How social selling is changing marketing in 2020
You’ve probably heard the term “social selling” and wondered what it is.
So, let’s start with a definition.
What is social selling?
Social selling is a form of selling that allows salespeople to zero in on their target audience by leveraging existing relationships. Social selling dates back to the early days of social media emergence in the early 2000s.
A few myths
Social selling is the same as social media marketing. No, it’s not.
Social selling is the same as advertising. Again, ehnnn...not so.
What are some drivers and benefits of social selling?
Today’s customers are more informed, more aware, and more engaged than ever before. They are in control of the buying process.
Here are the major changes taking place in the selling process and the forces moving buyers to be more in charge of the process.
Digital Technology. Even before the coronavirus pandemic of 2020, technology was already changing the way we buy. More people have been favoring eCommerce for years now. This is primarily due to digital transformation and the rapidly evolving customer journey. Today’s customers and prospects are far more engaged and aware than ever before, which is a huge boost for social selling.
Convenience. Today, customers no longer need to wait until they are on the phone or in a room with a salesperson to learn about a company's solutions. They can conduct their own research independently by consuming content on the web. This creates an entirely new dynamic between buyer and seller and presents enormous challenges as well as opportunities.
Although evolving customer preferences help create a more competitive space, they also give businesses an opportunity to educate prospects throughout the buying journey. Those who capitalize on the opportunity end up with all the customers.