In this post, we’re going to discuss how social selling can play an important role in converting your leads into customers.
Today, social media has permeated every aspect of our lives. We use it to connect with colleagues, businesses and brands. Every marketer worth his salt knows the value of this reach. When you connect with an audience, you gain access to their network as well.
Statistics show that 72% of buyers use social media to research a product before they make a purchase. In fact, businesses report a 57% increase in sales from customers who actively use social media.
Here are 3 ways social selling has changed the B2B sales process.
How You Engage with Buyers Matters
Before social media, sellers would reach out to potential buyers via cold calls and post enquiry follow-ups. Now buyers are more sophisticated. They do their research beforehand and make sure that support is available 24/7 even after a sale is complete.
Consider this statistic – 53% of buyers turn to social media for peer recommendations in 2013 compared to just 19% in 2012. In fact, in 2013 buyers spend 37% more time on social media researching solutions.
If those figures are not enough to convince you of social selling’s impact, consider this – 53% of customers think less of brands that still use cold calling.
Cold calling may still have its purpose, but you shouldn’t just depend on this tool to engage with buyers. Social media allows you to broaden your reach with minimal time investment.
Meeting Buyer Expectations
Buyers tend to engage with a salesperson if their company is well-known and has a strong professional brand. They’re also more likely to connect with a brand if they share common professional interests or have an overlapping network.
Conversely, buyers avoid salespeople who promote products that aren’t relevant to their company or industry. It’s important to ensure that your salespeople share a consistent tone and message with your brand. That way, buyers are more like to consider your product or choose your services.
A 4-Step Path to Improving Buyer/Seller Engagement
First, you need to establish yourself as a professional brand. Second, find the right customers who will benefit from your product or service. Third, once you’ve decided on who to reach out to, engage them in meaningful conversations. Finally, make sure you continue to build trust and rapport with your leads over time.
Most importantly, always seek to establish yourself as an authority in your field. 92% of B2B buyers choose to engage with industry thought leaders.
Final Thoughts
Social selling is a vital component of your sales strategy. You cannot afford to miss out on this lucrative sales funnel that’s been proven time and again over the last few years. Step up your game today with LinkedIn’s network and Sales Navigator tools to reach out to your potential B2B customers.
