Sales is about relationships, and that is precisely what is at the heart of social selling. A social seller develops relationships as part of the selling process through the use of inbound marketing. It’s a process that is here to stay, and one that increases sales and repeat customers by forging meaningful relationships. 62.9% of sales professionals report that social selling is an important part of closing new deals. To incorporate social selling into your business, you need to understand how it works, so let’s break down what it means to be a social seller.
It’s a common misconception that a social seller is a social marketer, but it’s important not to confuse the two. Social selling is about developing one-on-one relationships, while social marketing is about developing relationships with many people at once. Social sellers use social media to interact directly with sales leads. It’s a way to eliminate cold calls and to use the tools that your customers are already using to reach them.
How Do You Become a Social Seller?
1. Don’t be scared of social media. Replace the term “social media” with “social network,” and it’s easy to see how you can integrate social selling into your sales process. All you are doing is using new tools to broadcast your knowledge and expertise to your customers, building your network of sales leads and repeat customers.
2. Do your research before you reach out on social media to sales leads. Use tools like LinkedIn and Twitter to get to know your customers so that you can better customize your pitch for them.
3. Become a subject of authority in your area of expertise. Use social media to establish yourself as a source of information about your business, and people will want you as part of their network. You can use that network to find potential customers.
4. Choose the platforms that are the most relevant for your business. The foundation for social selling success is finding out where your customers can be found and going to them. Not every social seller needs to be on Twitter, Facebook, Instagram, LinkedIn, and Pinterest, but a great social seller knows which ones to be on to maximize sales for their business.
5. Build your network by following key people. Try searching Twitter by keywords and follow influencers to stay current on information that is relevant to your business.
Social Sellers Go Beyond Selling
If you are using social media only to sell, sell, sell, then you’re doing it wrong. Instead, social sellers offer valuable content and advice when customers need it. That may not always lead to a sale, but it can lead to a trusting relationship. Social sellers consistently create quality content and engage with people on their social networks. They organically educate potential customers on how our company can help them grow their business, and they nurture these customers through content. A social seller is not always asking for a return on investment, but is rather playing the long game by building relationships.
Why Become a Social Seller?
It seems like social selling is a lot of work, so why would you want to switch to this sales technique? Besides the financial rewards of social selling, social selling also makes you more visible to customers, and this technique integrates well with inbound marketing. It allows marketing and sales teams to work together to position your business as an expert. 91% of B2B buyers are on social media, so social sellers meet people online in places they are already frequenting. It’s a no-brainer for a business that wants to stay up to date with the most effective sales techniques.
About the Author:
Matthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.