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As the business world is constantly evolving so to is the way we conduct our business within it. One of the biggest shifts has been in the way a business sells its product and generates leads. Traditionally, sales consisted of your sales team making cold calls and setting appointments with prospective customers. However, this model for generating business is becoming less effective with the invention of social media. Consumers are now doing more research and develop products and services they are interested in without the need to be continually pitched to. Studies show that a consumer does more than 50 percent of their research on a product or service prior to engaging with the company itself. This social culture has started a new era in sales, known as social sales. In order to be competitive in this marketplace, relationships are more important than ever, and it is imperative to foster a relationship with prospective clients prior to their interest or need in your product or service.
Social Selling is defined as sales that result from a relationship formed on social media. However, moving past that original contact and turning them into a buyer requires you to understand what your prospects want and how to give it to them. Use Social Media to your advantage by connecting with potential consumers within your social circle, engage and educate them on your specific brand drawing these new connections into your business.
Research suggests that 37% of the evaluations consumers make in regards to a company stem from conversations on social media. By being proactive, and connecting with these individuals you have the opportunity to showcase your company as the solution to whatever their current issue may be. These tactics can assist in generating leads, and sales in a time when consumer behavior and their buying
process has dramatically shifted.
Social Sales has several benefits you can utilize for your business:
Deepen your relationships with your existing consumers:
Facebook will tell you when it’s time to wish your customer a happy birthday, or show you their latest vacation photos. Their LinkedIn profile will indicate when they’ve been promoted. Following them on Twitter gives you a window into their everyday thoughts. Connecting with customers on social media means they have let you into their lives.
Identify potential prospects and groups you may not have otherwise targeted:
Social Media can connect you with people who are interested in your product. You are able to have real-time conversations with people who are actively researching your company and offerings. While every salesperson has target groups to go after, this gives you access to individuals who have ‘opted-in’ by connecting with you online.
Build your credibility:
When a prospect checks you out online, a good social presence can do a lot to establish your expertise. Perhaps you have a LinkedIn connection in common, and they can ask that person about you. Or maybe they just want to do a little more research into your background. When set up properly, your social channels can prove that you know your stuff.
Showcase your company:
When a prospect is conducting research on your product or service, finding a strong social presence for your business establishes you as a ‘real’ company. An active Facebook fan page, lots of great reviews on Yelp, an attractive and content-rich company profile on LinkedIn are all selling tools that can strengthen your business.
Social Media touches every system in your business these days, and Sales is one of the most affected. If you can incorporate social sales into your routine, you’ll be ahead of the pack. But remember – social media is about cultivating relationships. Not leads. So, to make it work for you, take off your ‘sales’ hat and focus on listening and connecting to those you could help.