The PATH TO ACTION will define the supporting activities to move from the identified current Social Selling activites (probably every sales professional on their own, no reporting, no control over impact on branding, no control over expenses, resources or consistent approach to social selling) to the identified Social Selling desired stage in order to capitalize on the productivity increase opportunities. The PATH TO ACTION Stage is basically the Implementation of the identified best practises/tools on Part II:
- Consulting and assistance on the selection of the different softwares, vendors and providers selected
- Integration of the tools/processes wih the current tools/processes
Both main activities are complemented by our best practises and supporting PATHS:
- A top-down approach
- Definition of KPIs and reporting
- Change Management and Training
I. Top Down Approach
Most probably than not, your company's sales professionals are already using social tools to find opportunities and help materialize them. Sales people are almost by definiton eager to explore and quickly to jump to new things if they bring them closer to their quota. Most of them already see the value of social selling; so it should be an easy sell. The benefits of a structured, formal approach to social selling for the teams are many:
- The management's implication sets a clear direction that this is "for real".
- Directives and communication of policy are set from management.
- yields better results than individually, overall.
- Best practices are shared, discussed and agreed within the team.
- Social layer is “embedded” in your sales process, guided by experts.
- May potentially be included as factor in bonus for individual performance.
II. Definiton of KPIs and Reporting
Your organization may be on "Guerrilla" mode today. Without inventing any new complicated metrics, we will identify those existing metrics and select those that may be more relevant as KPIs (Key Performance Indicators), or what subset of those already implemented KPIs are going to measure impact of Social Selling. After the deployment of a formal corporate program, we will measure the impact of Social Selling by looking directly to those defined KPIs and their evolution. In a more advanced scenario Execus may help in a Systems Integration phase. We may be the consulting firm that will help your organization identify and select the appropriate Social Tools (Linkedin, Twitter, CRM, Flipboard, Saucedo, Buffer, or others …) and bring automatic measurement of the KPIs. All actions will be performed in coordination with a corporate social 2.0 plan if it is in place. The implementation of social tools bring the possibility to include a new set of Social Selling KPIs. See the following figure for instance, featuring LinkedIn's Sales Navigator Reporting tool:
Fig. 1. LinkedIn's Sales Navigator Reporting screen
III. Change Management and Training
A Change Management line of action needs to be defined in order to ensure the success of the program. The main objectives are:
- Involve the team in the Program. Explain objective of Program and Gain buy-in from the team
- Intense Training Sessions covering Tools and New Sales Process to the team
- Put in place live support to sales team for the day-to-day doubts in process and Tools when program is roll-out
- Maintain communication of progress of Program with the team
- Regular Management meetings are scheduled to track progress of Program.