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The Discipline of Planning
Blog / For Sales Pros / Apr 6, 2017 / Posted by John Golden /

The Discipline of Planning

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Extracted from John Golden’s book Social Upheaval: How to Win @ Social Selling

J.R.R. Tolkien, in his children’s fantasy The Hobbit makes this excellent point:

“It does not do to leave a live dragon out of your calculations, if you live near him.”

In other words, it is important to know the lay of the land when planning an excursion—of any sort.

The second definition of discipline is a “regime that develops or improves a skill” and regimes are often associated with a plan or system for restoring or maintaining health. You can see where I am going with this: You need a regime that will increase the health of selling activities just as you need to avoid anything that is detrimental to it. In life, spontaneity can be fun, energizing and generally make you feel alive. In social media not so much—you can’t unpost a rash, stupid, crass (I could go on…) comment. As the Violent Femmes sang, “this will go down on your permanent record.” You can try apologizing if it was offensive in some way. You can hope no one noticed if it was just silly or ill advised. But you cannot un-say it. It is almost as if it was written in stone, because it is almost certain that it was forwarded, pinned, re-tweeted or posted on a blog somewhere before you attempted the retraction. It is now out there in cyberspace forever. If you take nothing else from this article, please do heed this warning and be circumspect, thoughtful and sensible in what you post. Always consider the consequences and look at what you are about to post from the viewpoint of those reading it. Look for how it could be misinterpreted even if such misinterpretation seems farfetched. Murphy’s Law dictates that someone will misinterpret it that way….

My mother constantly told me while growing up that if I had nothing say, then don’t say it. It is sage advice that I ignored all too often but now use as a guiding principle when it comes to social media. If you have nothing worthwhile to contribute to the conversation then don’t post something just for the sake of it. There is enough digital pollution out there and it is growing exponentially with each unnecessary and vacuous “Happy Friday” tweet.

Social media campaign planning needs to be done with the same strategic rigor as planning any other sort of marketing campaign. The generally agreed upon basic steps to planning a successful marketing campaign are as follows:

  • Be very clear on your objective and define what a successful outcome will look like
  • Figure out who you want to reach
  • Work out the appropriate, impactful message
  • Choose a call to action
  • Determine how you will measure and analyze results
  • Launch and adapt to the response

If you follow these steps you will be well on your way to an effective social selling strategy.

About Author

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World's Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He has conducted over 500 video interviews of thought leaders for Sales POP! online sales magazine and has a podcast channel on iTunes that has over 350 audio interviews He is CSMO at Pipeliner CRM. He is also an Amazon best selling author of two books and In his spare time, John is an avid Martial Artist.

Author's Publications on Amazon

John Golden, best selling author of "Winning the Battle for Sales" presents "Social Upheaval: How to Win At Social Selling" to explain how every B2B salesperson can add social selling methods to their toolkits, and why it is so important that they do so without…
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FROM THE CREATORS OF SPIN SELLING―TRIED-AND-TRUE STRATEGIES TO ARM YOU IN THE WAR FOR SALES SUPREMACY "I distinctly remember my first VP talking about 'campaigns' and 'targets.' Indeed, successful salespeople have made learning from military tactics an important aspect of their careers. In this engaging…
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