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Social Selling strategies-The Panagora Blog
Social Selling continues to be the center of conversation in the social media and sales blogosphere,
but for many traditional B2B sales organizations, a majority of salespeople are still “in the dark” and
doing their sales like they always have as if social media simply didn’t exist.
On the other hand, I just returned from a business trip to Japan and had an epiphany moment.
Although social selling is not in the vocabulary of Japanese salespeople, a majority of them are
well ahead of their American counterparts in the art of social selling for one important reason: They
proactively connect with potential clients and current customers on Facebook.
I’ve trained many an organization on social selling, including many where there is a resistance by
salespeople to use social media for work reasons, but if you think about what the average Japanese
salesperson does, it makes a tremendous amount of sense. By becoming friends with clients on
Facebook, they are able to:
• Appear in prime online real estate, Facebook notifications, whenever they engage with their
client’s content.
• Make sure their messages get seen through sending them through Facebook Messenger
• Always understanding what their clients are up to on a daily basis by looking through their profile
updates.
Obviously there is much more to social selling than simply becoming friends on Facebook, but once salespeople learn to use social media as another tool to help them prospect, close deals, and keep in better touch with clients, it opens up a world of opportunity for them to master and become more effective in sales in this social media age we live in. In fact the statistics on the benefits of social selling and the paradigm shift of today’s B2B buyer should be convincing to any sales manager that, sooner or later, change will be needed to adapt:
• 78% of salespeople using social media perform better than their peers (Forbes) • 62% of salespeople who do not use inbound social selling miss their quotas while 64% of sales teams that use inbound social selling reach their quotas (Aberdeen Group) • 98 out of 100 sales reps who have at least 5,000 LinkedIn contacts reach or surpass their sales quotas (The Sales Benchmark Index) • 77% of B2B purchasers said that they would not even speak to a salesperson until they had done their research (Corporate Executive Board)
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