What is social selling?

What is social selling?

What is social selling?

What is social selling? 

To answer that question you must first take everything you know about sales in the traditional sense of the word and forget it.

We're talking about selling on social media. Social media is a whole new playing field so guess what that means? Sales is too. Old marketing is out and so too is the old way of selling.

First, I want to tell you a very important lesson I learned from working in the restaurant industry.

When waiting tables and tending bar, we were constantly urged to get a higher check average. I wasn't good at pushing people to do things they didn't want to do and I typically didn't really care what management said. Therefore, I never focused much on that end result.

Instead, I focused on providing the best service possible, which started with knowing my audience. I could typically tell whether or not my audience was someone who wanted me to go over every little detail of the menu, suggest a wine or if they were the regulars who already knew exactly what they would order. I would immediately adapt my attitude to accommodate that.

In turn, the people I was serving knew I understood them. They trusted me. And guess what? My check averages weren't that bad either.

What I'm getting at is that I learned increased sales came when my tables trusted me.

Selling on social media is built around that exact same quality: trust.

When we look at social media and WHY it's such a successful way of communicating, we see it as a place where we can connect with one another no matter where we are and get the answers to questions we have instantaneously. Companies on social media need to remember to these two core elements if they want to be successful.

Now that you hopefully understand the philosophy behind social selling a bit more, let's look at the steps it takes to successfully sell on social media:

1. Build Trust. In order to build that trust on social media you need to provide value, be it in the form of entertainment, inspiration or the answer to someone's question. Look for those that have a problem your product can solve. Don't come right out and say 'Here buy my product!' Instead offer information to help them, be it in the form of a blog post or a link to a helpful article. Maybe your product can't solve the problem they have at that moment. By offering help anyway you will build that trust and when they have a problem later on down the road that your product can solve, who do you think they'll turn to? Someone they trust.

2. Provide a cool atmosphere. Say you've offered someone a piece of content that helps them on their way to solving their problem. You are now on that person's radar. What you need to do now is provide an environment of cool, an environment that keeps that person coming back and hanging around.

3. Don't blatantly pitch your product or service. Ever. Once you have built a community that people like to hang out in, that's when you can start offering up your products or services as bigger solutions to their problems, but don't do it in a way that is blatantly obvious. Make it relevant to that person. You need to customize your pitch per every connection you have. Appeal to their specific wants and needs. The more specific you can get, the better.

I hope you have a better understanding of what is social selling now. When in doubt, think about how you like to be dealt with when you enter a store, a restaurant, etc. If you're looking for stilettos you don't want the latest running sneakers. If you're a vegetarian you're not going to want the steak special.

Build trust and provide real, specific value.

What questions do you still have about social selling?

7 Signs it Might be Time to Outsource Social Media

7 Signs it Might be Time to Outsource Social Media

The Lifespan of Social Media Posts

The Lifespan of Social Media Posts