Needless to say that social media sites are becoming popular by the day; these platforms are being used for more than just meeting new people. Businesses around the globe are starting to utilize them as a way to increase their marketing and sales efforts and help to get their brand noticed online. This is considered to be a tool that SMEs and large companies can use to increase their market reach and build a larger global market.
Hereafter the main impacts/roles of social media the sales process:
Step in the Sales Process / Behaviors |
Role of Social Media |
Understanding the Customer |
Creating/joining/participating in field-specific LinkedIn groups. |
Knowledge gathering Prospecting |
Monitoring comments to understand how message is perceived, or what other information is wanted (Johnson & Johnson). |
Lead generation |
Company product blogs with active comment monitoring and question feedback. Allowing open membership to generate future client list. |
Determining communication styles |
Establishing a Twitter presence. |
Identifying risks/buying situation |
Monitoring comments to understand attitudes toward purchasing and buying preferences. |
Approaching the Customer |
Posting news stories on Facebook. |
Establishing credibility |
Facebook promotions inviting participation in new product testing (Chick- fil-A), or sharing stories about community involvement and fun activities that build brand. |
Gaining attention |
LinkedIn surveys and polls to generate industry discussion about relevant topics. |
Rapport building |
Tweeting about conferences/results/innovation. |
Needs Discovery |
Tweeting to solicit customer/competitor feedback. |
Questioning |
Creating an app to solicit customer product and service ideas (My Starbucks Idea). |
Listening |
Generating blog posts designed specifically to ignite conversation or debate. |
Understanding motives |
Asking Facebook fans to vote in polls or comment on proposed changes to products, services, or logos. |
Presentation |
Chatter to collaborate with customers on proposals and campaigns. Sharing success stories via Facebook. |
Close |
Facebook or Twitter to drive clients to sales channels. Chatter to work one- on-one to resolve deal inhibitors. Blogs or LinkedIn to address issues raised by competitors or unhappy clients. |
Asking for the sale |
Tweets to VIP clientele to sell special concert or sports event seating. |
Overcoming objections |
Sharing success stories via LinkedIn or Facebook posts. |
Negotiation |
Blogs to address issues raised about products or services. Facebook posts to ask for donations. |
Service and Follow-Up |
Following customers on Twitter. Mining their fans and followers for prospects. |
Communication |
Tweets to announce sales goals, product success, new products. Facebook promotions and rewards for referring friends or asking them to like/follow your posts. |
Gaining referrals |
LinkedIn and Facebook to ask for referrals. Tweeting to communicate success stories. |
A recap by Mehdi Sarsar from Journal of Personal Selling & Sales Management , T1, P312
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