CROs Guide to Social Selling in B2B

So I’ve always said that we need to look at selling B2B as human to human. So in that sense social selling in B2B mirrors the strategies used in B2C, leveraging social media to generate leads organically.

With nearly half the global population active on social platforms, embracing social selling is crucial for enhancing outreach and driving revenue.

This modern approach, also known as virtual or digital selling, is indispensable for sales leaders aiming to refine their presentation of offerings, broaden their reach, and amplify revenue streams.

Understanding Social Selling

At its core, social selling is a strategic approach where sellers connect and cultivate relationships with prospects via social networks.

Recently, social selling has evolved into a broader practice known as virtual selling, which utilizes a range of sales technologies in addition to social media. This evolution enables sales professionals to build trust, enhance social credibility, and ultimately achieve their sales objectives.

As technology and communication methods advance, traditional sales tactics like cold calling are being replaced by more convenient and personal digital methods. Engaging with prospects through your brand’s social media channels and sales tech stack can significantly improve your chances of hitting sales targets.

The Evolution of Social Selling

Social selling now encompasses a wide digital ecosystem, extending beyond traditional social media to include various online tools and platforms. Top-performing salespeople leverage advanced sales technologies, such as LinkedIn Sales Navigator, to access crucial data, target the right buyers, and deliver the right messages at optimal times.

Effective social selling isn’t about spamming prospects but nurturing long-term relationships. Establishing a professional brand, identifying the right audience, engaging with valuable content, and building trust and authority are key to successful social selling in the B2B space.

Traditional Selling vs. Social Selling

Traditional Selling

Find: Buy lead lists, limited personal contacts, blocked by gatekeepers.

Relate: Outdated/random contacts, limited data records, non-relevant information.

Engage: Rely on cold calling, push sales scripts, one-size-fits-all process.

Social Selling

Find: Use professional networks, connect on social media, access key decision-makers.

Relate: Focus on real connections, gather online intelligence, discover social insights.

Engage: Leverage warm introductions, have pertinent conversations, guide through the buying process.

The Essence of Social Selling

Social selling transcends merely adding contacts to your sales list. It’s about creating meaningful social interactions and positioning your brand as a trusted solution provider. Unlike one-off deals, social selling aligns closely with lead generation, fostering and maintaining relationships through every stage of the sales pipeline. This requires sales teams to invest time and effort into engaging with prospects and buyers consistently.

The Importance of Social Selling

In today’s digital age, social selling offers a significant improvement over traditional, often impersonal, sales methods. Direct engagement through actions like commenting, liking, and sharing customers’ posts, combined with sales technologies like LinkedIn Sales Navigator, helps build social credibility and generates organic advertising, converting prospects into buyers.

According to the 2022 LinkedIn State of Sales report, top-performing salespeople – those who exceed 150% of their quota – were more than twice as likely to have expanded their LinkedIn network compared to their average peers.

The Impact of Social Selling on Sales Performance

Social selling leaders achieve superior sales outcomes:

• They create 45% more opportunities than peers with lower social selling indexes.
• They are 51% more likely to meet their sales quotas.
• 78% of social sellers outperform peers who don’t use social media.

Building Genuine Connections Through Social Selling

The COVID-19 pandemic has revolutionized networking and relationship-building, shifting the focus from physical events to digital channels. This transition has made social selling essential for B2B sales. Engaging prospects through social media allows businesses to adapt to changing customer behaviors and continue building valuable relationships.

Capitalizing on Social Buying Trends

With the rise in social media usage, there has been a significant increase in e-commerce sales. Many businesses now offer their products and services online, creating vast opportunities for social sales. Prospects are using social media for brand and product research, positioning themselves to buy.

Staying Competitive with Social Selling

Your competitors are likely already leveraging social selling strategies. While initial outreach may not always result in immediate sales, ongoing engagement and market research can reveal patterns in buyer behavior, enhancing your long-term sales strategies.

Conclusion

Embracing social selling is not just a trend but a necessary evolution in sales strategy. By integrating social selling into your approach, you can build real connections, leverage valuable insights, and ultimately drive better sales results. To see the tangible benefits, look no further than the numerous case studies showcasing the success of social selling leaders in creating more opportunities, achieving quotas, and outperforming their peers.