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Think about how you make just about any purchase decision in your life, from holidays to dinner reservations. Chances are you do a lot of it online.

B2B buyers are no different.

Two-thirds of the B2B buying process is now done digitally – potential customers start thinking about any purchase with an online search. And by the time they reach out to you, or you contact them, they probably already know what they need and have a list of capabilities and price benchmarks.

There’s no room for a cold call in there.

The buyer is in control. And that’s why sales teams are finding new ways to demonstrate value through content – unique insights that challenge what customers think they know.

Sharing insights through storytelling

‘Insight selling’ is nothing new – it’s the same small but valuable insights you bring to any sales conversation over time. The difference is, you can now use social channels to share that at scale, with many prospects at once, building familiarity and trust.

Remember, B2B is still human to human, so wrapping those insights up in a story is key. Just 5 per cent of your audience will remember facts, but 63 per cent remember stories.

So what makes a great insight story?

To make sure you have an aha! moment, rather than a so what? moment, check the following:

  1. Are you offering your customers and prospects new knowledge, tools or ideas – something they didn’t have before?
  2. Are you shedding light on something they hadn’t previously considered about their business, industry or competitors?
  3. Are you placing doubts in their minds or challenging the status quo, so they’re compelled to act?

If your customer won’t think ‘wow, I didn’t realise that before’, you don’t have an insight.

Once you have your insights, you need to share them at the very beginning of the customer journey. As a platform those unknown prospects are already using, LinkedIn is a powerful channel for B2B insight selling.

We work with a number of major clients on their LinkedIn (or ‘social selling’) strategies, helping them with everything from optimising profiles to ghost writing thought leadership posts for busy senior executives.

In every case, the sales team has got on board when they’ve realised the strategy is actually bringing prospects to them. They’ve made meetings with people they’d been trying to reach for months. They start sales conversations with built-in credibility and social proof.

And they no longer need to cold call.

Read more about the do’s and don’ts of insight selling on Sara’s LinkedIn post.

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