How Social Networks Influence Consumer Buying Behavior

August 1, 2012

Consumers are increasingly being influenced to make purchase decisions as a result of social networks. By using social data to track consumer behaviors, marketing managers are leveraging this medium to drive sales campaigns and increase revenues. Since social media is such a powerful force in terms of getting in front of a wider range of consumers, it only makes sense that companies are turning to this to try to influence buying decisions.

A recent Social Media Today article explains this further.

In terms of being a sales professional, how well you use social networking to connect with your prospects and clients can maximize your efforts. If you have not already gotten on board with social media, now is the time to learn more about it. Start by visiting your nearest competitors to see how they are driving consumers to their products, services and ideas to build loyal clients.

So, how does social media work its magic on consumers and their buying decisions?

Social media is an avenue for the average person to share ideas, information, likes and dislikes with a net of friends, colleagues, family, and even strangers at times. People are more often than not researching for products and services on the places they spend a lot of time on – their social pages.

An interesting study conducted by IBM and Ispos revealed that when a consumer makes a decision to buy something due to research done on a social media site, they are 40 percent more likely to make that purchase. That’s a powerful token that any sales pro can embrace.

Use social networking to increase your influence as a sales professional by sharing interesting information geared towards your consumer market. Take the time to connect often in meaningful ways. You’ll be able to help guide your prospects into buying from you vs. a competitor.

This post is brought to you by the good folks at Dale Carnegie Training of Alabama, providers of professional development and management development courses and information in Huntsville, Alabama. We would love to connect with you on Facebook and Twitter @DaleCarnegieALA

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