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HOW TO START SELLING ON SOCIAL NETWORKS: THE 5 STEP PROCESS USED BY THE BEST “SOCIAL” SALESPEOPLE

Por María Eugenia Guidara |

How To selling on social networks

 

Why is it so important to start selling on social networks if you have a business, brand or company? Simply because this is the norm imposed by the new age. Many years ago it meant to establish a conversation with a person in a physical concrete space. Today, the scenario of this conversation is the digital arena in general and social media in particular.

So, the social aspect is still present in the sales process. What changes is the space and manner in which we relate in the universe. It´s easy to imagine: wherever you may find yourself, you notice at least 80% of the people using their mobiles at some point. What are they doing? In addition to speaking on the phone or sending messages, they navigate on the Internet and they connect on social networks.

 

Source: kidsandteensonline

Source: kidsandteensonline

 

Conclusion: wherever these people are is where your brand, business or company needs to be. This said, the question is practical: nothing is gained if you spend a bunch of hours on Social Media , and you don´t see a return. How to start selling on social networks? The first step is to span lang=”en-US”>know the “social” market, data, statistics and numbers.

Social” Buyers and Sellers

This data appears in Forbes:

  • 74% of the B2B buyers investigate half the time online before they make a purchase or contact the seller.
  • A LinkedIn investigation indicates that 78% of the “social” sellers, sell more in comparison than their colleagues who don´t use social networks. 
  • According to LinkedIn Sales Solutions, 92% of the B2B buyers connect with sales professionals if they think they are industry opinion leaders.

Other data gathered from iebschool about the effects your brand has on social networks:

Source: iebschool

Source: iebschool

These are the most used Social Media platforms by sellers who distribute content according to a report from <Content Marketing Institute:>

content distribution

Percentage of B2C marketers who use various Social Media platforms to distribute content.

 

Facebook and Twitter are first in the ranking. In fourth place is LinkedIn, a social network that is making its way to the top regarding sales on social networks. With this data, we can now go more in depth to generate sales on Social Media using the best field specialists.

“PRISM”, the essential process to sell on social networks

This is a five-step process for the construction of sales on social media. Each one corresponds to the word PRISM. The source where this model is taken from is Ian Cleary, founder of Razor Social and partner of Entrepreneur. Lets take a look at the chart published by this author:

Prism

 

Step 1: P is for People

This step has to do with building an audience. How do you begin?

  • Identify your “target” (target market/the segment of people your product or service is directed to) and what social networks are used.
  • Work daily on each one.
  • Make sure your audience is growing and you are attracting the right type of people. Use Social Media tracking tools to verify you are building the right audience.

Regarding this last point, it is important to gather data from client´s social profiles. This is the best way to build significant relationships. It´s all about checking what their interests are, how active they are on social networks and the type of content they share. This is not easy. It takes time and it makes you feel like you are prying, but it´s worth it!

yes

Source: sharegif

Step 2: R if for Relationships

Once you have your audience or at least a consolidated one, you need to work on the relationships you have. You must first focus on generating confidence and credibility.

Some tips are:

  • Work on each social network profile. Work especially on description and biography. These presentations need to be convincing and at the same time seem like a welcome and a handshake. This is the first impression. Apply copywriting techniques (persuasive writing).
  • Be as professional as possible. This depends on your brand or business reputation. Show your extensive knowledge and that you are updated on industry news. Try to find testimonials from other people who have used your services or products.

Perfect. What do we need in order to connect with people emotionally? The key is in sharing quality content. And this type of content must add value to these individuals so they can make decisions.

Let´s take a look at what Tim Hughes, co-author of the book “Social Selling: Techniques to influence buyers and changemakers” has to say:

The digital landscape has changed buyer´s habits. Sales professionals now need to develop relationships with decision-makers through social networks to reach them early in the decision making process”.

timhughes-quotes

That´s what it´s all about: investing in the process as early as possible. Another key factor is the connection with influential people. They can help you reach people who interest you. Make a list of possible influencers on each social network and start to interact with them.

Step 3: I if for Inbound Traffic

The objective is to now direct traffic toward your brand or business website because that is where you will get sales. Different strategies exist to direct traffic. One of them is to share “evergreen” content (meaning, it´s not limited to a date, it´s always current and can be used as many times as you need) normally.

You can apply the following formulas in the same way:

  1. Create reference point contests: This works based on rewards. The simplest examples are on Facebook: “To win a prize, click like on this publication and share it with your friends”. The objective is to obtain new fans and increase potential clients and traffic. Check the app on Socialtools to create contests easily and effectively.
  1. Video marketing: The best marketing specialists launch video campaigns for the websites they manage. It’s only a question of using the right videos to describe clear, convincing and entertaining issues about your business or brand (from tutorials, products or services, to the history of the company).
  1. Offer discounts: By highlighting specific products and offering interesting discounts you generate traffic. And the reason is logical: what do buyers look for the most? Offers, discounts and opportunities to save money.

Step 4: S is for Subscribers and Social Retargeting

Let´s go back to Tim Hughes in the interview by Brand24 to point out what he says about the sales funnel and relationships, regarding “social” selling or how to sell on social networks without falling into: “if you are online, sales are made through social media”.

Nothing further from the truth. This is a certain way to sell and approach people. Let´s take a look at what this Social Media expert has to say:

How do I use “social” media proactively? How to commit with individuals before they think about actually purchasing something and before I introduce them to the selling process.”

How can we emphasize this? Just so you know, even if you generate traffic from social networks, you may not get the desired sales. People may not be ready to buy something. The social network selling process is a bit more complex. But don´t get frustrated: focus on subscriptions.

It´s time to ask for their contact details (email) so you can launch a good email marketing campaign. Sending potential clients programmed emails allows you to be closer to a sale and keeps them reminded about your brand.

What happens if they don´t subscribe? You can still take advantage of the fact that they visited your website. That is why retargeting exists: a digital marketing technique based on reminding users that were interested in your product or service (once they entered your website previously) that you are here and you have an interesting offer for them. Objective: arrive to the final conversion.

Step 5: M is for Monetization

cash

Source: foroazkenarock

 

So now, here is the final process to sell on social networks: Money, money, money! You now have subscribers and have captured visitors with your retargeting ads. The next step is to build a sales funnel with the objective to sell. These are repeated sequences (or not) based on the decisions made by potential clients.

The direct monetization (convert website traffic into cash) and the return of Investment (ROI) are the main concerns for companies. At first, you can send valuable content to your audience through email marketing. During this specific step, you must appeal to multiple offers and sales proposals. One clear example of this is discount codes.

Great. Now you know the five steps digital marketing experts use to sell on social networks. What´s important here is that you can create your own PRISM and you can reach huge sales success. Let us know how you are going to do it and what steps you know from before. We bid our farewell with these related articles about this topic that can be of interest:

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