The statistics around the success of social selling – also known as digital selling – are pretty convincing. It’s well documented that social media and the internet have changed the buyer journey.
So, why, according to the World-Class Sales Practices Study, do only 53% of sales people meet or exceed their quotas? Are sales organisations not adapting? Or do people just not know how to go about modernising their processes?
Read on for our 3 reasons why it’s key that Sales Manager get to grips with this new way of working.
1. This Change Is Here To Stay
Some 75% of B2B buyers use social media to support their purchase decisions according to a social buying study sponsored by LinkedIn. We access and consume information and news in a different way in this digital era; it’s so easy to do our own research that we wouldn’t consider a buying decision without researching fully first.
According to The Go-Giver, by Bob Burg and John David Mann, “people do business with people they know, like and trust” and it’s the trust factor that’s driving this change. There has been too much rhetoric and fake news being shared by supposedly trustworthy individuals and organisations for buyers to continue to take things at face value. They are looking for authenticity, presence and long-term relationships and social selling delivers on these requirements.
2. The Benefits Significantly Outweigh The Risks
There are many sources of excellent advice and training to help Sales Manager set up a robust and efficient social selling program; learning from experts – and indeed from the well-documented mistakes that others have already made – is the best way to mitigate the risks that might be blocking a change of approach.
A range of ‘belt and braces’ style steps can be put in place, from implementing a Social Media Policy to offering training in how to safely use the internet. In fact, once the fundamentals have been designed, the advice and guidance available will extend into training for those taking part in the program.
At Tribal, we use a variety of training methods, ranging from online to workshops, in order to ensure all types of learners are engaged. Our clients have the confidence that they’ve gone as far as possible to minimise the chance of risks caused by inappropriate use of online channels.
3. It Makes Life Easier In The Long Run
Implementing a social selling program will undoubtedly uncover a raft of hidden opportunities and skills within your sales teams. Once your employees become true advocates of the brand, you’ll find extra reach and engagement with your brand messages. In addition, you’ll discover your social heroes – those who are creating and curating amazing content to engage your desired audiences.
Plus, the statistics say you’ll experience more than just the ability to exceed your quotas. You’ll create more opportunities (45% more) and, of the leads you have, you can expect them to convert more quickly and reliably.
Take it from our client, Laura Lamard, Global Social Selling Manager at Henkel Adhesive Technologies, who says “We achieved our target sales pipeline from social selling in half the time forecast. Already, 13% of this pipeline has converted into sales, far quicker than our typical 2-4 year sales lead times. Importantly, you have coached the internal project champions and embedded the knowledge that will continue to build on these initial results.”