According to Harvard Business Review, connecting with a prospect now takes 18 or more phone calls, callback rates are below 1%, and only 24% of outbound sales emails are ever opened. Meanwhile, 84% of B2B buyers now start the purchasing process with a referral while peer recommendations are influencing more than 90% of all B2B buying decisions.
What does this mean? Well, it's becoming increasingly critical to engage with prospects where they are, understand their needs, and build a relationship to deliver personalized experiences around the buying process. Enter social selling.
Social selling is about identifying your prospects online, establishing your brand, engaging with your audience, and delivering relevant content and solutions. With social selling, your sales team members are the experts, supporting the prospect throughout the buying journey through insights that will help their business. And through the entire process, marketing works alongside sales to convert leads through appropriate content. In short, the new role of marketing is sales enablement through relevant social content.
This week we will look at how you can set your sales team up for success by supplying them with the right content, messages and best practices.