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Tuesday, 10 December 2013 06:37

The ABCs of Social Selling: Always Be Connected

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In all of this social networking, transformation that affects the sales process is happening. It’s a transformation of the buyer, the buying process, the buying committee, and the resulting necessary transformation of the modern sales professional.


The modern sales professional is actually not a seller, but is someone who helps people buy. This is someone who helps the buyer understand his problem, helps the buyer understand there’s a solution to the problem, and helps the buyer understand why her company is uniquely qualified to solve the buyer’s problem. Today’s buyers are better informed by information available via the Web and social connections, yet their buying processes are longer because more people sit on the buying committee.

What is a modern sales professional?

  • An “information concierge”—providing the right information to the right person at the right time in the right channel.
  • An “insights professional”—teaching the buyers something they don’t already know.
  • A socially connected individual—who's where his or her buyers are: LinkedIn, Twitter, Facebook, Quora, Slideshare, Pinterest, and more.
  • Someone with a personal brand—a thought leader, not a product pusher.
  • A content connoisseur—reading what his or her buyers read and sharing that content across social networks.
  • A challenger—who makes clients think differently.
  • A mini marketer. 

What is social selling? 

It’s the practice of leveraging social networks and the associated tools in the overall sales function from lead generation, to closed deal, to account management, to customer advocacy. Buyers expect more relevance and insight from salespeople. Social sellers use the Web and social channels to identify, listen, connect, engage, and share relevant information with buyers. They also continue to use traditional sources for insight into the buyers’ businesses—corporate websites, blog sites, annual reports, and investor presentations.

Buyers are online. It’s critically important for salespeople to know the buyer’s digital footprint: what they’re interested in, what they need, who they trust, and where they congregate. Through social networking sites, eighty-two percent of the world’s online population is reached. The Web and social channels are transforming the way people buy.

Before LinkedIn and other social networks, in the sales world, ABC stood for Always Be Closing. Now, ABC means Always Be Connecting—because your connections lead to your next hire, your next job, your next lead, and your next close.

Source: Jill Rowley

Read 4952 times Last modified on Tuesday, 10 December 2013 06:37

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