Digital selling and social selling – The Future of B2B Sales
The B2B business world has constantly been changing and so is its dynamics. If you have been paying close attention to the ways of sales, you already know the buzz created by digital and social selling as they step down to become a mainstream approach for new selling strategies. With consumers becoming more independent in knowing about their sellers, the latter has been implementing various ways to get their personal brand across to the former. Technology has definitely taken over by storm.
What is digital selling?
As the b2b business industry has been rapidly moving towards embracing innovation with arms wide open, online portals have become the new hub of connecting and engaging with prospects. Leveraging your label and products on digital platforms for relationship building. And gradually converting them to sales conversations offline is known as digital selling. With the world becoming more and more tech-savvy each day, digital selling has proved to be a boon to most enterprises.
Social selling is just a component!
Social selling refers to your sales and marketing efforts on social media podiums such as Twitter, Instagram, LinkedIn, Facebook, and others. It makes up only a small part of the whole ‘father’ concept of digital selling. The latter may also include cold emailing, SEO compatibility, PPC campaigns, and other concepts that are used to improve your brand name and revenue through the Internet. Nevertheless, it is an important part as 78% of salespeople use social media to outsell their peers.
Most of the marketers using social selling are clueless about its primary basis. They perceive it like any other selling strategy and thus prioritize the selling first. On the contrary, social selling is first about social and then about selling. Since social channels are connected to real people, take some time to engage in authentic conversations, build real connections, and then gradually suggest your solution to their long-drawn problems.
The key to successful social selling lies in the social, not selling.
What does it consist of?
Since social selling is more focused on media platforms, it has three aspects that categorize the kind of audience you are appealing to and the type of content you are showing. The following three are the main components of social selling, which you must understand and keep in mind while planning a social media marketing strategy.
1. Trigger selling
Trigger selling is one of the most effective ways of converting your prospects into buyers. Usually, it includes content that ‘triggers’ an online surfer to buy your product, like a discount, or a giveaway. Trigger selling taps onto the customer’s impulses via various techniques.
2. Referral selling
Referral selling capitalizes on the potential of existing customers. A small referral from a satisfied customer can allow you to skip multiple steps on the prospect’s sales cycle. It is just a small part of the big picture because it limits your reach. However, it can prove to be instrumental for the 84% of B2B buyers who start their buying process with a referral.
3. Insights selling
Insights in marketing are used to show how well your product is in practice. It includes content that showcases the relevance of your products in the life of the consumer, the way it helps them solve problems, and also how many people have benefitted from it. It is a research-based approach as you have to be clear on what the audience wants to see.
Click here to Know More: The Benefits of Social Selling: An Essential Breakdown
Digital selling v/s Social selling
Social selling, as we have discussed, is merely a part of digital selling. The latter includes much larger components that make sales efforts on the internet success. Managing social media accounts is an easy task, but for digital selling as a whole, you need to have an organizational structure in place to keep a watch on the results of your work. It requires a well-planned strategy to delve deeper into the game. The notion to consider here is that social selling alone will not help you until you have it incorporated within an influential digital-selling game plan.
What are the benefits of digital selling?
1. Encourages Collaboration at every step
Most B2B businesses have been nothing more than a bunch of departments working in their individual spheres and interacting with each other only for a specific lead. But digital selling brings all the sections of the company together to collaborate and device an exclusive selling strategy.
The product team now recommends points to be highlighted, the marketing wing creates content that must be displayed. And the sales team brainstorms strategies for the successful conversion of customers.
Digital selling has compelled people working in the organization to function as a team, successfully capitalizing on the power of collaboration.
2. Reliable data backup intrigues better results
When you are planning to market online, keeping a track of your campaigns is an absolute necessity. You need to measure the success of each step you take. Right from the kind of content your prospects are engaging with, to the trends in the market, you need to keep a track of everything.
Hence, it is extremely crucial for you to put in place reliable CRM software that helps you keep an account of the progress you make. The produced data will then make it easier for you to formulate your next plan of action, bringing your team a better result report.
Digital means data!
3. Enables close anticipation of user demands
Once you have a backup of reliable data and quick tips about consumer preferences, the anticipation of the demands of customers will become an easier task to accomplish.
In this increasingly competitive world, with the role of buyers evolving, it’s becoming more challenging than ever. Considering how technology has enabled the customers with the ease of market research, it is the duty of the enterprise to publish content that appeases the consumers. 65% of buyers feel that the vendor’s content had an impact on their final purchase decision.
Digital marketing, therefore, assists in the anticipation of demands of prospects and can considerably reduce the length of the sales cycle.
4. Fosters trust with high engagement
The best characteristic of digital selling is the fact that it directly connects buyers and sellers without any facade. They apprehend each other via their digital presence in the form of websites, blogs, and other strategic measures.
Both the parties, buyers, and sellers observe each other’s behaviors and priorities for a long time on digital platforms. This leads to the building of trustworthy relations in the long run. Carefully chosen content that buyers find germane is the right trick to trust-building on digital platforms.
5. Social selling is a piece of the pie
With the increasing amount of time people spend on social media, it is not an astounding fact that a lot of businesses investigate the social media presence of the companies they are likely to close a deal with. 75% of B2B buyers and 84% of C-level/vice president (VP) executives surveyed use social media to make purchasing decisions.
Social selling is all about leveraging your media channels to increase brand awareness and personality. It is just a small piece of the whole big digital ‘pie’ and taps just into social power. The amount of success you garner from it depends on how you use this space for personalized interactions with your prospects.
With all the star-benefits that we have discussed, it is a no-brainer that digital is going to rule the selling realm for a long time. Social selling alone is not enough to establish you as a key leader in the market. A 360-degree growth requires a more comprehensive approach which is viable only via digital selling.
Successful digital selling encircles several intricate factors. For instance, engaging with businesses online, leveraging several digital sales tools, creating an organizational content structure and so many others. These specialized pursuits demand high-end expertise and considerable experience which is best found in a professional B2B sales and marketing consulting firm.
With the cut-throat competition in the market and everyone persevering to be the best, be assured that it’s only going to get better and interesting. Thus, if you wish to inscribe a place of your own with an innovative approach and never-seen-before techniques, you must seek services from professionals!