Social Selling Insights

Social selling critical to B2B sales success, but is your sales team ready?

Legacy sales teams need training, new processes and support

In order to effectively utilise social networks to personalise all prospecting attempts, sales teams who are used to legacy methods need to be equipped with training, new processes and the support to make the transition to a state where they are truly applying the principles of social selling – and as a result seeing the ROI.

The use of social networking offers sellers an additional path to connect with customers. Providers should use their social efforts to improve preparation and uncover customer insights, to provide more value when engaging, and by doing so improving the customer experience. This requires buy in from the C-suite, which can often be swayed by a simple presentation of the facts.

What is social selling enablement?

The concept of social selling no longer needs to be sold, but how to implement it is currently the biggest challenge B2B technology and professional service providers face. As with any form of transformation, developing a plan and a process is the first step that needs to take place. The work involved in defining the aforementioned structure and getting sales teams to take on the extra work involved in listening to prospects online, engaging in value adding conversations that don’t have the immediate satisfaction of the hard sell can be a deterrent. Rather than letting time constraints be a barrier, investing in social selling enablement can accelerate this tactic and motivate legacy sales to make the shift.

3 things you can expect from social selling enablement:

  1. A defined social selling process that accelerates implementation
  2. The training and coaching your sales teams need to shift their focus away from a hard sell mentality
  3. Support with the administration involved in listening to prospects online and initiating warm dialogue through messaging and social engagements.

With these immediate benefits, time constraints become less of an issue and your legacy sales team can move straight into the implementation phase of an effective social selling programme.

B2B sellers have recognised the power of leveraging social networking platforms (such as LinkedIn and Twitter) for prospecting, but there is still a skills and knowledge chasm that needs to be bridged before organisations will begin to see the ROI of this statistically proven approach.


One thing that can make your team easily transition from the generic offline selling to social selling is getting them equipped with social media tools to increase the company’s reach and visibility on social media. One such tool can be an employee advocacy platform, that can help the company share official communication with the employees who go on to share it in their social media circles.

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