Social Selling or Antisocial Selling?

I was talking with my niece, who’s in her early 20s, about how technology has changed how people communicate. She came up with an interesting anecdote: The first line many guys use when approaching her in a bar is, “Are you on Snapchat?” Her reflection was that they are more comfortable going around the corner and sending a chat message than talking to her face to face.

Image credit to Street Matt

That sad fact got me thinking about social selling. Are sellers of today using technology to shy away from having one-on-one human interactions? Are salespeople hiding behind keyboards because it feels safer than cold calls? Are they hoping to drive engagement while really moving farther from it?

Do your buyers use social media?

The simple truth is that people today do their research online. They search for solutions to problems, research vendors and YOU. By having a solid online presence, your social status increases and buyers will feel more comfortable. With this in mind, we can determine that “being on social” is wise. The question is how to use it effectively in your sales efforts.

Use social to influence buyers’ worldviews

A much-quoted statistic is that buyers today complete two-thirds of their buying cycle before reaching out to vendors - especially if the solution is a commodity and the options can be compared easily.

However, in many cases, customers have problems and opportunities they may not be aware of and that are not on their priority lists. If they're not yet actively looking for solution, they are 0% through their buying journey. By using social media you can catch their attention, shape their viewpoint on things and open their eyes to new possibilities that you can help them go after. While sales cycle may get longer, customizations can keep competition at a distance and preserve your margins. 

Do business people want to socialize?

Online, as in real life, some people are extroverts and live to socialize. Others take a more passive approach. Also, social media is used very differently depending on geography, industry, age and culture.

From my perspective, in business, North America is leading the pack with Twitter and LinkedIn already woven into the fabric of business in many industries. Companies in the tech space have been early adopters, while more traditional industries are moving more cautiously. You need to tailor your messaging accordingly and use the right media and context, depending on who you want to reach.

Is social selling really virtual networking & prospecting?

In today’s B2B sales landscape, I'd say that it’s less about “social selling” and more about virtual networking and social prospecting. If you can share relevant information, knowledge and expertise that has value to your potential buyers, you’ll create brand awareness and attract customers to you. You can research potential buyers and learn more about them than ever before to tailor your outreach.

If your potential buyers are asking questions on Twitter and LinkedIn about problems that you can solve, you can reach out and make them aware of it. You can find buyers that you would otherwise not have, and they can find you.

You will open doors on social media. But unless you sell something fairly transactional, you still need to sell after you’ve created the connection. And selling is about listening, understanding and co-creating value. Network and prove your worth in social media and do business by actually talking to people - not the other way around, like the young guys in the bar.