Social Selling: What Is It, Why It Matters, And How to Do it?

Are you using social selling in your marketing mix to improve your campaigns? Are you wondering what it is and how to use it to your advantage? Hang on as we will discuss each part in a moment.

The world of selling has changed. Utilizing the traditional ways of selling will not help you achieve sales success. If you are into sales profession and you have not yet incorporated social selling into your funnel, then you are likely already losing business to more socially savvy peers.

By now, you have heard of social selling. So let’s discuss;

What Exactly is Social Selling?

Social selling is all about leveraging the social network that allows salespeople to find the right prospects, build good relationships, and ultimately achieve the sales goals.

Social selling is all about leveraging the social network that allows salespeople to find the right prospects, build good relationships, and ultimately achieve the sales goals. Click To Tweet

Hence, following the strategies promises better sales to lead generation, and sales prospecting process, as well as eliminates the need for cold calling. Here are samples of social selling.

Social Selling Strategy

A social selling strategy is a plan which you put in place for utilizing social media effectively to connect with your prospects mainly through content and interactions with opportunities.

Moreover, the primary motive of the social selling strategy is to convert your prospects into customers. Thus, four primary columns support social selling, and the four major pillars are:

  1. Creating a professional brand
  2. Focusing on the right possibilities
  3. Engaging with Insights
  4. Building trusted relationships

Fundamentally, this marketing practice involves the art of using social media effectively to find, connect, understand, and nurture sales prospects.

Over the last few years, the impact of social media has gone far beyond the marketing department, which makes a more significant number of businesses integrating social media marketing strategy for their sales function.

Using social media adequately will allow your business to reap rewards that will repeat themselves again and again. And to do so, adding social selling into your sales process is a must. Click To Tweet

Using social media adequately will allow your business to reap rewards that will repeat themselves again and again. And to do so, adding social selling into your sales process is a must.

Why Does Social Selling Matters to Your Business?

From providing excellent customer service to social advertising and selling directly to consumers, social media has a significant impact on how businesses and brands operate.

Social Selling: What Is It, Why It Matters, And How to Do it?

Social selling has become a crucial tool which keeps your brand at the forefront of your customer’s mind. In view of this, using social selling techniques can help you identify your customers, connect with them, understand their needs, and encourage them to purchase from you.

If you have not incorporated social selling into your funnel, then you are already losing business opportunities to more socially savvy peers. Click To Tweet

Moreover, the techniques are best for cultivating brand awareness and creating relationships on a more personalized level. It provides you with the right tools in forming customized interactions with your audience and makes them feel appreciated.

More on why you should integrate social selling into your digital marketing mix:

  • Nobody likes cold calling, and the truth is that it is not very practical nowadays. Research reveals that 90% of top decision-makers say that they never respond to cold calls. On the other hand, 75% of marketer say they are using social media to make better marketing decisions.
  • 76% of customers prefer to communicate with brands on social media.
  • However, social listening allows the sales team to identify new leads that are already talking about your brand so that you can reach out to them slowly with helpful information when the time is right.
  • Building a social network through social selling will allow you to seek out new sales prospects through existing mutual connections, creating an immediate sense of trust and bond.
  • 90% of top salespeople are already using social selling tools. In consequence, by not allowing your sales teams to use social media tools, it becomes more challenging for them to recruit top sales performers specifically from the millennial demographic.

Today’s buyers are modern, more empowered, and increasingly self-educating. They spend time evaluating other marketing options that have made traditional channels like cold calls obsolete.  It brings the need to implement social selling strategies into your sales training successfully.

How to get started with Social Selling

Social media sites have become the destination where marketers interact with their clients and eventual customers to solidify business relationships. But then, you can also use social media to find new leads and convert them into paying customers.

As a result, social selling is not spam. It works by providing insights on a prospect’s problem on any social media site, including LinkedIn, Facebook, Instagram, or Twitter.

From providing excellent customer service to social advertising and selling directly to consumers, social media has a significant impact on how businesses and brands operate. Click To Tweet

The concept of this marketing module is not about pitching your brand product, but it is about curating strong relationships by making your clients a part of your conversation. The following steps will help you to begin the process of social selling the right way:

1: Building Credibility

Since there are several social media platforms where you can build your reputation, you can begin the process of building your credibility on LinkedIn. Ask for endorsements and recommendations from connections to amplify your social proof on the platform and boost your credibility.

Social Selling: What Is It, Why It Matters? (And How to Do it)

Social selling on LinkedIn works incredibly well. Therefore, also ask you connects to share your content and also comment on them. The more social proof you get, the better for your business.

2: Know Your Prospects

You need to think beyond just approaching your clients. It means that you need to take an extra step to know your potential clients before the sales call. Go through their LinkedIn profiles and learn a couple of facts to bond over.

Even Facebook is also a reliable source to find out the right information. And with a few clicks, that will take you towards an effective way of understanding your target market.

