Social selling is a marketing and sales model that integrates systems, individuals and organizations. For companies and individual sales people, doing it well first requires understanding and then practicing it. RecentlySocialSelling 1+5+1 methodologyIn this series of content, we will systematically explain it. Continuing from the previous article:SocialSelling Social Selling 1+5+1 Methodology Series: What is the Value of Social Selling?
This article will focus on1+5+1 methodologyThe first "1" in it: basic thinking of social selling.
01Every salesperson is a micro marketer
Compared with other marketing and sales models, one of the characteristics of social selling is decentralization. In the past, many marketing methods were centralized, using an official main account to promote products and attract traffic. Although the value of the official brand and effects has been achieved, shortcomings in reach and quantity of content cannot be avoided.
Social selling goes in the opposite direction and puts more emphasis on decentralized marketing. Through the joint action of countless personal sales accounts, the impact of thousands of troops and horses can be exerted, allowing brands and products to be exposed in greater quantities and in a wider range across the entire social media social platform.
Synchronized with this is the cognition and practical operation of each sales individual. The ability of sales individuals to self-expand customers is a rigid need. The value of social selling is to empower sales individuals with cognition and systems to enhance their self-expansion capabilities, turning every salesperson into a micro-marketer. Therefore, both corporate organizations and sales individuals need to establish a basic understanding of social selling, understand operational thinking, sales IP, social media search & listening, content creativity, social interaction conversion, process measurement, efficient tools, etc.
02SocialSellingSocial selling is a strategy
Social Selling brings into play the value of the organization and the value of each individual. The reason why ants can assemble into an army is that each individual is working hard. Therefore, if an enterprise wants to gain value from the social selling model, it must organize all employees to invest, that is, realizing social selling is a strategy.
One of the characteristics of modern sales organizations is the full integration of advanced information technology to empower corporate marketing customer acquisition. Social platforms and platform-based marketing technologies are digital tools that cannot be ignored by current sales organizations.
Modern sales organizations need to build communities and connect customers through social means. Before order communication, understand customer needs in advance, clarify customer portraits, and optimize product design with the customer as the center. This can speed up the entire marketing conversion process, because sales individuals can reach out to customers and business from multiple angles through social media, making the entire sales conversion communication process more targeted, and providing customers with a more efficient and professional service experience.
The core meaning of Social Selling (micro marketing) in sales is to provide customers with a personalized sales experience, which helps to increase the speed of sales transactions. This is different from the purpose of corporate marketing macro marketing to build a brand and omni-channel marketing.
The strategic value of social selling is not only to empower sales individuals to conduct marketing and customer acquisition, but also to empower individuals to communicate deeply with customers on the social platform, making transactions more efficient and smoother.
03Social Selling Necessity of Social Selling
Enterprise marketing is basically all-round, and all platforms and channels cannot be missed. The significance of the internal layout on social media lies in the current customer acquisition conversion, and also in the future long-tail traffic. The earlier a brand launches its voice on social media platforms, the earlier it can interact with potential customers and attract more attention through relevant industry awareness and content sharing.
As shown in the picture below, on the entire social media platform, the official social media main account is like a big speaker. Compared with small speakers, large speakers have a wider reach, louder sound, and have official attributes. However, the traffic pool of social media is very broad, and there are always areas or individuals that big speakers cannot reach.
At this time, the value of small speakers is highlighted. These small speakers are personalized and user-friendly. Compared with large speakers, they can penetrate into many vertically segmented traffic gathering places. What is represented behind these small speakers is not individual sales individuals, but the different accounts of each sales individual on different social media platforms. Although the individual energy is small, the number is large. When they are gathered together, they become a super collaborative force.
Combined with system tools, sales can form good collaborative operations among these small speakers. Combined with official account endorsements, they can exert huge marketing value and bring more opportunities for corporate product promotion and traffic.
04 Abilities that social selling individuals need to master
To do a good job in social selling, sales individuals need to master three abilities: The first is to master the Social Selling methodology and tools: Methodology is the top ideological high ground, and tools are the carriers that transform theory into reality. Mastering both of them is indispensable. The second is to build a personal brand, output professional content through a large number of accounts, create a personal expert image, and lay the foundation for customer communication and transactions. The third is multi-account batch marketing. Firstly, it can proactively reach customers and initiate active marketing communication with customers. Secondly, it can achieve continuous operational exposure and pave the way for long-tail traffic value.
At present, the social media marketing layout of enterprises has become a standard configuration. The characteristics of social media marketing are early layout, early exposure, and early closing. For any brand, it is faced with the urgency of social media exposure. From prospects with potential intentions to customers with transaction conversions, brands need to conduct in-depth and continuous cultivation of them.
