There is an interesting story about an interview question at a bank where candidates were asked, “What do you think of social selling?” It was a trick question, intended to weed out the inexperienced social explorers from those that had hands-on enterprise social media experience. The panel listened carefully to how the candidates framed their answers: those that described social selling as just another form of social media marketing or advertising were missing the bigger picture.
In case you are thinking, “But isn’t social selling… selling through social media?” you are partially correct. But, it’s also much more than that. It is a powerful tactic which, if done well using the right technology, can empower sales teams to leverage social media to grow their networks, raise awareness, find prospective clients, nurture business relationships, and generate business leads.
The annals of history are filled with sales professionals sharing stories of using the good old phone book and cold calling to generate new business, but in the modern age, these tactics are definitely losing appeal. Yet, the number of sales professionals who use these same outdated tactics despite huge advancements in technology is astonishing. Too often, even well-meaning sales professionals treat social media as just another channel to spam prospects. At some point, all of us have received a connection request quickly followed by a sales pitch. This tactic simply replaces cold calling with cold connection requests and relabels it “social selling.” But, it is important to note that most times, the modern buyer may not respond favorably to this type of outreach.
So, what is social selling? When implemented properly, a social selling program can help you establish and nurture authentic relationships with your target audience on the channels they prefer. It’s time to redefine the process, the technology, and the medium while harnessing smart AI-driven technology to get a competitive edge.
According to Linkedin Sales Solutions, 78% of social sellers outsell peers who don’t use social media.
But, what are the key elements to consider when building a successful social selling program for your teams? Here are five key considerations for your social selling platform:
Social selling is not a fad. It is here to stay, and it will be vital for business growth and success. If you need one reason to turn your teams into social sellers it’s this – your clients are on social media and if your sales team is not engaging in that space, they are missing out. It is time to start incorporating social selling into sales programs the right way. This also means we will have to change the way we do business and truly leverage the power of social media in the way it was intended… to provide value.
To learn more about how Sprinklr can help you improve your social selling practices, download our Visual Report for Financial Services.
Learn more about Sprinklr Distributed.
Manasa Adeni is a Senior Product Marketing Manager at Sprinklr based in Austin, TX. She focuses on the Modern Sales and Engagement product, including Sprinklr’s distributed marketing platform. When not at work, she enjoys traveling and exploring Austin’s food scene.
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