Changing buyer behavior
Posted: Sun Dec 22, 2024 8:55 am
What is social selling? A 6-step strategy.
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This article is a transcript of a talk I hosted at #SocialSellingForum.
Master of Ceremonies: The three of us are going to take over, Yannick, Jean-François and I, so that each of us has a particular vision and I will immediately give the floor to Yannick BOUISSIERE for about twenty minutes on this topic: social selling.
Social selling: the trigger
Yannick: Thank you! Good morning everyone. So we're going to talk about Social Selling, but first, to break the ice between us, I wanted to tell you a little anecdote.
It was 2012, I was in the job market like perhaps some of you here. And faced with a very saturated market, many candidates, few offers, many competitors, I had to differentiate myself to stand out from the crowd and achieve my goal. So I used the classic methods that didn't work until I said to myself: "you will have to apply marketing techniques to yourself to succeed in achieving your goal."
image
A LinkedIn™ profile
20 times more efficient.
Download the verification list
100% free. I agree to the privacy policy respectfully . It's not spam.
And so, I sold myself as a product by applying the strategies I applied in business to myself. That's when, in order to find a professional opportunity, I created a CV made of concrete, literally a CV made of reinforced concrete! 50 kilos anyway, two-meter-high steel that I couldn't bring in for maintenance...
It allowed me, after taking a photo with the media, etc. to make the buzz on LinkedIn , Viadeo, Twitter and professional social networks. And from that day on, I had a click, I understood that it was possible to sell and sell through social networks , that it was essential to manage your online visibility and it was important to be present on LinkedIn which, today, is the number 1 professional network in the world .
So in today's menu we're going to talk about the classic business model, the Social Selling model and also about LinkedIn and I would still like you to leave with practical advice to be able to implement this in your structures. So, I'll give you some tips to take away.
What is the classic business model?
That is, I have a product, I choose a target, I justify my product, here it is, it is like this, it is like this, buy it from me. So the classic business model is that I have a product to sell, so you go to your target and you say, “Buy it from me.” Except this classic business model, we know what it gives, return rate less than 1%, that is, companies do by calling someone who is a fairly cold prospect and letting them sell it and all that effort will go into having a return rate of less than 1%. And what is worse, 80% of decision makers will not respond and only 28% of these people will interact with the salesperson. So this is the old way.
That's why it's important to see that buyer behavior has changed. Today's buyers know what they want. So when someone goes to buy a car, they already know what kind of engine they want even before they go to the dealership. They know what they want and they know why they want it. It radically changes selling .
The important thing is that people today rely on the opinions of others: they taiwan whatsapp make decisions in groups, they go on social networks, they look for content, they get interested before even moving forward. And that is why you have to take this into account in the sales cycle and when establishing your prospecting plan .
What is social selling?
According to Loïc Simon, founder of Social Selling Forum, it is the art and the way of using social media to sell. But my definition is using social media in the sales journey , because social media is a breeding ground where your target is, where the people are, you will be able to interact with them, follow the people who are most interested to potentially lead to an offline conversion or a website. But in any case if you are in B2B, it will usually be done by phone or in an appointment to close a sale.
And so, it's really the use of social media throughout the sales journey, both initially to promote values, to meet people during interaction, and then to build loyalty and continue to move forward. Our goal, because that's all there is to it. Selling is about helping the person solve a difficult and long-standing problem that they encounter, it's not about selling a product, it's about responding to a problem.
The social selling strategy in 6 steps
And so, the social selling model has a few more steps and is slower. But to know how to be effective, you have to know that sometimes you have to be a little slower to find quality and people who are really interested.
YouTube player
This article is a transcript of a talk I hosted at #SocialSellingForum.
Master of Ceremonies: The three of us are going to take over, Yannick, Jean-François and I, so that each of us has a particular vision and I will immediately give the floor to Yannick BOUISSIERE for about twenty minutes on this topic: social selling.
Social selling: the trigger
Yannick: Thank you! Good morning everyone. So we're going to talk about Social Selling, but first, to break the ice between us, I wanted to tell you a little anecdote.
It was 2012, I was in the job market like perhaps some of you here. And faced with a very saturated market, many candidates, few offers, many competitors, I had to differentiate myself to stand out from the crowd and achieve my goal. So I used the classic methods that didn't work until I said to myself: "you will have to apply marketing techniques to yourself to succeed in achieving your goal."
image
A LinkedIn™ profile
20 times more efficient.
Download the verification list
100% free. I agree to the privacy policy respectfully . It's not spam.
And so, I sold myself as a product by applying the strategies I applied in business to myself. That's when, in order to find a professional opportunity, I created a CV made of concrete, literally a CV made of reinforced concrete! 50 kilos anyway, two-meter-high steel that I couldn't bring in for maintenance...
It allowed me, after taking a photo with the media, etc. to make the buzz on LinkedIn , Viadeo, Twitter and professional social networks. And from that day on, I had a click, I understood that it was possible to sell and sell through social networks , that it was essential to manage your online visibility and it was important to be present on LinkedIn which, today, is the number 1 professional network in the world .
So in today's menu we're going to talk about the classic business model, the Social Selling model and also about LinkedIn and I would still like you to leave with practical advice to be able to implement this in your structures. So, I'll give you some tips to take away.
What is the classic business model?
That is, I have a product, I choose a target, I justify my product, here it is, it is like this, it is like this, buy it from me. So the classic business model is that I have a product to sell, so you go to your target and you say, “Buy it from me.” Except this classic business model, we know what it gives, return rate less than 1%, that is, companies do by calling someone who is a fairly cold prospect and letting them sell it and all that effort will go into having a return rate of less than 1%. And what is worse, 80% of decision makers will not respond and only 28% of these people will interact with the salesperson. So this is the old way.
That's why it's important to see that buyer behavior has changed. Today's buyers know what they want. So when someone goes to buy a car, they already know what kind of engine they want even before they go to the dealership. They know what they want and they know why they want it. It radically changes selling .
The important thing is that people today rely on the opinions of others: they taiwan whatsapp make decisions in groups, they go on social networks, they look for content, they get interested before even moving forward. And that is why you have to take this into account in the sales cycle and when establishing your prospecting plan .
What is social selling?
According to Loïc Simon, founder of Social Selling Forum, it is the art and the way of using social media to sell. But my definition is using social media in the sales journey , because social media is a breeding ground where your target is, where the people are, you will be able to interact with them, follow the people who are most interested to potentially lead to an offline conversion or a website. But in any case if you are in B2B, it will usually be done by phone or in an appointment to close a sale.
And so, it's really the use of social media throughout the sales journey, both initially to promote values, to meet people during interaction, and then to build loyalty and continue to move forward. Our goal, because that's all there is to it. Selling is about helping the person solve a difficult and long-standing problem that they encounter, it's not about selling a product, it's about responding to a problem.
The social selling strategy in 6 steps
And so, the social selling model has a few more steps and is slower. But to know how to be effective, you have to know that sometimes you have to be a little slower to find quality and people who are really interested.