The fact is that traditional sales measures often no longer work as they used to. Especially in times of home office, constant online presence but fewer phone calls and hardly any opportunities for field visits, LinkedIn (often in combination) offers exciting possibilities. But be careful: people on social media do not like cold calling. The chances of being successful are quite small. Statistical figures from Germany and the USA, as well as our own research in the DACH region, show that around 90 percent of decision-makers state that they ignore cold calls but are active on LinkedIn daily (up to 4 times a day). A proven measure in Digital Selling is the tactic of Social Selling. Here, the focus is on building, strengthening, and largely preparing customer relationships using social media during the sales process - after all, purchases are still made by people despite everything being digital. However, prospects are drawn in through social media. We now know that customer relationships can be nurtured up to the point of sale via LinkedIn and complementary channels such as blogs, YouTube, or even TikTok. Examples of Social Selling techniques include: - sharing relevant content - direct interaction with potential buyers and customers - personal branding and social listening
A Digital Selling System is Needed
Through social media, we can slowly approach potential customers and build relationships - because on social media, we can see what topics interest people, what difficulties they express, and what groups they belong to. This is called "social listening" - listening. Through this "social listening," we can track industry-relevant conversations and identify potential prospects. If we want to engage in successful Social Selling on LinkedIn, we need to understand the rules of this platform. In addition to direct contact, there is the possibility to publish longer posts and engage in discussions. Within our content strategy, our content must be tailored to achieve the best possible impact. Unlike any other platform, educational content and explanatory content are well-received on LinkedIn. Posts about industry trends, forward-thinking ideas, or company vision/mission statements are particularly popular. The principle of mutual assistance always takes center stage. Here, we can establish ourselves as experts in our field with guides, use cases, or white papers and directly engage with potential customers. However, before starting, the individuals involved must be trained. Social Selling is a matter of attitude and practice. It doesn't matter what product or service is being sold, but whether it is understood how to create value in this new digital reality and bring people together using contemporary tools like the LinkedIn Sales Navigator.
