Rebecca Ross Product Consultant

How to Implement a Social Selling

Program

Agenda

Social Selling Defined

Program Framework Next Steps

How do you define social selling?

Social selling defined

75% Create a

professional brand Find the

right people Engage with

insights Build strong relationships

Laggards Leaders

Social Selling Index

Best Social Seller

Framework for Implementing a Social Selling Program

Awareness Education Management Reinforcement

/əˈwernəs/ noun knowledge or perception of a situation or fact.

Awareness

Awareness

Why is your organization interested in rolling out a Social Selling Program?

The buying process today

5.4 75 of B2B buyers use social networks to research products

% 90 of decision-makers say they never respond to cold outreach

% key influencers in B2B buying decisions

Increasingly complex Increasingly social Increasingly cautious

12

Social selling success

More likely to reach quota

51%

Exceed quota

3x

Go to club

More likely to go to club

Get promoted

Average decrease in promotion to VP

17months

Who is going to help you?

Establishing your guiding coalition

Executive Sponsor(s)

Administrator(s)

Leader(s) / Evangelist(s)

You

Cross-functional departments

Sales Managers

Have you documented a program?

Have they mandated this as an initiative? Is their voice represented?

Are they monitoring activation & reporting?

Are they enabled to coach their teams? Are they leading by example?

Do they have a call to action? Can others easily learn from them?

Is marketing socially active? Is HR recruiting social sellers? Is Ops monitoring social reporting?

Elevate Your Brand

/ˌejəˈkāSH(ə)n/ noun the process of receiving or giving systematic instruction

Education

Awareness Education

Learning paths Learning Paths Learning Paths

Creating Branded Programs

Sales “Social Hour” – one hour per week Content sharing campaign Profile Month Networking November

“What are the top factors that make sales training effective in the long term?”

/ˌmanijmənt/ noun the process of dealing with or controlling things or people.

Management

Awareness Education Management

You can't manage what you can't measure.

Aligning KPIs for Success

Track ROI: CRM

/ˌrēinˈfôrsmənt/ noun the action or process of reinforcing or strengthening.

Reinforcement

Awareness Education Management Reinforcement

Gamification

New Hire Education

Next Steps

Find out your Social Selling Index

Linkedin.com/sales/ssi

Define the purpose of the program for your organization

Select target KPIs

Implement the Program

Identify your Guiding Coalition

Create education framework

Next Steps

Lead By Example

Strengthen your LinkedIn Company Page

Encourage introduction requests

Highlight star performing reps

Share success stories

Reinforce KPIs in 1:1’s and performance reviews

Learn more about Sales Navigator: https://business.linkedin.com/sales-solutions

Appendix

Sales Leadership: Live What You Preach Be Involved

Share best practices

Highlight star performing reps

Reinforce KPIs in 1:1’s and performance reviews

Encourage introduction requests

Leverage relationships and colleagues

Gain industry insights

Stay informed

Research competition

Converse with thought leaders