How to Train Your Team in Social Selling

 Social media is used by businesses across all industries to reach their target audience members. For example, you might hear about a company using Instagram to market their products, LinkedIn to share industry expertise and insights, or Facebook Messenger to respond to customer service queries.

Less frequently do we hear about social media being used by sales reps as a way to identify, connect with, educate, nurture, speak to, and convert prospects — this process is known as social selling.

We wrote this article to help you gain a better understanding of why training your reps in social selling is so important and how to go about doing so.

Download 37 Tips for Social Selling on LinkedIn

What is social selling?

Social selling is the process of using social media platforms and their networks to add more prospects, opportunities, and information to your pipeline. It entails finding, connecting with, nurturing, and even converting prospects and members of your target audience through one of the many social media platforms (e.g. LinkedIn, Instagram, and Twitter).

An important distinction to make here is that social selling is not social media marketing.

Social Media Training for Sales Reps

Why is it so important to train your sales reps in social selling? And what benefits will you get out of training reps in social selling? We’ll answer those questions next.

Why is social selling training important?

According to Statista, there are over 3.6 billion people globally who use social media. With that statistic in mind, think about how many qualified prospects are already interacting and engaging on these platforms. The best part? You and reps already have access to all of these platforms. You just need to know how to effectively reach and connect with those people.

Just take it from HubSpot Business Development Manager Jose Martin, who incorporates social selling in his workflow:

“I’ve found social media to be a great medium to add a ton of value at scale — which, in turn, has allowed me to accelerate relationship-building with partners and customers in our Startups ecosystem. It can be as simple as Retweeting, sharing a post on LinkedIn about a partner’s Demo Day, or sharing or commenting on a customer’s Funding Rounds latest post/information. The key is to genuinely be passionate about helping others and knowing in the long run, you’ll reap what you sow.”

To drive this point home, here are some more examples of the many benefits of training your sales team in social selling.

Benefits of Social Media Training for Reps

  • Drive organic traffic to your website and content.
  • Increase engagement on the social platforms your target audience members are on.
  • Boost your visit-to-lead ratio.
  • Build deeper connections and relationships with prospects.
  • Meet qualified leads where they are.
  • Show your target audience that you care about the same type of content that they do.
  • Tailor your current content so it resonates with your target audience and gets more engagement.

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