Selling is not a simple process, not only should an interesting product be offered to people or a good offer, because in the face of competition and the different channels used by brands to position themselves and attract customers, the processes become more complex, how highlight? The key is in the social selling that in addition to generating sales, allows you to create better connections with the people.
According to the study “Social selling: buying the new social process”, produced by Human Connections Media, the social selling is a social media-based strategy used to reach the customers’ minds indirectlythat is, giving them the power that they choose to buy and not that the brand asks them to do so.
“It is necessary to implement coordinated strategies for branding, communication and content marketingthat are relevant and bring potential clients closer due to the interest they arouse”, explains Enrico Campochiaro, Global Company Lead, Human Connections Media.
Such is the importance of this that social networks have begun to create sales tools in their channels, such as Facebook con Facebook Shopping y Facebook Marketplace; Instagram with Instagram Shopping, Twitter with Twitter Shopping, and TikTok with TikTok shopping, to name a few.
In 2021 alone, more than 4,550 million people in the world used at least one social network, which represents 57.6% of the population, a figure that by the end of this year may exceed 60%, which represents an important area of opportunity for brands. The time they spend on it is 22% of their day.
An example of this is that by taking advantage of these channels and implementing social selling, sales increase from 20% to 25%and a better connection with people is generated by 56 percent.
Why implement it?
For a brand to attract customers and have higher sales, it must take into account that in 57% of cases, the purchase process begins before the seller is contacted because they begin to investigate (75%) and 74% choose the sellers who first offered valor and they had insights.
“Consumers base their purchase decisions on information and comments provided by other users on the networks, which is why influencers have become very important and brands are investing heavily in them. There is no doubt that Social Selling helps to establish and strengthen relationships in the network, which in turn, will boost sales and therefore the business”, mentions Campochiaro.
He explained that the online shopping trend is becoming more and more common, so social networks are essential to be successful in sales because although they are not always a sales channel (although in some cases they are, like the small vendors that suit of them materialize their businesses), the buying and selling process is increasingly social.
In this way, brands have greater credibility, visibility, better coexistence with customers, direct treatment and a more personalized experience.
the 4 steps
To implement the social sellingthe study indicates that the first thing is that the brand be herselfa, that is, not trying to pretend, to be honest, transparent and closer to people, to be more human. In this sense, the management of accounts and attention must be directed by a person, not a virtual assistant like the chatbots.
In second step is always listen to customers to have a more personalized communication from the moment the client contacts the brand for the first time. Pay attention to what the communities say, their tastes and possible complaints.
In the third step is generate useful information and provide value at the right time. “Remember that the objective is to establish a relationship of trust that will later lead to the sale; not the sale in the first place.”
is finally build meaningful relationships and lasting, that the contact is effective and healthy not only at the time of purchase or first approaches, but over time.
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