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The Sales Review

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The #1 Mistake Companies Make With Social Selling

Posted by Jamie Shanks on Jun 18, 2015 8:27:18 AM


The 1 Mistake Companies Make With Social SellingWhen it comes to Social Selling, many sales and sales enablement leaders are making a huge mistake. Let me explain. Most organizations think that they can succeed in Social Selling on the backs of a few sales professionals who just skim the surface by setting up social accounts, sharing content, and prospecting. But they do so without coordination or consistency.

This is what PeopleLinx accurately describes as random acts of social. In this scenario, only high performers who see the potential of Social Selling produce results. But the gap between the high performers and those that are struggling is vast. Watch the video below to see what I mean.

As a sales or sales enablement leader, you want to close this gap, and get all of your sales professionals to the same level. However, the biggest mistake that most leaders make is thinking they can change behaviour and get all reps on board with Social Selling through quick and easy fixes.

A quick and easy fix might mean that the enablement team creates a Social Selling curriculum for the sales team—but it’s only as good as your knowledge of best practices. Or maybe sales leaders try to create a curriculum based on tips, tricks, and tactics.

The problem with this training is that it isn’t aligned with the marketing department, it doesn’t create accountability, and lacks consistent weekly workflows. There’s also no measurement tied into your organization’s CRM. Download this ebook to learn more about what it takes for every level in a company to succeed at Social Selling.

What’s needed is a prescriptive approach to changing behaviour, which means a Social Selling curriculum that understands best practices, is aligned with marketing, sales and sales enablement, and creates accountability.

Bottom line: random acts of social don’t work. Real change happens over time—over three months, six months, or one year. And taking a longer-term view of behavioural change will set your organization up for long-term success with Social Selling. Treat your road to Social Selling success as a marathon, not a sprint.

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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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