"to form a relationship ... providing suggestions and answering questions"

"Why are more and more buyers avoiding salespeople during the buying process? Sales reps, according to Forrester, tend to prioritize a sales agenda over solving a customer’s problem. If organizations don’t change their outdated thinking and create effective sales models for today’s digital era, Forrester warns that 1 million B2B salespeople will lose their jobs to self-service e-commerce by 2020.
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The answer to the shift away from reliance on outbound sales could reside in social selling, the strategy of adding social media to the sales professional’s toolbox. With social selling, salespeople use social media platforms to research, prospect, and network by sharing educational content and answering questions. As a result, they’re able to build relationships until prospects are ready to buy.
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Social selling concentrates on producing focused content and providing one-to-one communication between the salesperson and the buyer.
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with social selling, the goal is for the rep to form a relationship with each prospect, providing suggestions and answering questions rather than building an affinity for the organization’s brand.
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Social selling makes sense for achieving quota and revenue objectives for multiple reasons. First, three out of four B2B buyers rely on social media to engage with peers about buying decisions.
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It doesn’t take a significant amount of time to get started in social selling. B2B salespeople only need to invest 5% to 10% of their time to be successful with social. Salespeople should begin carving out a small percentage of their daily time for social media. Regular interaction with a prospect may not lead to a direct sale this week or quarter, but could result in a significant win within the year.
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After all, social media is too important to be left to marketing. In fact, a recent study found skilled social media sales professionals are six times more likely to exceed quota over peers with basic or no social media skills. It is time to get started with social selling and meet your prospects where they’re spending their time."

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Trechos retirados de "84% of B2B Sales Start with a Referral — Not a Salesperson"