New Sales Trend: Social Selling

What is social selling?  

Social selling is the use of social media to build and maintain positive relationships with potential customers. This technique allows businesses to reach sales goals in a quicker and more effective manner, as well as possibly eliminate the need to cold call customers. Social selling allows businesses to communicate directly with interested buyers and build their network through direct conversations via social media platforms. With social selling, companies and businesses are more accessible to potential customers. According to LinkedIn, 78% of social sellers outsell those who do not use social media as a sales tactic.  

Social selling makes it easier for businesses to connect with potential buyers and reach out for sales opportunities at appropriate times. Many companies are using social selling as a tactic and may not even know it! If companies have a professional Facebook, Instagram, Twitter, or LinkedIn, they have already begun the social selling process.

Here are three steps on how to use social selling to improve your business…

Develop a reliable brand:

The first step to social selling is to develop a professional brand image to draw customers in and increase your legitimacy in the industry. Customers want to buy from businesses who are established and well trusted by the public.  First impressions matter to customers, and a well maintained and sophisticated profile will help to attract interest from potential buyers. A key step to developing a professional and reliable brand is to include endorsements from prior customers.  

Build a brand personality:

The second step to social selling is to build a brand personality.  In order to keep customers interested in your social media platforms, it is important to build a consistent voice for each post and individual message.  This voice should portray the values of the company and make the customer feel like they are communicating with the same person every time, and therefore building a stronger relationship.  The personality of the voice in the accounts should be something that a customer could relate to. Posts should be clear and cohesive so that they are easy for the customer to understand.

Consistently connect with new and old customers:

The third step to social selling is to engage and connect with new and old customers. Social media platforms such as Instagram, Twitter, Facebook, and LinkedIn allow businesses to easily reach out to potential buyers with new information via posts and individual messaging.  Social media can keep new and old customers up to date with the happenings of a business, as well as promote new sales opportunities. Some advice for reaching out to new customers is to use a customizable message to try to build a relationship before trying to sell anything.  After initially reaching out to the customer, a social seller must continue to follow up in order to build a stronger relationship. By building a strong relationship, customers are more likely to purchase from the business.

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“What Is Social Selling?” LinkedIn, LinkedIn Corporation, 2019, business.linkedin.com/sales-solutions/social-selling/what-is-social-selling#.

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