With Web 2.0, a generation of web where user-generated content alone takes the center stage, social selling has been a known phenomenon. It refers to the manipulation of social media by salespeople to engage with their clients in a convincing way which will lead them buying their products. This engagement is far from a traditional approach and could mean providing useful content through social media to develop business relationships. It is widely used by B2B businesses. Not to be confused with social marketing, social selling mainly focusses on one-to-one relationship. Social marketing, though tends to cater one-for-all approach. A fine example of social selling is seen when a business makes a blog post out of a helpful question from a client, regarding their product. A collection of such blog posts then generates a strong outcome in shape of organic search.
Generating leads at low cost: In social selling, and with appropriate networking, lead generation is much effective. No matter what marketing, selling techniques are adopted – lead generation is always a crucial factor for the development of any business. Blogging is a very fine way to achieve higher leads. Cost minimization is yet another important pro of social selling. With social media being the main stage, cost can always be kept at minimum.
Fair chance to small-sized businesses: Social selling also gives rise to a level playing field. Hence, a sole trader has as much an opportunity to make a mark as any multinational firm. Of course, companies are in a better position to employ expertise- however compare the difference in conventional selling where the startups can have a serious lack of resources to meet widespread audience. Social media brings it all one to one platform.
Saving on time: Time is a decisive factor in a fast-paced business environment. Market dimensions change in matter of few days, let alone weeks. Traditional selling is notoriously associated with a huge investment of time. With social selling, tables are turned. The goals which would have taken months to achieve can be fulfilled in a matter of weeks.
Brand-image: For any business, brand-image can be better than any other royalty. Any efforts made in this regard can be deemed a long-term investment. It is brand image which generates the bulk of goodwill; an excess of selling value of business over its net value of assets. Social selling is surefire way to impact your brand-image in a powerful manner. It allows you to know more about your potential and actual clients. They themselves feel as if the business is highly reachable, and connected to their customers. All this leads to positive long-term impact, showing how social selling is more than achieving just short-term objectives.
It can be clearly seen that although carrying a revolutionary outlook, social selling is an evolutionary way forward to selling. It does not call for complete departure from conventional selling techniques, but enhances them to make most out of recent web trends. It attempts to eradicate the uneconomical, ineffective aspects of traditional selling.