3 Ways Social Media Can Shorten the B2B Sales Cycle

You’ve probably already heard the buzz about social selling. Proponents note that 84% of C-level/vice president executives use social media to support purchase decisions (source: IDC). In addition, social sellers realize a 66% greater quota attainment than those using traditional prospecting methods (source: Sales Benchmark Index).

Still not convinced it should have a place in your sales process? Continue reading to learn how social media can shorten your sales cycle.

  1. Gain Competitive Insights Social media is all about sharing. People welcome the opportunity to share their experiences – both positive and negative. In the scenarios below, you can use this to your advantage:

    A customer makes a positive comment about your product/service: If your customers are happy, try to keep them that way. Say thanks, and let them know you appreciate the referral!

    A customer says something negative about your business: Don’t panic; this is really just another chance to engage. You may be able to apologize or offer a solution to their problem and retain their business.

    A prospect poses a question you can answer: This is a sign that someone is interested in learning more. They may not be asking for your business quite yet, but speak up anyway. You want to make sure that when they’ve done their research, your name still comes to mind.

    A prospect says something negative about a competitor: Remember, if a prospect is badmouthing another company, they might be looking to switch providers. So it’s likely they’d be open to hearing what you can offer.

  2. Build Your Reputation as an Expert A recent survey found that B2B buyers are five times more likely to engage with a sales rep who provides new insights about their business or industry (source: LinkedIn). Keep this in mind when starting to build your presence on social media.Share blogs, thought leadership pieces, and other relevant content. Like and comment on posts that catch your eye. And of course, don’t forget to add more people to your network. At the end of the day, you want to come across as someone who is both knowledgeable and trustworthy.
  3. Get Your Foot In The Door Before you reach out to a potential buyer, take a look at their social media profiles. Which groups have they joined? What articles are they sharing? Do you have any mutual connections? Answer these questions, and you can personalize your introduction. And while we can’t guarantee you’ll get a response back, the odds will be in your favor.That being said, you may need to move the conversation offline. This is where a tool like ZoomInfo’s ReachOut, comes in handy. Add it to your sales stack, and you can increase sales productivity and streamline your workflow. Simply download the plugin, then find direct contact information, while viewing a prospect’s LinkedIn profile.

Looking for more ways to shorten the B2B sales cycle? ZoomInfo can help. Contact us today to find out how!