Not only the market and customers are changing, but technology as well. What strikes me when looking at the sales trends of 2020 is that power in the customer journey is shifting increasingly towards the B2B buyer.
In the buying process, he goes through the orientation phase largely online, and thanks to access to various information sources, he is already well-informed beforehand. For you as a sales manager, it is all the more important to capitalize on this with the right competencies.
Eight contact moments
Building trust and addressing latent needs; that is what it is increasingly all about for potential customers. And believe me, that doesn't happen overnight. Did you know that you need an average of about eight touchpoints to win trust? That is precisely where social media is effective.
Especially via LinkedIn – the B2B channel – you are well-positioned to track down new prospects, engage them, and also spur them to action. Do not forget that the content of your message is incredibly important in this regard.
It is not about your product or service, but about your prospect's problem or challenge. Only when you know where their needs lie can you respond to them with relevant content.
'The starting point is not your product or service, but the challenge of your potential customer.'
Take the expert role
Don't forget that your social media profile, particularly on LinkedIn, must also be completely up to date. That is incredibly important in social networking. Make it clear what your expertise is and how you differentiate yourself from your competitors.
See yourself as the expert, communicating from your own perspective rather than your company. This way, you build a personal connection with prospects more quickly.
As an expert, you naturally share relevant content regularly. For example, provide practical tips, solutions, or explain how others solve it.
And whether that is via a blog, video, webinar, or white paper, it doesn't matter. As long as you manage to win the sympathy and attention that ultimately lead to a personal conversation.
'Remember that social networking is not a matter of scoring quickly, but of persevering.'
First flirt
Another thing that certainly requires attention is the follow-up to likes, questions, or personal messages. A connection request doesn't have to be immediate; following someone first is, of course, also an option.
Start by flirting by viewing someone's profile or commenting on other people's posts. Often, that is the first step toward a long, passionate relationship.
And once you have finally established that contact, above all listen to the other person's needs. What is their guiding principle? What you do and can do will come later. First, it is about gaining sympathy.
For example, share a white paper or blog post that might be of interest to your prospect. A personal and valuable touch is so important.
And remember that social networking is not a matter of scoring quickly, but of persistence. It is also a new way of working; your personal vision being integrated into the company culture.
One where you put serious work into LinkedIn every day. Haven't started yet? Then I have only one piece of advice: don't wait too long, you might miss the boat!
What are others in B2B sales already doing with social networking?
Do you want to know to what extent your sales team possesses the right digital skills? Then participate in our national benchmark, Sales of the Future.
An initiative by Kenneth Smit – for over 30 years the market leader in increasing the commercial success of companies – because, just like you, we are incredibly curious whether your sales team is future-proof.
Benchmark yourself and see where your team stands and which B2B trends will impact your sales over the next three years. Furthermore, you will learn from frontrunners how they successfully utilize social media. We will compile the results into a comprehensive trend report that we would, of course, be happy to share with you!
