5 Things to Know Before You Dismiss Social Selling

(This is the last post in our series on sales organizations’ emerging use of social media as a channel for shaping demand.)

In the previous posts in this series we discussed the importance of social media for social selling, ensuring reps profiles match their organization, the reality of social media use in B2B sales, and  IBM’s approach to supporting social media use.

So what conclusions can we draw?

1)      Social Media and Social Selling are here to stay

Social media is not a passing fad and as online networking increases the spillover into B2B sales is somewhat inevitable. What we’ve seen is that customers aren’t just changing the way they buy, they are changing the way they learn and the way they learn is online from their peers.

Organizations that ignore social media will be penalized in the long run, much in the way those that ignored email had to scramble to catch up. Encouraging and supporting social media use early is the best way to learn and institutionalize this important new technology.

2)      Social Selling is not that different from the real-world

Many reps don’t fully appreciate the similarities of Social Selling to the real world and use electronic platforms as billboards instead of communities of discussion. Online communities should be leveraged similar to real communities and used to extend or supplement offline relationships. Networks should include not only potential customers but existing customers, industry experts, and competitors as well. A good Social Selling network includes the most and best information which, in turn, requires the largest network possible.

3)      Social Selling enables reps to become an Information Curator

Online engagement allows a seller to constantly provide existing or potential customers with interesting information and demonstrate ongoing thought leadership. Curating relevant insights and teaching where customers learn creates a long-term relationship that pre-disposes the customer to trust a rep’s commercial insight that is beneficial when it comes time to address the actual sale.

4)      There are good ways and problematic ways to engage online

One good reason for encouraging early social media adoption is the possibility of learning the best methods for engagement with less public risk. As few people are familiar with the landscape, or are experimenting themselves, an audience is more likely to be forgiving of missteps. Getting your reps online now will mean that in the long term they are well versed in social media etiquette before everyone else shows up to the party.

5)      Beginning is easier than you think

 Many organizations feel that to get reps online they require a full social media strategy, complete with air-tight social media policies, marketing plan, and investment in training. Instead what we have seen is that with a little encouragement and advice establishing a social presence is a matter of taking the time. Reps and organizations who want to can go further, but establishing a presence can provide a big enough return to encourage further individual development.

SEC Members: Listen to our webinars on Social Media Credibility and Scalable Social Selling; see how companies like IBM and Eloqua support reps to enter the online sphere and watch for our new Social Selling subtopic page (coming soon).