16 Feb 2019

Social Selling best practices & it’s importance

What is Social Selling?

The fundamentals of sales remain the same, though the technique of doing so has changed with social channels.

Social selling is when salespeople use social media to interact directly with their prospects. It’s about leveraging your social network to find the right prospects, build trusted relationships and achieve your sales goals. Social Selling helps you to remain relevant by creating and maintaining relationships. However, it certainly does not mean bombarding prospects with unsolicited tweets or private messages. That’s called ‘Spam’ and you shouldn’t do it!

It’s important to strategically listen, reach out to the prospects at the right moment to join the conversation and address their problems by providing a solution. Social Selling technique enables better sales, lead generation and eliminates the need for cold calling. Thus, the use of social media in sales allows salespeople to delight their prospects rather than interrupt their daily lives with cold calls and hard sells, eventually converting them into loyal customers.

Social Selling means ‘officially’ increasing salesforce effectiveness by modernizing social media habits, empowering people with tools to succeed in today’s environment. Really though, creating conversations producing sales – Gary Goldhammer

In the socially connected world,78% of social sellers outsell peers who don’t use social media. Isn’t that a reason enough to understand the importance of Social Selling?

And needless to say, it thrives on relationship building and trust.

Relationships are rational AND emotional. While technology has changed a lot, we still make decisions on an emotional level. – Gary Goldhammer

Often people confuse Social Selling with Social Media Marketing but the key difference between the two can be explained in two words i.e. ‘revenue generation’. This difference can be compared to that of sales Vs marketing. While sales drives revenue, marketing drives awareness.

Social Selling is a personal, one-on-one approach of building long-term value, relationship and buyer retention to achieve sales goals. Whereas social media marketing is about paid targeting, driving traction and awareness.

To determine the ROI of Social Selling, salesforce feedback and Social performance are important indicators. But Increased sales, buyer retention and employee satisfaction are the best long-term indicators. – Gary Goldhammer

Social Selling Best Practices

Be Human. Not a Robot: You might get tempted to automate responses to address comments, queries, concerns on social media but that doesn’t help build a rapport. Of course, depending on the volume of conversations it’s a good idea to have a chatbot for marketing and customer service initiatives. Though, nothing beats a real human conversation. So while you use technology to your advantage, don’t forget to add the human touch!

#1 best practice is to be a real person first, a “salesperson” second. Authenticity gets thrown around a lot, but it’s real and essential – Gary Goldhammer

Strategic listening to identify leads: Social listening tools like Sysomos, Meltwater, Crimson Hexagon come in handy to identify what your customers and prospects want. Once you have identified the people and conversations, it’s a good idea to reach out to them with a personalized note.

I’d like to highlight a personal example of Social Selling where the ‘Customer Success Officer‘ at GetSocial.io added his two cents on a blog I’d written on ‘Dark Social’ and subtly informed about the GetSocial.io services. Needless to say, I connected with his team to understand their tool and while I didn’t have an immediate requirement at that time, I still remember the brand despite our conversation being two years old!The chances of converting this into a lead are much higher compared to other brands.

Provide value: According to Hubspot, 74% of B2B buyers conduct more than half of their research online before making a purchase decision or contacting a salesperson.Therefore, brands have a great opportunity to create new content based on what people are already searching for. Provide valuable and unique insights to the right prospects at the right time and don’t share any information unless you have something worthwhile to say. Remember, the goal of Social Selling is to build a relationship first, not sale first!

Build meaningful & trusted relationships: Stay in touch with your old and new contacts. Keep a track of their posts/updates and initiate a conversation from time to time. Focus on how you can help make their life easier by providing value and being human. This isn’t a one-time activity and you need to keep at it to build meaningful and trusted relationships.

Embrace Social Selling and watch your sales grow or ignore it and get left behind. It’s that simple!

Are you ready to invest in Social Selling?

TESTIMONIALS

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Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon

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Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP

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Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google

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Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees

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PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL

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Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN

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Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater

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A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield

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Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited

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Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young

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Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India

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Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India

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Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees

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Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees

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SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston

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I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn

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SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina

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Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom

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I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank