Advanced Social Selling Techniques with Melonie Dodaro

Social selling is all about starting a conversation. I met up with Melonie Dorado to discuss in-depth several social selling techniques.
Social selling has 4 major pillars:
– the right profile geared towards getting your prospect to accept your request
– find the right people (always start with a personalised message)
– The right messaging that moves them along the process (so they trust you)
– create and distribute the right content as prospects are not always ready to buy straight away.
 
links mentioned:

Listen to the podcast or read the full transcript below.


Advanced Social Selling Techniques with Melonie Dorado – SAS ep 60

Michael Humblet:
Welcome to the Sales Acceleration Show. My name is Michael Humblet and today, we’re going to talk with a world renowned expert on LinkedIn. So it’s not going to be basic stuff. It’s going to be very advanced stuff. So welcome Melonie to the show.

Melonie Dodaro:
Thank you.

Michael Humblet:
It’s going to be a very short show because we don’t have a lot of time. We’re in a big event here. That’s a book lounge and I know you’re writing a book.

Melonie Dodaro:
I just actually published a book a couple of days ago.

Michael Humblet:
What’s the name of it?

Melonie Dodaro:
It’s actually a book for the student university market. So it was a feel good project for me, helping students and graduates really create an amazing career, land a great job right out of university and build a network that will serve them for life. So, that was my feel good project. I typically focus on LinkedIn for lead generation or sales.

Michael Humblet:
Yep. That’s where I want it to go today. Sales and LinkedIn, which is fantastic. So you have a whole model. You’ve done this many, many times. You advise lots of customers. So I’m basically going to bounce the question back to you. So what’s the model? How should I think, what should I do? And later on, we’ll talk about what not to do.

Melonie Dodaro:
Yeah, well and that’s as equally as good a question, right? So, when I’m teaching social selling, I say that there’s four main pillars. You have to have the right profile so that decision makers will accept your connection request. It’s really the whole purpose. Of course, to build your personal brand and whatnot. But if you’re using LinkedIn for sales, that first step is the most important. It’s crucial, right? Because you can’t ever message anybody or start a conversation with them unless you connect with them first.

Michael Humblet:
And nobody wants to talk with the sales so you got to …

Melonie Dodaro:
Yeah, and that’s a great point. So I teach sales teams on taking all the sales language out of their profile.

Michael Humblet:
How not to be a sales.

Melonie Dodaro:
Well, I change their titles. I’m like, “You’re no longer an account executive. You’re no longer a sales this,” you know. So that’s the first step. The second step is finding the right people. So using LinkedIn’s phenomenal advanced search functionality and all that kind of stuff to really target the right people with a personalized message.

Melonie Dodaro:
Again, so once the …

Michael Humblet:
Always a message or not?

Melonie Dodaro:
Yeah, always a message.

Michael Humblet:
Always. Because we want to have personal connection.

Melonie Dodaro:
Well, when you’re sending a connection request to somebody, especially a decision maker, because one question that they have in their mind, who is this person and why are they trying to connect with me?

Michael Humblet:
Can I trust him or her?

Melonie Dodaro:
So you need to be able to answer that question because there is a certain percentage of people that will just click accept, no matter what. But usually, the higher level people, the higher level decision makers, they’re much more guarded. So that personalized message, that’s about them, not about you. I can’t tell you how many messages I get from people saying, “Hi Melonie, I’m this, I’m this, I’m this. My company’s is …” It’s like, who cares?

Michael Humblet:
I’m the same.

Melonie Dodaro:
I always say at the end of the day, nobody cares about you. Nobody cares about me.

Michael Humblet:
We are in the same, hi, Melonie, we are in the same business. It’s like seriously.

Melonie Dodaro:
Yeah, how about a little bit more creativity?

Michael Humblet:
Okay. Profile.

Melonie Dodaro:
So, yeah, so we got profile, we got finding the right people, targeting them and connecting with them. And then the right messaging that moves them forward along the process to really start to build rapport, to add some value to them and earn enough trust that they’re willing to have a phone call with you.

Michael Humblet:
I remember we did a webinar for HubSpot together and you said, “There is no selling in social selling.”

Melonie Dodaro:
Yeah.

Michael Humblet:
And I’m like, “I fully agree.” So you see …

Melonie Dodaro:
There is no selling social selling. The entire purpose of social selling is to book warm calls. Right? We know that cold calls are a struggle. It’s a 2 to 2.5% success rate. So why not book warm calls?

Melonie Dodaro:
You have the tools available to you, book those warm calls, but you need to put in some effort. And to get from a cold connection to a warm call requires a few steps. You got to slow down the sale to speed it up.

Michael Humblet:
Yep. Fully agree. And what’s the last one?

Melonie Dodaro:
The last one is, well, it’s something that you’re masterful at and that’s content. And so as you build this network of qualified prospects, you want to stay top of mind for them because not all of them are going to be ready for what you have right now. So you want to build authority over time. You want to stay top of mind and just top of feed, top of mind.

Michael Humblet:
Yeah, absolutely. So what would be your advice? What should you never ever do? What should they stop like today?

Melonie Dodaro:
Yeah, the biggest thing is slow down that sale to speed it up. Most of the people that are trying to use LinkedIn for sales are what I call the sales pitcher. They send the connection request and right after follows the sales pitch message. That’s the fastest way to either get reported as spam, removed as a connection or potentially even blocked.

Melonie Dodaro:
So treat people online the way that you would treat them offline. Would you come up to me today and say, “Hi Melonie, listen, you know, my company is this and this and this. Would you be interested in buying?”

Michael Humblet:
Probably not.

Melonie Dodaro:
So then treat people the same way online that you would treat them in person.

Michael Humblet:
Yeah. That’s a good advice, actually.

Melonie Dodaro:
Yeah, and always, every single time you are typing a message, think, how would I react if somebody sent this exact message to me? People, for some reason, they have this mental block when it comes to anything to do with social media. They think, “It’s okay to be sales pitchy and promotional.”

Michael Humblet:
I think they go in extremes. Either they go from one extreme-

Melonie Dodaro:
They go from one extreme or another, absolutely.

Michael Humblet:
Just act normal. For some reason-

Melonie Dodaro:
Yes. Build real relationships.

Michael Humblet:
And I think with that, we’ll stop the show. You can find Melonie, we’ll put all the links in the show. We’ll put them in the podcast wherever we are showing this and big thank you.

Melonie Dodaro:
Yeah. My pleasure. Thank you.

2019-11-26T07:44:14+01:00November 26th, 2019|

About the Author:

Michael Humblet is obsessed with designing, building and scaling sales engines and founder of Chaomatic, focused on unlocking & maximizing revenue growth trusted by over +207 companies. He is a seasoned sales strategist who served in different Sales Leadership functions. Michael Humblet is the host of The Sales Acceleration Show, the sales and marketing focused Q&A show on how to accelerate your business.
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