Wednesday 16 May 2018

Professional services organisations and their senior people invariably have a presence on LinkedIn, twitter and other social platforms. But few use them effectively to generate inbound sales. Which, considering research from Gartner suggests 57% of the decision-making process is already complete by the time a buyer first chooses to engage with a brand or company, seems somewhat remiss.

The charismatic Alexander Low from Beyond Sales gave us an insight into the world of social selling, making us all consider if our company’s profiles or those of its senior people really convey what they should, given the first impression buyers have of us is now so often taken from our digital profiles.

In a world of relationship-driven business, more and more activity is taking place online, and firms therefore need to ‘fish where the fish are’ and ensure they are differentiating themselves in the eyes of online viewers.

Alex gave us some useful anecdotes about the all-too-familiar marketing failures so common from professional services firms, such as an over-reliance on often irrelevant emails automatically sent to prospects and clients from largely out-of-date CRM systems.

And he made a passionate case for the benefits of finding, connecting with and nurturing sales prospects through social networks, giving us all some useful tips on improving our profiles and listening to what prospects are saying about us online.

Supplemented with an exceptional spread from the good folk at Freshfields Bruckhaus Deringer, this proved to be a thoroughly thought-provoking session. And, I’d wager, action-provoking (as I hurriedly log in to change my LinkedIn profile).

Written by Ian Morris, Citigate Dewe Rogerson
Regional PR, PM Forum North West