Social Selling:ORIGINS, OVERVIEW, AND EXAMPLES

cc: luc legay - https://www.flickr.com/photos/49503019876@N01

Social selling is the process of developing relationships as part of the sales process.

cc: DaveFayram - https://www.flickr.com/photos/9511824@N05

Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take

place either online or offline.cc: Frau Hölle - https://www.flickr.com/photos/36154286@N03

Examples of social selling techniques include sharing relevant content, interacting directly with potential

buyers and customers, personal branding, and social listening.

cc: danielmviero.com - https://www.flickr.com/photos/31762857@N03

Social Selling is gaining popularity in a variety of industries, though it is used primarily for B 2 B selling

or highly considered consumer purchases.cc: ...-Wink-... - https://www.flickr.com/photos/68842954@N00

C 2 C companies have been using social selling techniques since far before the

Internet existed.cc: Leon Fishman - https://www.flickr.com/photos/30003814@N03

Overview

cc: Dru! - https://www.flickr.com/photos/36543076@N00

The University of British Columbia first established the science of social selling

during research.cc: Martin LaBar - https://www.flickr.com/photos/32454422@N00

They found that where there are incidental similarities between a buyer and seller, it is more likely a purchase

would take place.

cc: Elvis Pucar - https://www.flickr.com/photos/87485176@N08

For example, if two people follow the same sports team, they are more likely

to feel a connection.cc: sunsurfr - https://www.flickr.com/photos/53139634@N00

Arguments for Social Selling >

cc: Anders V - https://www.flickr.com/photos/33380995@N02

Supporters advocate for social selling as a necessary and effective response to a

changing selling environment.

cc: eflon - https://www.flickr.com/photos/23094783@N03

They argue that, while sales professionals still impact the path to purchase, they are no longer able to

personally manage the buying process.cc: ntr23 - https://www.flickr.com/photos/65919269@N00

These advocates cite a Corporate Executive Board study that reports almost 60% of today’s buying

process is complete before the buyer reaches out to sales.

cc: SalFalko - https://www.flickr.com/photos/57567419@N00

Components

cc: tudedude - https://www.flickr.com/photos/53354512@N00

Social prospecting involves monitoring and / or searching social networks for signs of customer interest, immediate buying intent, or qualified prospect status based on industry, role, geography,...

cc: Georgie Pauwels - https://www.flickr.com/photos/53662163@N06

For example, a financial advisor may monitor social media for major life events that correlate to a need for

investment advice.

cc: literacyadviser - https://www.flickr.com/photos/22311864@N00

Typically this is done through the creation of compelling personal profiles that showcase a sales professional’s expertise, credibility, and integrity.

cc: D.Clow - Maryland - https://www.flickr.com/photos/7791881@N04

Measurement

cc: frankieleon - https://www.flickr.com/photos/23307937@N04

LinkedIn's SSI is based on four criteria: Creating a professional brand, finding the right people, engaging

with insights, and building strong relationships.cc: revbean - https://www.flickr.com/photos/81654918@N00

Each criterion is assigned a value from 1-25, and the four numbers are totaled for

an overall SSI score.cc: j9sk9s - https://www.flickr.com/photos/20943407@N08

Strengths of this method include its multi-dimensional methodology and relative clarity

on the criteria used.

cc: Sean Hering Photography - https://www.flickr.com/photos/38542343@N02

In an enterprise

cc: Ian Muttoo - https://www.flickr.com/photos/20741443@N00

Enterprises are becoming increasingly involved in implementing social selling at the

enterprise level.cc: Japanexperterna.se - https://www.flickr.com/photos/68532869@N08

IBM piloted a social selling program in 2012 that is widely regarded as one of the most successful, early examples of effective social selling at the enterprise

level.cc: ChrisDag - https://www.flickr.com/photos/8558461@N08

According to the Social Selling Maturity Model, a prevalent theory on social selling, there are a variety of

ways enterprises engage social.cc: zophos - https://www.flickr.com/photos/10869658@N00

Thank You Wikipedia!Post Road

Consulting LLCcc: PeterThoeny - https://www.flickr.com/photos/98786299@N00