Social selling has always been around. In fact, before the days of mass media, almost all selling was based on relationships and word of mouth. 
The more recent move from mass media to social media has put social selling back at the forefront. Word of mouth is much more powerful when you can communicate your thoughts to thousands of people instantly. Think about how many social media posts involve check-ins at local businesses, raves about the quality of the day's lunch at a particular restaurant, questions about the latest smartphone models or requests for recommendations on trustworthy service companies. All of this interaction serves to influence a person's friends and followers in ways that a company-sponsored ad never could.
In this online social selling landscape, you also have a voice--and a set of ears. Below are some ways you can utilize each and take advantage of social selling to improve your own sales.
Listen in on the Conversation
Social media gives you access to a lot of discussion that you otherwise would never know about. You can hear what people are saying about your company--both good and bad--and respond to negative comments if necessary.
It is estimated that 70 percent of the buying process is completed before a consumer ever talks to a salesperson. Some of that initial research will take place on your own site, but a savvy shopper will also search for independent recommendations and reviews. This means that other people are doing much of the selling either for or against you. By monitoring the conversation around your brand, you can work to manage your online reputation and take back control of that initial 70 percent.
Research Prospects
The better you understand a prospect, the better chance you have of closing the sale. Since almost everybody engages in social media, you can gain new insights into your prospects with just a little bit of research. Besides learning more about their personality, you may find they have been posting about the problems they are facing or providing other insider details that you just won't find on an annual report or company bio. There is a chance they have even been talking about you or your competitors.
It is a good idea to also engage with your prospects on social media in a non-selling role. After all, we tend to buy from people we know and trust. One of the best ways to build strong relationships with your prospects is through social media.
Find New Leads
Social selling can also help you find new leads. They are called social networks for a reason, and they do allow you to network with many more people more easily.
Social networks are also a great place to get client referrals. If you are doing your job well, many referrals will happen organically. Someone may log in to Facebook and ask where they can find a particular service or product, and an existing customer may reply with your name. You can also set up a customer referral program that is tied to social media, or you can set up alerts to see when someone asks for recommendations within your industry.
Keep Existing Customers Happy
One of the most effective ways to increase sales is to get more repeat business from the customers you have. Social media can be used in multiple ways to help keep your customers happy:
- Respond quickly to customer complaints
- Use social media as a quick and convenient help desk for your customers
- Identify new problems or changes in sentiment by monitoring your clients' social media channels
- Be proactively helpful
If your customer posts a question or request on social media, answer it. Even if it has nothing to do with your company or products, you'll build goodwill and strengthen the personal relationship.
Keep Track of the Competition
It is also wise to follow your competition online. It will help you keep up with what they are working on, who they are working for and potentially which prospects you are both going after.
By using these tips to engage in and influence the social selling conversation, you can improve your own sales success--without appearing to be selling at all.
* Image courtesy of freedigitalphotos.net
