Meeting the Expectations of B2B Customers through Social Selling

Understand what B2B customers value and align your social selling efforts accordingly.


Tony Hackett


a group of people standing around social selling
a group of people standing around social selling

Social selling has become essential for B2B sales reps to connect with potential customers. However, it is crucial to understand how customers expect reps to use social selling. In this blog post, we will explore the key elements that customers value in their interactions on social media and provide tips for maximizing the impact of your efforts.

Personalized Approach

B2B customers appreciate sales reps who take a personalized approach when engaging with them on social media platforms. Before reaching out, take the time to research each customer’s company, industry, and specific needs. Tailor your messaging and show a genuine interest in understanding their pain points and goals. By showcasing a personalized approach, you establish trust and increase the likelihood of building long-lasting relationships.

Valuable Content Sharing

Customers expect sales reps to be a valuable resource rather than focusing on selling products or services. Share relevant industry insights, informative articles, e-books, or whitepapers that can benefit your customers’ businesses. This positions you as a trusted advisor who helps solve problems and offers solutions beyond the transactional relationship.

Thought Leadership

Establishing yourself as a thought leader in your industry is crucial for gaining the trust and respect of B2B customers. Engage in discussions surrounding industry trends, challenges, and innovations on social media platforms like LinkedIn Groups or Twitter chats. By providing informed perspectives and valuable contributions to such conversations, you demonstrate expertise and build credibility among potential customers.

Prompt Responsiveness

In today’s fast-paced business environment, prompt responsiveness is valued by B2B customers. Responding promptly to inquiries or comments from prospects shows your commitment to excellent customer service and responsiveness even before they become paying customers. Aim to reply within 24 hours, if not sooner, to show your eagerness to engage and build a relationship.

Professional yet Authentic Tone

Maintaining a professional tone is important when representing your company on social media, but it should not come at the expense of authenticity. B2B customers appreciate sales reps who can strike the right balance between professionalism and relatability. Showcasing your personality and genuine enthusiasm in your interactions establishes trust and helps differentiate you from competitors.

To meet the expectations of B2B customers through social selling, sales reps must prioritize personalized engagement, valuable content sharing, thought leadership, prompt responsiveness, and an authentic tone. By understanding what B2B customers value and aligning your social selling efforts, you can build strong relationships and increase your chances of success in today’s digital landscape. Embrace these strategies to leverage social selling as a powerful tool for connecting with B2B customers.