Using Social Media to increase revenue and productivity is a direct consequence of social buying.

Your customers are now socially empowered, highly informed decision makers when it comes to choosing the products and the services they require.

There is no more yesteryear hard sell in any sales strategy.  Customers have leveraged the social space to make their informed decisions.

Social Buying

Social Buying on the other hand is when online resources have democratised access to information in Wikipedia, Google and other countless resources, thus empowering customers to diagnose their own problems, research their needs and wants and then find solutions.  In addition to this, Facebook, Twitter and Instagram have made it possible for decision makers and researchers to reach out to peers and experts simultaneously for advice and information and get answers instantly.

The Sales Strategy

Traditional marketing and sales strategies have been turned on their heads.  Customers active on social media have compared product, read reviews, researched products and services and take one to one recommendation of their peers and acquaintances seriously in their decision-making process.

What an evolution from traditional sales practices.  However, emails, phone calls and meeting with prospective customers is now more productive and fruitful when you deliberately use social media to dove-tail with certain traditional selling skills.

Sales pitches are not made through sales pitches on the social media channels, in contrast, a social seller will use social networks to primarily find potential customers.  They identify their needs and engage meaningfully with them and build a relationship.  Then, when appropriate, they are able to move the process forward.  This may be in person, by email or through a real-time channel.

Pillars of Social Selling

Learning & Listening

Research & Associate
Engage & Delight

Co-operate & Close

 

Co-operating and collaborating with the marketeers

With social business practices, it is crucial for both sales and marketing to work closer together if the department is not one and the same thing. In this way, buyers get the right information at the right time on the social media channels that are being leveraged.

Content Marketing
If the sales professionals wish to be effective social sellers, they must work with the marketing team on content and the overall content strategy.
The content that is placed in the social space is the message that the sales professionals rely on for the best customer engagement.

Content Segmentation
Social engagement is totally reliant on content that is relevant and meaningful. It is essential that sales and marketing are totally in agreement on the content that is created and subsequently placed and posted for customers to see.