The new era of social selling: Adapting to changing buying behaviour

In recent years, buyer behaviour has changed significantly. Today, a staggering 90% of purchase decisions are made before a customer even speaks to a sales representative. This shift highlights the importance of understanding and adapting to the new sales landscape.

The modern buying journey typically includes at least 10 pieces of content that influence the decision-making process. Potential buyers go online to find reviews, articles, videos and social media posts that can help them make an informed decision. This means that, as a brand, you need to be visible, accessible and responsive online.

The expectation is clear: customers want brands to be present on social media and other online platforms, to provide valuable content and to respond promptly to enquiries. This change in buying behaviour means that traditional sales tactics are no longer as effective. We in sales need to evolve to meet these new demands.

Why Social Selling is critical to future success:

Social selling harnesses the power of social networks to build relationships, enhance brand presence and drive sales. Here's why it's essential:

1. Build trust and relationships: Social selling enables sales professionals to build authentic relationships with prospects. By sharing valuable content and engaging in meaningful conversations, you can build trust long before a direct sales pitch.

2. Reach informed buyers: Since buyers are 90% through their decision-making process by the time they contact a sales rep, being active on social media helps ensure they encounter your content early. This keeps your brand top of mind.

3. Provide value: By sharing relevant and helpful content, you position yourself as an expert in your field. This can include articles, whitepapers, case studies and customer testimonials that help guide buyers through their journey.

4. Quick Response Time: Customers expect quick and efficient responses. Active social selling allows you to engage with potential buyers in real time, answering their questions and addressing concerns promptly.

Facts and Figures

• According to LinkedIn, salespeople who use social selling are 51% more likely to achieve their sales quotas.
• Companies with consistent social selling processes see 45% more sales opportunities.
• 78% of social sellers outsell peers who don’t use social media.

(Source: LinkedIn Sales Solutions)

In conclusion, the shift in buying behavior requires a shift in sales strategy. Social selling is not just a trend; it's a necessary adaptation to stay competitive in today’s market. By building relationships, providing valuable content, and being readily available online, sales professionals can effectively influence the buyer's journey and drive success.

Dagmar Höchel