Social selling: how to impact on the sales strategy of B2B businesses

Digital transformation has had a direct impact on the way business is generated in the B2B environment. B2B professionals need to meet new demands in their companies and have taken control by accessing information through channels that have multiplied and evolved at a dizzying speed in an increasingly dynamic environment. We are facing a new scenario of business generation, in which Social selling builds and feeds commercial relationships on social networks.

In this new era it is necessary to adapt the way of selling, considering the new consumption habits as the central focus of any sales strategy in B2B businesses. Currently, there are more than 37 million social media users in Spain, or 80% of the population, according to data from Hootsuite and we are Social. This means that digital interactions are two or three times more important to B2B customers than traditional sales interactions.

The Social selling strategy is mainly based on using social networks to attract new customers, build trust, offer services in a more personalized way, promote the brand and establish and consolidate long-term relationships. It is not direct sales but the generation of bonds to connect emotionally with the customer, so the customer is placed at the center of the strategy. Hence the importance of their integration into trade strategy and sales campaigns, which will allow new opportunities to be gained and sales to be scaled up.

LinkedIn como herramienta principal de Social Selling B2B

Currently, there are numerous RRSS in the market, but LinkedIn stands out for being the social network oriented towards professional activities and business so it is the most suitable way to establish social selling relationships. According to LinkedIn Sales solutions, 92% of B2B buyers are more interested in sales professionals or consultants if they believe they are industry opinion leaders. Therefore, it is important to maintain an updated profile and share valuable information to stand out as an expert and to be a benchmark in the sector.

The technology has strengthened the commercial role of B2B shares, so having the right solutions will provide a fundamental competitive advantage over competition and serve as an engine to boost the company's innovation and ensure business continuity.

The sales force is under heavy pressure to achieve its objectives. Commercials need a business management solution that helps them develop the business, prioritize actions and close opportunities faster. The integration of CRM with LinkedIn Sales Navigator allows people and companies to be associated with potential clients, contacts and CRM accounts, which in turn provides a wide variety of functionalities that will help save a lot of time by increasing productivity. Salts Navigator imports all contact information and is securely stored in a LinkedIn database and, in turn, the LinkedIn application for Microsoft dynamics 365 allows you to collect LinkedIn information for transfer and dispose of it directly in all Microsoft dynamics 365 Customer engagement business applications.

Social selling is an innovative and differentiating tool for B2B companies in consolidating relationships and strengthening links with prospects and seeking new sales opportunities. Returns control of the sales cycle to the commercial with a human focus. Responding to the needs of B2B professionals will be possible thanks to an active and non-invasive presence that allows for the development of a sustainable strategy in the future.