By Gini Arnold
Social selling is not a new or revolutionary concept, in fact it is a recognizable trend. Most sales people will tell you that buying behaviors are changing and customers now spend the earliest parts of the sales cycle completing research online, reviewing feedback from their trusted social contacts, and forming an opinion before ever interacting with a seller.
So why aren’t more sales teams taking advantage of social channels? It is because of the fear of unknown factors. Below are some of the most common fears of social selling, and the simple solutions top sellers are already discovering.
Fear #1 – “My Prospects Aren’t On Social”
With well over half of America reporting that they have a presence online, you can rest assured that your prospects are active on social. Get in front of the sales funnel by connecting with these prospects in their social environment. Networks such as Twitter and LinkedIn allow you to stay in constant contact, giving you the opportunity to provide leads with product collateral when they need it and helping you to form a bond during the lead nurture process.
Fear #2 – “It Takes Too Long”
There are a number of ways to shorten the process of social selling, including scheduling posts and dedicating a specific time between meetings for managing your social activity. There are also many valuable and useful tools, such as social media management systems, that can be used to make social selling easier and more efficient.
Fear #3 – “My Prospects Won’t Interact With Me”
Engagement is inherent to social media, but it can be difficult to generate without the right approach. Most social media users aren’t interested in a blunt sales approach on social. Instead, share a variety of relevant content with your followers that lets them know you understand the industry and their pain points. Also take the time to engage with your followers through comments, retweets and shares. Initiating interactions with your followers will help to spark the reciprocal nature of social media, making it more likely that your followers will be the ones initiating engagement with you in the future.