Egzamin B2 VW – czytanie

Text. Part 1.

Social Selling

Doing sales over social networks could yield hefty rewards. But how can you optimise social media to fit your needs? Log in with BEM’s Jonathan Sidor to find out.

If you want to sell effectively in today’s world, mastering social media is a must. We’re not just talking about sending a few tweets or collecting enough “Likes” on a Facebook post. If you really want to build a sales strategy around social media, you’ll have to dig a little deeper.

The Need to Go Digital

The sales tactics of the past just aren’t cutting it. Studies show that it takes eight phone calls today to actually get through to a prospective buyer using cold calling. Even worse, nine out of ten executives share a policy of ignoring cold calls at every corner. Even if you get through, they’ll automatically turn you down. On the other hand, today’s fast-paced world doesn’t facilitate traditional sales demonstrations. No one has time for them. If you’re an old-fashioned salesperson, it looks like the cards are clearly stacked against you. The only way to catch up is to adapt. With everyone else seemingly fixated on social media, it only makes sense that the world of sales follow suit. Some close-minded people may reject social media as the domain of youths who are only interested in entertainment. In reality, anyone who matters in business has already embraced social media, too. This is plainly evident when looking at B2B transactions. Over 90 percent of B2B buyers have a substantial social media presence. Three-quarters of them say they’re heavily influenced by their online networks. Even an overwhelming majority of senior executives have revealed that social media influences their purchase decisions. And that thing about young people? Don’t dismiss them either. Almost half of decision-makers in the B2B sphere are younger than 34 years old. Their preference to conduct business online ought to be considered. Even if you choose to ignore these trends, the numbers speak for themselves. In 2018, companies that adopted social selling saw their revenues rise by 16 percent. The speed and reach that social media offers companies are unrivalled. Nevertheless, 75 percent of all sales reps still admit social media plays no part in their overall strategy. Why? Most of them are just scared and confused. Getting started, it seems, is easier said than done. Truth be told, though, it’s not that complicated at all.

Know Your Audience

When selling on social media, your first step is deciding which platform you want to focus on. Is Facebook, Instagram or Twitter a better choice? Or perhaps something else? Your answer depends on who you’re trying to target. The traditional place to generate leads with B2B contacts is LinkedIn. On the other hand, experts of fashion, for example, excel on Pinterest. It’s all about finding the right fit. Overall, YouTube and Facebook attract the majority of all social media users. YouTube and Instagram are great for promoting products that appeal to teenagers and a younger crowd. Older users feel more comfortable on Facebook and should be targeted there. Products aimed at serious businesses and decision-makers, however, are right at home on LinkedIn or Twitter. Producers occupying other niches ought to explore the social media landscape to determine where their message can be best conveyed.

As a rule of thumb, don’t create too many accounts. Managing them all will just be one big headache. Generally speaking, Instagram is a fantastic place to get your foot in the door. A few cleverly designed photos can get a brand out to millions in seconds. Online branding guru Beca Alexander finds Facebook or Pinterest are best “for driving customer purchase intent links.” Twitter is reserved for generating buzz.

(source: Sidor, Jonathan. “Social Selling ”in Business English Magazine. NR 71/2019 )

1. Are these statements True or False?

a. Cold calling is an effective technique to market products nowadays.

b. Traditional sales demonstrations are a thing of the past.

c. To excel in branding a product, a company has to address the needs of its customers and turn to social media.

d. Social media impacts the majority of B2B buyers and senior executives.

e. Social selling is advantageous for businesses.

f. The majority of sales reps do not implement social selling in their strategies.

g. The choice of a social media platform should be undertaken after considering the target group.

h. YouTube is the site that generates the biggest amount of social media users.

i. It is effortless to manage various social media accounts

j. Twitter is perfect for drawing the customers attention by presenting them with catchy pictures.

Part 2

Influencers and Payments

The conventional model of selling on social media involves making a stimulating profile, creating catchy posts and collecting a noteworthy following. There’s nothing wrong with that, but social media offers another option that other forms of selling lack: the influencer. Influencers are people who have a sizeable and engaged following of their own. Their supporters often hang on their every word, even when it comes down to which products to buy. There’s an element of trust that companies can rarely replicate on their own. Getting the latest influencer to put in a good word for you could be far more effective than sharing countless posts of your own.

Alexander notes that more than 70 percent of customers trust influencers as a whole. Research also indicates that buyers are 30 percent more likely to engage with an industry influencer, expert or thought leader than with a traditional salesperson. Now, the trick is finding the right influencers. Hunt down relevant ones in your niche or industry. Ask them to post, speak or write about your products. In exchange, influencers typically receive payment or samples of products.

Apart from cooperating with influencers, companies who really want to be a cut above the rest need to get comfortable with paid advertisements. Posting free of charge is fine, but those who see a real impact from social media know it’s wise to invest. Getting people to organically keep coming to your pages is a tall order for anyone over a long period of time, so paid content just makes sense if you want to maximise the pairs of eyes viewing what you have.

Above and Beyond

There are still a number of details keen salespeople need to be aware of if they truly wish to be triumphant on social media. Sure, there are a variety of social networks worth checking out, but one that shouldn’t be neglected is LinkedIn. Since it’s specifically dedicated to professional purposes, anyone conducting business online should have a presence there. Make a profile and join groups related to your area of expertise. You can join groups based on industry or customer types. These groups will provide an excellent forum to contact prospective buyers. Send direct messages to these buyers to initiate a direct relationship.

In addition, it’s a good idea to take part in any conversation involving your brand. This is called social listening, and Twitter is a great place to try it out. Search for your brand or company and respond to tweets or posts that have been made about you. In the eyes of many, this will add to your value and come in handy during the buying process.

(source: Sidor, Jonathan. “Social Selling ”in Business English Magazine. NR 71/2019 )

2. Answer the questions:

1. The conventional model of social selling means:

2. Influencers:

3. Is it wise to invest in paid advertisements?

4. Why is LinkedIn important for businesses?

5. In your own words explain what social listening is: