Influence SellingHow quickly we change…

Catching up on some reading this morning, I was reminded once again exactly how quickly our landscape changes as salespeople. As little as 3 or 4 years ago Sphere of Influence Selling or SOI was explained as a step in the sales process that saw the sales executive identify multiple names/titles/emails of individuals they wanted to contact.

Subsequently, they would launch into a series of emails and voicemails designed to create attention and engagement with said contact by CC’ing other intended parties with the disclaimer that they were “simply attempting to identify who best in their organization you should begin exploratory conversation with to determine mutual benefit”.

Understandably, this antagonizing approach that once paid big dividends no longer motivates targeted prospects to engage you in a conversation, it’s no longer an effective way to flush out decision makers, and it now detracts attention and wastes cycles rather than reducing wasted time on companies that are not qualified.

Fortunately, the evolution of the strategy has kept the best of the old approach and now leverages powerful selling tools like LinkedIn and Twitter to deliver salespeople with the desired end result – engaged interactions with relevant individuals/decision makers at the right time.

My business partner Jamie Shanks talks about 2 evolved SOI tactics in his post; 2 Social Selling strategies – “Sphere of Influence” & “Priority Shifting” . And if you haven’t already updated your approach away from the Email/Phone based SOI of the past, it’s not too late, but you are quickly running out of time.

Feel like you’re behind the 8 ball? We can help. Feel free to use the button below to set aside a time for us to speak about keeping your team ahead of the curve.

Robert Kavanagh
Robert Kavanagh


Jamie Shanks

Author: Jamie Shanks

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.

Leave a Reply

Login First!

Related Blogs

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.

Sep 20, 2019 1:04 pm
Social Media for Sales vs. Social Selling: What’s the Difference? [Infographic]

For years, the above has been a recurring question that I’ve received from sales executives, business owners, and sales leaders. They often misunderstand the word ‘social’ in ‘social selling’ by connecting social media with what their children do on Facebook, Snapchat, and Instagram, instead of correlating ‘social’ as a mechanism to do two important things:

Aug 30, 2019 1:00 pm
Train The Trainer: What Most Sales Enablement Strategies Are Missing

After seven years of working with 350-400 customers, it recently dawned on me that there’s a fundamental flaw in the sales training industry. For context, consultants like us typically go into market and provide sales leaders with basic training on how to be a coach of modern, digital sales skills. We then train the sellers … Continue reading “Train The Trainer: What Most Sales Enablement Strategies Are Missing”