Building and nourishing client relationships is the foundation of every successful sales strategy. These connections used to rely heavily on the dreaded cold call, but changing consumer behaviors and industry trends are forcing salespeople to adapt their approaches.
As the future of sales is becoming increasingly digital, all businesses should embrace the opportunities that a strong online presence has to offer.
We recently sat down with Mario Martinez, CEO and Founder of Vengreso, to debunk some of the most common misconceptions about social selling.
Misconception #1: The point of social selling is to find potential buyers on social media platforms.
Truth: Social selling aligns your brand image with your ideal customer base and facilitates long-term relationships with qualified buyers.
Although the name suggests making sales on social media, social selling addresses far more than pitching prospective customers mass-marketing messages.
Social selling embodies building your network, approaching leads using personalization, and delivering relevant calls to action. Instead of targeting multiple clients and crossing your fingers for a positive response, social selling allows you to develop meaningful connections.
In doing so, you will naturally reduce your workload in the long run. You can then invest your time and resources into the most qualified leads and eliminate outdated sales tactics.
Whether it be a cold call or email campaign, most prospects are aware of when they are being targeted for a product or service. Social selling allows businesses to adopt a natural approach by nurturing relationships with clients over an extended period of time. This gradual progression ensures that both parties are a good fit for one another, ultimately increasing the likelihood of conversion.
Misconception #2: Social selling is competitive with other sales methodologies.
Truth: Social selling acts as a complement when integrated with other sales methodologies.
Many people are surprised to learn that social selling doesn’t have to replace previous sales approaches. Instead, it should be used in conjunction to maximize a business’s reach.
Humanity is currently living through the digital era, meaning that most professionals spend the vast majority of their days in front of a screen. There is no better place to connect with your prospective clients than through online platforms such as LinkedIn.
Whether you share relevant content to grow your network, send personalized messages to your prospects, or disperse CTA’s to bring traffic to your product or service, social selling is a multifaceted strategy that will simultaneously build credibility and boost visibility.
All of these actions will not only put your enterprise on your audience’s radar but also influence their behaviors depending on what stage of the purchasing funnel they are at. Whether you make a sale or not, social selling is guaranteed to encourage continuous engagement with your brand which is not always feasible through other forms of direct outreach.
Misconception #3: Social selling success comes from the application of complicated tools.
Truth: Social sellers yield a greater ROI when tools and skill set training are applied in conjunction.
While social selling tools can maximize your output, it is important to remember that such tools should be used as supplements rather than replacements.
We recommend administering a training program to ensure that your sales representatives understand the why behind the utility of a social selling tool in addition to mastering its application.
According to Mario’s interview with Kirsten Boileau, the Global Head of digital enablement services at SAP, a team that was provided with training for the tool they were given delivered 7x the pipeline than a team that was simply handed the tool.
Speaking of tools...
Leadjet is a LinkedIn extension that acts as a singular, centralized mechanism for all of your social selling needs. Leadjet connects your CRM with LinkedIn to synchronize information between the two platforms, enrich contacts, and personalize message outreach, helping you to stay on top of your prospects. Fortunately, there is zero training needed for this tool and it can be integrated into your workflow in less than 1 minute.
Hopefully this article clarifies some of the biggest misconceptions about social selling, and we encourage you to take advantage of this strategy if you haven’t already.
As mentioned previously, social selling tools and tactics are supplemental assets that can be rolled out over time so implement them accordingly depending on your needs. Don’t forget to track and measure the progress of your results to see where your efforts should be focused. In doing so, you will not only strengthen your business’s digital presence but also open your product or service up to a vast network of digital users.
To gain access to a complete social selling guide, check out Vengreso’s free e-book titled The Modern Sales Leader’s Guide to Social Selling. Thank you again to Mario and the Vengreso team for all of the valuable insight they shared with us.
If you are interested in learning more about Vengreso’s digital marketing services, you can reach out to firstname.lastname@example.org.