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Social Selling: Helping MSPs Expand their Lead Funnel and Grow their Business

In the increasingly connected business landscape of the 21st century, channel partners need to leverage all available methods to improve the ROI for their marketing and sales efforts. For most Managed Service Providers (MSPs), the traditional methods of marketing and sales are being rapidly supplemented, and even replaced, by more digital strategies. Among these methods, social selling stands out as one of the most effective ways to grow their lead funnels without incurring substantial costs. 

What is Social Selling? 

Before we dive into why MSPs should employ social selling, let’s briefly touch upon what it means as a reminder for all of our readers. Social selling refers to the use of social media platforms to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy. It’s not about your firm broadcasting advertisements about your services and hoping customers will see that content and simply respond. It’s more complex than that and requires a reskilling of both your sales and marketing resources to attain success.  

The Statistics 

According to a LinkedIn study, 78% of salespeople engaged in social selling outsell their peers who don’t. Social media isn’t just for networking anymore – it’s an integral part of the sales funnel. 

An IDC study found that 75% of B2B buyers and 84% of C-suite executives use social media to make purchasing decisions. That’s a vast pool of potential clients MSPs could be tapping into. 

Why MSPs Need Social Selling 

Expand Reach 

For MSPs, one of the significant advantages of social selling is the potential to reach a wider audience. A single post can be seen by hundreds, if not thousands of potential leads. By building a strong social media presence, MSPs can engage with potential clients far beyond their immediate network, expanding their reach exponentially. This works particularly well in local markets where you can engage on social media to directly connect with customers and prospects where they go to consume data – their social media feed.  

Build Trust 

In the MSP space, trust is a critical factor. Companies will only entrust their IT infrastructure to an MSP they believe is reliable. By being active on social media, sharing useful content, and engaging with their audience, MSPs can build and nurture this trust. Prospects can see the MSP’s expertise in action and gauge how they interact with their community. 

Creating Opportunities for Engagement 

Unlike traditional selling, social selling allows MSPs to engage with potential leads before they’re even in the market for their services. By answering questions, commenting on posts, and sharing valuable content, MSPs can foster relationships long before a formal sales conversation begins. 

Understand Prospects 

Social media provides a wealth of information about potential leads. By analyzing a prospect’s posts, likes, and comments, MSPs can gain valuable insights into their needs, pain points, and interests. This data can then be used to personalize sales efforts and provide more targeted solutions. 

Competitive Advantage 

Despite the evident benefits, many MSPs are yet to adopt social selling fully. As per a CSO Insights study, only 31% of salespeople use social selling tools regularly across all industries. In the tech channel, the data is even more dire.  JSG’s own 2022 study showed only 11% of channel partners sales teams were using social selling effectively. This means there is a huge opportunity for MSPs to gain a competitive edge by embracing this strategy. 

In conclusion...

Social selling is not just a buzzword; it’s an essential strategy for MSPs looking to grow their lead funnels. By using social media to extend their reach, build trust, engage with prospects, and gain a better understanding of their needs, MSPs can enhance their sales efforts and stay ahead of the competition.

Not sure how to get started?  JSG has a complete social selling program that can help available via video self-paced learning or as a dedicated one on one program.  Contact us for more information.



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