Current Malpractice Handicaps Social Selling’s Potential

Sellers are flocking to social networks, but the authentic connections and measurable impact we have been optimistic about since we wrote our first report on social selling in 2016 are at risk. Buyers demand meaningful interactions in virtual and physical settings and expect sellers to be knowledgeable and empathetic. B2B sellers must shift their mindsets from transactional to relational and their actions from selling to engaging to realize the full potential of this powerful channel. Savvy sellers who effectively engage on social networks are seeing meaningful results. These modern sellers create 45% more opportunities and are 51% more likely to achieve quota than those who do not embrace social.