Make it relevant - make it personal
You’ve probably noticed how the Internet and social media have transformed the way people make buying decisions. Customers initially search information online via Google or social media. Buyers check ratings, their personal network and get first-hand recommendations without ever having to contact the seller.
All entrepreneurs and businesses have to sell their offers. However, no one likes to be sold anything. Especially competent providers of financially intensive products and services in the B2B sector often shy away from advertising and presenting themselves. The old way of selling with customer databases, cold calling, impersonal mailings does not appeal to them.
Social Selling – the new way relies on the personal relationship, which can start online or offline. Your personal online presence is the starting point of the customer journey, content and network contribute to visibility. And can be defined as follows: It is a new sales discipline that combines marketing and personal selling. It involves leveraging the salesperson’s personal brand to build network and relationships. By providing content, knowledge and recommendations, social sellers help the clientele further and can subsequently benefit from the trust built. When enough value has been added to the network, the reward comes through increased sales success. Social selling and social media go together. In the professional environment, particular mention should be made of LinkedIn as the world’s largest business platform. The approach can also be summarised as “Make it relevant – Make it personal.”
Central to this is the establishment of a personal relationship with people to whom one can offer added value. Today, LinkedIn is often used as a channel for this. The personal profile is the pivotal point. Even if a contact is made at an event, people often network on LinkedIn. The personal profile then becomes the digital business card. This touchpoint should be convincing and emotionally appealing, preferably with an authentic appearance. But that’s just the beginning.
Brand Driven Change with Coordinated Spontaneity
The marketing strategy, aligned with the customer journey, provides the guiding framework for implementing the customer journey. Offer, positioning, determination of touch-points and communication channels are aligned with the target groups, the defined goal and brand. Winning new customers succeeds when opportunities are created and won, i.e., from the agile interaction of all involved departments of the company. A sales funnel supports personal relationship building, be it with stories or testimonials, but also with SEO, website, content strategy, contact forms and information about the offer. In contrast to the “hard sell”, the actual B2B sales are personally and individually tailored to the customer and his or her needs.
Social selling is therefore a holistic sales process that combines real occasions, shareable social media posts, real meeting of people, follow ups. We show our clients if and how they can usually get more out of their team with the given resources with just a few adjustments. Together we analyse the current situation, then define the goals as well as the next steps to implement. We support the digital transformation so that your offer is not only recommended, but also found and bought on LinkedIn.
