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The power of social selling in a B2B sales environment.

BuzzNumbers Social Insights

By Matthew Strutt – Business Development Manager at BuzzNumbers

The way we connect with people has changed, not only in our every day lives but in our professional lives too. The way we research our upcoming holiday with friends via Facebook or read reviews on the new restaurant in town has transcended into common workplace practices. Buyers are now socially empowered consumers. When it comes to purchasing a product or service the buyer is now presented with more options than ever before and the traditional sales approach of phone calls and email blasts are almost seen as a distraction nowadays.

A recent CEB study reports “60% of the B2B buying process in a complex sale is already complete before prospects are willing to engage with a live salesperson”. According to the one Chief Sales Officer in the CEB Study “our customers are coming to the table armed to the teeth with a deep understanding of their problem and a well-scoped RFP for the solution. It’s turning many of our sales conversations into fulfilment conversations”.

So how are buyers getting all this information? Through company websites, blogs, forums or even live feedback from existing customers via social media channels. B2B vendors are now needing to engage with these buyers via new technology and new approaches more than ever before.

So how do we do this? Welcome to the world of “social selling”.

Over 60% of marketers use social media for lead generation however only a few have started leveraging social selling in their sales process and integrating this concept with their overarching sales and marketing strategy. Aberdeen Research Group released a study on social selling in which they revealed that sales reps who have used social selling in their sales process are 79% more likely to attain their quota than those who don’t use social selling in their sales process.

IBM is a great case study, assisted by consulting group Mason Zimbler they were able to implement a social selling program for their inside sales team resulting in a 400% increase in sales. Once they had identified their target audience they were able to monitor social channels based on hot topics within their category, IBM then trained their sales team on how to join in the online conversation on these topics, engage with potential buyers (early in the process) and drive prospective buyers to their personal digital profiles. Check out the video, it’s pretty impressive!

Unfortunately not every business has the budget or resources of IBM however the concept is still the same. At the very least, the Marketing department should be collaborating with Sales on upcoming campaigns or any industry related content that can be shared via social channels. To be a successful social seller you must start with the basics of having an up to date LinkedIn profile and an active Twitter account, including relevant links to your company website. Once you’re up and running you should aim to implement some of the following strategies into your working day:

  • Researching industry trends and hot topics ( is a great tool for this).
  • Sharing relevant articles with your followers via LinkedIn & Twitter. Do not spam though!
  • Actively comment and join in on discussions via industry related blogs or LinkedIn forums (where you’re prospects are active)
  • Follow potential prospects on Twitter, re-tweeting or favourite any of their articles.
  • Following potential prospects company pages for updates and company information.
  • Leverage your LinkedIn mutual connections with potential prospects in order to gain valuable referrals.
  • Set up a social media monitoring tool like BuzzNumbers to active listen into conversation about industry topics and engage with potential influencers
  • Consider starting your own blog. Check out Joe Pulizzi’s recent blog on how Marcus Sheridan took his business from No5 in his category to industry leader!

Using these methods will differentiate you from the reps that take the spray and pray attitude of sending generic emails and stay at the “stranger status”. Ultimately your objective during this 60% research phase is to build trust with your potential buyer and position yourself as an industry expert. Social selling takes time, patience and dedication but if you’re willing to put in the effort the extra 40% will flow & rewards will be huge.

Good luck and happy selling!

22 November, 2013 - 1 Comment
  • Tharanga

    Hey Matthew

    Wow, this article about the benefits of social media provides heaps of value.
    This is so true, so many business would benefit from the use of social media and even I take into the account of what others say about brands/products on social media before I make a purchase. The problem with the information you’ve presented however is that it’s complicated and not very compelling, and the majority of the audience won’t be able to even sit down and read the article without being disturbed by some other stimulus on the internet. The solution to this is probably to be stimulating.

    One thing in my business is we take large amounts of complex information and build a compelling and simple narrative which is grips the attention of target audiences using exactly what you’ve mentioned social media, in order to direct traffic toward there business/inform people about what they do.

    Hope to see more great content from you.