Social selling is an important part of today's sales process. Learn why social selling on LinkedIn works and what success looks like.
- [Instructor] Right out of college, I joined a software startup called InsideSales.com as a business development rep. To my surprise, I had to make 80 cold calls every single day. As I relentlessly cold called all of my potential buyers, I quickly became frustrated, because I was having no luck at getting ahold of anybody, and I wasn't obviously hitting my sales goals. This is when I thought to myself, there has to be a better way to do this. I put some thought into it, and slowly began to connect the marketing and sales and social selling dots as it pertained to the sales process. When I realized that my buyers were spending time on social channels like LinkedIn and Twitter, I knew right away that I had to capitalize on that.
Soon after a month went by, I quickly embedded social selling to the best of my ability, along with cold-calling and cold-emailing efforts, and to make a long story short, I hit my quota for three consecutive months and soon after, InsideSales.com's marketing team asked me to join the department so I could show exactly what I was doing to all of the other sales reps. The funny thing to me is that problem that I was facing several years ago is still a current problem for sales teams and sales individuals today. Outbound sales is becoming less and less effective. In fact, a recent survey by TOPO found that connecting with a prospect now takes 18-plus more phone calls.
Callback rates are below 1%, and 24% of outbound sales emails are never even opened. From this data, we can clearly see that the B2B buyer is in control of the sales process more than ever before, especially with all the data and network and information that's available to them. If companies and sales reps don't begin to change their outdated thinking, process, and strategies, and pivot, they'll get left behind. The answer to this huge problem lies in what is called social selling, which is defined by LinkedIn as leveraging your social networks to find the right prospects, build trusted relationships, and ultimately achieve your sales goals.
Now, I have to tell you that social selling's not here to replace the current traditional sales process that you currently have in place. The beauty of it all is that social selling on platforms like LinkedIn and Twitter, or wherever your buyers are, builds upon your current sales efforts, and we are just scratching the surface in terms of its potential in the sales space. So here's the deal. Your B2B buyer are changing, and so should you. Now is the time to begin taking social media seriously, and it's really up to you if you want to rise above the noise. The tools are there, the strategies are there, and I'm going to show you how to use them so you can close more deals.
- Optimizing your buyer-centric LinkedIn profile for your buyers
- Researching, finding, and listening to your buyers
- Adding value by sharing relevant content
- Connecting with buyers online and offline
- Building relationships of trust with key decision makers
- Measuring the ROI of your social selling efforts