Social Selling Success for B2B Growth

There’s an evolution going on in both the sales and marketing departments of B2B companies these days. It’s a significant shift in how people buy and how you need to sell. 

According to CEB, 57% of buying decisions are made before purchasers are willing to talk to a sales rep. Other industry insiders say that number is even higher

Whatever the actual percentage, you know that your prospects and customers are now in control of the buying process. Your job is to create informed and relevant content that doesn’t ‘sell’ but helps, builds trust and adds value. It’s critical not only for marketing but, even more importantly, for sales. 

In order to make more informed and educated buying decisions, over 70% of B2B decision makers have turned to social media. That’s where social selling comes in. 

As a modern sales professional, you need to take those same skills and strategies you’ve used to develop customer relationships at live, in person events and meetings and use them to be successful at online social selling. According to the Aberdeen Group, 72.6% of salespeople using social selling as part of the sales process outperform their sales peers. And you can too

This deck is your guide to social selling success. You’ll uncover:

  • Changes in marketing and sales

  • Define what is social selling?

  • Social selling success

  • Actual steps to becoming a social seller

  • Social selling for the whole customer lifecycle

B2B Social Selling Slide Deck

Here's a transcript of the social selling slide deck if you would rather not click through 30 slides...

There has been a dramatic evolution in how people buy and, as a result, how you need to sell.

In the old days, marketing drove brand awareness, its philosophy was "spray and pray," and it was one to many marketing. Today, sales drives social selling, the sales philosophy is to help build trust, and successful salespeople focus on one to one selling.

Now the jobs of marketing and sales are blending. Over 60% of buying decisions are done before purchasers are ever willing to talk to a sales representative (and some industry analysts believe that this percentage is actually much higher). What's more, over 70% of B2B decision makers say they use social media to help them make purchase decisions.

What is Social Selling?

So what is social selling, really? Social selling is defined as the ability to leverage your professional brand and your prospects' and customers' social networks to fill your sales pipeline with the appropriate people, knowledge and relationships.

Think of it like this: You know how networking at a live event feels natural and comfortable to you. Well, so should social selling. It includes those things you naturally do every day: help, listen, engage, and add value. Whether you are online or offline, all relationships are human. Building authenticity and trust with people will help you become a social influencer.

I'm sure you're asking, "Does this 'social helping' really convert to sales? That's our primary goal, right?" The short answer is YES! According to the Aberdeen Group, 72.6% of salespeople using social selling as part of their sales process outperformed their sales peers. And, 46% of social sellers hit their company's quota compared to 38% of sales reps who did not.

So now that we know what social selling is, where can it be found?

Where is Social Selling?

Look around. Social selling is everywhere your audience is. It's wherever your prospects and customers are online. This could include Facebook, LinkedIn, Twitter, Google+, YouTube, and online communities like tech industry powerhouse, Spiceworks

How to Become a Social Seller.

Step 1:
Work together with marketing to develop meaningful content that adds value.

Step 2:
to your prospects and customers on their social networks to better understand their needs, goals and challenges.

Step 3:
Engage in one to one conversations like those you would have in person. Be your authentic self. Don't sell. Help.

Step 4:
Establish yourself as an authority and subject matter expert, building trust and credibility. Prospects buy from leaders they trust.

But Remember, Social Selling Isn't Just for Prospects.

Social selling encompasses the whole customer lifecycle.
Stranger >>> Prospect >>> Lead >>> Customer >>> Advocate
Using social selling to sell to existing customers is just as important as converting leads to customers. 

Be alert, proactive and responsive. Use social networks to monitor customers after the sale, letting them know that you are always there for them and jumping in to help before being asked.

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