What is Social Selling, and why it matters more during the crises?

If you are a marketer, it is probable that you have already come across the term ‘Social Selling,’ but are unaware of its meaning. We have come across people who think it is the same as social media marketing. 

Well, to give you a bit of a head start, these two areas similar to social listening is to social media marketing!

If you are unaware of its capabilities or have somehow found it underwhelming, you are probably losing out on clients to your tech and social-savvy competition.

In today’s article, we are throwing some light on the importance of social selling, especially during the crisis times of crisis. Let us delve deeper, without further ado.

What do we mean by Social Selling?

You may have come across several lifestyle brands showcasing their products on social media. Most such posts do not contain a link to the listed items’ purchase page;. But, they still entice the onlookers to buy one of them or the entire combo. And that, my friends, is an example of social selling!

Specific terms can deceive, and ‘Social Selling’, is one of them as there is no direct selling involved at all. Instead, what you get are ways to find and engage prospects via social media. The sales team answers questions respond to comments and shares meaningful insights to help its audience understand the products better.

That way, we develop a relationship that is developed with the customers, which ensures that you are the first one he thinks of when he is out to buy the product. Social selling has practically made cold calling useless and seems time-consuming.

Even if you have never thought about actively using the technique and figured out ways to attain it, if you own a brand page on any of the social media sites, you have already covered the basics.

How does its relevance increase during crises?

A study by Forbes suggests that social media influences 78 percent of customer purchases. During the pandemic days, it is impossible for marketers to influence their prospects by meeting them physically. Plus, the growth of social media’s influence means that we must have the tools to harness its abilities to the fullest.

Social selling is the most viable option that is there, we have and here’s why –

Show up at the right place and the right time

As per a survey conducted by International Data Corporation (IDC), 75% of B2B buyers and 84% of C-level or VP-level executives use social media to make their purchasing decisions. It means that we must make our presence felt and be available when they come looking for us. Yes, you may say that there will be others in the race too, but it doesn’t mean that you give up just yet. If you want to stay ahead of the curve, you must optimize your social media handles and provide credible information to the onlookers to ensure that they find it valuable.

Identification of potential leads

Despite the pandemic, we must market our products and ensure that they sell. We can no longer sit for a one-on-one discussion with the client. So, what can we do? We must indulge in other ways to funnel them down to our sales list.

How do you achieve it? By keeping your eyes and ears open. What people are sharing is valuable for your brand, as it informs about their pain points and expectations. It would allow you to place your products strategically and act as a probable solution to them.

You cannot blatantly reach out to every prospect you identify; you must check their follower list to understand them better. Look out for mutual friends, and if you find any, ask them to introduce you to the prospects. It would also allow you to customize your pitch according to the data you collect via social media.

Create relationships that last

It is not very difficult to create a relationship in the social media world. All you have to do is ensure that you actively engage with whatever they do. Pay attention to their posts, comment, and like regularly to inform them you care.

If you notice a significant change in their day-to-day life, send them a congratulatory message or drop them a general message. Try to make your prospects’ life easier. If you create a relationship that lasts, the consumers will think of you whenever they ought to make a purchase.

During the pandemic days, you can send critical insights and information that may keep them safer. That would make them feel that you care, and a sense of bonding develops over time.

The routine of Social Selling

As you begin your tryst with social selling, you may feel that it is cumbersome. If you develop a routine and induce yourself to it every single day, it may not seem as bad. Here is a probable schedule which you may find helpful –

• Find relevant content
• Share it via all your social media handles
• Send connection requests to people who came over to your profiles
• Create a list of potential buyers
• Share content with such people regularly
• Find any additional triggers
• Reply to messages ASAP
• Do not deter away from new conversations

If you try to gauge the effects that social selling has on your sales, it may be the most challenging thing to do as the results aren’t linear, and they do not run parallel to whatever you do on your handles. But, if you practice it long enough and cleverly, you will see that your conversion rate will improve, and deals will close faster than before.