Social selling - Interview with Esmeralda Díaz-Aroca
Posted: Mon Dec 23, 2024 8:08 am
If we literally translate the word Social Selling it means “Social Sale”.
“Selling” does not always mean selling products and/or services, selling is a very broad concept.
For me, “selling” in all cases and within the term Social Selling means achieving a specific objective using social networks as a communication channel, for example:
1.- Find potential clients to set up an interview (physical or virtual) and then follow the natural process of classic sales (argumentation, rebutting objections and closing).
2.- Looking for a job -for example- is a goal of many people, for which they need to “sell” their capabilities and skills.
3.- Find partners and/or investors for the development of a project.
4.- Etc.
Social Selling is not a direct sales channel as such using digital social channels.
It is the prelude to the “I do” (the ideal), because it articulates a series of steps carried out by people, even if they work for specific brands.
It is people who make decisions in organizations and it is, therefore, a system of social-professional relationships.
According to this, people's digital visibility is their business card, therefore it is vital to take care of this aspect by creating a solid, coherent and rigorous digital personal brand.
Taking this part to the social network LinkedIn, for example, would mean establishing a complete profile and generating valuable and useful content focused on solving the “problems” of the selected target audience.
In this way, a “digital packaging” is built resulting from the equation Optimized LinkedIn Profile + Useful Content.
From here and with this "suit" you can start to generate a network of contacts and carry out networking actions, in which we will never sell on the Internet, but rather we will work intelligently to be on their "radar", and we will interact proactively, email germany to establish conversations that, ultimately, lead us to our objective.
Finally, I will tell you that social selling is a methodology that helps to expand the upper base of the sales funnel .
That is, the generation of contacts (network) and their conversion into “potential clients” or leads.
The rest of the conversion funnel is built in a traditional way.
As an accredited social selling professional, you surely have a firm opinion on the main evolutionary points and direction of social selling. What do you have to say about this?
Social selling is a methodology that requires complementary tools to carry out each of the phases.
I cite some examples from tools for content creation (Canva, PowerPoint, MakeaGif, VideoLean, Windows Movie Maker, etc.), content curation (Feedly, Pocket, Google Alerts, etc.), scheduled content distribution (Hootsuite, BlogsterApp, SEMrush, etc.), processing of contact databases outside of LinkedIn, to the generation of workflows and automation of emails with MailChimp.
But all this is the “prelude” to the closing of the sale.
It is necessary to integrate a CRM (Customer Relationship Management) into this entire methodology.
“Selling” does not always mean selling products and/or services, selling is a very broad concept.
For me, “selling” in all cases and within the term Social Selling means achieving a specific objective using social networks as a communication channel, for example:
1.- Find potential clients to set up an interview (physical or virtual) and then follow the natural process of classic sales (argumentation, rebutting objections and closing).
2.- Looking for a job -for example- is a goal of many people, for which they need to “sell” their capabilities and skills.
3.- Find partners and/or investors for the development of a project.
4.- Etc.
Social Selling is not a direct sales channel as such using digital social channels.
It is the prelude to the “I do” (the ideal), because it articulates a series of steps carried out by people, even if they work for specific brands.
It is people who make decisions in organizations and it is, therefore, a system of social-professional relationships.
According to this, people's digital visibility is their business card, therefore it is vital to take care of this aspect by creating a solid, coherent and rigorous digital personal brand.
Taking this part to the social network LinkedIn, for example, would mean establishing a complete profile and generating valuable and useful content focused on solving the “problems” of the selected target audience.
In this way, a “digital packaging” is built resulting from the equation Optimized LinkedIn Profile + Useful Content.
From here and with this "suit" you can start to generate a network of contacts and carry out networking actions, in which we will never sell on the Internet, but rather we will work intelligently to be on their "radar", and we will interact proactively, email germany to establish conversations that, ultimately, lead us to our objective.
Finally, I will tell you that social selling is a methodology that helps to expand the upper base of the sales funnel .
That is, the generation of contacts (network) and their conversion into “potential clients” or leads.
The rest of the conversion funnel is built in a traditional way.
As an accredited social selling professional, you surely have a firm opinion on the main evolutionary points and direction of social selling. What do you have to say about this?
Social selling is a methodology that requires complementary tools to carry out each of the phases.
I cite some examples from tools for content creation (Canva, PowerPoint, MakeaGif, VideoLean, Windows Movie Maker, etc.), content curation (Feedly, Pocket, Google Alerts, etc.), scheduled content distribution (Hootsuite, BlogsterApp, SEMrush, etc.), processing of contact databases outside of LinkedIn, to the generation of workflows and automation of emails with MailChimp.
But all this is the “prelude” to the closing of the sale.
It is necessary to integrate a CRM (Customer Relationship Management) into this entire methodology.