Embracing Social Selling: The Future of the Modern Salesperson | E33
Ruta Sudmantaite
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Embracing Social Selling: The Future of the Modern Salesperson
Traditional sales tactics are being complemented, and in some cases replaced, by strategies that leverage social media and personal branding. In a recent episode of the "Blame It On Marketing" podcast, Tom Boston, Brand Awareness Manager at Sales Loft, shared his insights on why social selling is not just a trend but the future for sales professionals.
The Shift from Traditional to Social Selling
Tom emphasizes that many salespeople still cling to outdated methods, relying solely on phone calls and cold emails. He challenges this mindset, stating:
“I think that’s a great question... a lot of salespeople have that mindset of, well, I’m a salesperson, right? I'm here to sell, give me a phone and give me a product or a service... I hate that kind of mindset.”
Instead, Tom advocates for integrating social media into the sales process. By doing so, salespeople can engage with prospects in a more personalized and meaningful way. This approach not only builds trust but also showcases the salesperson's expertise and personality.
Empowering Sales Teams Through Social Media
One of the key takeaways from Tom's discussion is the importance of empowering sales teams to build their personal brands. He highlights how companies are now fostering environments where salespeople can act as mini-marketers and influencers, especially in B2B sectors:
“I think the teams that are winning are empowering sellers to have that opinion and empowering the team to get to have that voice and show them that it does matter.”
By encouraging salespeople to share their insights and engage with content online, companies can enhance their overall brand presence and credibility. This strategy not only benefits the individual salesperson but also elevates the company's reputation in the market.
Overcoming Hesitations and Building Confidence
Despite the benefits, many salespeople are hesitant to dive into social selling. Concerns about content creation, consistency, and maintaining a professional image are common. Tom addresses these challenges by offering practical advice:
- Start Small: "Just try different things. Get a feel for the water... Write an article, see how it feels."
- Find Your Voice: "Do a text post that adds some value... Take a selfie."
- Be Consistent: "In 12 months, those who are consistent will thank you."
By taking incremental steps and experimenting with various content types, salespeople can discover what resonates with their audience and build confidence in their social selling efforts.
The Role of Marketing in Supporting Social Selling
Collaboration between sales and marketing is crucial for successful social selling. Tom shares his perspective on how these departments can work together:
“It’s about working together... How can the marketing team prompt the sales team with things like content?”
Marketing teams can support sales by providing themed content, creating prompts, and offering ideas that complement existing marketing materials. This synergy ensures that salespeople have the resources they need to effectively engage with prospects online.
Leadership’s Role in Fostering Social Selling
Leadership plays a pivotal role in encouraging and supporting social selling initiatives. Tom advises that leaders should:
- Lead by Example: “How can you expect your sales team to have a voice... if you’re not doing it yourself?”
- Offer Support: "Having an open understanding and having an organization and a leadership team where you feel like you can come to them."
- Encourage Learning: “If someone in your organization is succeeding on the platform, learn from them."
By actively participating and providing a supportive environment, leaders can inspire their teams to embrace social selling and integrate it into their daily routines.
Building a Personal Brand for Career Advancement
Beyond immediate sales goals, building a personal brand has long-term career benefits. Tom shares his experience of how social selling has positively impacted his career:
“It helps potential employers understand that you’re switched on... you’re actually all in.”
Having a strong online presence allows salespeople to showcase their expertise, engage with industry peers, and open doors to new opportunities. It's not just about hitting targets but also about establishing oneself as a thought leader in the field.
Conclusion
Social selling is redefining the role of the modern salesperson. By leveraging social media, building personal brands, and fostering collaboration between sales and marketing, companies can enhance their outreach and build stronger relationships with prospects. As Tom Boston aptly puts it, adapting to these changes is not just beneficial but essential for staying competitive in today's market.
Ready to embrace social selling? Start small, find your voice, and collaborate with your marketing team to unlock new levels of success.
