Social Selling is a hot topic right now. It has grown in popularity since its inception in 2012. Did you know, however, that Social Selling is part of a larger organization known as Digital Selling?

The majority of you are probably unfamiliar with the word “digital selling.” It’s still in its early stages, but I assume it’ll be the way of the future for sales. What are the distinctions between digital and social selling?

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Selling via social media

Digital selling includes a component called social selling.  Meeting the buyer where the buyer is already performing due diligence – which is online. This term examines Social Selling from the viewpoint of the consumer. Buyers use Social Selling to equip themselves with information and make informed purchasing decisions by operating through their peer-to-peer networks and digesting content.

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What role does the seller play? The seller’s task is to meet a customer at each stage of the buying process and assist them.

There are three main tactical elements or components to Social Selling:

  1. Insights-based selling
  2. Trigger-based selling
  3. Referral-based selling

These three tactical elements of Social Selling can be automated and fed with content to nurture relationships using resources like LinkedIn.

In a nutshell, Social Selling entails using content and social media to influence the buyer’s next move.

Digital Selling

Over the next few years, you’ll learn a lot more about Digital Selling. In a nutshell, digital selling is the process of leveraging digital properties. Although social selling is a part of digital selling, these assets do not have to be social assets. Other tasks covered by digital selling include sales automation, online presentations, digital documents, CRM operations, and more.

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For Digital Selling to be feasible, larger elements in the company must be brought together. It isn’t just the marketing department’s responsibility to create content. It entails establishing an organizational framework around content as well as an infrastructure to monitor the customers’ content consumption. The ultimate litmus test for interaction and customer interest for Digital Selling organizations is content consumption. Everyone is involved in the creation, organization, and distribution of content with Digital Selling. You’re establishing a department devoted solely to the creation of vast amounts of content and analysis, and you’ll be working alongside salespeople to assist them in their efforts.

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Organizations are now forming these divisions, which usually include a content marketer, a sales representative, a sales executive, and function as a single business unit within the larger company. Rather than mass marketing, they are based on producing unique content for a specific audience in a specific territory. The content marketer contributes to the creation of the plot, the product development representative uses the content to establish new partnerships, and the sales executive works to close the deal. The team is monitoring content consumption as a catalyst for purchasing interaction and analyzing the buyer’s digital footprints.

Until launching a digital selling workshop, it’s critical to first determine the sales organization’s priorities and performance measures, as well as how they’ll be evaluated.

The KPIs should be the priority of the digital sale workshop, as well as making CRM changes to monitor them. Successful digital selling training leads to behavioral improvement and observable results that demonstrate a positive return on investment.

Bottom line

Digital Selling is the creation of an entire network that leverages all of the assets that exist both online and offline. Social Selling is the use of social media to drive business, while Digital Selling is the use of social media to drive business.

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