How to Hire a Social Media Manager Who Can Sell

Need to hire a social media manager, freelancer or agency … or get your current resource focused on sales? Here’s a quick way to get everyone aimed at the goal: engagement that creates leads, referrals and sales, not just shares, comments and followers.

Need to hire a social media manager, freelancer or agency … or get your current resource focused on sales? Here’s a quick way to get everyone aimed at the goal: engagement that creates leads, referrals and sales, not just shares, comments and followers.

3 Phrases to Watch Out For
There are three “red flag” phrases to watch out for in the interview process, during weekly meetings or in performance reviews. These are:

1. “People are not on social media to be sold.” If your social media manager or candidate tells you this, it’s a warning sign. Pay attention! I’ll show you why this belief is so dangerous in detail below.

2. “Marketing and advertising are long-term, not instant.” In short, any good seller or marketer (you) already understands and appreciates this. The statement is a hedge.

3. “Social media marketing is mostly about building brand equity (as opposed to selling).” Indeed, but this presumes getting and maintaining brand equity is not about selling.

“You don’t sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something,” says Bob Hoffman, CEO at Hoffman Lewis.

In many cases, any one (or all) of these phrases can be signs of a belief system that does not take responsibility for strategies like blogging for lead generation. Tactics supporting this viewpoint are often made by social media managers who don’t know how (or don’t want) to take responsibility for generating sales.

To be clear, this exercise is not about judging your social media manager personally. I’m sure he or she is a great person. This is about making sure you know how to hire a social media manager who can sell.

“People Are Not on Social Media to Be Sold”
This one is the most dangerous. It sounds totally rational and a little part of each of us can relate to this claim—until you think about it for a minute.

For the sake of argument, let’s say it IS true. People don’t go to social media to be sold. But do they turn to social media to solve problems? Have you? Or have you ever turned to Facebook to discover short-cuts to doing something really important to you?

Do people ever turn to blogs or YouTube to discover new ways to achieve goals?

Sure they do. As people do these things they often end up meeting businesses that can help them. Some people end up being courted by those businesses via social media or email lead nurturing. Some prospects even convert to customers—they purchase!

Many of us are selling on social media every day.

Consider the millions of people each day that:

  • query Google about a problem they need solved or a goal they want to reach;
  • end up at a blog;
  • sign up for an ebook or educational video series;
  • end up buying from the blog owner a few months later.

Sandy Isaacs, owner of events company, Break Away Moments, said to me recently, “Why would one opt to become part of (social media) sites if you are not wanting to either promote yourself with what you have to offer or, in turn, wish to gain as information from others especially, based on your own interests as well?”

You Better Watch Out, You Better Not Cry
You’d better not pout about the in-effectiveness of your social media execution. I’m tellin’ you why. Saying that people are not on social media to be sold ignores both reality and the central tenant of effective online lead generation:

Helping customers (who are hungry for solutions) problem—solve in ways that give them enough confidence to buy.

Bottom line on how to hire a social media manager: Don’t hire anyone who tells you that marketing isn’t responsible for generating sales in directly or indirectly … in some way, shape or form. Watch out for the above phrases exiting the mouths of your interviewees or employees.

Also, remember to focus on the questions your social media manager asks YOU … not just answers they offer to questions you ask them.

That’s how to hire a social media manager who’s focused on leads and sales.

Good luck!

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

2 thoughts on “How to Hire a Social Media Manager Who Can Sell”

  1. I definitely see where you’re going. You can build up the relationship all you want, but even a regular salesperson needs to ask for the sale at some point. And the intention should always be to engage and then nudge towards the sales funnel.

  2. Exactly, Lara. There are many folks (who tend to show up elsewhere in comments… not here at TM) who keep yapping at me that I don’t "get it" and that, "Social media is about humanizing your business, building relationships, and creating a conversation around your brand with loyal brand advocates."

    and…

    "Social media serves as a platform where current relationships with customers can be nurtured and new relationships can be formed."

    All true. But this is social media rah-rah cheerleader talk in my view. I’m hard core on sales, Lara. Maybe it’s because I fend for myself—as a B2B small business owner.

    What’s the point of building relationships, creating conversation, nurturing relationships if ultimately it cannot sustain the business we run… you know, the one that pays your salary, Mr./Ms. Social Marketing Manager?

    After all, how can we make someone loyal to our brand without, first, selling them something?

    I’m not excluding the value of branding, customer service, etc. that social provides. I’m simply saying this "social media is not meant for sales" stuff is nonsense that prevents us from eating!

    What do YOU think? Am I right or wrong?

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