BUILDING A CULTURE OF
SOCIAL SELLINGHow B2B Companies Can Enable &
Equip Sales Teams Using Social Media
Kelsey KruzelDirector of Social Media
Core Twelve
Twitter: @kelskruz
Social selling is the art ofleveraging social tools to create connections and build relationships
that lead to sales.
WHY SOCIAL SELLING?
WHY SOCIAL SELLING?
SELLING HAS EVOLVED
CONSUMERS EXPECT MORE
SOCIAL IS INHERENTLY ABOUT RELATIONSHIPS
Selling has Evolved◦ 72.6% of salespeople
using social selling as part of their sales process outperformed their sales peers and exceeded quota 23% more often. (Source)
◦ 46% of social sellers hit quota compared to 38%of sales reps who don’t. (Source)
◦ Leads developed through employee social marketing convert 7xmore frequently than other leads (Source: IBM)
Time
Tech
nolo
gy
inte
rnet
Soci
al m
edia
… and it works
Consumers Expect MoreConsumers Have High Expectations for Sellers Consumers Are Actively Involved
◦ 77% of B2B buyers said they did not talk with a salesperson until after they had performed independent research (Source)
◦ On average decision makers consume 5 pieces of content before being ready to speak to a sales rep. (Source)
92% of buyers say they delete emails or voicemail messages when comes from someone that they do not know. (Source)
Social is Inherently About RelationshipsSocial networks were designed to create and facilitate relationships. In recent years, platforms have underlined that sentiment by evolving algorithms to prioritize community-building content.
91% of people believe in social’s power to connect people*
78% of consumers want brands to use social to help people connect with each
other.*
72% of consumers report feeling a bond with brands when employee share
information about the business online (Sprout Social, 2019)*
How to build a culture of social selling? As a leader of social within your company, your job is to eliminate as many barriers as possible that are keeping your teams from embracing social.
EQUIP TRAIN REINFORCE
EQUIPProviding the necessary tools to guarantee success.
Provide Helpful Tools
Employee Advocacy Tool
Employee Advocacy tools are key to equipping sellers. Create a content strategy that supports your sellers, working with marketing, content, sales, talent etc. to feed the content pipeline.
LinkedIn Sales Navigator
LinkedIn Sales Navigator allows users to leverage deeper search tools, InMailnotifications, coaching and more. Additionally, if connected to CRM it will track social exchanges and gather company information from social.
72% of consumers report feeling more connected when
employees share information about a brand online.
Ensure Company Support◦ Review company guidelines to ensure they create
room for social selling
◦ Integrate CRM and other marketing systems to adequately track traffic from social and credit sellers◦ Gather insights from connections◦ Leverage advanced features based on integrations
Employee Advocacy
Tool
LinkedIn Sales
Navigator
Social/Marketing Analytics
CRM
Marketing Automation
Tool
TRAINTrain your teams to encourage adoption.
Creating & Implementing Training
Develop training curriculum
Pilot training with focus groups and adjust for your sales methods
Work with internal Learning & Development teams to implement curriculum throughout the sales organization
123
Training Curriculum
Brand Building
◦ Brand exercises to understand goals and messaging
◦ Profile optimization
Social for Insights
◦ Researching clients and companies using social
Building Relationships
◦ Engagement best practices
REINFORCECreate systems of support to solidify the culture.
REINFORCE SOCIAL CULTURE
BUILDING CULTURE COMPANY SOCIAL PRESENCE
REWARD & INCENTIVIZE
Executives
Sales Leaders
Sellers
Build Culture from the Ground Up & Top Down
Executives
Sales Leaders
Sellers
Seller Ground Swell• Implement
performance metrics• LinkedIn profile grade• Social Selling Index
• Create a companywide-standard
Executives
Sales Leaders
Sellers
Sales Leader Support• Train leaders on how to
support their teams
• Create accountability through team-specific metrics
• Equip with tools to support their teams
• Social coaching resources• Access to reporting
Executives
Sales Leaders
Sellers
Executive Buy-In• Ensure executive buy-in
on all social sellingprograms
• Encourage executives to lend & communicate support of initiatives
Executives
Sales Leaders
Sellers
Executive Social Presence• Create and support
executive presence on social
78% of people prefer to work for a company whose leadership is active
on social media(Brandfrog)
70% of consumers report feeling more connected when a brand’s
CEO is active on social. (Sprout Social, 2019)
Company Social PresenceIf you’re promoting social selling, it’s important that your company social profiles are consistent and supportive of our selling strategy.
A few things to consider:
◦ Source and incorporate content from employees
◦ Align content to Employee Advocacy efforts
◦ Have a community-focused social presence
When customers feel connected to brands, they are more likely to:
• 76% buy over a competitor• 57% spend more time with
the brand• 64% be loyal to that brand
or business• 68% recommend brand to
a friend• 38% shop there after a bad
experience
Reward & IncentivizeFinally, continue to embed social selling into your culture by rewarding & incentivizing sellers.
◦ Use surveys to capture and share success stories
◦ Spontaneously reward and feature high-achievers
◦ Implement incentive programs for employee advocacy efforts
BIG WIN: Tie compensation to social activity, engagement or KPIs.
Kelsey KruzelDirector of Social Media
Core Twelve
Questions?
Email: [email protected]
LinkedIn: Kelsey Kruzel
Twitter: @kelskruzThank You!
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