Learn the three primary uses of social selling: brand awareness, lead generation, and thought leadership.
- [Instructor] According to LinkedIn, sales reps who use social selling generate 45% more sales opportunities and are 51% more likely to hit quota. Those stats alone should make you sit up and take notice. That's because social selling helps you identify potential customers on social media, engage them, and close deals for your products and services, and it has several benefits. The first is it sets you up as an expert in your field. Most people don't want to talk to salespeople. They want to consult with experts, so that's your ticket to building relationships into more sales. Potential buyers want to talk to you because you've demonstrated knowledge that can help them solve their problems. For example, I'm a health and fitness nut. If I post articles about CrossFit or photos of nutritious meals, over time, people will start to see me as an expert and want to engage with me, not because of what I sell, but because of my expertise. And then, once people see you as an expert, you'll start to build a pipeline of potential customers. Isn't it nice that people come to you instead of you going to them? That's what happens. Let's say I decide I want to sell my own line of nutrition bars. By creating videos and articles about my lifestyle, which includes my bars, I'm signaling to my target audience that I'm an expert on fitness and as part of my diet, my bars. Then, as people reach out on social media that have questions on my lifestyle, I can strategically weave in my bars as part of the conversation. Now that you have a pipeline of interest, you'll be able to have higher quality, one-on-one conversations and close more deals because people buy from people. Your focus now becomes answering questions about your bars from interested customers. If someone asks a question about incorporating the bars into their daily diet, share your routine with them. If someone else asks about the bars' nutritional qualities, explain the backstory on how you source your ingredients. Take note of the recurring questions though, because you'll want to create content for the most-asked questions. This will speed up the amount of closed deals and allow your marketing team to target new customers with marketing campaigns. And better, over time, the fitness world may view your personal brand as knowledgeable about fitness and nutrition, and start inviting you to their industry events and conferences as an expert, which will give you an even bigger platform to sell from. I basically built my business using this tactic. Understand that your ability to educate prospects in your industry will not only position you as an expert, but give you more visibility by your targeted audience as well. This is what salespeople call a win-win situation. The customer wins by learning something new, and you win by discovering new prospects that turn into leads.
- Benefits of social selling
- Optimizing social selling by creating specific goals
- Building relationships with customers
- Setting up sales benchmarks and sales scorecards
- Measuring the right KPIs
- Reporting on ROI