Welcome!

Agile Computing Authors: Liz McMillan, LeanTaaS Blog, Kevin Jackson, Yeshim Deniz, Elizabeth White

Related Topics: Agile Computing

Agile Computing: Blog Feed Post

Social Sales | Ten Social Sales Leadership Tips

This is the fourth post in a series designed to help B2B sales and marketing professionals make better use of social media

Sales professionals are some of the earliest adopters and most annoying users of social networking. The problem is that most sales reps treat LinkedIn like a prospecting database for cold calling. It’s just too enticing when all your target prospects are out there showing off their company names, titles, areas of expertise, blogs, and opinions. You can use LinkedIn as a prospecting database, but it is probably the weakest and most professionally irritating use of the technology. To succeed at social sales, you must have something to offer beyond your product. You must be someone your customers want to know.

social sales repThis is the fourth post in a series on social business designed to help B2B sales and marketing professionals make better use of social media by thinking in terms of social networking. This installment provides ten social sales lead–ership tips that will turn social media into a lead generation machine for your business by following the B2B Social Business Bill of Rights.

Social Sales Leadership Tip #1 | Activate Your Social Sales Network

B2B businesses still have rather spotty usage of social networking. Most B2B sales reps are on LinkedIn, but far fewer have active Twitter accounts. Depending on the industry, B2B prospects and customers are even less likely to be active social networkers. Social Business Right #1 says you must expand your social sales network, so take the lead and give your sales reps, prospects and customers a reason to get more social. Use social channels like blogs, forums, Twitter, Facebook, and LinkedIn to communicate with your customers and prospects. Encourage website registration using social networking accounts. And, create promotions and contests that require participation in social networks. Activate your company’s social business network by motivating its members to follow your company’s lead.

Social Sales Leadership Tip #2 | Capture Social Sales Contact Profiles

Upgrade your CRM to capture Twitter handles, LinkedIn profiles, blog URLs and Facebook pages in addition to the standard phone, email and fax. Does anyone still fax? Add these items to lead capture forms on your website and use data appending services to augment them. Your sales team can’t link up without the right social contact information any more than they can cold call without phone numbers.

Social Sales Leadership Tip #3 | Train Sales in the Art of Referrals

The most common social sales mistake is treating social media like a prospecting tool; it is a networking tool. Stick to direct cold calls and email for prospecting. The reason most sales reps struggle at networking is that they fail to understand the critical role of referrals in the art of networking. Sales reps are trained to hunt. Account managers are trained to farm. Networking is about gathering. Gathering contacts. Gathering useful tidbits of information. Gathering opportunities. Gathering things that you can share.

social sales

Social Business Right #2 advises that you build your social sales community by being helpful. Sharing referrals are not selfless acts of kindness, because reciprocity creates social networking karma. Smart networkers look for opportunities to provide referrals to those people from whom they would like to receive referrals. They know who they want to meet and what those people care about. They identify opportunities that can be referred and opportunities to refer them. Networking requires a gathering sales discipline. It’s not something you go out and do once a month. It’s something you incorporate into your daily routine, because opportunity waits for no one.

Social Sales Leadership Tip #4 | Train Sales on Social Networking Tools

If your sales team masters the art of networking through referrals, then your social network training will become an entirely different experience. Approaching LinkedIn with the mindset of gathering contacts that you might do business with or might introduce you to someone you might do business with someday and looking for ways to share information, introductions and business opportunities will generate many creative ideas. This proper use of social networking contrasts sharply with the more typical sales prospecting default of searching on title and trying to link up with a product pitch.

Each social networking tool from LinkedIn to Twitter to a personal blog offers different networking capabilities and opportunities. Sales reps should select the ones that fit their respective business needs and professional styles. However, mastering the ins and outs of the features, functions and formalities of each tool is essential. For example, if you choose to write a blog, you probably need to know WordPress and SEO. If you choose Twitter, you need to know how to use handles and hashtags. If you use LinkedIn, you need to understand groups and updates. Despite all your good intentions of being a helpful business colleague, it’s a competition for attention out there and mastering social networking tools is essential to social sales success.

Social Sales Lead–ership Tip #5 | Prepackage Useful, Share-able Content

Social Business Right #3 asks that you should accelerate information sharing within your social sales network. Maintaining a library of incredibly useful, industry-specific tidbits of information in easy-to-share packages like like PDFs, PPTs, Web links, and so forth can be a big time-saver, because when opportunity knocks to share some useful information, you need to answer quickly and concisely. Marketing departments can help sales reps in a big way by making sure sales is plugged into the content marketing pipeline for both original and curated content.

Social Sales Lead–ership Tip #6 | Invest in Digital Media Monitoring

The timeliness of shared information directly impacts its usefulness. Therefore, it’s important to stay on top of what’s being said in your industry everywhere from Twitter to traditional news. Staying on top of industry buzz has become impossible to do manually by reading your favorite trade publications. Strong media monitoring tools not only keep you informed, but they can become a competitive weapon for the social sales professional, because people gravitate to those who are always in the know.

