Digital Selling

B2B Sales People Who Use Social Media Succeed More

If B2B sales people are not engaging with buyers in social media where they go to seek information, they’re missing out on sales conversations.

I’m on a mission to convince B2B sales professionals that social media is just a communication and engagement channel. On a recent blog post on Social Business Engine I summarize 8 reasons that B2B sales professionals should be using social media to succeed.

78% of sales people who use social media perform better than those who don’t.

The stat above comes from a HubSpot article. I actually think it’s actually closer to about 98%. Think about it, if you use the phone to talk or email to communicate, of course you’re going to use social media to communicate. My point is that social media is simply the third leg in the communication stool of the past 100 years. It’s only logical.

Said another way, if B2B sales people are not engaging with buyers where they go to seek information, they’re missing out on sales conversations. We know that 75% of B2B buyers use social media to conduct research for products and services. So, why wouldn’t you engage them there?

But, remember your buyers aren’t on social media waiting for you to sell to them. So, how does a B2B sales person start a sales conversation on social media?

I discuss this on episode 23 of Poolside Sales Chat:

Be Useful to Your Buyer

Know thy buyer. Know your buyer’s journey. Post relevant content that addresses each stage of the buyer’s journey to be discoverable and get discovered. Address each aspect of the buyer’s journey through the content you post. You can curate content just as effectively as creating content as long as it’s content that is useful to your buyer.

Insert yourself into the buyer’s research process by being desirable to the buyer. I mean desirable because you’re a source of valuable and relevant information to your buyer. Follow conversations in LinkedIn and Facebook Groups. Using discretion, insert yourself by engaging in conversation, looking for the right moment to take a conversation offline through authentic engagement.

Similarly, follow hashtags streams on Twitter to discover online conversations that can lead to offline conversations.

Download 8 Reasons B2B Sales Professionals Must Use Social Media to Succeed.


Feature image source: Pexels.

By Mario Martinez Jr.

Mario is the CEO and Founder of Vengreso. He spent 85 consecutive quarters in B2B Sales and Leadership. He is one of 20 sales influencers invited to appear in the documentary film “The Story of Sales” launched in 2018.  He was also named 2019’s Top 10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top Sales Training and Coaching Consultant.  Mario is the host of the popular The Modern Selling Podcast.

2 replies on “B2B Sales People Who Use Social Media Succeed More”

Being useful is all about the quality – and I’m a firm believer in quality over quantity!
Put in an extra effort when you’re creating your content, make it really really useful for your buyers because, when you have good content to give it’s easier to engage in conversations on any social media channel! That’s what I think Bernie 😀

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