The marketing and communication managers face an added challenge in their daily work: ROI justifies their actions, demonstrating that they are generating leads and income. One way to achieve this goal is to help the sales department to make possible sales through social channels increasing business profits.
Today’s consumers are more informed; the younger generation, increasingly present in the labor market, are socially active and resistant to traditional cold call door. This is demonstrated in part why 90% of people who make buying decisions states that unsolicited emails and cold calling will not lead to a sale, hence the growing importance of sales via social networks.
But what is your team ready to sell in social media? Why should you include a plan of social selling in your business?
82% of potential customers can be contacted through social channels. If you do not think to connect and interact with them and offer advice, someone else will be happy in your place. On the other hand, 72.6% of the commercials that use social networks outperform their peers who do not. Social media is seamlessly integrated with the creation of commercial relationships of trust that lead to loyal customers.
What is social selling?
- Follow Twitter profiles key.
- Share the content of your business to your communities on Twitter, LinkedIn, Facebook, and Google+.
- Investigate potential customers on LinkedIn and Twitter before sending an email, make a call or start a meeting.
- Highlight the skills of a client on LinkedIn.
- Link or comment on the content of a client.
Social selling is not:
- Spamming your contacts and LinkedIn groups.
- An excuse avoiding talking to potential customers.
- A substitute for offline contact.
- Something mystical that will make any automatically reach their sales targets.
- The obligation to make a sales pitch in each interaction.
- “Give a touch” a customer on Facebook.
“Social selling is a term a little inappropriate, as it seeks to better understand our customers and connect with them in a relevant way in a place where they are already looking for new customers and closing deals. It’s not about making a hard sell, but to listen to customer needs, sharing valuable content and maybe some humor. We want to ensure that interact with the buyer as soon as possible on their way to purchase, and social selling allows us to do.” Melissa Rothchild, vice president of Marketing for Thomson Reuters
If you’re not sure where to start or feel the need to recycle your knowledge, we are here to help. We have compiled some tactics that will help your sales team to have a stronger social presence, generating more interest in your brand plus leads and extra sales.
Walk your way to a mature social sales model
First, determining what stage model of social sales (see chart below) is your company. Getting to the top is not something that happens immediately, but it’s worth bearing in mind when defining the long-term goals of your sales strategy on social networks. Nor is it something that happens accidentally because it requires behavioral changes and implement certain practices officially. Marketing departments can help the sales team to advance their social maturity model providing: guidance on label social networking, training on how to use certain channels and help with social media marketing tools to find the best leads.