Читать книгу Social Selling Mastery - Shanks Jamie - Страница 9

Your Social Selling Mastery organization has top-down executive support to make social a priority. Your frontline sales leaders are driving accountability throughout their sales force to ensure social actions are reaching the defined measurable milestones. The digital marketing team is working side by side with sales to fuel the insights (i.e., content) that sales professionals will use to engage their buyer.

Social selling is manifesting beyond a business unit and seeking to be standardized throughout your entire sales and marketing organization. To become a Social Selling Mastery company, you understand that social selling effectiveness is not accomplished through a few training workshops. You and your sales enablement team will seek to weave social media into the DNA of your existing sales process. Social selling is additive, not a replacement for how your team sells today. You'll also ensure the skill gap between existing sales professionals and future new hires is nonexistent by making social-selling training part of your new hire onboarding.

Throughout all business units, your sales and marketing teams are leveraging social “every deal, every day” (to borrow a phrase from Jill Rowley) as part of the following three intersecting pillars of social selling:

1. Trigger-based selling: Internal or external events happening around your buyer. This digital information can alert a sales professional in real time, allowing for highly contextual conversations.

2. Insights-based selling: According to Forrester and Corporate Visions, “74 % of buyers choose the sales team that was first to provide value and insight within their buying journey.” Shaping your buyer's journey early is critical, and leveraging digital insights will help arm your buyer with information to make informed decisions.

3. Referral-based selling: People buy from people. The road map of relationships can be mechanized through tools such as LinkedIn and Twitter. You can build a relationship road map to establish deeper connections with your buyer.