Establishing a new program isn't easy. In this video, get step-by-step instructions on how to set up your program whether you're a large or small business.
- It's no secret that the B2B and B2C buyer has changed more in the past five years than 50. The modern buyer is digitally driven, socially empowered, and connected via mobile devices. Old sales tactics are increasingly less effective, which means new strategies are needed for companies to reach and sell to their customers. Even so, most executives are hesitant to embrace new sales strategies because they fear change. Change can mean job termination if a program fails. Yeah, most realize that not changing could lead to business failure, as well, so they're in a constant state of balancing rewards with risk. So, how do you get executives on board with the social selling program? Here's my step-by-step process. Step number one: be the social selling champion. You have to own it and you have to drive it. All leaderless initiatives fail. If you just toss social selling out to your boss and hope that they'll run with it, it's going to die right there. It's up to you to bring social selling to life at your company. Step number two: recruit your allies. Chances are, there will other salespeople that want to try social selling, or at least they'll be impacted by its introduction in some way. So, to make your social selling pitch a success, you need to get other sales and marketing people on board early, before you pitch the program to the executive team. For example, you might have to contend with Bob, who's attached to a more traditional selling approach, and he's very reluctant to give it up. Step number three: present the social selling business case. Pitch hard figures, not just overeager optimism. Top management looks at ROI and little else. Show them your forecast will improve sales and customer satisfaction, and their ears will prick up. Trust me, you're making a business case, so you've got to prepare for it. Step number four: if you're big, start small. Large companies accustomed to the status quo will only see high risk if you present a social selling plan that wants to do too much too quickly. Don't try to boil the ocean with your initial strategy. Introduce social selling methodically. Start small and grow the program by iterating over time. The old adage you can lead a horse to water but you can't make it drink rings true when it comes to presenting social selling to your executives. No matter how important social selling is to the survival of your organization, the executive presentation is all about proving the ends, justify the means, with as little risk as possible. But just because getting your executives on board can be tough, don't let the fear of failure stop you from trying. In the end, they just want to make decisions that positively impact the organization.
- Benefits of social selling
- Optimizing social selling by creating specific goals
- Building relationships with customers
- Setting up sales benchmarks and sales scorecards
- Measuring the right KPIs
- Reporting on ROI