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Social Selling Training88

INTRODUCTION

Digital disruption has revolutionized
the sales and marketing landscape.

In the traditional model, marketing tells a targeted group
what to want. Then sales tells them why they want it and
takes the orderbuyers

This model is less effective now that buyers are more active
in information gathering. They know what they want and
why. When today's buyers have questions, they search
for answers online instead of relying on information
from a salesperson

Sales and marketing must align themselves to a new
shared set of goals to reach

table of contents

Inside are tips and insights from some of the sales industry's
top thought leaders and award-winning social influencers.
Read it today and find out how you can better leverage social
selling to benefit your organization

THE VALUE OF
SOCIAL SELLING

HOW DO WE DEFINE
SOCIAL SELLING?

PERSONAL BRANDING AND
CUSTOMER RELATIONSHIPS

USING SOCIAL TO
BUILD PIPELINE

THE FUTURE OF
SOCIAL SELLING

ABOUT THE EXPERTS

3 How-To Guide to Social Selling
Chapter 1: Why Social Selling?

Buyers use social media to research
purchases and evaluate brands.

72% of buyers use social media to research before making a purchase. They're looking up product and brand information. They're checking references. They're asking the opinion of their connections and your customers.Source: DemandGen 2013 B2B
Buyer Behavior Survey

72% of buyers use social media to research before making a purchase. They're looking up product and brand information. They're checking references. They're asking the opinion of their connections and your customers.Source: DemandGen 2013 B2B
Buyer Behavior Survey

CHAPTER 1: WHY SOCIAL SELLING?

Multiple decision makers are becoming
more prevalent.

The single-threaded approach—a salesperson forming a
relationship with one decision maker—is becoming less
effective. Research shows the average B2B opportunity
has 5.4 decision makers involved. Helping buyers reach
a decision requires multiple points of contact in the
company. Instead of following through with only one
prospect, sales professionals must go deeper into the
buying team's structure, creating and building many
relationships. Social selling enables you to leverage
extended networks to find those multiple contact points.

Source: CEB Sales and Marketing Summit, 2014

CHAPTER 1: WHY SOCIAL SELLING?

Disruption can be a good thing.

There's no denying that it takes some work to restructure an
entire business around social selling. It's just easier to keep
doing what you've always done.

Fortunately, digital disruption means it's no longer an option
to maintain the status quo. Traditional sales and marketing
methods are becoming less and less effective. Businesses
that embrace social selling are increasing organizational
success. It's time to adapt and thrive.

Sales and marketing both can use social selling to influence
the buyer at any point of their journey. Read on to learn the
value of social selling, who owns it, and how to implement
it to achieve optimal organizational alignment and social
selling success.