According to a study by Sirius Decisions, 54% of salespeople did not make their quota in 2015 in the United States. Only a minority would be able to reach them …
Selling has become a real obstacle course: prospects no longer respond, competition is fierce, complex sales cycles and databases are expensive and quickly obsolete. To retain the attention of those to whom it is addressed, the sales representative must personalize his approach. Selling via social networks is therefore the most effective.
Here are 6 good reasons for your salespeople to get into Social Selling
1. Meet the buyers
“New” buyers are well connected on social networks. They learn and are constantly looking for providers. If your first interaction with the customer takes place during the discovery meeting, then you missed a great opportunity to position yourself upstream and influence the purchase decision.
2. Explore new prospecting territories
Traditionally, the distribution of prospecting areas and / or the accounts of a commercial team is determined according to arbitrary criteria: in alphabetical order, according to geographical areas, sectors of activity, size of companies … without worry about the social links that the salesperson can have.
What about a shared relationship with a decision maker, a shared experience with a client? These are essential assets to engage prospects quickly on a deeper, more emotional level.
3. Identify the right contacts
Even the smallest business is now working in project mode with long decision cycles and complex purchasing processes.
From SMEs to large groups, there is no single decision maker!
Meeting the Director or a CEO is no longer enough because decisions are based on multiple points of influence that everyone must meet, convince, adhere …
Another challenge is that some of these people may be external consultants to the company (consulting firm, consultant, network …)! That makes it even harder to reach and they may even view you as a competition.
4. Extend the reach of marketing
60 to 70% of documents published by B2B companies (white papers, studies, ebooks, infographics …) are not used by sales representatives.
While Social networks allow individuals to be media in their own right, this ability is often not used.
Imagine what will happen when these high value-added content developed by marketing gets distributed by sales representatives. That will immediately involve sales representatives in the marketing campaign with a targeted audience and establish their expertise.
As a result, traditionally separated efforts of sales and marketing will become a joint effort allowing the company to oversee the contents of the messages and the frequency of the publications.
5. Position yourself as an expert
How can your company relate to your buyers if your salespeople are not present on social networks?
Even in B2B environment, the actual buyers are humans and they will continue to buy from salespeople they trust.
If you do not portray the image of an expert, buyers will naturally less inclined to approach or consider you and your product/service.
6. A new type of sales rep has emerged
More and more companies have understood that the role of a sales rep has changed dramatically. They are abandoning the job titles of sales rep, sales to replace them with “Business Development” or “Experts” or “Partners”.
Today customers expect salespeople to listen to them, exercise the ability to understand their problems and their expectations in order to present a personalised solutions!
Forrester predicts that by 2020 the low value-added salespeople will become extinct because machines will be able to deliver demos and take purchase orders. Instead there will be more of commercial “consultants”, able to guide and accompany the prospects through discovery and purchase process.