Thanks to the Internet, buyers are more autonomous than ever before. They are asking questions, finding answers on their own, reading reviews, and overall making their final decisions before meeting the salesperson. Therefore, the more informed buyer has changed the sales process from being one sided to a two-way-street conversation. As a result, “89% of top performing sales people say social networking platforms, such as LinkedIn, are important in closing deals and are part of their sales strategy.”
This movement is called social selling.
Think of social selling as a dinner party at your house. The crowd is a mix of current clients along with people from their existing network. At this dinner party you can leverage your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.
Social Selling Examples and Strategies
- Commenting on posts
- Optimizing your social media profile
- Posting relevant information
- Creating a Facebook or LinkedIn group
When you engage with current or potential customers through social media, post comments that are insightful. Engaging comments express ideas or opinions about the post and will encourage someone to comment back. A good rule of thumb when commenting is to write something that sounds like you. Comments like, “cool article!” not only lack depth, they don’t provide enough information for anyone to engage with you.
Optimizing your social media profile is a quick way to build out your social selling strategy. When you start incorporating social selling, it’s safe to assume some people will click on your profile page. If your profile is up to par then it can lead to, well, a new lead! An incomplete profile with no information about your product or solution will drive new business away, or worse, drive new business to competitors.
Social media is a great platform for thought leadership. Sales professionals should stay on top of trending articles and ideas because it shows that you are informed and well-educated. Re-post an innovative article, photo, or video. Share your discoveries, and people will take note.
An additional social selling solution is to create a LinkedIn or Facebook group. A social media group is a great way to establish thought leadership, gain insight about your buyers, and generate warmer leads. But before you start inviting people to your groups, find out which platform is right for you. For example, if you work for a software company, then LinkedIn will have most of your target audience. Why? LinkedIn is one of the most powerful B2B social media platforms with 467 million members. However, according to SuperOffice, “If you’re selling products that appeal to teenagers, you should use Facebook and Instagram.” Research which social media platform has your target audience before developing a group.
Why is Social Selling Important
Ninety percent of top performing salespeople now use social media as part of their sales strategy. Also, the fact that the success rate of cold calls to appointments is only 0.3%, reported by Baylor University’s Keller Center for Research. It makes you wonder what your next sales moves is, right?
No need to look any further! Listed below are the top 3 reasons you should incorporate social selling into your sales strategy:
- Social selling builds long-lasting relationships
Social selling is all about long-lasting relationships. According to CSO Insights and Seismic, 31% of B2B professionals said that their social selling allowed them to build deeper relationships with their clients. As a result, you are not just a salesperson to them, you are a person they trust.
- Social selling makes you an industry expert
Did you know that Accenture’s State of B2B Procurement Study found that 94% of B2B buyers conduct online research before making a business purchase? Make your presence known on social media, so buyers look to you for the latest information and advice.
- Social selling enables referrals
Good news spreads fast and with the power of word-of-mouse, it spreads even faster. Each cultivated relationship with every single prospect opens a door for a new one.
Embrace Video as a Social Selling Platform
With all these social media connections and contacts you’ll want to use a communication platform that is personal and engaging. Create videos that offer industry related advice, tell personal stories, and request referrals from current clients. Watch the video below to learn more about Covideo’s video software and how to apply it to social selling.
Alright, That’s a Wrap!
Social selling focuses on the prospect’s needs first, selling second. Begin your social selling journey by connecting with your existing customers over the right social platform, then post meaningful content within your network. Don’t be afraid to ask your existing customers for testimonials or recommendations. Use video as a social selling tool to create a more personalized experience for your clients and prospects.
Try social selling with video with Covideo’s free 14-day trial! Send and track your personalized messages today and see first hand the power of video and social selling.