One Unexpected Benefit of Social SellingWhen it comes to Social Selling, I’ve seen it all. So I’m not easily surprised.

But on a recent call I had with Renee Ducre, Director of Digital Marketing, IBM Commerce, Mobile, and Social at IBM, she was describing one of the major benefits of Social Selling, and what she said threw me for a loop.

She said that one of Social Selling’s biggest benefits is its ability to lower customer support costs at the enterprise level.

I was stunned. I had never heard that particular advantage before. So I took the weekend to reflect on Renee’s words, and I realized she was absolutely correct.

Anticipating customer problems and questions

I was reminded of the book, The Challenger Sale by Matthew Dixon and Brent Adamson, which says that the best customers are sticky because of what happens during the presales process. And you’ll know they’re in the presales process if they’re truly engaged and are having a positive experience. You can ensure that customers are having that positive experience by continuing to provide great value and insights.

Ten, 15, 20 years ago, customers made their purchasing decisions based on a discussion with the sales professional. They bought into that person and the presentation. Customers weren’t able to do a lot of due diligence, which sometimes resulted in buyers’ remorse. Without the proper information, customers were often left holding the bag.

In today’s world of Social Selling, however, people are armed with information. They’re able to research extensively online, and obtain real life examples of how other companies are using products and tools. They are armed with knowledge of best practices. So when they’re ready to make a purchase decision, buyers are much more educated upfront about how, when, and where they’re going to use your product.

What does this mean for your customer support costs?

Because buyers are armed with the information they need, the number of redundant questions that fill up your customer support lines are reduced or alleviated.

Social Selling is also helpful during the post-sales process. Great account management teams are able to leverage Social Selling insights because they’re able to help customers through that journey and provide them with the right content at the right time, which also helps eliminate a lot of unnecessary customer support calls.

Bottom line

Social Selling reduces your customer support costs because it allows you to anticipate customer problems and questions, and provide content and FAQ’s in advance so that your customer support lines aren’t bogged down.

{{cta(‘ec55a9f6-f4e1-449d-870d-899a003e60a8’)}}

Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.

Sep 20, 2019 1:04 pm
Social Media for Sales vs. Social Selling: What’s the Difference? [Infographic]

For years, the above has been a recurring question that I’ve received from sales executives, business owners, and sales leaders. They often misunderstand the word ‘social’ in ‘social selling’ by connecting social media with what their children do on Facebook, Snapchat, and Instagram, instead of correlating ‘social’ as a mechanism to do two important things:

Aug 30, 2019 1:00 pm
Train The Trainer: What Most Sales Enablement Strategies Are Missing

After seven years of working with 350-400 customers, it recently dawned on me that there’s a fundamental flaw in the sales training industry. For context, consultants like us typically go into market and provide sales leaders with basic training on how to be a coach of modern, digital sales skills. We then train the sellers … Continue reading “Train The Trainer: What Most Sales Enablement Strategies Are Missing”