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BizReport : Social Marketing : March 25, 2016

Social selling mainstream among UK sales and business development professionals

New data from LinkedIn reveals the adoption of social media tools among sales and business professionals in the UK is hitting mainstream.

by Helen Leggatt

In August last year, LinkedIn gave all its English-speaking members access to a data-driven tool that helps them identify how well they are building their personal brand. The "Social Selling Insights" (SSI) tool looks at a range of factors, such as relationship building, finding connections, professional brand and engaging with insights with the aim of "empowering salespeople with the knowledge of where they stand with social selling" and allow them to "set clear goals and inspire them to become a better social seller".

Being able to measure social selling has led to increased performance and, according to recent LinkedIn research, more than four-fifths of the UK's best-performing sales and business development professionals now rely on social selling to close deals.


In fact, 98% consider social selling to be "extremely critical" to their ability to close deals and many (69%) prioritize the ability to build strong relationships over a prospect's willingness to purchase.

LinkedIn also revealed that social selling tools are now more widely used than customer relationship management tools, favored by 60% of respondents, compared to 30% for the latter.

"I'm here to tell you that social selling isn't difficult, it's just different. No kissing on the first date: let's get to know our prospects better first," says Amar Sheth, VP of Customer Success, Sales for Life.

According to LinkedIn, women are the most likely social sellers - 48% versus 41% of men.

"The typical business buying process now involves more than five decision makers," says Kevin Scott, head of sales solutions at LinkedIn EMEA. "Success in today's social world relies on sales professionals being able to navigate complex social structures within the companies they want to work with."


Image via Shutterstock

Tags: LinkedIn, social marketing, social media, social selling

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