Why I’m Good At Social Selling (Plus Example)
No, I don’t have a magic wand. No, I don’t wear Google goggles. No, I was not born with a Twitter account. I’m just a sales professional who has invested time learning about technologies and strategies that can help strengthen client relationships and earn more money. There is no great mystery. You can do this too.
Start by asking yourself how and why you have invested in better sales strategies. My bet is that you invested because you knew that you would make more money by sharpening your sales skills. You may have taken the initiative on yourself, or if you’ve ever been a sales rep for a large organization, chances are, they funded some type of sales training for you. Guess what…there’s a reason your employer spent six figures on sales training for you…to drive more predictable revenue.
So, you’ve read Tony Parinello’s Selling To VITO to help you gain entrance into the CEO’s office. You’ve learned about CEB’s The Challenger Sale to drive selling with insights or maybe you’ve subscribed to Miller Heiman’s “Strategic Selling” or even Jill Konrath’s “Selling to Big Companies.”
All of these methodologies require a sales person’s most valuable asset: TIME. Time to learn, time to practice, time to improve, time to integrate and change behavior. I’m here to tell you that there is a new methodology that you need to invest in. It’s called Social Selling.
What is social selling exactly? Social selling according to the Wiki Page:
Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social Selling is gaining popularity in a variety of industries, though it is used primarily for B2B (business-to-business) selling or highly considered consumer purchases (e.g., financial advisory services, automotive, realty). C2C companies (often referred to as direct selling companies) have been using social selling techniques (i.e. relationship building) since far before the Internet existed. B2B and B2C companies are now adopting many of those techniques as they are translated to social media platforms.
Sales is hard. Consider these facts:
- 8 calls required to reach a buyer (TeleNet and Ovation Sales Group)
- 5.4 decision-makers participate in an average enterprise purchase (CEB)
- 60% of buyer decision is already made before speaking with a sales rep (CEB)
- 84% of B2B buyers are researching through social media to support their purchase decisions (IDC)
Social selling has been proven to help sales reps outperform their peers who are not taking advantage of the opportunity. Here is a simple workflow example of my use of social to bring an interested prospect inbound to add them to the funnel:
This is just one example of using social at the top of the funnel (e.g., sharing content to gain interest). There are many more strategies deployed “Mid-Funnel” that help to drive a deal further. I have many more examples like these. If you’d like to see more, just ask!
The Bottom Line: Don’t let the idea of “Social Selling” be a voodoo strategy that is out of your reach. You can embrace tactics that can make you more efficient and successful. It just takes your time and effort to learn.
Click here to instantly watch our webinar, “Social Selling in 30 Minutes,” for actionable tips to get started on incorporating social selling best practices today.
This post originally appeared on LinkedIn Pulse.