3: Choosing Social Networks Wisely

Social Selling: What Is It, Why It Matters, And How to Do it?

Technology keeps evolving rapidly, and so does social media platforms. You cannot blindly start making connections via LinkedIn, Twitter, Facebook, etc., because that’s where you feel comfortable.

It is good to explore new sites to find out where your target audience hangs out. Although there are numerous existing social media platforms, you need to keep your eyes open for new networks and campaigns, too.

The concept of social selling is not about pitching your brand product, but it is about curating strong relationships by making your clients a part of your conversation. Click To Tweet

Look out for new trends in your niche and run tests on them to see how they fit into your marketing strategy.

4: Follow a Formal or Dynamic Approach

The first and foremost step is to define the core principles of your workplace and how to measure results. For successfully implementing social selling into your sales training programs, you need to adopt at least a formal or preferably dynamic approach with adherence to core principles.

5: Be More Social in Groups

Join LinkedIn, Facebook, and Twitter groups that are relevant to your industry. Groups that can help you start networking with peers and prospects. You need to follow a flexible approach to the sales process by engaging your audience on a social level to help you build authentic relationships.

However, for building a strong relationship with your intended audience, content is the key. Find out what your intended audience needs, and also check out the content of your competitors. Then create content that appeals to their interests.

6: Social Media Training

Providing training to your sales teams for different social media platforms is not sufficient. This approach is one of the popular misconceptions organizations having these days.

Along with the right knowledge of using various social media networking sites, your sales team should learn how to insert social selling into their day-to-day activities.

Social Selling: What Is It, Why It Matters, And How to Do it?

In view of this, organize webinars, workshops, and digital training courses to train your team and enhance their social capabilities.

7: Provide Valuable Content

Compelling content has become the heart of successful social selling. Thus, to make your business a raging success, it is essential that your material does what you need it to do.

Make sure the blog content you are sharing with your audience on social media is informative rather than promotional. Hence, providing the right type of content for your audience will bring unexpected better results.

Follow a flexible approach to the sales process by engaging your audience on a social level to help you build authentic relationships. Click To Tweet

For this reason, you need to incorporate social content into your overall content marketing strategy. Once you make content marketing a part of your overall marketing strategy, you will start getting productive and positive results.

Wrapping Up

The above discussed social selling strategies will allow you to make the most of your social networks in the right way. In today’s competitive marketplace, learning how to use relevant tools will benefit your business a lot.

Social selling is emerging quickly and successfully because both B2B and B2C companies are using it to get results from their social media participation.

If you are not actively engaged in or using this digital marketing asset, you are missing a lot of potential sales that are not showing up in the social purchase research.


George Albert

George Albert

George Albert is a social selling expert and has years of experience in sales and strategy. He is the COO for Sales For Life, which is a global sales training company helping B2B companies with sales transformation within their process to increase pipeline and revenue.

6 Comments

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Donna Merrill · May 29, 2019 at 3:11 pm

Hi George,
Nice to meet you here on Moss’ place.
Social selling is a must these days. With everyone on their phones and computers, social media plays a huge role in our society. As long as we are clear on what we are selling and to whom (lots of research goes into that one lol) we can be successful in selling socially.
I think people like social selling because it is more personal than a “regular” cold call, or advertisement.

-Donna

    Avatar

    Moss Clement · June 3, 2019 at 2:06 pm

    Hi Donna,

    Yes, personalization is an effective marketing strategy that several marketers are using with optimal results. And social media present the platform for customizing your content to fit your target market. Thus, with social selling executed accordingly, you will have incredible ROI.
    Thank you for coming by and adding to the discussion.

Avatar

Ryan K Biddulph · June 10, 2019 at 8:01 pm

Selling from a detached energy on social does worlds for sales George. I sell freely because my offer is valued whether attached to a price tag or gratis. We need posture to sell effectively on social; much resistance bloggers cling to in this regard. Smart tips 🙂

    Avatar

    Moss Clement · June 12, 2019 at 10:58 am

    That is valuable insight, Ryan. However, at this point, George is not here to reply to your comment. He will respond later.
    Thank you so much. Your support is appreciated.

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Shaheer Farooq · June 20, 2019 at 1:43 pm

Yes, A lot of tools are available on the social platform like Facebook, Twitter, Linkedin, etc which can help you to reach your target audience. I recently used Linkedin Bussiness tool which converts leads to paying customers for my business. I think social media is a great source to sell your product.

    Avatar

    Moss Clement · June 26, 2019 at 1:44 pm

    Social media is a formidable force in terms o social selling and digital marketing as a whole. For example, with the LinkedIn business tool, you were able to convert leads and increase sales. You can say the same about other social sites — Twitter, Pinterest, Instagram, Facebook, to name a few. Applying a well-defined social selling strategy will help you take your business to the next height.

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