The Tipping Point for Social Sales

There is a challenge hidden in these 10 Social Sales Lead–ership Tips, and since most sales professionals love competition, I will make it explicit. The ultimate goal of the Social Business Bill of Rights is to light up your social business network with viral sharing of business referrals through social networking, from simple retweets to new prospects, partners and personnel. In The Tipping Point, Malcolm Gladwell provides a straightforward formula for enabling virality built upon three key network players: connectors, mavens and salesmen.

  • Connectors, are the people in a community who know large numbers of people and who are in the habit of making introductions.
  • Mavens are information specialists, or people we rely upon to connect us with new information.
  • Salesmen are persuaders, charismatic people with powerful negotiation skills.

Presumably, a strong sales rep is already a salesman in the Tipping Point sense. The challenge then is this: can you become a social sales triple threat by being a connector and a maven too?

Social Sales Lead–ership Tip #7 | Launch a Referral Reward Program

Operationalizing referrals throughout your social sales organization is no easy task. It requires new knowledge and new habits. By introducing a simple referral rewards program, you provide a vehicle to reinforce the habit of asking for customer referrals. It is a great misconception of customer referral programs that they drive referrals through monetary incentives and discounts to your customers. They do not. When a customer provides a referral, she is doing it in order to help her friend, not the salesperson or the company. If a customer is not happy with your service, she will not refer her friend regardless of the incentive, because it will make her look bad. The best referral programs provide a small reward to your customer (reciprocity, not an incentive) and an incentive to the prospect (which allows your customer to do her friend an even bigger favor).

The most important ingredient in driving customer referrals is never a reward or incentive. It is timing. You must ask for a referral when your customer is most willing to provide it. When she is happy with your service and feeling the reciprocity vibe of your social sales karma. While there are modern marketing tricks that can triangulate on the right time and place to ask for a referral through some online call-to-action, there is no tactic stronger than the sales rep asking for a referral directly after being told by your customer just how fantastically happy she is with your product and service.

Social Sales Lead–ership Tip #8 | Increase Social Sales Productivity

Staying on top of every prospect’s and every customer’s social activity across multiple social netorks is an impossible task for most busy sales professionals. Therefore, it is essential to start investing in systems that boost their social sales productivity. Twenty years ago most sales managers would have scoffed at the idea of maintaining a pipeline of opportunities and simultaneous conversations with hundreds of prospects. Today it is routine due to the productivity impact of enterprise CRM systems. The social CRM systems of tomorrow will allow sales reps to hear and participate in thousands of conversations going on inside their social sales network, but outside of today’s enterprise CRM systems on the other side of the firewall.

Social Sales Lead–ership Tip #9 | Create Online Networking Opportunities

Now that you have your social sales reps all linked and followed, why not give them more opporunities to engage? Don’t let them just sit around waiting for that great article to share or contact to introduce. Create opportunities for your social sales reps to social network. Start a LinkedIn Group. Launch a community industry blog or forum. Create social networking events by integrating online networking into offline events. Or, just create social networking events, such as tweet-ups and contests. However you do it, give your social sales reps more online networking opportunities. More opportunities for online engagement mean more opportunities to strengthen online relationships.

Social Sales Lead–ership Tip #10 | Create Offline Networking Opportunities

Social Business Right #5 asks that you consistently work to convert weak ties to strong ties within your social sales network, so sooner or later you’ve got to take it offline. All the tweets in the world are still no substitute for thirty minutes over coffee. Help your social sales reps develop stronger business relationships by providing offline networking opportunities with prospects, customers and industry influencers. These can be as simple as a meetup at the local bar or as complex as a global annual user conference. As industry trade shows shrink in the wake of modern Internet marketing, there is a growing vaccuum that must be filled to satisfy the fundamental need of B2B professionals for face-to-face networking. Don’t forget to mind the gap.

More Stories By Joel York

Joel York is an Internet software executive and popular SaaS / Cloud blogger at Chaotic Flow and Cloud Ave. He is well known for his work in SaaS / cloud business models, sales and marketing strategy, and financial metrics. Professionally, he has managed global sales and marketing organizations serving over 50 countries, including local offices in the United States, United Kingdom, Germany, and India. He holds degrees in physics from Caltech and Cornell and received his MBA from the University of Chicago. Joel York is currently VP Marketing at Meltwater Group and Principal at the Internet startup consulting firm affinitos.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, discussed how they built...
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
"Digital transformation - what we knew about it in the past has been redefined. Automation is going to play such a huge role in that because the culture, the technology, and the business operations are being shifted now," stated Brian Boeggeman, VP of Alliances & Partnerships at Ayehu, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...