Just think about how social media has changed society and changed the way we do business.
Just think about how we use our mobiles.
There are now 60% of the world's population on social media and the average person spends 2 and half hours a day on social media.
Report after report, from Salesforce, McKinsey, Gartner, Hubspot all say that the modern buyer is on social media and they are looking for products and services.
But what about a business based on social media, with social media at its core?
Just think about how that can empower your people to become digital.
After all it's not an app or piece of technology that will make your business digital, it's your people being digital.
We have heard about social selling, but what about social human resources, social procurement, social marketing, etc, etc.
Just think about if we can strip out cost from the business and make it more efficient, all with social.
Here are some questions to think about digital transformation of you business
How is you company doing with being digital today?
Are your employees all setup for digital success?
Are your sales people comfortable having digital conversations?
Are your sales people walking digital corridors?
Have you stopped paying recruiters and stopped paying job ads to get the best talent?
Do you have your future employees lining up to work at your business?
Are you making your business look like a great place to work by empowering your employees to talk on social with an authentic voice?
Have you stopped throwing content at strangers and hoping?
Have you stopped changing your logo and rebranding and changing the website thinking that somehow this will change anything?
Are you being invited in by prospects and invited to the top table?
Are you getting into deals earlier?
Are you able to take control of deals over your analog competition?
Are you winning more deals than your competition?
Have you disrupted the market?
Do you have buyers walk towards you and ask if you can help them?
Will you IPO faster and at a higher multiple than if you were analog?
Are you getting the best talent?
Are you employer of choice in your market?
Are you still sending emails hoping that somehow somebody will care?
Are you still completing deal sequences and still have no pipeline?
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. 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
1. How many leads / meetings / conversations will I get from this post / blog / activity?
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"
The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.
“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.
Contact any of the DLA Ignite team, Eric, Adam, Nick, Vanessa, Lorena, Priscilla, Lenwood, Alex and they will be more than happy to help.
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).
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