Social selling is all about finding, engaging and connecting with your prospects through social media platforms.
However, social selling is more than commenting on posts and sending messages to prospects. The goal is to build relationships based on trust, so your sellers can convert their social engagements into sales conversations.
Step One for Leveraging LinkedIn
B2B salespeople must leverage LinkedIn to become successful social sellers. And the first step is to update their LinkedIn profiles from Resume to Resource.
What do I mean by that? Well, 62% of buyers today look for an informative LinkedIn profile when deciding whether to work with a sales rep or not. This emphasizes the need to optimize your reps’ LinkedIn profiles to turn them into a resource for buyers.
Your sellers’ LinkedIn profiles act as their personal websites. It should include buyer-centric messaging that shows who they help, how they help, and who they’ve helped in the past. The more value the profile offers that addresses your target buyer’s pain points, the more likely it is that prospects will engage in a sales conversation.
Collaborate with marketing to identify the right types of content sellers should add, such as videos, blogs, case studies, testimonials, and client success stories. Sellers should add this content to the Summary, Experience, and Projects and Publications sections of their LinkedIn profile.