It sounds great. After identifying your ideal target group, approach this group and then generate appointments where the other person has a great active need for your product or service. This is what is often expected and promised by agencies, but if you have experience in B2B sales you understand that this does not work so easily. These types of conversations often only arise when you are approached with an active question.
Outbound social selling is about proactively approaching potential customers to start conversations. It’s rare that your outreach comes at exactly the right time, when the customer already has an active need. That is precisely why it is essential to look at outbound social selling differently. Because you build a pipeline, and if you handle this well, turnover will come naturally.
Direct sales calls after outreach are not common
When you approach a potential customer for the first time, you can assume that they are not yet familiar with your brand, solution, or unique value. The chance that your product exactly meets an immediate need at that moment is small. Customers may be open to new ideas, but that does not mean they are immediately interested in a sales conversation.
The biggest risk with outbound social selling is that sellers try to force a sales conversation too quickly, which often leads to rejection or an abrupt end to the contact. It is therefore important to revise your expectations: an initial conversation should not be aimed at direct sales, but at laying the foundation for a long-term relationship.
The role of relationship building in outbound social selling
A successful outreach strategy is all about trust and relationships. People want to do business with parties they know and trust. Therefore, the first phase of any outreach effort should be focused on building a positive impression and establishing a relationship, rather than directly promoting a product.
The power of relationship building lies in consistency and interest. Make time to discover what is going on within your potential customer’s organization. Show that you understand the company, the market and the challenges. Ask about their goals and challenges and show understanding and insight. When customers notice that you put their needs first, a bond of trust is created that goes far beyond an initial sales pitch.
Activating latent needs
Latent needs are needs that customers have not yet fully recognized or realized themselves. These needs often surface when a fresh look or new perspective is offered on existing challenges. Activating latent needs is therefore a powerful element within social selling, because you help potential customers to discover problems, ambitions or points for improvement that they had not yet thought about.
An effective way to activate latent needs is to ask questions that help them think outside their standard boxes. By asking these questions, you arouse interest and help the customer to approach your solutions in a different way.
Show added value without the sales pressure
A crucial aspect of outreach is demonstrating added value. But how do you show your value without coming across as pushy? Customers often quickly sense when they are in a sales conversation and can quickly drop out. Rather than trying to sell a product directly, you can add value by providing relevant insights, useful information, and an interest in their business.
This can be done, for example, by sharing valuable content, such as an article that is relevant to their sector, or providing insight from your experiences in the industry. Presenting yourself as a source of knowledge and support will keep the relationship open and give you a chance to stay relevant in the long term.
Online and offline presence: building long-term relevance
Building a valuable relationship goes beyond one conversation. The most successful outreach strategies use a hybrid approach that involves engaging both online and offline. This means that you remain visible on platforms where your customers are, but also look for the opportunity for physical meetings.
For example, an online presence can mean being active on LinkedIn, regularly sharing articles, participating in relevant discussions, or offering webinars on topics that match the interests of your target group. Offline you can attend trade shows, conferences, or other networking events where you have the opportunity to speak to potential customers in person. This combined approach ensures that you remain top-of-mind with your customer, making it more likely that they will think of you as soon as a need arises.
Building structural relevance until an active need arises
The goal of social selling is to continue adding value until the moment comes that the customer develops an active need for your solution. This can take months or even years, depending on the sector and market. The key to success is consistency. Building a relationship doesn’t stop after the first interaction. Continue to reach out regularly, share new insights, and offer relevant information.
When you are able to constantly add value and help the customer gain new insights, you are in an ideal position to take action as soon as a concrete need arises. This way, your solution becomes a natural choice when the customer actively searches for what you offer.
The importance of a well-maintained CRM system for structure and measurability
An effective outbound social selling strategy requires more than just strong communication skills and patience; it also requires structure and insight into the progress of each potential customer relationship. A well-maintained CRM system plays a crucial role in this. CRM not only allows salespeople to record touchpoints and plan follow-ups, but also to make outreach efforts measurable and gain insight into what works and what doesn’t.
Outbound social selling is more than just a cold approach in the hope of a quick deal. It’s about building relationships, activating latent needs and demonstrating lasting added value. By focusing on these elements, you change your outreach from a cold sales attempt to a lasting connection with potential customers. And it is precisely in that connection that lies the key to long-term success and growth in B2B sales. Ultimately, being consistently relevant online and offline will ensure that you are the first person they approach when they are ready to take that next step.