{"id":326,"date":"2020-09-10T06:42:40","date_gmt":"2020-09-10T06:42:40","guid":{"rendered":"https:\/\/leadershipresources.my\/blog\/?p=326"},"modified":"2023-01-05T06:22:48","modified_gmt":"2023-01-05T06:22:48","slug":"8-ways-your-team-can-succeed-at-social-selling-by-randy-illig","status":"publish","type":"post","link":"https:\/\/leadershipresources.my\/blog\/2020\/09\/10\/8-ways-your-team-can-succeed-at-social-selling-by-randy-illig\/","title":{"rendered":"8 Ways Your Team Can Succeed At Social Selling By Randy Illig"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.forbes.com\/sites\/randyillig\/2018\/11\/08\/8-ways-your-team-can-succeed-at-social-selling\/\" rel=\"noreferrer noopener\" target=\"_blank\">This article originally appeared on Forbes.com<\/a><\/p>\n\n\n\n<p>In a previous article, we argued that&nbsp;<a href=\"https:\/\/resources.franklincovey.com\/blog\/why-your-sales-force-could-be-facing-extinction\">your sales force could be facing extinction<\/a>, because the same trends that have revolutionized the consumer experience are now transforming the B2B sales process.<\/p>\n\n\n\n<p>Organizations no longer have the option of waiting to embrace \u201csocial selling\u201d\u2014the new model of leveraging online platforms&nbsp;such as LinkedIn to attract targeted buyers.<\/p>\n\n\n\n<p>Social-sales expert&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/brynnetillman\/\" rel=\"noreferrer noopener\" target=\"_blank\">Brynne Tillman<\/a>&nbsp;says lacking clear direction, salespeople are figuring out this new technique themselves. \u201cAt the highest level, the challenge is that their salespeople are doing random acts of social,\u201d she says. \u201cThere&#8217;s no strategy or structure or process.\u201d<\/p>\n\n\n\n<p>Don\u2019t know where to start? Tillman shares an eight-step process for rolling out a social-selling strategy.<\/p>\n\n\n\n<p><strong>Identify your process and goals.&nbsp;<\/strong>Establish content policies, measurable goals and KPIs. \u201cOne of the biggest mistakes that organizations make, hands-down, is that they don&#8217;t have any goals set for their sales and marketing teams,\u201d Tillman says. \u201cWe have to put that in place, and we have to make it measurable. Just like any sales activity, we can measure what&#8217;s working and what&#8217;s not working, then make changes as needed.\u201d<\/p>\n\n\n\n<p><strong>Map your buyers.<\/strong>&nbsp;Define your ideal prospect, using the filters in LinkedIn. \u201cIf you don\u2019t do this, reps will randomly engage people that will never be an influencer or buyer,\u201d Tillman says. \u201cMake it simple for the salespeople to find the people that they need to start conversations with.\u201d<\/p>\n\n\n\n<p><strong>Select the tools.&nbsp;<\/strong>Organizations can use tools that salespeople can grab to make their work easier and less prone to error. Additionally, Tillman recommends these tools at a minimum:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sales Navigator, one of LinkedIn&#8217;s premium tools.<\/li>\n\n\n\n<li>A calendar-syncing tool that allows prospects to book an appointment without the back-and-forth over email. \u201cI love to watch people go, \u2018I can&#8217;t believe I have four calls this week with my targeted buyers, and&nbsp;<em>they<\/em>&nbsp;booked them,\u2019\u201d Tillman says.<\/li>\n\n\n\n<li>A grammar checker to raise the professionalism of the communication.<\/li>\n<\/ul>\n\n\n\n<p><strong>Develop a content strategy that<\/strong><strong>\u2019s not a pure pitch.&nbsp;<\/strong>It&#8217;s an organization\u2019s job to supply the salespeople with the content they need to move a buyer through the journey. Tillman says your strategy must accomplish two things. First, it has to be focused on leading buyers&nbsp;<em>to<\/em>your solution, not leading&nbsp;<em>with<\/em>&nbsp;the solution.<\/p>\n\n\n\n<p>\u201cWhen you lead with a solution, you&#8217;re pitching a product,\u201d Tillman says. \u201cWhen you&#8217;re leading to a solution, you\u2019re offering vendor-agnostic content that people can use even if they never talk to you. The second key is balancing curated and original content. Tillman recommends that for every piece of original content, salespeople should share at least three of someone else&#8217;s.<\/p>\n\n\n\n<p><strong>Create a playbook.&nbsp;<\/strong>The playbook should clearly outline what salespeople need to do and say on a daily basis. \u201cGive them literally a step-by-step plan, so a fourth grader could follow it,\u201d Tillman says. \u201cYour salespeople should know exactly what to say and when to say it.\u201d<\/p>\n\n\n\n<p>Many organizations rush into rolling out training and skip this step. \u201cThey get excited, but when they leave, they have 57 emails and voicemails and then, within an hour, they forget that they were even in that training,\u201d Tillman says. \u201cHaving that playbook with their daily to-do list is vital.\u201d<\/p>\n\n\n\n<p><strong>Adapt LinkedIn profiles to focus on how you can help customers.