Generate better quality leads, increase sales opportunities, and increase deal size. Here’s how to use social selling to your advantage.
What is social selling?
Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. (Wikipedia)
Through commenting on, liking, and sharing prospects’ and customers’ posts, salespeople create relationships with buyers and boost their credibility by taking an interest in what they’re interested in. (Hubspot)
Why should I use it?
Social sellers outsell colleagues who don’t use social media by 78%. (LinkedIn)
64% of teams using social selling attained their quota, as compared to 49% of teams that hadn’t incorporated social media into their sales processes. (Aberdeen)
62.9% of sales professionals report that social selling has become important for closing new deals (Hubspot)
Buyers who engage on social media have 84% bigger budgets than those who don’t. (Hubspot)
75% of B2B buyers use social media to make purchasing decisions. (Kathleen Schaub)
74% of B2B buyers conduct more than half of their research online before making a purchase or contacting a salesperson. (Hubspot)
“On average, traffic generated by employees converted at about 2.5x the rate of traffic generated by the brand. In fact, employees each generated more than $100,000 of sales. In essence, we got more traffic that converted better at a lower cost.” (Chris Boudreaux on Social Selling)
How do I get started?
First figure out where your buyers are—generally speaking for B2B sales you need to be on LinkedIn & Twitter, and possibly YouTube. (Mario Martinez Jr.)
Then, make sure your profiles are setup to perfection. Jill Rowley has some tips on that here.
Next, start sharing! Dedicate 50% of your content to your buyers. The other 50% should be content related to how you want to be known online. If you have no idea what to share, share what your customers are sharing! (Mario Martinez Jr.)
Build relationships through conversation. Make it a daily routine to initiate five or more new conversations daily to further develop new relationships. (SalesforLife)
Follow up. Check daily for LinkedIn profile views, likes, shares, comments, and InMail messages; as well as Twitter likes, re-tweets, and direct messages. Make sure to respond to all of the above on a daily basis. (SalesforLife)
What tools should I use?
How do I measure my results?
Tracking your sales reps’ activity and results with social selling is actually very easy. Some metrics you should consider: online network growth, content engagement, new opportunities, and, of course, revenue. (Jill Rowley)
The most important key performance indicator (or KPI) to look at is how many conversations you are having offline, that came from conversations you started online. (Mario Martinez Jr.)
See Social Selling In Action
Genesys decided to invest big in social selling, and it paid off. Click below to download their case study and learn how they used social selling to generate better quality leads, increase won opportunities by 22%, and increase deal size by 165%.