Have you ever considered finding prospects for your business on LinkedIn? Businesses of all sizes can do a lot more to raise the value of their social currency. Social selling sounds like sales, but there’s a lot more to it – It’s about sharing valuable ideas with customers and prospects through social connections.
Selling has always been social. It has always been about building networks and strengthening your relationships. Often enough those connections are at the day-to-day contact level but companies want to build stronger connections with people across their business. After all, selling has always revolved around relationships (i.e. WHO you know) and hence the focus on networking, establishing rapport, and leveraging existing relationships.
LinkedIn Social Sellers
In B2B (business-to-business), the personal brand is as important as the company brand, and Social Networks are the only digital channel that can fully enable Person-to-Person engagement
Therefore, B2B selling and lead generation through social networks need to focus on Person to Person engagement; Companies that will thrive in Social Media must invest in the personal brands of their key people – turning them into Social Sellers.
“Social selling” isn’t just a buzzword.
InsideView created this info graphic to illustrate just how big social can be. 70% of the buyers journey is complete visiting a company’s website or speaking to a sales rep. 55% of B2B decision makers search for information on social media.
What is a social seller?
A Social Seller is a man or woman who represents their company in social networks. Social Selling allows a Company to connect with thousands of its prospects, via its Social Sellers. These connections happen before any physical meeting takes place.
Content allows us to cultivate virtual relationships that resemble real life. Social Sellers focus on building their personal brands, sharing category content, and generating leads for their employers.
Benefits to being a social seller
- Social Selling allows the Social Seller to develop an extraordinary personal brand
- The Social Seller can then leverage this brand to reach out to his 1st degree connections
- Social Selling generates large numbers of high-quality leads and meetings, with premium prospects
- We are changing the paradigm – building thousands of relationships first, then converting these relationships into leads and meetings
Key traits of an organisation’s social seller are:
- Thought Leadership
- Writing Skills
- Strong articulation of solutions
Social Sellers must distribute information in a timely manner onto their LinkedIn account. Within your organisation it is recommended would suggest introducing a pilot scheme, choose 1 or 2 Social Sellers from within your Sales team. The social sellers would be supported by the marketing team (if you have one) who would feed content to the social seller to post and distribute on their LinkedIn.
The key objective of distributing content is to engage with prospects. Associating your personal brand with the content of your posts and discussions, makes you stand out and become synonymous with that content. This gives you greater credibility and trust with your connections.
If your role is to generate revenue for your company, then “Social Selling” is the competitive edge you will need to improve your company’s ability to sell, market, and outperform competitors. Source: WMP Blogs
Social selling can mean a number of things:
- Getting the best our of your LinkedIn profile
- Using LinkedIn to connect with new sales prospects.
- Engaging with prospects in real-time
- Building your brand and credibility on a blog.
- Connecting with influencers to broaden your reach.
By knowing the basic anatomy of your B2B customers so you can help quickly meet your sales quota. Source: SAP Business Innovation
Over the next month, this blog will cover off how SKOPE Dealers can improve and become skilled in the art of social selling. SKOPE are here to help you understand how you can use social media to help your customers make a purchase decision and recognise that the buying process is controlled by a better informed and more connected customer.