Social Selling for B2B – Key Points

Here are two main ideas that I think are crucial for effective work, based on my experience.

Many people neglect these points and fail to achieve the desired results. It's like wanting to feel good but neglecting to change your lifestyle. For instance, someone who is overweight wants to feel energetic and healthy. They go to the doctor and are told they need to change their lifestyle, exercise, eat well, sleep properly, and manage stress. But they want a magic pill to solve everything overnight. Just as health can't be improved instantly, achieving quick sales results is unrealistic.

Most companies want immediate results, like getting hundreds of leads and high conversion rates overnight. But social selling doesn’t work that way. Social selling is an evolution in sales, especially for B2B. The B2B model has specific features. Sales usually involve long negotiation periods, often spanning months or even years, and multiple decision-makers.

In social selling, it's not just about the product or service and its cost, but also about who provides it. People want to know the faces behind the company. A few years ago, I heard that it’s hard to sell IT products in the US without showing team photos on your website because people want to see who they are dealing with. It’s important and interesting for them to know who is behind the service.

This leads to trust, which is crucial. The best sales often come from recommendations because they come with a high degree of trust. Businesses that thrive on recommendations can have high conversion rates, sometimes up to 80%. Trust can be built and nurtured with potential customers through consistent, genuine engagement.

To build trust and enhance social selling, it’s important to be open and public. The term "brand humanization" has become popular, emphasizing the need for brands to show their human side. Leading companies often have public figures as leaders, which helps build this trust.

So, let's focus on building relationships, being genuine, and engaging openly to enhance our social selling efforts.

At Addlium, we assist B2B companies in implementing Social Selling approach into their sales strategies. Our services include brand packaging, lead generation, and content marketing on LinkedIn.

Dmytro Suslov,

Your Social Selling Partner

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