If your organization already includes Social Selling, that’s great news! The bad news is that even if you have a Social Selling program, it needs to be executed the right way or it won’t succeed. But how can you tell if your company’s Social Selling routine isn’t working?
First, you need to look at the way you’re measuring your Social Selling program. Both daily and weekly activity needs to be measured, or there’s no way your sales professionals have a routine. Let’s face it. Most sales professionals won’t create a Social Selling process on their own that is repeatable and scalable throughout your organization, so measurement is key. The following two measurement tools will help you to determine if your company has an effective Social Selling routine.
1. Your company’s lagging indicator source
Go into your company’s CRM and you’ll be able to see how many new leads were created that can be attributed to Social Selling, the number of conversations via Social Selling platforms, and how many Sales Qualified Leads are being nurtured regularly by leveraging content and social conversations. Viewing your lagging indicators will also show how many opportunities that have turned into review can be attributed to Social Selling and Social Selling content. Many companies don’t know this information, and if you aren’t aware of your lagging indicators, there’s no way you have a Social Selling routine.
2. Your company’s current indicator state
Current indicators show you the activity flow of each of your sales professionals. You can learn more on how to track that activity in our free eBook: How To Measure The ROI of Social Selling. To measure this activity flow, you can use a tool such as LinkedIn Sales Navigator, which has a centralized dashboard around daily social activity. It will measure advanced searches, how many InMails are being used, and how many potential leads are placed into a “leads” folder. If you see inconsistent usage, or if usage varies among your sales professionals, with some using Social Selling regularly, and others hardly at all, you’ll know that you haven’t created a routine.
The strength of a sales organization is only as good as its weakest sales professionals. So if some of your sales reps aren’t using Social Selling to drive results, it will negatively affect the metrics of the whole organization. The best way to change your company’s lagging and current indicators is to change behaviour. If you don’t change behaviour, you can’t change a routine. But how do you change behaviour? Behavioural change can only happen with a variety of training and coaching. This will ensure that all of your sales reps are on the same page, and engaging in a Social Selling routine.