Social Selling - Revolution or Evolution?

Author:
Date:September 2, 2014

I believe Social Selling is an evolution of sales enablement versus a revolution.

Social Media platforms such as Facebook, Linked in, Pinterest, and Twitter have only been around for 5 or 6 years but during that short time period they have made a tremendous impact on our personal and business lives.

Before I talk about Social Selling, we have to recognize that there is a new buying process that is changing considerably faster than the actual sales organizations selling to them. Today buyers can access 20X the information about a vendor’s products/services than they could just 5 years ago thanks to the web.

According to OgilvyONE Media, today’s buyers research online and by the time they connect with vendors they are 70% through the buying process. Buyers are coming to the table “armed to the teeth” with a deep understanding of their problem and a well scoped RFP for a solution – which are turning sales conversations into fulfillment conversations much sooner and faster than ever before.

Buyers no longer move down the sales funnel in an orderly predictable manner – decision makers “jump in and out” of the process and continue to access digital touch points along the way – disrupting the cycle.

The sales person’s new role:

Sales people need to reach buyers “early” in the purchase cycle – while buyers are still “conceptualizing” their needs.

Sales people need to be “social selling” a way out in front of how they are currently managing their affairs. This includes providing potential clients with pertinent and relative content much earlier in the cycle. Directed Content such as: whitepapers, ebooks, and webinars combined with social selling tactics are proving to be much more effective than old fashioned cold calling.

A new strategy is required.

Marketing departments of selling organizations are utilizing social media – but according to a recent IBM study, only 11% of companies had a formalized customer-facing social media strategy and focus for sales departments.

At 4Growth, experience matters. We recognize that social selling is a key component of our “Sales Effectiveness Stack” and look forward to answering any questions you may have regarding social selling enablement

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Author:
Date:September 2, 2014