Explore the concept of social selling.
- [Instructor] Personal relationships are important in business-to-business markets. There's often a salesperson involved and a number of meetings and conversations take place before and after a sale happens. Social selling is when a salesperson uses social media to engage and interact with prospects and customers. In social selling, part of the process is to provide a good first impression, to demonstrate knowledge and credibility, and build trust. Social selling is making connections and it's about helping people. As Stephen Covey says in The 7 Habits of Highly Effective People, "The amateur salesperson sells products, "the professional sells solutions to needs and problems." When you know where to find your audience on social media, i.e. what platforms they're using, what groups they're in, et cetera, you can start to find discussions and questions about your product and service category and you can answer them.
You can also look for recommendation requests and respond to them. Listening out for relevant conversations on social media and responding with helpful information is a great way to start a relationship. It means the selling is not too overt or pushy. Social media is all about connections and referrals so identifying things in common can be really valuable. Social selling also requires proactive posting of content that demonstrates expertise. Once you've made a connection, you need to stay front of mind.
If you can be helpful, if you can make someone think and inspire them, they will remember you when the time comes to buy. People do business with people they know, like, and trust.
- Social media marketing for B2B
- Marketing products vs. services
- The buying decision process
- Content marketing
- Social media platforms
- Social media policy
- Measuring success