"For sales management and sales leaders; ignoring the power of social selling amounts to professional negligence."
I will provide you with a link for you to obtain your own Social Selling Index (SSI) score, where you'll receive a report just like mine in the screenshot below, but please allow me to first briefly state the case for why social selling matters.
Sales people need to become micro-marketers to build their own credentials and create opportunity pipelines. They need to engage earlier and at senior levels to create the necessary value for both the buying and selling organizations to fund their roles. Social selling techniques that focus on listening for trigger events and content publishing for attraction, education and credibility are all important but consider these points:
Social listen dramatically reduces customer churn. 68% of the reason that customers leave is because they think you don't care (Forrester). Listening and having empathy has always been the key to resolving customer satisfaction issues. Failure to monitor where customers are communicating almost guarantees substantial brand damage with unnecessarily high churn and low Net Promoter Scores (NPS).
Social strategies enable sellers to research and engage early in the buyer’s journey which is essential because purchasers are progressed somewhere between 57% (CEB) and 70% (Forrester) of the way through their own buying process before they invite non-preferred sellers to the table. It’s impossible to execute strategically in sales today without embracing social selling.
Social buying is a reality with 75% of buyers doing their research online before engaging sellers (for significant purchases as published by IDC). We must be where our prospective customers are and also attract them as early as possible in order to have the opportunity to influence.
When sales people use social well they dramatically increase their pipeline and revenue performance. Using social engagement platforms masterfully increases pipeline by 45% and the likelihood of a sales person achieving their sales target by 51% (C9 LinkedIn research). It’s not overstating the situation to say that it’s negligent for sales management not to invest in LinkedIn for their B2B sellers.
Social publishing transforms the way people sell. Sales people need to learn to engage earlier and more senior levels by leading with insight. Publishing blogs is the key to them honing their narrative to move away from talking about who they are, what they do and how they do it; to instead lead with why a conversation is important for the buyer and how they can assist through insight and value in delivering the client’s most important outcomes and managing the client’s risks.
Achieving a strong SSI score is about a holistic approach and content publishing contributes only 12.5% of the overall SSI score (including updates and Publisher posts).