In this blog, it argues that leaders have to think about its employees differently.
Especially in the world of sales, after two years of layoffs because of Covid; retaining and recruiting has got hard gain.
Using recruitment to support the CEOs growth agenda
"When it comes to supporting the CEO’s growth agenda, the level of sales talent is the primary differentiator for market-leading organizations. According to our internal SBI benchmarking, most business-to-business sales organizations exited December of 2021 with a startling 10–15% open sales headcount.
CEOs run a spectrum of actions to meet these challenges, from mistakenly allowing The Great Resignation to “work its way through the system” to building a bench, or investing in enablement and training."
The number one thing salespeople is investment in training
All the salespeople we talk to, they tell us that the number one action CEOs can take to retain them and to hire new ones is for the business to be seen investing in that team.
By investing in training, it's a big "green light" to sales people that the business wants them to stay, wants the team to grow and to succeed, make sense?
But not medieval sales training
There is nothing that gets salespeople to "roll their eyes" is when the leadership says, we are going to invest in training and then they invest in something outdated like cold calling training. It's a bit like teaching people how to write, when everybody have already moved to keyboards or iPads.
How can you make sure you are getting the highest quality training from real experts?
Luckerly the Institute of Sales Professionals (ISP) has done the heavy lifting for you.
"What we recognize is that, it that the last two years of COVID lockdown has absolutely catapulted us into the era of digital selling. And it is a skillset many salespeople are still grappling with, and maybe haven't fully mastered.
Sales professionals, must have a professional presence in the digital space or a going to be missing out on a lot of business. So we are really keen to work with suppliers and providers of training in the digital space to enable our members and other sales professionals, top skill themselves in this important area."
Now Imagine .....
Imagine, I pick you up tomorrow in my car and drive you to a place which is full of your prospects and customers. All you have to do is go up and have a conversations with them.
Remember, social media is, social media. I know in the past you interrupted somebody with a cold call or an email and pitched your services. As social media is being social on media, interrupting and pitching does not work.
If I walked up to you at a social event and pitched, you would make your excuses and go and talk to somebody else.
So how about tomorrow, I pick you up in my car and we go to a place where all your prospects are hanging out. You can stay as long as you want. All you have to do is have a conversation with them. It's that simple, if you are interested, read on.
What is social selling?
Here at DLA Ignite, we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not witchcraft, it's enabling your salespeople to work from home, (or the office) and create conversations with prospects and customers. Conversations on social media and conversations that convert.
The problem with the name "social selling" is that people think that this is selling on social. All these pitches that you get on social are not social selling, they are spam.
The other thing you need to know about social selling is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral" this is about revenue, EBITDA, you winning business from the competition and having a competitive advantage.
With anything you do on social there are two questions you need to ask
2. How much revenue / EBITDA am I getting as a business?
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
Andrew Ferrier who is the CEO of Display Technology Ltd and in this article it talks about why Display Technology have adopted social selling. His team have also created a social media strategy with help from our partner, Crux.
Their social media mission statement is
“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”
Andrew also says in that post
"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).
Because of the nature of social media, quite often you can get instant results. Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.
The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place because the results can be instant and are there, right in front of you."
What sort of results can you expect?
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
What happened? They buyer was on social media looking for a solution to their problem, spotted one of the Namos salespeople, who had a buyer-centric profile and asked if the salesperson could help them. That turned into a $2.6 million deal.
Go and look at their LinkedIn profiles .... look how they can have digital conversations, create insightful content. This could be your company!
We are the only social selling and influence company in the world to offer a certificate in social selling sponsored by the Institute of Sales Professionals (ISP).
Other articles you might be interested in ....
Articles for the CEO
Articles for Sales leadership
Can programmatic social selling sort my pipeline issues?
Articles to support sales people - sales process and sales tips
Can I use prospect sequencing with social selling?
Articles to support channel and third party selling
Articles to support Account Based Marketing / Account Based Selling - ABM - ABS
Articles about Employee advocacy
Articles for Marketing
Our VP of Sales Just got 83 likes on a LinkedIn post, so that means we are social selling? No!
Should you outsource your social media?
Articles for social procurement
Articles for the CFO and Finance
To address high attrition rates, best-in-class CEOs measure Employee LTV and drive initiatives to increase it.