It’s a “one-on-one” world – Marc Benioff CEO Salesforce tells why Twitter is key CRM for sales and support
“One of the most exciting things that’s going on right now is that we’re moving into a world where everything is one-on-one and the ability for a company like General Motors to speak directly to that consumer is more important now than ever,” Benioff explained. “The ability to bring that information down – the intelligence of that one-on-one relationship – all the way down to the consumer, with the intelligence built in, that is an incredible opportunity.
In addition, most if not all of Salesforce’s customers are using Twitter today as a customer-service platform, to interact in real-time with their own customers, not just for marketing and sales.”
We have a three-phase process to get you going with your own Twitter social selling efforts. It begins with:
Get – get going with setting up and optimizing your Twitter account (setting #hashtags, reviewing Notifications, engaging with other users), reviewing your current “thought leadership” content (blogs, podcast, white papers), events (road/trade shows, webinars, training), sales and special incentives and long-term marketing strategies.
Gain – build a consistent and persistent posting strategy along with sales lead generation Twitter engagement coupled with customer service and as Sir Richard Branson does, have fun and welcome input from customers. Twitter is a must-have to respond to customer comments, concerns and questions. Responding quickly and politely is critical to your reputation. Ultimately as John Legere said it best, “Consumers aren’t going to connect with a robot #CEO.” This means not automated posts but personal engagement with others like exercise you can’t automate that either.
Grow – sales lead generation is typically a long, costly and complex process. Using Twitter is not a panacea, however, integrated with existing lead demand generation does work. As one client said, “our competitors are using Twitter so if we don’t it, then we will increasingly lose new and existing customers.” In addition, gather feedback and present to management results, analytics and performance metrics.
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