Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Beginners Guide to Inbound Sales

Download the Guide
Fill out the form to get your guide
Thank you! You have been subscribed.
Close
[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales
Read the Guide
The Beginners Guide to Inbound Sales
Free Inbound Sales Guide
View The Beginners Guide to Inbound Sales
[Playbook] Inbound Sales Guide Cover

Free Guide:

See faster close rates and happier customers by shifting to inbound sales.

In this guide, you'll learn:

  • Inbound Sales vs. Outbound Seals
  • 5 Steps in the Inbound Sales Process
  • Getting Started and Troubleshooting

Why Social Selling is Crucial in the Beginning of the B2B Sales Process

By Rachel Clapp Miller

Rachel Clapp Miller also recommends this free guide, The Beginners Guide to Inbound Sales.

Why Social Selling is Crucial in the Beginning of the B2B Sales Process

why_social_selling_is_necesseary_in_b2b_This post originally appeared on the Force Management Blog. To read more content like this, visit the blog here.

With the astronomically fast rise of social media and the increasing number of social media gurus and firms promising to help those who don’t understand these new tools, it’s no wonder that many B2B organizations are still reluctant to consider social selling a viable part of their selling process.

Do these comments sound familiar?

  • “It’s too new.”
  • “It isn’t proven.”
  • “There’s no way to measure it.”

While it’s true that the industry has a ways to go in order to understand all of the sales implications of social selling, we can assume that it’s not a fad and isn’t going away any time soon.

Free Guide: The Beginners Guide to Inbound Sales
Here’s some research that demonstrates the importance of social media in connecting with today’s B2B Buyer:

  • Social media helps sellers exceed quota (Source: Forbes)
  • Most corporate decision makers use social media to inform their purchase decisions. (Source: IDC)
  • Best-in-class sellers use social media to build stronger pipeline. (Source: Aberdeen)

Why social media is more than a buzzword

Creating an account on LinkedIn or Twitter doesn’t mean that the leads will start pouring in and the sales will practically close themselves.

That’s falling into the “buzzword trap.” In fact, you can get hundreds of followers, thousands of likes, and even make valuable connections, but if you don’t employ a system of capitalizing on these interactions, you’ll never see the kind of return that drives bottom-line impact.

Sales organizations that use social to demonstrate value and differentiation and align key social activities with their sales process understand that social selling is more than just a fad. It’s an important tool along their customer engagement process.

In a traditional buying process:

  • Sales is very clearly aligned with the buyer.
  • They’re able to uncover customer needs through an effective discovery process.

That discovery process gives them the opportunity to define required capabilities, positive business outcomes and then lead that buyer to their highly differentiated solution.

When we consider the connected buyer that tightly aligned process goes away.

Sirius Decisions reports almost 70% of the B2B buying process is done digitally. That means that buyers are researching vendors and solutions on the web and through social before even engaging a salesperson. When they finally engage a salesperson, they perceive themselves as being much further along in their process. 

With the new buying process, sales is entering the conversation much later. The buyer has already done his/her research. They’ve likely defined required capabilities. They researched your competitors and are determining how/where your solution stacks up. 

When sales comes into the process, they may have to back track to redefine capabilities, execute an effective discovery process with a prospect who perceives he/she is past that point, and differentiate themselves among other vendors who are already part of the decision criteria.

How are you as a sales organization enabling your salespeople to enter into this buying process earlier? 

Social media is an important tool that provides salespeople the ability to engage in the sales process earlier. Consider these stats from IBM who rolled out a 6-month pilot social selling project with just seven reps: 

  • 7 reps grew their aggregate LinkedIn direct followers from 535 to 3,500 people
  • Their reach grew from 54,000 to 1.3 million (followers of followers) 

Remember, those results came from just seven reps. Imagine the power of implementing the same tactics with an entire sales team. More importantly, imagine if your competitors launched the initiative and you didn’t.

Sales organizations that use social to demonstrate value and differentiation and align key social activities with their sales process understand that social selling is more than just a fad. It’s an important tool along their customer engagement process.

[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales
Read the Guide
[Playbook] Inbound Sales Guide Cover

Free Guide:

The Beginners Guide to Inbound Sales

See faster close rates and happier customers by shifting to inbound sales.

In this guide, you'll learn:

  • Inbound Sales vs. Outbound Seals
  • 5 Steps in the Inbound Sales Process
  • Getting Started and Troubleshooting

Topics:

Inbound Sales
Published on December 30, 2014

Recent Articles

The Best Sales Enablement Tools for Your Team in 2022
June 13, 2022 • 7 min read
Sales Qualifying Questions: How Do You Know If Your Leads Are Ready?
May 12, 2022 • 7 min read
Building an Inbound Sales Program: 6 Critical Elements of Inbound Sales Strategies
May 5, 2022 • 8 min read
How To Use Personalized Video in Your Sales Process [+Video]
April 18, 2022 • 4 min read
14 Sales Qualifying Questions for Finding Better-Fit Leads
April 14, 2022 • 8 min read
3 Effective Ways To Use Personalized Sales Videos
April 11, 2022 • 6 min read
Inbound Sales vs. Outbound Sales: What Is The Difference?
April 4, 2022 • 8 min read
5 Revenue Metrics You Should Be Measuring
March 29, 2022 • 6 min read
How To Get Great Content Ideas From Your Sales Team
March 17, 2022 • 5 min read
4 Common Assignment Selling Mistakes (and How to Fix Them)
February 14, 2022 • 7 min read
Sales vs Marketing in 2022: What’s The Difference?
February 7, 2022 • 7 min read
What Is a Revenue Team? (Definition + Video)
December 16, 2021 • 9 min read
5 Real-Life Examples of Assignment Selling In Action
December 13, 2021 • 9 min read
Sales Enablement Checklist: 5 Questions Marketing Teams Should Regularly Ask Sales Teams
November 30, 2021 • 5 min read
Virtual Sales: How To Improve Sales Performance in a Virtual World
November 15, 2021 • 8 min read
How To Improve Your Sales Process
November 8, 2021 • 9 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
What is Assignment Selling? (Using Content to Close Deals Faster)
November 2, 2021 • 5 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
How to Master the Art of Using Content in the Sales Process
October 12, 2021 • 10 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
Sales and Marketing Alignment: How To Shorten Your Sales Cycle
September 17, 2021 • 8 min read
Your Buyers Want to Control the Sales Process; Here’s How to Let Them
July 28, 2021 • 6 min read
HubSpot CRM review (updated for 2022)
July 27, 2021 • 8 min read