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The Sales Review

Learn about emerging best practices, strategies and insights on B2B sales today dedicated for the modern sales organization.

Why Your DIY Social Selling Program Is A Ticking Time Bomb

Posted by Jamie Shanks on May 12, 2015 8:22:59 AM

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Your DIY Social Selling Program Is A Ticking Time BombPeopleLinx is dead right when they report that 60% of companies are stuck with sales reps performing just “Random Acts Of Social”, as opposed to consistent Social Selling efforts that drive long-term results. The report also reveals that among those sales reps, there was no coordination of messaging, best practices – it’s every man/woman on their own.

How do you know your company is at the BOTTOM stage of “Social Selling” (Random Acts of Social)?

  • Your first and only introduction to Social Selling training came with LinkedIn Navigator licenses
  • Your sales enablement team is literally calling their training either “Social Media” or “Social Selling/LinkedIn 101”
  • The gap of LinkedIn usage amongst the sales team is enormous. You have some sales reps NEVER logging into a Social Platform, and you have other reps on social 2-3 hours a day.

You have a “Random Acts of Social Selling” company that isn’t able to create processes, scale and drive MILLIONS of dollars. You will have a Pareto Effect (Also known as 80-20 rule) where only a handful of your sales reps drive social revenue for your business. If these are your goals, that’s fine, but I don’t think you’d be reading this if they were.

DIY Social Selling training programs are garbage. Asking your Social Media team to build a program, or recruiting your existing sales enablement team (which has little functional knowledge of Social Selling) is a bad idea. It is also a terrible idea to get your top sales reps involved.

These solutions are always prone to be random in their value because they:

  • Lack world-class best practices – they’re patched together from internet downloads
  • They are Social Media focused and do not have clear learning objectives that align with sales objectives
  • They are delivered in either a monthly webinar or half-day classroom setting, which do nothing for your sales reps long-term behavioral change.

Honestly, if your team is keen to become world-class, and I mean drive MILLIONS of dollars a year from content, social conversations, or social introductions, then DON’T DIY.

The choice is yours.
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Jamie Shanks

Jamie Shanks

About the Author

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

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