This challenge is for sales directors and their teams who are ready to make the transition from a traditional sales approach to adopting new behaviours and strategies. The objective is to transform their team into a modern social selling salesforce, by embracing these approaches to hit a target of £1 Million additional revenue within a 6-8 month period.
What is Social Selling?
Social Selling is about embracing the new behavioural shift that has occurred with the way people buy. Previously a sales rep would have their work cut out with each new prospect. However, today, a company that effectively positions itself with the right content on the right platofrms typically finds that 60% of the sales process has already been completed. Prospects now conduct extensive research online and seek feedback and recommendations from their peers and others, via Social Media, before making contact.
Social selling is more than just about embracing new technology and social platforms. It’s about putting your company’s educational and marketing materials in the right places and being ready to engage with prospects on such a level that you become their first choice of provider. The reality is that your prospects are searching online for your solution, and if they don’t find you, who will they find?
In a nutshell, social selling is about turning your sales team’s LinkedIn and social media activities into tangible revenue. These activities should be measureable and trackable.
Why the £1 Million Pound Challenge?
We’ve learned through experience what works and what doesn’t when it comes to implementing holistic LinkedIn and social selling strategies.
When training is completed as standalone training sessions, the likelihood of long term sustainable results is greatly reduced. But, with the right level of preparation, development of bespoke strategies and training, delivered over a period of months, where the sales team is held accountable, then the likelihood of success sky-rockets, and this is why we’ve put the £1 Million Pound Challenge together.
What stops companies seeing an ROI from LinkedIn training?
The game of social media has come a long way and changed over the years. Initially people thought that having 100’s to 1000’s of people they didn’t know in their network was valuable and would bring a constant stream of leads. But more and more, sales professionals are realising that it’s the quality of the relationship that is far more meaningful than the size of the network. Despite this realisation, many sales professionals still fall into the trap of:
- Applying Generic Strategies
When it comes to social selling, every company is different and they require customised strategies that co-ordinate the creation of content, its distribution (on the right platforms) and how their sales team leverage that content to engage with prospects – and even current clients who can then refer them on.
- The Isolation Effect – No Co-ordination of Efforts
Activities are often done in isolation. As a result, various initiatives get started, but due to a lack of understanding of each team member’s role (and best practice standards guiding their behaviour), strategies fail to be implemented with any impact.
- No Clear Goals
Too often, sales people use LinkedIn and other platforms with no clear understanding of the goals they’re aiming to achieve. Who are they targeting? Who are the people in the best position to help them? Which lead generation strategy are they deploying? How many leads are they aiming for this week/month? Where are they directing their leads to? How are they working in co-ordination with other departments/teams?
- Don’t know how to measure their social media activity and results
If you can’t measure how much time was invested by each person, how many leads, appointments, sales and revenue were generated as a direct result, then what’s the point? All of our training is focused around creating tangible, measureable outputs and results. We show individual sales people how to track their results, and sales managers how use that information to manage behaviour and output.
Most organisations face a number or all of these challenges, and this is the real reason their social media efforts go unrewarded.
How to design a Customised LinkedIn Social Selling Strategy that produces results
If you’re interested in joining the £1 Million Pound Challenge, here’s our recommended approach:
Step 1: Assessment Meeting
- This meeting is to identify whether our approach would work for you, and for us to assess and make sure that your team would be suitable to be involved.
Step 2: Acceptance onto the Programme
- Once key decision makers have been able to ask questions, clarify and confirm they would like to take part in the challenge, dates are then set for Step 3.
Step 3: 1 Day Consultancy
This consultancy/preparation period would be spread out over a couple weeks.
- An initial 2 hour briefing would occur, where the project lead would complete a Social Selling Assessment Questionnaire in advance, and during the session the overall objectives of the programme would be discussed, as well as exploration into the areas of: how content is currently created, competency levels of the team, confirm what measurables would be used to track the success of this programme and the total number of training workshops required (this is not an exhaustive list, but gives you an idea of what’s covered)
- During and after the session, our expert/s would customise the suitable social selling strategies and training content. Recommendations would be made of any additional content that would need to be made before the training commences.
- Final briefing: Prior to the training commencing, our Really LinkedIn trainer/s will run the whole strategy past your team before a final decision is made to go ahead.
Step 4: Training Period
Included in this package is up to a total of 5 days of in-person training. Overall, the three main areas the training would cover include:
- Foundation level training
- Social Media best practice policies
- Advanced level training
Throughout each of the sessions, we would disperse the relevant social selling strategies and give clear instructions of what actions they will be measured on, as well as training the participants on how to keep score of their success.
Step 5: Ongoing Support
Each month, for 6 months preceding the training, your sales team that participates in the training will receive ongoing support from us. This will come in the form of a monthly 2 hour Strategy Review session with our expert/s. The session will rotate each month between an online webinar session and a live workshop where our trainer comes into your offices.
The intent around this is to provide accountability for each participant as well as regular assistance to support your team to reach their goals. By sharing the successes and challenges each person has – together the team and results will grow. Plus, by adding in the element of accountability, it demonstrates to the team that this is something they have to follow through with – hence, increasing the sustainability of results.
How do we measure the results and success of this campaign?
There are two main ways for us to track revenue that’s generated throughout this campaign.
We have over 10 specific lead generation exercises. Any leads that are developed as a direct result of these or any other social selling strategies that we develop will account 100% towards the £1 Million target.
For revenue that’s generated that is less straight forward, we will attribute 50% or more of what seems reasonable to the target. For example, you may have been targeting a prospect company for some time, but hasn’t come through yet. We might show your team some LinkedIn techniques that uncover additional information/intelligence about this account, and as a result this closes the deal. In an example like this, we would attribute a minimum of 50% (or whatever seems reasonable) of the contract to the overall target.
Here is a list of additional metrics that may be included:
- Leads generated
- Workshop attendees
- Likes, shares, comments
- Articles or videos published
- LinkedIn company page followers and/or product recommendations