With the rise of the Internet and social networks, the notion of social selling has gradually imposed itself in sales jargon. In fact, the buyer now has 24/7 access to information about the products or services that interest him. We can even speak of a reversal of powers, the customer already knowing a lot about the offers offered, the classic discourse of salespeople is no longer effective. 60% of the purchase decision would even be already made without the buyer having met the seller yet. It is therefore a major challenge for the salesperson to renew his speech and especially to adapt it to the person he has in front of him. This is where we can then speak of social selling. Sales representatives have the possibility, thanks to social networks in particular, to contact their prospects at any time, and to obtain a lot of information on their profile in order to better target their communication. However, practicing social selling requires a certain methodology, 92% of the best salespeople already use it, so why not you? Find out what are the advantages of a social selling strategy and how to apply it to your business.

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Definition of social selling

Social selling is a concept that appeared in 2009 in academic research. Then, Linkedin relied on this theory to launch in 2013 a new software offer (Sales Solutions), relying on the database of contacts that everyone can have on social networks to make it a sales force. Thus, social selling is an approach which consists in using social networks in its search for new customers. It would therefore replace cold calling, which is less and less effective today, in order to generate new leads. This social selling action is primarily used by salespeople in the B2B sector, and mainly on the social network LinkedIn.

In a B2B context, social selling refers to the set of practices that consist of using professional social networks for sales development. In practice and in the Western context, social selling largely boils down to the use of the social network LinkedIn and to a lesser extent Twitter.

Social selling is reflected in daily individual practices on the part of salespeople, but also in real business strategies and systems put in place by B2B players. Social selling is obviously complementary to other sales and marketing techniques.

The general objectives assigned to a social selling strategy are generally:
- the sourcing of prospects
- the response to LinkedIn "calls for tender" from theactivity social sourcing.
- work on the image and the perceived expertise of the organization and its members
- a mission of "relationship marketing" as well to prospects and clients
- a complementary role to adevice lead management / lead nurturing
- obtaining recommendations that can come from non-client relationships or followers
- making contact in warm calling (which can also be done in another context; email, telephone, ...)

How to do B2B social selling effectively on Linkedin?

Social selling is a relevant solution in your search for B2B leads, that's for sure. But how can you be as efficient as possible?

Measure Your Social Selling Index (SSI)

In a B2B context, social selling refers to the set of practices that consist of using professional social networks for sales development. In practice and in the Western context, social selling largely boils down to the use of the social network LinkedIn and to a lesser extent Twitter.

In a B2B context, social selling refers to the set of practices that consist of using professional social networks for sales development. In practice and in the Western context, social selling largely boils down to the use of the social network LinkedIn and to a lesser extent Twitter.

- Ellie Goulding

Take care of your personal profile to create your professional brand

A salesperson on Linkedin must embody a professional brand of expert in his field of activity. Your profile should not be created as a CV, but should allow you to highlight what your buyers are looking for in you. Your buyers will not be looking for a salesperson but for a specialist in such and such a field. Your LinkedIn profile should look like the way you present yourself in a professional meeting. It is particularly important to look after this one because it is the first impression that you will give of yourself.

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