Use Social Selling to Land on the Buyer’s Journey Map

by Gerry Moran

Are you a destination on the buyer’s journey map? Or, if you were a hitchhiker on the B2B highway, would customers pick you up?

Or, would they stick their disapproving and down-turned thumb out?

Many clients might consider you a traditional selling stranger. One who will scare, bother and inundate them with unwelcome emails. An unworthy candidate who will likely not help them solve their challenges.
Today’s sales reps need to be social selling and content marketing experts. They need to help position them as a stop-over on their customer’s journey.

Social Selling Thought Leaders | | @GerryMoran

The Social Selling Facts

  • 92% of customers would engage with their sales contacts who are thought leaders on some level (Source: LinkedIn)
  • 86% of clients would engage with a sales rep if they provided insights about their company, industry, or category (Source: LinkedIn)
  • 17% of customers would engage with a seller if they reached out cold, indicating that cold calls are like jumping on a car speeding by! (Source: LinkedIn)

These facts suggest the best way for you to hitch a ride with the customer is to be a thought leader. One who can offer relevant insights. That’s your relationship currency to buy you a ticket to join them on their buying journey.

If you were a hitchhiker on the B2B highway, would customers pick you up? Or, would they stick their disapproving and down-turned thumb out?

Gerry Moran

3 Ways To Use Social Selling Picked Up On The Buyer’s Journey

1. Play the supporting social selling role, making the buyer the star

Like any other scary 1970’s horror film filled with axes and leather masks, no one is going to pick you up unless you sound like you can help them! So, tune-up your social media profiles. Get them to back up the content marketing and social selling value proposition you offer.

2. Talk The buyer’s talk.

Your customers expect to be engaged differently on each social media and content channel. Know how to pass on the right information on the right channel in the right way. Otherwise, you might look like a poser or at least not very authentic. Learn how to retweet. Learn how to tweet. Learn how us LinkedIn posts to help you build your customer credibility.

3. Be The Fuel and the Roadmap for the buyer’s journey

Use insights, knowledge, and content to help fuel their research process. Show them the direction in which they should be driving their buying decision. Use social selling and content marketing skill sets to develop a relationship with your customer. Make it easier to jump on the buyer’s journey. Listen. Blog. Post on Twitter and LinkedIn. Engage with your customers on their networks will. This engagement will increase your reputation and build value with the customer.

More Ideas on How to Be a Destination on the Buyer’s Journey Map

The Big Buyer’s Journey Map Takeaway

By being consultative and providing relevant information, you can become a trusted advisor and be asked on the next trip before it starts! This way, you’ll both have a smooth ride on the buyer’s journey, and you’ll have a successful social selling one, too!

Do you have another social selling tip to offer? If so, please share below! Or reach out to me at

Gerry Moran is a social media and content marketing strategist who's worked for large global brands and digital agencies. He's spent significant time in hands-on marketing leadership roles with HBO, IKEA, Ralston Purina, Kodak, and numerous digital agencies. He spent his last ten years working at SAP and Cognizant, where he built their content marketing operating models, developed social media training programs, and helped thousands with their LinkedIn makeovers and personal branding strategies.

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