Dopamine is a neurotransmitter that helps control the brain’s reward and pleasure centers. Dopamine also helps regulate movement and emotional responses, and it enables us not only to see rewards, but to take action to move toward them. Study after study connect the use of social media (getting likes, shares, retweets, etc) to triggering dopamine – creating a quick and temporary feeling of happiness. These are called dopamine loops. How does this play into B2B sales you might ask? Quite a bit!

Regardless of how you define social selling, or if you define it at all, social media has an important place in the B2B sales process. From listening to buying signals from you prospects, to strategically sharing content through LinkedIn or Twitter to elicit the desired response of advancing the sales process.

We already agree that the reason salespeople use social media is to elicit both emotional and rational responses that are favorable to the advancement of the sales process. If we agree on this, then let’s take a apply it to each step of the sales process starting with the earliest stage. If our goal is to get a prospect on the phone, you can try cold calling, you can try sending a email, a LinkedIn message or you can combine your methods to be more dynamic and successful in driving action from modern prospects.

Here’s where the dopamine comes in. Social media is your way of reaching a prospect on his or her phone – since you probably don’t have their cell number. Therefore, you can use social media to trigger a dopamine release in your prospect by liking or commenting on LinkedIn, retweeting, following or liking on Twitter, etc. By doing one of these activities just before you call your prospect or send them an email to request an appointment – you’ve increased the likelihood firstly of them opening/answering but also responding – since they are in a state of emotional positivity and you  were the reason for this heightened state of happiness.

By blending your reach out methods with social media you increase the likelihood of success. You also, by doing these micro-touch activities in conjunction with traditional reach outs, you make the call or email less of a cold reach out and more of a warm reach out. Blended techniques like the above are proven scientifically and by sales research firms that continuously show that reps using these social strategies are leading in quota attainment.