Social Selling: How To Start Now
What is social selling?
Social selling involves interacting with your potential clients with the goal of selling your products to the at some point.
Sales has dramatically changed since people started researching products and services online before making a purchase. With the tremendous growth of phones pre-purchase research is here to stay. people take up to ten minutes even in the shop before making that purchase to check out other offers or make sure the purchase is the right one for them.
As high as 81% of shoppers will search online before making a purchase
Companies that use social selling generate 40% more qualified leads than cold calling
How to start social sales?
Send potential customers information to help them in the buying process.
Helping your customer go from Awareness-> Interest -> Desire-> Action is crucial and providing excellent support can help you become the provider of choice when it is time for your customer to purchase.
Monitor customers that are talking about a problem that you can fix.
Comment, retweet their post or DM them offering features and benefits that your service can provide.
Search for customers asking for advise related to your service or product offering.
Offering customized advise to your potential clients will show them your support. If you are able to provide an exclusive offer this will also raise your chances of earning their business.
Find people that are complaining about your competitors.
Find posts complaining about your competitors using keywords and offer them benefits and features that you can offer.
Identify people asking for advise related to your brand or industry.
Be the first to help someone and offer a great experience and you avoid your competitors beating you to it and potentially offering a poor review of your brand or service.
Social media marketing has reduced costs for 45% of businesses
How to start Now:
Using social media monitoring tool you can use keywords like:
- Competitor's brand (Nike)
- Company products (Sneakers, shoes, tennis shoes, running shoes)
- Services You offer (Shoe repair, shoe washing)
- Common complaints (Shoes need washing, dirty shoes)
The above combination would be perfect for a shoe repair man or someone in shoe business.
Here is how easy it is for a yoga apparel brand to do a competitor search for Lululemon:
Here are the links to get access to this tool:
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We like to use targeted mentions that make the most sense for social selling a particular service offering or sales funnel.
For example; if I were trying to find unhappy customers using competitor products you could search for the product and also include additional keywords like terrible, or awful or struggling.
This can be accomplished using regular search but can also be achieved with an advanced search technique used for social selling.
Using Boolean Search
Now if you are able to use Boolean search here is a great example to find your customers unhappy with your competitors. simply insert your competitor's name where required. :
SOCIAL SELLING 4 SOCIAL SELLING 5 ( near/3:competitor_name,alternative ) OR ( near/3:competitor_name,alternatives ) OR ( onear/2:struggling,with,competitor_name ) OR ( near/3:hate,competitor_name ) OR ( near/8:terrible,competitor_name ) OR ( near/8:awful,competitor_name ) OR ( near/2:problem,with,competitor_name ) Change or upgrade this search thing to add problems specific to your product/service (e.g., near/3:competitor_name,broken).
Check out this great boolean guide if you are looking to harness the power of boolean search: https://awario.com/blog/use-boolean-search-in-awario/Ω
Linked-In has a very useful concept called the 4 Pillars of Social selling:
4 Pillars of Social Selling
1. Create a professional brand
Today’s world of B2B buyers are very selective and will only work with vendors they can trust. A strong professional brand shows you are an active participant in your industry. It leads to more inquiries from prospects. It leads to more responses to your communications.
2. Focus on the right prospects
Social selling enables you to find and connect with prospects more effectively than traditional sales. Over 76% of buyers feel ready to have a social media conversation and identifying prospects that meet your established criteria – such as role, function, or industry – with LinkedIn has never been easier.
3. Engage with insights
Position yourself as a subject matter expert by sharing relevant industry content, commenting on news alerts, and building your professional brand. Over 62% of B2B buyers respond to salespersons that connect with relevant insights and opportunities. Salespersons can enhance their thought leadership by staying up-to-date with prospect news, and by identifying new contacts or decision makers when accounts make key hires.
4. Build trusted relationships
Build trust with prospects by sharing your perspectives and helping provide relevant information to common pain points. Have genuine conversations and focus on the needs of the prospect first, selling second.
Social selling leaders are 51% more likely to reach quota
Measuring Social Selling Success
Just as important to understanding social selling is the ability to measure it. To help quantify the value of social selling, LinkedIn produced the first-of-its kind social selling measurement – The Social Selling Index (SSI). The Social Selling Index is scored on a scale of 0 – 100 based on your LinkedIn activities relating to the 4 pillars of social selling. In our internal study, we’ve found a strong correlation between achieving sales goals and sales reps with high SSI:
– 45% more sales opportunities
– 51% more likely to hit quota
– 78% of social sellers outsell peers who don't use social media
– 3X more likely to go to club
While you may not want to use linked-In as your social selling tool it is wise to understand and use the 4 Pillars to your advantage.
All 4 of these can be achieved through the use of a tool that my team and clients use called Awario and we highly recommend checking them out. Here: