Selling is one of the most critical business functions because it drives revenue. A strong sales team builds relationships with prospects and persuades them to buy a product. Sales is a broad concept, encompassing various strategies and plans. It’s not only about transactions or making a profit; it’s about building trust, creating long-lasting relationships, and delivering exceptional experiences with their customers. It’s about understanding each customer’s unique story and creating personalized solutions.

The continuous development of digital tools has brought about a paradigm shift in the way businesses communicate and sell. Social media tools, search engine marketing, and web analytics have redefined business-to-business selling, both locally and especially in international transactions. The rise of social media has had a profound impact on businesses, forcing companies across all industries to integrate their online presence into their business strategy. However, not all platforms serve every company equally, and some are better suited to specific industries.

The most significant impact of social media has been on marketing strategy. It has bridged the gap between businesses and consumers, created channels of communication, and helped businesses build lasting relationships with their audiences. For many companies, social media is now fundamental to shaping their brand image, with consumer feedback being near-instant. It has also influenced recruitment practices and opened up educational and personal development opportunities within companies, making people and resources more accessible than ever.

As of July 2020, 3.96 billion people were using social media, with 1 million new users joining every day. This surge in online connectivity has provided companies with new opportunities to reach consumers through the creation and promotion of content. The most popular social media platforms currently include Facebook, Twitter, Instagram, YouTube, and LinkedIn.

Social media has increased connectivity on all levels. Consumers, companies, and potential employees have more access to one another than ever before. Although a company’s success may not solely rely on the strength of its social media presence, it is becoming an increasingly important factor and one that is not likely to disappear anytime soon.

As we look toward the future, the integration of social media into the sales process is not just an option but a necessity for businesses aiming to stay competitive. The dynamic nature of social media platforms provides a unique advantage for companies to engage directly with their audience, gather invaluable insights, and build strong, lasting relationships. By utilizing the capabilities of social media, businesses can transform their sales strategies to be more adaptive, responsive, and customer-centric. This transformation is crucial in a world where consumer behavior and expectations are constantly evolving. Including social media as a core component in the sales process will enable businesses to not only meet but exceed their customers’ expectations, driving growth and innovation in an ever-connected digital landscape.

About the Authors:
Mr. Bakhtawar Durrani, Lecturer of Banking & Finance, Oman College of Management & Technology
Dr. Gbenga Uke Ekundayo, Assistant Professor of Accounting, Oman College of Management & Technology
Dr. Nuzhat Sadriwala, Assistant Professor, Department of Administrative and Financial Sciences, Oman College of Management and Technology