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What is Social Selling

in Social Business.

Sales professionals are experiencing a challenging sales process because their buyers are harder to reach. Most buyers are self sufficient about 70% of the way through the buyer’s journey. Buyers have more control through the content they consume, which is available through nearly limitless online channels. It’s rare that a buyer is the sole decision maker, rather working in teams of people, often spread across regions. The phrase “social selling” has emerged to recognize practices used by sales professionals whereby they connect, engage and serve the buyer in a helpful manner through online channels. Phrases such as “H2H” by Bryan Kramer and “information concierge” by Jill Rowley have become popular to epitomize the role of the modern sales professional as she engages with the modern buyer on the buyer’s terms through content and social engagement. The ultimate goal in social selling is to identify and engage so that the buyer willingly engages with the seller in conversation because the buyer's trust has been earned.

Top Social Selling FAQs

Does social selling really work?

The reason this question even gets asked is because many people think they are practicing “social selling” when in reality they are being social spammers. Rest assured that social spamming doesn’t work.  A sales professional should think of social selling as helping or serving the buyer with one purpose – to build trust, leading to a conversation. In the connected age, those who deliver real value to the buyer have the best chance of engaging in an authentic conversation with the buyer.

What are the risks of social selling? 

The common risks of social selling start with a random approach that is unsupported by management. The lone sales professional in an organization might experience modest social selling success, but it pales in comparison to the success potential of a sales team that receives training, coaching, tools and ongoing support, which begins with executive management. Simply stated, a social selling initiative that lacks management commitment and a training plan will experience limited success.

How do we get started with social selling?

It starts with management’s understanding of what social selling is and what it is not (as described above). A well planned training and coaching program is a must, supported by social technology to enable sales people to engage with their buyer and to provide the program administrators valuable insight into progress of each sales person.

The Eight Pillars of Social Business

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