Over the last few weeks I have had some really interesting and thought provoking calls with people across different disciplines and business sectors.
I love talking to people.
I like the fact that is was all agreed online and through simple connecting about a relevant topic and we have a discussion on Zoom or Teams.
When we are talking, the same message comes up around:
- Feeling left out and behind the digital curve
- I hear about Social, Virtual and Digital Selling and buyer motions in B2B
- We are driven by Marketing on what to post and when
- I want to write content, where do I start, how do I know what I can say
- Pipeline is nowhere near where it needs to be
- We use the same methods for lead generation but they never feel that good or warm
Some anxious, curious people who are clearly not getting enjoyment of being tied to a routine that either works for them, or doesn't.
Guided by management. Leadership being tested.
But this is what they are being paid to do. Even if they want to look at a new option.
Now, for people to say this, I think this moves the goalposts in terms of how we are set up in how we interact, engage, hire and train our new or our experienced personnel in the sales process. I have said it for a long time, even before I entered this arena.
Ongoing TRAINING & DEVELOPMENT should sit alongside any discipline.
HSE / FINANCE / OPERATIONS / HR / PROJECT CONTROLS / MARKETING
CONTINOUS DEVELOPMENT PLUGS INTO ALL THE ABOVE DISCIPLINES.
So why do we stick to the same SALES methodologies that don't work for us anymore?
THE SPOTLIGHT IS FIRMLY ON LEADERSHIP. YOUR EMPLOYEES NEED MORE.
STRATEGIC SOCIAL SELLING & BUSINESS TRANSFORMATION can alleviate all the issues, all the problems or concerns that employees or businesses are having right now, and are struggling to hit the mark or make the quarter based on lack of pipeline or opportunity. It can elevate not just the sales team, but every department pulling some weight into the revenue process across the business units. Imagine that scale and push.
If they want to write content, we should let them.
If they want to share insight about why they do what they do, We should let them.
If they want to push their knowledge out to the network and stand out from the crowd, we should encourage them to do so.
WE SHOULD TRAIN THEM TO BECOME DIGITALLY DOMINANT ON SOCIAL.
But they feel like Social is being stagnated by a KPI's that are old and outdated and being driven by upper management.
So, what do you do if it isn't working for your employees?
Do you make them feel not part of the team?
Do you tell them to make more calls and send more collateral?
Do you fire them?
Or do you allow them to champion another way.
Have a voice, become a trusted advisor, build a network of trusted people and prospects on social, with pace and content insights. Invited in, as opposed to reaching out…??
BECOME A CHAMPION IN YOUR ARENA and DOMINATE that SPACE.
A social organisation doesn't need KPIs. But they will bench them on social.
The results on what they do, the data behind it is analysed on social. Strategic and Planned.
They knock any old methods out of the park. This is built into the new B2B DNA.
They do not disturb people. They make a connection.
The pipeline and leads are front and centre and online.
They can have a meeting at any stage, as and when logistics and purpose defines.
They are in full control of the process, based on the capacity of the network developed within the business and prospect.
They can control all of it. Data, leads, pipeline, content, conversations, commercial interaction.
Because they understand what SOCIAL means in the B2B landscape.
They are now in the TRUSTED zone and have bridged the gap between client and prospect.
You can too. Enable your team across multiple departments to become social champions.
Step out of the 00's. Digital B2B is in full focus. And you will wonder why it took so long.
We are never going back to the old methods. We are now in a better place, team are fully focused, numbers are up, commercial conversations are happening at a pace we can control, monitor, analyse and adapt as we move.
Don't wait any longer for people to leave and try it somewhere else.
Empower them. Take control. Lead your team onto SOCIAL. They will thank you for it.
It will be the best decision your make as a business and as a leader who engages and talk with your employees. Human to Human.
Be you. Be social.
Next, focus on creating shared revenue goals, success metrics and key performance indicators across all revenue teams. Once you have those building blocks in place, revenue leaders can begin evaluating their technology stack for opportunities to eliminate data silos and better support their processes and create value. The Covid-19 pandemic created a paradigm shift in how businesses operate. Those that have accelerated their digital transformation will outperform their peers and continue to succeed beyond the pandemic.