In my honest opinion, every sales rep in an organization should be hunting for leads, even if they are spoon fed leads coming from your website, partners, or whomever/whatever. Because of this I thought it would be nice to put together a resource for sales professionals on how to use Twitter to hunt for leads, nurture them, build rapport with them, establish yourself as a thought leader, and ultimately, turn them into a paying customer. Let’s dive in…
Figure Out Who Your Prospects Are
The very first thing you need to do before tapping into the power of Twitter is to understand who your prospects are and what they are interested in/talking about. You can do this in one of two ways. First, you can take your existing list of prospects or clients and look for them on Twitter. When you find them, pay attention to what they talk about and what they are interested in. This should give you a pretty good idea where you need to start looking. The second way you can do this is by using Twitter’s search function or use a tool like FollowerWonk to search for keywords relevant to your prospects. If I were looking for new prospects for Stryde, I might start with looking for individuals who carry the title VP of Marketing or CMO to begin discussion about our content marketing services.
Start Talking With Your Prospects
After you find your potential prospects, the next step is to start talking with them via Twitter. The key to executing this effectively is to remember the following:
- Conversations should start and flow naturally
- Conversations should be about your prospect, not you or your company
When engaging, you will want to start out by mentioning them with the @mention. This will get them to notice you since your tweet will show up in their stream. Make sure they are noticing you for the right reasons by asking yourself, what are you offering them that’s valuable, relevant, or timely? You should also make sure to personalize the message and not send a plethora of identical tweets to everyone who meets your criteria.
If you don’t get a reply, sit on it for at least 72 hours. Maybe they are out on vacation. Maybe they are slammed at work. The last thing you want to do is follow your message up with another one prematurely. If you don’t get a response, we recommend only reaching out a second time as to not become annoying and potentially burning your brand. If and when you get a response, remember, carry on your conversation naturally and when you feel it’s time, politely ask to take the conversation offline.
Transition From Twitter To Real Conversations
For any sales rep, their goal should be turning prospects into leads and leads in customers. You cannot do this over twitter. Once you have warmed up your prospects via Twitter, you should move to a more personal communication method such as over the phone or in a face-to-face meeting. As you are working to close the deal, make sure you continue to monitor your prospects activity on Twitter, so you can discuss things they are talking about at any given time. This helps build rapport and also helps them feel like you truly care for them both personally and professionally.
In closing, although this might sound easy, it’s not. It takes a lot of HARD work! However, if you’re willing to do things that the competition is not, you will find prospects, you will turn them into leads, and you will turn them into paying customers.
Good luck sales professionals of the world!