B2B sales dynamics are shifting. LinkedIn and other social platforms can help businesses gain an edge by fostering relationships with prospects. This - building relationships and selling on social platforms - is known as social selling.
What is Social Selling?
Social selling relies on social media platforms to find, connect with, understand, and nurture potential clients. It moves away from simply emailing or calling a prospect directly - although this can work too.
Primarily, though, social media is used to establish authority and credibility. It gives sales teams the opportunity to engage in meaningful conversations and provide personalized value.
Social selling can take place across multiple social media platforms. However, Facebook, LinkedIn, and Twitter are some of the most popular.
Why is Social Selling Important?
Social selling allows sales professionals to tap into the vast networks that social platforms offer. It’s the chance to capitalize on warm leads and build relationships.
Decision-makers are increasingly active on social media. This means sales reps have the unique opportunity to engage them in a comfortable space. Through genuine engagement and relevant content, salespeople can build stronger relationships, foster trust, and drive revenue.
Social Selling on LinkedIn
For B2B sales professionals, LinkedIn is the gold standard for social selling. Here’s why:
- Advanced Targeting. LinkedIn offers advanced search functionality. It allows sales reps to pinpoint decision-makers in specific industries or companies. LinkedIn profiles offer further insights into prospects, allowing for personalized outreach opportunities.
- Thought Leadership. Sharing insightful content on LinkedIn positions sales professionals as industry leaders. This can be done via a post or LinkedIn Articles.
- Shared Connections. Leveraging mutual connections can pave the way for warmer introductions. Taking advantage of referrals makes outreach more credible and effective.
Social Selling vs. Traditional Sales Methods
Traditional sales methods often involve cold outreach. This can be done via a phone call, email, or a face-to-face meeting. Basically, there is limited prior knowledge and engagement.
Social selling has become the preferred approach for the following reasons:
- It focuses on building genuine relationships before diving into a sales pitch.
- Insights from social media activities help tailor your approach. A personalized approach is always more effective.
- It brings a greater understanding of a prospect’s pain points and challenges. There is no longer room for one-size-fits-all pitches.
Top 3 Social Selling Tips
- Become a Valuable Resource. Instead of blatantly promoting products or services, share valuable content. This could be industry news, research studies, or insights that resonate with your target audience. Position yourself as a knowledgeable advisor to build trust and credibility.
- Engage Actively, Not Intrusively. Genuine engagement goes a long way. Comment on posts, participate in discussions, or share insights instead of pushing for a sale. Let the value you provide pave the way for deeper conversations.
- Leverage Tools and Analytics. Platforms like LinkedIn offer advanced insights. Discover who's viewed your profile, engaged with your content, or fits your target persona. Using these tools can help you identify warm leads and develop stronger outreach strategies.
