Be Social for Sales Success

So selling has always been touted as a social profession. If you tend to be a social type, like to meet new people, and can communicate well, you could sell, right? 

Well today social takes on a whole new meaning in the selling process.  Now we must talk about social selling as in social media.  Today's B2B buyer uses various online avenues including social media to get information, form opinions and get peer recommendations.  Sometimes this is all done well outside your traditional sales process.  So what is today's B2B sales rep to do?  Don't see social media as a new threat supplanting you the sales rep.  You should see social media as a powerful tool and use it to your advantage to sell more effectively.

Engage Buyers Early and Often

It's still important to be able to build relationships with buyers, although with social media this may take a different form than the "old school" business dinner.  Use social media to engage with your customer often and early in the process. Research your target customers on LinkedIn and other social media platforms.  Follow what your target customers are doing, who they are connected to, what they are interested in and then comment on their posts, share with them.  You don't want to be spammy, but carefully engage with them in a way that shows value and the fact that you understand them and the issues that are most important to them.

Use Content to Educate

A recent LinkedIn survey reported that 92% of B2B buyers said that they look to work with salespeople who are considered "thought leaders".  Thus it is critical that you start expressing your opinions and thoughts on issues that are relevant to your buyer.  Begin by understanding your customer's real problems and the purchasing journey they take to their solutions.  Then share content you think will be helpful to your buyer.  You don't necessarily have to sell your own product or service, but rather try to add value to the education process of the buyer finding a solution to their problem.

Use Triggers and Referrals

Finally use social media to discover new sales opportunities.  Keeping track of trigger events such as job changes or promotions of connections on LinkedIn can provide valuable triggers to new opportunities.

Additionally research your target prospects and their network of connections. You never know when you will find common connections that my provide a referral or reference for you.  Ask for introductions when appropriate - always use a connection you have a comfortable relationship with and is truly connected to your target customer.  No one likes to get an introduction request from someone they may be casually connected to but don't really know well.

So don't view social media as a threat to the modern day sales rep.  Rather when used effectively social media can produce more sales opportunities, and allow a platform to build greater relationships with your customers.

For a deeper understanding of social selling and its' strategies visit Ratio Advisory.