Everything about Social Selling

26 Jun 2024

Social selling should not only be seen as the creation of profiles on social networks by marketing and sales teams. This concept involves researching, selecting, listening to, and interacting with key prospects through social networks. With social selling, you will be able to better develop your brand.

What is social selling?

What is it about?

Social selling involves leveraging social networks to search for and acquire new clients. It is an excellent alternative to cold calling, a concept that is becoming less and less effective. Social selling is particularly suited for salespeople in the B2B sector.

What is the benefit of social selling?

For commercial prospecting, social selling is a considerable asset. Indeed, more and more professionals are connected on social networks. Salespeople have an interest in being present on these platforms. Through social networks, it is possible to gather various information about potential prospects. To access this essential data, it is enough to see the posts of the personas (your target), their interests, the people they follow, etc.

Once you have this information, you will just need to sort it. B2B clients are not interested in spam sent to multiple people. They are much more responsive to messages that are sent personally to them. It will be necessary to personalize the messages sent during the initial contact. By humanizing contacts, salespeople increase their chances of being accepted by prospects.

When the commercial prospecting is over, you can use social selling as a sales tool. According to statistics, 54% of salespeople manage to make a sale through social selling.

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What is social selling?

This concept has many objectives. It allows you to:

Establish your personal branding (your professional brand);
Identify opportunities;
Accelerate the sales cycle;
Develop your business;
Establish a relationship of trust;
Engage in conversation with your network;

Social selling can be used at all stages of the sale. It is an important ally during the prospecting phase. 78% of sales representatives who use social selling for professional purposes achieve interesting results. Their results are significantly better than those who do not use it.

How does social selling work?

Social selling is a concept based on three essential pillars.

The listening and research phase

Currently, social networks are one of the most popular B2B communication channels. These platforms allow sellers to access information about prospects. By using LinkedIn for example, it will be easier to see companies based on their geographical area and sector of activity. It is easier to identify decision-makers.

Digital marketing experts use social networks to promote social listening. By having all the essential information about prospects, salespeople can intervene at the right moment and use the right arguments. It will be easier to convert a visitor or prospect into a client.

The engagement phase

Salespeople are required to share quality information on social networks. They need to take care of their profile. They should display relevant information useful for visitors and prospects. It is imperative to include:

A professional photo;
An attention-grabbing headline;
An attractive summary of the activity.

Through their profile, salespeople can demonstrate their specialty and performance. This is an opportunity to attract the attention of visitors and establish a relationship of trust. It is a way to show that they are a reliable potential partner.

The collaboration phase

For social selling to succeed, there needs to be close collaboration between sales and marketing teams. Through inbound marketing, the marketing team can generate interest from prospects. To do this, it is necessary to provide them with personalized content that has been tailored to their position in their buying journey.

With social selling, salespeople must take into account the need for internet users to seek information. This is why it is important to provide them with well-selected, relevant information.

The benefits of social selling

It is a way to create privileged relationships with clients

Due to the evolution of technology, it is increasingly necessary for brands to be present on social networks. It is essential to use these platforms to maintain interactions with stakeholders. These individuals can become potential customers.

Social selling is a means of maintaining closeness with clients and getting their opinions on your products and services. It is a way to build customer loyalty.

It is a way to improve and boost sales

Thanks to the expansion of digital, salespeople can use the internet to increase their sales performance. Internet users are accustomed to conducting pre-purchase research. Social networks will allow you to easily offer your services. With social selling, you will be able to target your clients better.

It is a way to save time

With social selling, the sales team can save both time and money. It is a means to streamline the buying process since the necessary information is accessible in real time.

Social selling is a concept that can help you set up your digital marketing strategy. To ensure the success of prospecting, you can also use marketing automation. If you need tools to automate certain parts of your marketing strategy, trust My Name Is Bond.

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