Drive Revenue With Social Selling
December 11, 2013
Social selling is the new driving force behind increased revenue and improved business-buyer relationships. This approach allows sales professionals to 'engage' with buyers rather than 'pitch' to them. Thanks to an increased awareness of Internet search capabilities, buyers can now find all the information they need about a product or service before even being contacted. This means that the sales professionals of today have to always be a step ahead. They should be visible, offering answers to the questions buyers have at the right time and engaging them before they have a chance to search elsewhere.
Transforming from Telemarketing to Social Selling
The main difference between social selling and telemarketing is effectiveness. Telemarketers know very little about the leads they contact, and the majority of the time, these leads cannot be qualified. This is why IBM's 2012 Preference Study revealed that cold calls are 97% ineffective. If sales professionals don't know anything about their leads, they can't personalize sales scripts to improve their chances of landing a sell. This called for a transformation in the way that these professionals approach buyers.
Social selling has proven to be much more effective than telemarketing, since it leverages the data that users submit. The professional social platform, LinkedIn, is the leader in rich social data, which is updated by over 200 million professional users daily. These users leave important imprints on the platform by updating statuses and asking and answering questions, as well as networking with other members. This information can be leveraged by B2B companies who want to improve their lead quality before selling. LinkedIn allows companies to find their target audience by using their search option. They can find buyers by location, company, type and title.
Social media sites like LinkedIn give a face and personality to the buyer; this opens the opportunity for sales professionals to engage in a meaningful conversation with the buyer before selling. According to Sales Guy Consulting, 72.6% of sales professionals use social media as part of their sales process. This enables them to outsell their competitors and exceed their quota 23% more often.