“Social Selling” is the process of using social networks to find and interact with prospects, clients, and referrals resulting in additional definitive sales. It is the modern way to create and develop meaningful relationships with existing and potential clients. Facebook, Twitter, Instagram, LinkedIn and other social networks are the first natural point of contact when a potential customer is ready to buy and/or seek information to buy.
In past years, salespeople went door to door offering their products or services to the marketplace. This later evolved into telephone sales, when a salesperson was armed with a phone book and telephone and the job was to call each and every name on the list. Subsequently, with the advent of the Internet and email services, mail chains began.
Today, the picture has again changed dramatically. According to a study by the Harvard Business Review, 90% of business decision-makers say they no longer answer calls or emails. In the same study, marketers confirmed that potential customers generally respond actively and frequently only to short messages sent through social media.
Social selling is not just about gaining access to contacts. It’s about establishing relationships and strategically understanding the medium; like the right time to join the conversation, presenting your wares as a solution to a current problem, or addressing the continual need of customers to make their lives easier and more efficient.
If you have a Facebook business page, a LinkedIn profile, or a professional Twitter account, you’re already involved in the basics of social selling, even if you didn’t know the term.
Web conferencing and webinars are the new norm during this pandemic, but how much attention are you getting from customers talking from their homes, with their kids all over them, or in their basement, contemplating world events and what their next strategy could be? According to Forrester Research, 57% of the buyer’s journey happens before the sales representative is involved. Closing high tickets deals require a high degree of attention and that is why it is vitally important to leverage all of the tools that we have at our disposal. And what tool is more pervasive and more personal than the social media platforms already at our customers’ kitchen tables?
Social communication has always been and continues to be a large presence in the sales process. What has changed is the space and the way of relating to the marketplace in this new universe. Wherever you are, you will see at least 80% of the public using their mobile phones at some point. What do they do? Besides talking on the phone or sending messages, they are surfing the Internet and connecting through social networks.
Thanks to the rise of this digital revolution and easy access to the Internet through smartphones, tablets and computers, social networks increasingly have more users with different socioeconomic profiles, places of origin, genders, and ages. In a world where our leaders communicate over Twitter, social networks have changed the way we communicate and obtain information. They have now also changed the way we consume products and services.
Social selling enables your sales staff to engage with potential consumers at a much earlier stage, share critical information with those ready to buy, and maintain communications with existing clients for referrals. The sooner a salesperson interacts, the more time and opportunity they have to establish the relationship and trust sufficient to make a sale!
Please join us on Thursday, April 16th at 1:00 PM PST on our free workshop, Social Selling in a World of Social Distancing, and learn how to utilize social media for sales. We will take a personalized approach to make the recommendations that make sense for your business.