, kindly offering a demo or sales call
Update your CRM with the prospect details
And on the surface, this seems to make sense, they did after all ask for solution ideas, and you’ve given them an idea - your product or service.
But there’s just one problem.
You didn’t answer their question.
What they’re looking for are options - a shortlist of suggestions, ideas to help them move forward.
They’re looking for agnostic recommendations from people who are genuine ‘buyers’ of data solutions.
At the very least, they're in desperate need of some unbiased data wisdom to help them figure out how to navigate the maelstrom of solutions they've been asked to critique.
So when you shout ‘pick me, pick me!’, the prospect immediately places you in the ‘Desperate Salesperson Bucket’.
And that’s not a good bucket to be in.
So what’s the best bucket to be in?
That’s easy: The Trust Bucket.
But getting into this bucket isn't easy.
And not because it's an exclusive, Platinum-plated, weird hand-shake, members only, type of bucket, but because trust requires a shift in mindset from selling, to serving.
To make that leap, here are some tips.
From Selling to Serving
First of all, you have to do the exact opposite of what all the other competitors are posting in the forum.
You have to actually answer the question this poor soul originally posted.
Instead of saying, “Check out DataFlex2000, it sounds like a perfect fit, here’s our link, I’ll be in touch."
Say something like this instead…
“It really depends on what you need. Solutions we see in shortlists and competitive tenders that we come up against typically include products A,B,C,D.
I think any of those may suit you depending on what you need, as will ours of course.
But if you share some more specifics about what you need then I’m sure we can help you create a more informed list to take to the next stage of selection”.
Now, I get that this may seem crazy.
"You’re listing competitors? Are you out of your <expletive> mind?” screams the company founder.
But consider this.
The prospect is going to figure this stuff out for themselves anyway.
They’re not luddites. They know how to use Google search.
So you’re simply confirming that the tools/services they should be reviewing are indeed reflective of your own experience.
And you're genuinely trying to help because they seldom ask the right questions in the original post because, surprise, surprise, this is not their field of expertise.
In short, by engaging in a more transparent and authentic way, you’re adding value.
Ker-ching. You’ve just dropped a deposit into the Trust Bucket.
(That sounds weird, but run with it).
But what else can you do?
How about sharing some selection criteria that clients often send you for tenders and RFIs?
Perhaps reach out with a video on how to benchmark solutions in this category.
Think about creative ways to serve this person.
Each time you do this, you’re adding layer upon layer of trust.
And guess what, even after all this, chances are you won’t get the sale.
But before you say "screw you, I've got a quota to hit" consider that anyone reading the original discussion will be impressed by the trust, honesty and transparency you shared.
You (and your firm) will stand out in what is an incredibly fast-moving and competitive data management landscape these days.
What’s more, given that many data prospects end up quitting and moving onto a new role within two years, you may well have garnered a senior-level contact in the very near future.
So try a different approach, you might be surprised at where it takes you.
But what's your viewpoint: 'Think Different' or go with the crowd?
Want to learn how to stand out from the crowd?
Book a Breakthrough Call (it’s free).
We’ll explore your goals, what’s holding you back, and the exact steps you need to take in order to break out of the pack, stake your claim as an industry leader and create a more predictable pipeline of opportunities.