Social Selling is a relatively new and exciting concept that describes how you, as a salesperson, consultant and CEO, can use social networks such as LinkedIn to process and get in touch with potential customers. Social media has previously been something that has primarily been discussed in the marketing department, but which is now taking up more and more space in the sales departments as well. How can our salespeople use social media as a complement to their sales work?
Having knowledge of Social Selling is not the same as knowing how the features of social networks like LinkedIn work. This is a prerequisite and in order to get the maximum effect from the sales organization’s work in social media, knowledge is required about WHEN the functions are to be used and how the sales people communicate through the functions for, for example, status updates and blog posts. kolla social selling
In this article, we list three features on LinkedIn along with a couple of questions that your salespeople should be aware of if you want to get the most out of your Social Selling activities.
InMail
InMail is a feature on LinkedIn for sending messages to people outside your network, for example to a potential customer or a candidate you are interested in getting in touch with. Is there a plan for how the functionality is used in your organization?
- Do your salespeople have the right knowledge about when to use the feature – and when to avoid it?
- Does the sales organization have knowledge of how to formulate messages to get the maximum response rate?
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Your LinkedIn profile
Your profile on LinkedIn plays a central role in the work with Social Selling on LinkedIn. It is to this place that you want to get your customers to visit and then take further action.
- Do your employees have the right knowledge about how they design their profile to make visible the value you create for your potential customers?
- Does the sales organization have knowledge of what actions they can take on LinkedIn to attract the right target group to visit their profiles?
Status updates and blog posts
Status updates and blog posts are simple and easily accessible features that anyone can use. However, there is a risk with this and that is if your employees do not have the right knowledge about how the functions should be used, they can have the opposite effect on your potential customers.
- Do your employees have an idea of what content is perceived as relevant and interesting for your potential customers?
- Is there knowledge about how the communication should be designed to position the sales people as experts in their field?
Note that the questions are not about how the functions work but how you choose to use them.
