In my opinion, we can make two obvious assumptions from this data: firstly, that customers aren’t that interested in what we have to share, and or secondly that there’s no benefit for the sales organisation.
Let’s Myth-Bust both of these points:
1. 75% of B2B buyers now use social media to research vendors (IDC). This punches a fairly big hole in any assumption that customers are not interested in relevant content we have to share.
2. 78% of social sellers outsell peers who do not use social media (LinkedIn). In other words, do what you’ve always done and you’ll get what you’ve always gotten. There’s no excuse any more, the data is in! Finally, if we reverse the polarity of the data, we could say that sales people who engage their customers with relevant and compelling data have an opportunity to immediately differentiate themselves from the average and therefore rise to the top much faster than if it was a crowded space.
The key message, get Social Selling now!
This article was written by Ben Faranda. Ben Faranda is a senior facilitator and consultant with PDAGroup GmbH, specializing in sales & leadership capability, team performance and growth mindset. For over ten years, Ben has worked in over 40 countries with the world’s largest IT companies, including: SAP, Microsoft, HP and others.