What is Social Selling?
There is a growing amount of buzz about a concept called “social selling” (often used synonymously with Sales 2.0). Many will argue that sales, particularly B2B sales, has always been a social activity. After all, selling has always revolved around relationships (i.e. WHO you know) and hence the focus on networking, establishing rapport, and leveraging existing relationships. Traditionally this was done via face-to-face business meetings, industry conferences, athletic clubs, civic organizations, social clubs, etc.
In the last five years the notion of social sales has changed dramatically with the adoption of Web 2.0 and social media. For starters, social media has greatly increased the scale and reach of our relationship networks (people with whom we maintain some degree of one-to-one contact) and peer networks (people we don’t know but whom we see as “people like me”, or in the case of B2B “companies like mine”.) Web 2.0 technologies have also changed the way in which we collaborate online, with most B2B buying decisions starting, progressing, and often even closing online without any face-to-face meetings.
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