Social Sales Require More Than One-Click Engagements


Social Sales Require More Thank One-Click Engagements

One-click social shares (reaching out and tapping or touching someone on a social network), under the guise of engagement, appears to be a prevalent practice.

This includes practices like:

  • Liking a comment or an update
  • +1ing a post
  • Sharing
  • Retweeting
  • Favoriting
  • Endorsing on LinkedIn
  • One-click connection requests

Heck, we even have “no-click” engagement tools for totally automated sharing and content curation.

We like things fast and easy

Whether we like to admit it or not, many of us feel overwhelmed with the need to be active and engaging and, as a result, we engage in what I like to call “mindless tapping and sharing.”

I myself am guilty of this as well. Instant gratification trumps quality. Furthermore, we ourselves want to make it fast and easy for others to share our stuff so we install one-click social share buttons on our articles.

Are one-click engagements nice gestures? Sure. You are making a tap, saying “hi” and, in many cases, you are sharing valuable information to your networks while promoting others. But, are they anything more than that? Do they optimize your social sales effectiveness and are you truly engaging?

I recently tried an experiment by telling LinkedIn to no longer suggest to people that they should endorse me. Of course, this is a one-click action that is heavily promoted by LinkedIn.

Since I am no longer requesting for people to endorse me, I have received no endorsements at all. What does that say about the application, the people who have previously endorsed me, or about how others perceive my value as a professional?

Doing a good job takes less time than doing a crummy one!

Let me put it another way. I’m a salesperson. From a productivity standpoint, If I spent five hours on business development activities would that be time better invested than if I spent 20 hours waxing my car? The answer to this seems pretty obvious. One brings me commissions whereas the other does not. Better yet, one takes only 5 hours whereas the other is consuming 20 and this points to the fact that … Quality actually does take less time than quantity.

Start with your goals

Some of my goals are to:

  • Be visible and memorable
  • Attract the right people
  • Discover and build relationships (new and old)
  • Increase my revenues

If these are your goals, too, let’s explore some ways that you can achieve them …

Use their name! “The sweetest sound to anyone’s ears is the sounds of his own name.” – Robert C. Lee.

When you use someone’s name early and often, you add tremendous impact to your message that really gets their attention. If you use their twitter handle, there is a reasonable likelihood that they may even be notified. Dale Carnegie 101.

Do not use auto-direct messages. I flat out hate auto-DMs and, to the best of my knowledge, I have never seen one that includes my name. This fundamental fact also makes them glaringly obvious and the message you are delivering is …“You aren’t important but, please like my page.” Sorry but, it’s just plain rude.

Try to personalize every engagement. You want to stand out from the crowd and the noise and social media has plenty of both!

  • Use Buffer or Hootsuite’s hootlet to tweet a line from the article and add “via @twitterhandle”. You are also demonstrating that you actually read the article!


  • Instead of endorsing someone on LinkedIn, recommend them. The five minutes that you will spend, particularly when it is unexpected, will really make someone’s day!
  • Instead of liking a post, leave a comment. The same goes for Google +1’s.
  • Don’t one-click retweet, use the old style retweet instead and add a personal touch.
  • Surprise them by sharing one of their articles when they least expect it.
  • Start with a template invitation to connect on LinkedIn and then, before hitting send … personalize it!

This same rule holds true when you are congratulating someone on a new job or saying “Happy Birthday.” When you receive these notifications on LinkedIn, you can one-click or you can invest two seconds and personalize your message.

I chose the latter the other day and here is what they wrote back …“I’ve got to say that I had lots of birthday wishes on Facebook and even GooglePlus, but just one on LinkedIn (from you) – And a very nice message at that! Thanks Craig!”  Apparently, I am now memorable. I told my buddy that I liked to “swim against the current.”

And what about people who one-click engage with you?

Just because somebody one-clicks you, this does not mean that there may be no value in this action. After all, they did direct a click your way. You need to understand …

  • Who are they?
  • How did they choose to engage (via what service and in what form)?
  • Why did they engage?
  • What were they responding to?
  • Is there potential here?

All of these factors are very important considerations and may be used to uncover hidden motivations and interests. For example, somebody retweets and favorites a new product announcement that you just made, and then simultaneously adds you to a list titled “Services I need to investigate.” There may be potential business there. Based on your findings, you may wish to engage back, but do so in a meaningful way.

It’s all about relationships

You will never be able to build relationships with one-click engagements alone. They can be a part of your toolkit but, they should be the tiniest tool in your box and should ideally be used as part of a progressive engagement strategy.  Always compare any social media engagement to those standards that you practice in real life.

As a salesperson, how far would you get if you regularly stopped by a prospect’s office, left your card, and never asked to speak with anybody? Relationships develop when we demonstrate to others how important they are to us as people and as friends. Business is absolutely no different. Show me that you value our relationship. Be different and be memorable.

How about you? With what strategies and techniques for engagement are you finding success?

About the Author:

Craig Jamieson

This monthly Social Sales column is contributed by Craig M. Jamieson. Craig has been in B2B sales since 1977 and during that time has served in a variety of positions including; sales manager, division sales manager, national sales manager, district manager, and as a business owner. He is the managing partner of Adaptive Business Services in Boise, Idaho which owns and operates NetWorks! Boise Valley B2B Networking Groups, is a Nimble Social CRM & HootSuite Solution Partner, a TTI Performance Systems VAA, and Craig also conducts workshops and seminars relating to sales and social business applications. +Craig Jamieson

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