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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 )
