Attract Customers and Close More Deals with Social Selling

What is social selling, anyway?

Social selling is about using your social networks to find, engage, and nurture the right prospects, build trusted relationships, close more deals, and make a profit.

Is social selling really effective?

A study from LinkedIn shows that over 76% of buyers say they feel ready to have a social media conversation and over 62% of those B2B buyers are more likely to respond to salespersons who connect with relevant insights and opportunities.

  • Infrequent logins. Social selling should be an ongoing activity, and you should monitor conversations daily and engage with your prospects regularly.
  • Not actually making the connections. Ok, you’ve logged in, scrolled a bit, read some headlines and you’re out. That won’t do it. Selling is about building relationships, not spending the most time on social media or having the most LinkedIn connections.
  • Pitching strangers. Don’t connect with a potential customer for the first time and hit them straight up with a sales pitch. Social selling is about nurturing prospects and building connections over time. Otherwise, you’re just going back to cold calling.
  • Engaging with prospects before doing any research. You should learn as much as you can about a prospect before you engage in any sort of interaction. Check out their online profiles, see what they like doing, what they read, what they’re passionate about. This will help you personalize your outreach.
  • Only sharing sales material. Try to be helpful by sharing content that your prospect will find useful and educational, especially if she is only in the first stage of the buying process.

How to make social selling work

Now let’s get to the fun part: the DO’s. Assuming you already know who your ideal buyer personas are (and if you don’t, check out this article to learn all about buyer personas), here are some tips on how to make the most out of your social selling journey:

Optimize your social profiles

You should start by making your name and profile picture consistent across all the networks on which you’re present, to avoid confusion. After all, there can be more than one person online with the same name.

Fish where the fish are — find the best networks

Join social conversations that are relevant to you and your business. LinkedIn is the go-to platform for B2B while Twitter is more customer service oriented, great for fast communication. YouTube can also be extremely useful as consumers nowadays often compare and review products by viewing its videos.

Research prospects’ needs before engaging

Take the time to learn as much as you can about a prospect before you engage with them.

Be yourself

Drop the sales pitch. Try to be as helpful as possible in a genuine way; the pushy approach can scare prospects away.

Post quality content regularly

You should strive to provide valuable content for your connections and followers on a regular basis, in order to build their interest and gather more interactions. Sharing content, ideas, and opinions is all that social media is about in the first place, so always give more than you receive if you want to be successful.

Constantly nurture and provide value

Interact with your connections regularly, and not just to push them for the sales.

  • Accept connection requests and even send a personalized thank you to prospects who requested them
  • Respond to new messages
  • Check notifications and alerts
  • Follow new prospects
  • Check news and conversations
  • Engage: Like a few pieces of content, comment on some others, and share what’s worth sharing.

Track Results

No social selling strategy is perfect, which is why you should constantly assess results and compare them against efforts.

  • What time are posts getting the most interactions?
  • Is there a particular style of post or piece of content that is performing better than others?
  • Are LinkedIn users more engaged and receptive compared to Twitter users, for example?
  • How many LinkedIn replies to messages have you received?

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2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.