When it comes to Social Selling, a majority of the educational material out there targets the frontline sales professional. It aims to educate the Account Manager, the Channel Manager, the Business Development Manager, the Sales Development Representative – in essence, the individual quota carrying sales professionals.
At Resonate, we firmly believe that the Sales Leaders (VPs, Directors, Managers etc.) play the most pivotal role in kickstarting social selling efforts and then managing and ensuring the ongoing success of a social selling initiative.
For social selling efforts to inaugurate successfully and for these efforts to have ongoing cadence and success, the Sales Leader must be actively involved. Not just as a manager. Not just as a bystander. Not just as the captain of the ship. Rather, as a hands-on player and as an active component.
If the social selling efforts in your organisation have not yielded results thus far, you must pause to ask questions such as – “Have I, as the Sales Leader, bought into Social Selling as a concept?”, “Am I leading the Social Selling efforts from the front?”, “Am I executing on Social Selling tactics myself?”, “Am I asking the team to get involved in Social Selling whilst I am on the sidelines?”.
Social Selling is here to stay. It is not a fad. It is not hyperbole. It is not going away. No, it does not replace the phone and/or the need for face to face interaction. But its eminence is here and growing at a rapid rate. Embrace it. Include it in your sales process. It will yield a return.
The Infographic below outlines 6 rules to execute a social selling initiative that drives results. It leverages insights from the Harvard Business Review, Aberdeen, Forrester and The Sales Management Association.
RK (Rahul Kumar) is the Founder & CEO of Resonate.