Apurva Chamaria notes a paradigm shift from 20th Century selling methods and frameworks to Social Selling. Word-of-mouth and social influence always was important in pre-sales, sales, and after-sales, but nowadays crucial in an online, interconnected world. In You are the Key: Unlocking Doors Through Social Selling, the author guides you along the process of social selling in a very practical hands-on mode. Basics like what the major social networks like LinkedIN, Twitter, Facebook, Google+, and Instagram are, and what their core functionality and audience is. How to set up an account, how to profile yourself, as foundation for content sharing. The author explains the difference between content curation, creation and publication, and has a clear role for social (media) selling next to social (media) marketing.
The author is eager to point out the need to start blogging, either through your own blog, an online service like Google’s Blogger, or LinkedIN Pulse. Do’s and don’ts, use of multimedia, and tips for the tone of voice, length of articles and hyperlinks are given.
The next part of the book is concentrating on the search for your target audience through identification of prospects, distilled from leads. Both active (through interaction) and passive listening (setting up alarts, monitoring accounts and activity streams) are dealt with. And, of course ways to effectively approach and engage prospects are shown. On top of that a rather short chapter on enterprise level social selling is provided. Core, however is what you as an individual subject matter expert or provider of goods and service can sell through social networks. Although the many examples and screenshots from 2015’s versions of networks will become obsolete in time, the principles covered will be valid longer. A book to guide your next social selling experiment.
About the author
Apurva Chamaria currently is heading Global Brand & Digital Marketing – responsible for brand marketing, employer brand, employee marketing, thought-leadership marketing and digital marketing. Under his leadership HCL debuted at: 1) InterBrand Top 100 Brands at 19 and grew 35% y-o-y on brand value 2) Brand Finance Global 500 ’15 at 497 with a brand value of 3.1 Bn US$. In the last 2 years the HCLT brand campaigns have won 40 global and regional awards.
Other roles @ HCL including being a part of the CEO’s Vineet Nayar’s office and being a Sales Director at HCL America responsible for managing the global relationship between HCL and Pfizer.
He’s also a sought after speaker at industry conferences like Sales Performance Management , LinkedIn Tech Connect, Microsoft Leaders Speak, ACMP Change Management, and premier B-School events of institutes like ISB, IIM-A, IIM-Raipur, FMS, IIMC, IMI, MICA, Great Lakes etc.
Co-author Gaurav Kakkar heads the digital marketing team which is part of the strategic marketing team of HCL technologies ($ 6.8 Billion Global IT Company). Gaurav is leading the team which has won 73 national & international awards in all fields of Digital Marketing.
I got a free review copy from the author to provide you my personal impressions.