Social Selling: Marry Digital Channels with Proven Sales Techniques

Harnessed by sales reps across industries and around the globe, social selling incorporates digital channels into the sales process. Over the past couple decades, social media platforms spread throughout the world. With numerous online tools at any company’s disposal, social media presents a unique opportunity for big rewards if done right.

In fact, sales reps who utilize social selling gain a 31% higher ROI compared to those who don’t. Also, these sales reps create 45% more sales opportunities.

What is Social Selling?

In essence, social selling represents a sales strategy where businesses contact their prospects directly through social media platforms like Facebook, LinkedIn, and Twitter. Though it shares similarities with conventional cold calls, social selling feels much less invasive and more casual.

89% of top sales reps embrace social media when selling potential clients in 2022. Those who aren’t are statistically missing out on opportunities.

Benefits of Using Social Selling in a Sales Process

While harnessing conventional sales methods, social selling actually shortens the sales cycle. In addition, this methodology aids sales reps in contacting those who are harder to reach in-person, over the phone, and by email.

Less Invasive Than a Cold Call

While social selling maintains an approach similar to cold calling, the written communication acts as a buffer.

This makes it feel less invasive while simultaneously offering prospects and sales reps the ability to reply on their own time, instead of forcing a quick response.

Prospect Has Easy Access to Research

In the event that a potential client isn’t immediately interested in pursuing the conversation further, they can conduct their research without waiting.

After a sales rep reaches out to their prospect, the prospect can choose to seamlessly click on their profile and follow links to obtain pertinent information.

Bypass the Gatekeeper

Oftentimes, sales reps following traditional methods face a “gatekeeper”, i.e., an employee that intervenes on the decision maker’s behalf. Social selling enables reps to directly contact the manager or executive in charge of decision-making.

This saves hours of time throughout the sales cycle. Additionally, it increases the chance that the decision maker will actually see the pitch.

Establish a Long-Term Digital Relationship

Part of social selling, especially on LinkedIn, is following or friending the prospect, so that you see their posts and they see yours.

Not only does this create a mutually beneficial relationship, but it also helps potential clients to better understand your business are up to when you post, share, or like social media content.

Prospect to Fill the Pipeline

Conversating via social media facilitates more connections. While not every connection has something to offer immediately, over time meeting new people opens doors.

Connecting with other employees at a company provides a better understanding of the hierarchy and how they business works. Similarly, this helps sales reps to understand who to contact when it’s time to make the presentation.

Quick Tips for Successful Social Selling

For those not actively, allocating part of their sales strategy towards social selling, it can be daunting at first. Here are a few quick tips to set your company up for long-term success.

• Identify which social channels are right to achieve your goals. Twitter, LinkedIn, Facebook, and Instagram all have different audiences and communities to explore. Finding the right one is crucial.

• Perfect your social media accounts with professional headshots. Second, creating a good header and a well-written bio shows the brand’s personality. Third, link to appropriate content or web pages.

• Share content often, especially if you’re connecting with potential prospects. The more you post, the more content they’ll see. Thus, the odds of engaging with someone goes up. Beware, though, oversaturation can lead to them unfollowing, muting, or blocking you altogether.

• Connect with and engage with the right people consistently. One of the biggest perks of social selling is how easy it is to get started. A few minutes a day of messaging can pay big dividends if you’re dedicated and consistent.

Start Social Selling in 2022

Social selling offers far too much upside to neglect it. More so, avoiding social channels gives comparable businesses a competitive advantage in your local market.

By including up-to-date information and sharing content, potential clients have more ways to engage with your brand. But more importantly, this tactic helps sales reps to form longstanding relationships that aren’t necessarily available through traditional means.

To launch your social media strategy in 2022, book an Intro Conversation with the digital advertising and branding specialists at Rizzo Young Marketing LLC.