In today’s environment, approximately 90% of phone calls and emails are scarcely responded to in a timely manner, often disrupting the traditional sales funnel. Nowadays, platforms like Facebook, Twitter, LinkedIn, TikTok, and live chats (with humans, not bots) enable instant engagement with potential customers. At this juncture, a well-crafted Social Selling strategy opens the door to a highly attractive world for both businesses and clients.

Social Selling will allow your company to build relationships, generate brand awareness, obtain leads, and approach potential customers to drive sales. It’s not about direct online sales but about indirectly reaching the customer’s “top of mind.” It’s not about trying to sell; it’s about getting the customer to buy from you. According to McKinsey studies, it’s possible to increase average sales by up to 25% through Social Selling.

Hence the importance of maintaining healthy social media profiles: posting regularly, responding to comments, maintaining good product and delivery ratings, among other factors. Having a company page on social networks helps you create a community around it. From this community, you obtain leads that your sales teams can later approach in a warmer manner, without the distance of the traditional first contact.

According to data published by IDC:

• 91% of people managing purchases in B2B business models actively participate in social networks.
• 84% of decision-makers make purchasing decisions aided by information disseminated on social networks.

What can we do?

1. Enhance your personal and company reputation.
2. Optimize your social media profiles.
3. Establish your Social Selling objectives.
4. Define your target audience.
5. Strengthen your social skills to maximize the technological benefits of social networks.
6. Engage with your customers through social networks.
7. Work on your personal brand and reinforce the corporate brand.
8. Understand your Social Selling Index.
9. Identify which social networks are preferable for Social Selling depending on your business.

Currently, potential customers have more information than a few years ago, and today’s customer is different and will continue to change. Treating personnel correctly, fulfilling agreements, having excellent after-sales service, being timely, among other aspects, are points that companies must meet as minimum standards to compete in the digital environment, as potential customers can easily access this information.

In conclusion, Social Selling is a key strategy for driving sales in the current digital era. By leveraging social networks intelligently, companies can engage with their target audience, generate brand awareness, obtain qualified leads, and ultimately increase their sales. Developing a robust Social Selling strategy, maintaining an active and attractive presence on appropriate platforms, is fundamental to stand out in an increasingly competitive and digitalized environment.