Social selling: what it is and how to implement it

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There is a maxim in the world of marketing that says that “people buy from people”. This trend is increasingly concrete and is evident in the actions of major brands, such as the creation of friendly humanized mascots that become the face of a particular company that, because it is a giant like Natura and Magazine Luiza, ends up giving off a more distant and robotic image. But what does Social Selling have to do with this?

The concept of social selling is nothing more than the use of social networks to create a bond with your potential customers, a strategy that fits very well into small businesses. For those looking to further humanize their sales processes and build an authority that inspires trust in their consumers, implementing this methodology in your business can be the surest way to increase your sales.

A study published by Sales for Life indicated that companies that use social selling have an incredible 84% higher budget compared to companies that do not use this strategy. In a world as globalized as today's, it is a matter of survival to position yourself forcefully on your social networks, and this has been increasingly intensified with the incidence of the COVID-19 pandemic that has forced millions of consumers to live a more active life online.

How to implement social selling in my business?
The goal is quite simple: to make your relationship france whatsapp data with your audience more meaningful and personal without it becoming invasive, of course. For your strategy to work perfectly, the first step is to get to know your ideal persona in depth, since your desire is to make them feel connected to your brand through the feelings and solutions it offers, not just the products.

Discover their tastes, biggest pain points, what generates the most value, which social networks are most used and everything else that is most relevant to your segment. It is important that you discover which approach and language to use to reach your audience, since there are several peculiarities regarding each consumer niche.

Another essential point is to clearly identify how your audience behaves at each stage of your sales funnel. Your social networks will be of utmost importance to efficiently attract, captivate and convert your audience into customers.

3 essential practices for the success of your social selling
Have a well-structured follow-up process
You may not know this, but 80% of successful sales are completed after just the fifth attempt at contact! Instruct your sales team to closely follow up on the leads they capture, encouraging them not to give up after a first or second negative response.

The most loyal and long-term customers will demand a huge amount of time and attention, which is why social selling is, first and foremost, an exercise in determination and patience.

Create interesting content
Your audience needs to feel like they really make a difference to you, which is why you need to feed them with interesting content that generates some kind of value for them. Don't just stick to offering products and advertising deals. A good tip is to maintain blogs, show behind the scenes of your company, create an authority for yourself and your salespeople, and humanize your sales process as much as possible.

Also consider offering value before asking for something in return. E-books are great ways to convey the impression that you and your brand enjoy helping your potential customer without them having to give you anything in return. Infographics, information, utilities, etc. are also valid ways to captivate your target audience.

Update sales scripts regularly
If your goal is to make your customer feel closer to you, the most obvious solution is to not rely on the same sales scripts over and over again. This is also a way to keep your salespeople active, preventing a natural mechanization of interpersonal sales relationships.

Social selling is not an easy method to implement. It requires a lot of focus, organization, and dedication from your entire team. As a reward, it guarantees much more sales and profits for your company.

Humanizing and bringing people closer is the path to success, especially in the current context of social distancing that has come to show us how much we value human relationships, whatever they may be.