Channel Marketing Alliance Community

Advantages of Social Selling and How You Can Make Full Use of It

By Jon Rivers posted Jan 30, 2019 08:58 AM


I’m sure by now that you have heard of Social Selling, but do you know exactly what it means? I hear people say it’s just another buzz word for social media marketing. Wrong! Maybe it’s paid social media advertising. You would be wrong again. Now, what is social selling then? I won’t lie, it is another buzz word but let's get into the weeds of what it is.

Social selling is where sales professional utilizes social media within their sale activities especially in the pre-sales function to build creditability and sell quicker. The statistics are out there to prove by incorporating social selling into the sales process those sales professional outperform their peers who don’t.

By using platforms like LinkedIn, it allows sales folks to focus in on their idea prospects, become trusted advisor and along the way build a relationship through their existing connections to those prospects so when it is time you will become top of mind from a buyer’s decision.

Thinking that social selling is a fad and it’s going to go away tomorrow is the wrong thoughts to have because your savvy competition is adopting social selling and beating you to the next deal!

Let’s break this down some more.

3 Reasons why you should care

Research tells us that sales professionals that engage in social selling are 51% more likely to hit their sales quota and gain more than 45% more sales opportunities. Here is why.

  • Relationships
Who likes cold calling? A survey found that 90% key decision makers didn’t even respond to those cold calls anyway. By implementing tools to listen (known as social listening – a topic for another day) and follow the conversations of your target prospects allows you to gain insights on what they are talking about online, so you can reach out when it’s appropriate. 39% B2B professional said having the right tools in place helped them reduced the amount of research time they had to spend research prospective clients.


Image via eMarketer.

You’re be amazed the amount information prospect share social about pain point, requirements etc. on their public profiles. So that allows you to have meaningful conferences as you engage because you have done your research and listened to what they need before even talking to them.

  • Engaged

Now let’s look at the other side of the coin. What’s social buying? Basically, it’s where the client is using similar tools as social selling but instead to research products/services and all before they even contact a person. Shocked?

The CEB found that on average a prospect is already 57% through the purchase process before engaging.

So, if you’re sitting on the sidelines when you’re not going to be part of their research.

According to LinkedIn approx. 76% of buyers are happy to have a social media conversation with potential providers. By building yourself a trusted advisor in your industry your odds to just increase as 92% of B2B buyers before to engage with sales professionals who know their industry and have a proven track record.


Webinar: Register NOW to Learn more about Social Selling.

  • Competitors

Take your blinkers off as 71% of sales professionals are already using social selling tools. And what even more staggering 78% of all millennials are using social selling tools with 63% mentioning those tools are critical or even extremely critical to their sales performance.


Image via eMarketer.

We get it sales is all about building those relationships, building trust and providing the right solution so nothing changes there but social selling provides the sales professional additional tools to be more productive and maximize on their existing skills in a social environment where we have sales has moved to today.

Jon Rivers

President and Social Selling Strategist

Marketing Monarchs


Jon has been recognized as a pioneer within the Microsoft social community for his leadership in helping partners develop a social brand and strategy. He is a frequent presenter at many of the major Microsoft focused events including Microsoft Inspire. Before starting Marketing Monarchs Jon spent over 15 years focusing on the ERP marketing in multiple technical roles. Jon sits on various boards including the IAMCP and Directions North America.