Have you noticed that it is becoming increasingly difficult to contact directors and managers using traditional marketing techniques? It may be time to accept that the techniques that have helped you for so long are now hurting you.

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If it becomes increasingly difficult to contact them, it means that your sales team has to invest more and more time in tedious activities ... with less and less effective results!

To deal with this situation, it is necessary to understand that lead generation can no longer continue to be done in the same way as a decade ago (unfortunately, this is the way most companies in Mexico continue to do) and it is time to use other tools and channels to optimize time and money in order to generate more customers.

In 2012, a Harvard Business Review article reported that more than 90% of corporate executives never respond to cold calls or emails. The same publication ,  in 2015, insisted that 75% of executives use social networks to make decisions. 

If cold efforts are less and less effective and social networks are becoming more popular to increase lead generation, then it is time to start looking at all those digital strategies that have the most potential.

Although social media is increasingly influential in the decision-making process, it is not about simply changing the distribution of the advertising budget and starting to pay for ads on Facebook, LinkedIn and Twitter.

Social media is valuable for decision-making precisely because there are no communication filters dictated by companies, but interactions with colleagues that influence decision-making, so buyers feel more comfortable and confident in asking for information. and make decisions based on those recommendations.

How can you campaign to attract more qualified leads? The quick answer is:  social selling .

When I say social selling I am talking about a strategy that consists of using social networks to connect with prospects and provide them with value. In other words, it helps you create connections and cultivate relationships by providing valuable content to your prospects.

Why is this topic important for the lead generation? According to the SalesForce blog: "Only 20% of sales reps are viewed as valuable by buyers, but 74% of buyers choose to work with the reps who added value first." 

There are important considerations that you must take so that your social selling strategy  does not end up turning the social networks of your sales representatives into a section of timely announcements that are just as annoying as the calls and emails that prospects avoid. A good first step is to understand that the power of information is no longer in the hands of the seller and that B2B buyers are more proactive in their search for solutions.

In short, your salespeople will be in a better position to interact with prospects if, through the content they display on social networks, they manage to add value to them, and help them feel more and better informed. 

Resources 

THE 5 BEST APPS FOR REAL ESTATE AGENTS. PART 1

Secure the future of your estate in the month of the will

Healthy Personal Finance for Mothers of Young Children

Neighborhoods better connected by public transport in Mexico City

How to attract real estate clients? Avoid this one mistake

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