Picture this: you’re scrolling through Instagram, and a message pops up from your favourite local brand, offering an exclusive deal on the latest fashion. No annoying emails, no aggressive sales tactics—just a friendly, personalised message that feels more like a gesture from a friend than a marketing pitch. This is the essence of social selling, where brands seamlessly slide into your DMs and transform casual chats into significant sales.
Take Nykaa, the beauty behemoth of India. They’ve got social selling down to a science. Sure, their Instagram feed is packed with pretty pictures, but it’s what happens behind the scenes that’s become a game-changer. Nykaa’s team of social media experts are constantly engaging with followers through DMs, offering personalised product recommendations, solving customer queries, and yes, closing sales. It’s like having your very own beauty concierge in your pocket. And guess what? It’s working—Nykaa’s social media-driven sales are through the roof, proving that a DM can be just as powerful as a billboard.
But Nykaa isn’t the only player in the game. Urban Company, the home services startup formerly known as UrbanClap, is using social selling to connect with potential clients. Instead of cold calls and mass emails, their sales team engages in meaningful conversations through DMs, offering tailored solutions that meet the specific needs of each client. It’s personal, it’s professional, and it’s closing deals faster than you can say “influencer marketing.”
The beauty of social selling lies in its ability to build relationships, not just make sales. It’s about creating a connection with your audience, whether it’s through a quick chat on Instagram or a more in-depth conversation on LinkedIn. This approach is especially powerful in India, where relationships and trust play a crucial role in business. When a brand takes the time to engage with you one-on-one, it feels less like a sales pitch and more like a conversation with someone who actually cares about what you want.
But let’s be clear: social selling isn’t just about sliding into DMs with a “Hey, wanna buy this?” message. It’s about adding value, building trust, and being authentic. Take OYO Rooms, for example. They’ve mastered the art of using WhatsApp to send personalised offers based on customers’ previous bookings. It’s not intrusive; it’s helpful. By keeping the communication light, relevant, and timely, OYO makes sure their messages are welcomed, not ignored.
However, social selling in India isn’t without its challenges. The biggest one? Maintaining authenticity. In an age where bots can send out a thousand DMs in a blink, consumers look for genuine human interaction. This is where small businesses often outshine their bigger counterparts. A local handmade jewellery brand, for instance, can offer the kind of personalised, one-on-one communication that builds loyalty and makes customers feel like they’re part of something special. They can share behind-the-scenes stories, respond personally to DMs, and create a sense of community that no bot could ever replicate.
But let’s not forget the importance of timing and tone. Nobody likes a pushy salesperson, even if they’re on social media. The key to successful social selling is to be subtle, helpful, and responsive. It’s about engaging in conversations that are meaningful to your audience, not just trying to push a product. Think of it as the difference between being a party crasher and being the life of the party. One annoys everyone; the other makes people want to hang out with you.
In short, social selling is redefining brand communication in India. It’s no longer about broadcasting messages to a broad audience; it’s about engaging in one-on-one conversations that lead to lasting relationships and, ultimately, sales. For brands willing to embrace this new approach, the rewards are substantial—just remember, it all starts with a DM. So, the next time you see that little notification icon in your DMs, don’t just dismiss it. It could be the start of a beautiful relationship—or at least a sweet deal on something you didn’t even know you needed.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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