KVP Group Blog

Understanding Digital Selling and Social Selling

Customer Relationships In The Past

Before there was digital selling and social selling, customer relationships were different in the past.

Many of us can remember our grandparents’ anthem ‘In the olden days ……’ The same can be said regarding sales.

When a consumer wanted to buy a product in the not too distant past, they went along to the shop or retail outlet. Afterward, they spoke to a sales representative who was usually an expert on the product and then made a purchase.

Those days are now disappearing fast, and technology has helped change consumer habits beyond all recognition.

Digitalisation and Customer Expectations

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Nowadays, customers’ expectations have advanced as rapidly as the new digital technology.

With constant connection via mobile devices and the use of apps, automation, and much more, today’s customer expects up-to-date and rapid results at the touch of a button.

In many instances, the customer’s first contact with a company is digital. Therefore, their experience is vital to that company’s success or failure.

With digital interaction at the forefront of customer satisfaction, it may require you to rethink your digitalisation processes.

Impact of Digitalisation

The digitalisation of marketing teams has to be achieved through a data-driven marketing strategy. Customers want and expect targeted information, not reams of mail, advertisements, etc., that require hours of trawling through. 

The use of search engine, account-based, and email marketing strategies allows you to target your customers better and reduce your costs with less mail, billboards, and TV advertising.  

Finally, digitalisation means being proactive in creating a positive experience for customers. No more waiting for the phone to ring or fax to arrive. 

With social media, review sites and forums, and targeted community sites, customer service teams have never been in a better position to offer customers quick, informative, and customer-friendly service. 

Where Social Selling Comes In

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Everyone hates cold calling, and B2B sales teams need to replace this with the art of social selling. Essentially, social selling is using social media as a way of interacting with a target audience.

Social media allows you to connect and share with potential customers and nurture prospective sales. This way, you can be the first person or brand that springs to mind to solve their problem or requirement.  

Success in this field allows sellers to share expertise as well as address customer inquiries with a creative approach.

By building trust with the customer, they are more likely to buy the service or product. 

Why is Social Selling so Important

Consumers today live in the digital world’s fast pace and are less influenced by traditional sales methods. Cold calling is regarded by potential customers as intrusive and impersonal, with many never answering the call.

Therefore your organisation needs to change to a more personal yet digital online sales plan.   

Sales teams need to change their whole perspective viewing sales from the customer point of view. Making introductions personal and sincere in place of the hard-lined and cold sales pitch is essential and valuable.    

Although many bemoan the digital intrusion into their lives, it is widely acknowledged that digitalisation is an excellent tool. It helps build relationships and establish trust with existing and prospective customers in the field of sales.

Influential companies such as Forbes have reported that 78% of sales personnel who have used social media have outperformed their non-social media colleagues, with 23% actually reporting surpassing their quotas. 

The Future of Digital Selling

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Whereas the impetus in social selling has progressed in sales, digital selling is less advanced but offers huge opportunities for company advancements online. 

Social selling relies on social media etc., but digital selling utilises digital assets, for example, sales automation, CRM, online presentations or conferences or documentation.

The formation of a new organisational structure to collect and analyse results such as buyer interest or purchasing intent guides the sales-team in converting this to actual sales.   

The choice for organisations today to improve their selling capabilities is huge as they have a wide range of digital technologies to choose from.

However, without a digital selling strategy to guide and facilitate these processes, they will not reach their full capabilities or possibly fail in impact and benefits.

In Conclusion

Social selling using social media helps identify and communicate with customers.

Meanwhile, digital selling is a powerful and important tool in sales processes and revenue.

Ensuring your staff are fully trained in the use and potential of digital selling and how they can harness this in their sales techniques works wonders.

These skills will enable them to reach out to customers in new and ingenious ways and be innovative and prolific with the new tools.  

A Final Thought

Digital transformation is now an integral part of Global Organisations. 

Therefore sales leaders need to embrace this technology and techniques to maintain selling success. 

Contact us to learn more about digital selling and social selling.