&nbsp;<\/strong>LinkedIn profiles should create curiosity among prospects and get them excited to schedule a call. \u201cLose the profiles that start with my mission, my years in business. Prospects don&#8217;t care about that,\u201d Tillman says. \u201cWe have to earn the right for them to care about us. And the only way we can do that is to provide real value.\u201d<\/p>\n\n\n\n<p>Potential prospects are motivated, then, by what you can do for their business.\u201cIf we don&#8217;t do that, then everything we do that&#8217;s driving traffic back to your profile will fall flat,\u201d Tillman says. Your sales force\u2019s profiles should show who they help, how they help and why prospects should care.<\/p>\n\n\n\n<p><strong>Train your sales force.<\/strong>&nbsp;Lots of organizations start with this step, but you have to do the other six first in order for this one to be most effective. Tillman recommends onsite or live, online training\u2014virtual learning should be combined with live instruction for real impact.<\/p>\n\n\n\n<p><strong>Measure and coach for improvements.<\/strong>&nbsp;Review the KPIs established in the first step. \u201cMake sure that you\u2019re doing the right activities, producing the right results,\u201d Tillman says. \u201cDo a stop\/start\/continue on your social-selling activity for each rep. Then roll out a coaching methodology to make sure that you\u2019re optimizing everything.\u201d<\/p>\n\n\n\n<p>Change is rarely easy, but social selling has huge upsides. \u201cProspects can identify very quickly all this information on you and your solution and the value that you provide,\u201d Tillman says. \u201cOver time, as you socially surround them and other decision makers inside the organization, you&#8217;ve left an impression of being a resource. That&#8217;s something a voicemail or even an email can rarely do.\u201d<\/p>\n\n\n\n<p><em><strong>Challenge for Leaders:<\/strong>&nbsp;If you\u2019re already transitioning to social sales, make sure you\u2019ve defined your measurable goals as described in the first step. If you\u2019re not ready for a major overhaul, ensure that your sales force has branded LinkedIn profiles.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p> ______________________________________________________________________________<\/p>\n\n\n\n<p>Contact us at <strong>03 &#8211; 6205 5550<\/strong>  or email us at <a href=\"mailto:marketing@leadershipresources.my\">marketing@leadershipresources.my<\/a> or to know about FranklinCovey&#8217;s sales enablement solution , Helping Clients Succeed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">About the Author<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/content.cdntwrk.com\/files\/YV91PTEyNjA5MDMmbW9kaWZpZWQ9MjAyMC0wMS0xNiAxNTozMTo1MSZzaWc9NTEzMmNjMzVhNWU4ODA5MDY2ODc5MGEyMTA2NjdkZTA%253D\" alt=\"Randy Illig\"\/><\/figure>\n<\/div>\n\n\n<p>Randy Illig is the Global Practice Leader of FranklinCovey\u2019s Sales Performance Practice and the co-author of Let\u2019s Get Real Or Let\u2019s Not Play. With more than 25 years of experience ranging from direct sales and general manager to successful entrepreneur, CEO and board member, Randy leads the global sales performance practice team as we help our clients build high performance sales and sales leadership teams. Randy is a former recipient of the Ernst &amp; Young Entrepreneur of the Year award, the Ernst &amp; Young \u201cCEO Under 40\u201d award, and the Arthur Andersen Strategic Leadership Award.<a href=\"https:\/\/twitter.com\/@EnablingSales\" target=\"_blank\" rel=\"noreferrer noopener\">Follow on Twitter<\/a>&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/randy-illig-5553824\/\" target=\"_blank\" rel=\"noreferrer noopener\">Follow on Linkedin<\/a>&nbsp;<a href=\"https:\/\/resources.franklincovey.com\/authors\/randy-illig\">More Content by Randy Illig<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article originally appeared on Forbes.com In a previous article, we argued that&nbsp;your sales force could be facing extinction, because the same trends that have revolutionized the consumer experience are now transforming the B2B sales process. Organizations no longer have the option of waiting to embrace \u201csocial selling\u201d\u2014the new model of leveraging online platforms&nbsp;such as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":438,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,1],"tags":[8,9],"class_list":["post-326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lrmcontentteam","category-uncategorized","tag-sales","tag-social-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>8 Ways Your Team Can Succeed At Social Selling By Randy Illig - Leadership Resources Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadershipresources.my\/blog\/2020\/09\/10\/8-ways-your-team-can-succeed-at-social-selling-by-randy-illig\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"8 Ways Your Team Can Succeed At Social Selling By Randy Illig - Leadership Resources Blog\" \/>\n<meta property=\"og:description\" content=\"This article originally appeared on Forbes.com In a previous article, we argued that&nbsp;your sales force could be facing extinction, because the same trends that have revolutionized the consumer experience are now transforming the B2B sales process. 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