How To Create A Business Case For Social Selling

Chris Heffer

£20 note fanned outDo you work in sales?

Are you passionate about how social can help your organisation sell more?

Do you want to know what role content marketing & content creation will play in the future way you will  communicate with your potential customers?

This post is going to explain to you how you can build a business case to help change the way your business sells it products and how your sales process works.

In my previous post on how to sell in a social era I explained some of the differences between a traditional sales person and person selling in the social era. I mentioned that up to two thirds of buying process is done before you speak with a salesperson. With this post I want to go into a bit more depth and help you demonstrate the return on investment for whoever it is in your business that you need to get buy in so you can focusing in this area. This post will give you some ideas how you can demonstrate the concept to the following people to allow you to either spend more of your time in your current role or create a new role for you to help the whole company/department/team do it better.

  • CEO
  • CMO
  • Managing directors
  • Sales directors
  • Sales managers

For the purpose of this post

I define social selling as:  using the social web to help you sell your products/services

I define content as:  material used to convey a message such as a blog, video, podcast ebook etc

Teaching vs selling

abc writing

There is a phrase which I learn from post – assignment selling. The higher the value item you sell the more relevant this is.

The concept works like this. When a salesperson goes to a sales appointment they spend a great deal of their time trying to inform the customer what their product does and why they need one. If the prospect doesn’t know this information before you go to the call you risk wasting time your time with a potential client who is never going to be a customer.

Assignment selling works by giving some responsibility to the potential client to do some specific research that you ask them to do before you will go to meet them. You send them a link to an ebook explaining the answers to the top 20-30 questions you normally get asked on sales call or a video explaining similar things or at the very least a couple of relevant blog posts you have written.

If they do not seem interested or do not bother reading the content you send them, then they are not that interested in doing business with you and are just looking to buy on price. If you are selling a product which is more expensive or better than your competitors, then this customer is obviously not interested and only wants a cheap price.

Selling is what helps you hit your targets, keeps you in a job and pays the bills. Spending time travelling to your customers location and having a meeting with them to teach them about your product is not what helps you achieve your objectives.

If you can do the teaching with your content before you get there you can save you time to do the selling.

Increase productivity

As a continuation of the teaching vs selling I want to elaborate how it can help improve your productivity. When you are in a senior position within a company you have the luxury of being able to delegate work to your PA or to your team. Most salespeople do not have that luxury. I want to explain how creating content can help you delegate parts of the process to your content, to enable you to do more selling.

This is the typical steps in a sales process

  • Generate awareness for your product
  • Generate leads
  • Initial discovery of requirements
  • Presentation of recommendation
  • Evaluation of different options
  • Negotiation
  • After sales support

All of these, with exception of negotiation, could be done to some extent or entirely with content. If you was to publish the answer to every question you ever get asked in a blog or a video and then bundle up the content to give to people at different points of the sales process you could automate almost the whole sales process.

Depending on the complexity of your solutions and how much customisation you need to do, you may not be able to present a recommendation. If you were to create content to fully educate your potential client then they may be able partially or fully figure out what they need.

Negotiation is one thing you couldn’t do with content. However if your content did a good enough job of demonstrating the value of your product or service then the potential client would understand the value as well as the cost and be able to make a decision as to whether they think it offers value to their business. If done well enough may remove the need for negotiation. 

Increase credibility of salespeople

In a short space of time you can establish credibility as an individual. If you read my post why use social media it explains what you can achieve in a very short space of time. I know personally that blogging can, within a short space of time, escalate you to be viewed as an expert in some people’s eyes. It can help you gain access to share your content with a larger audience if you content is good enough.

If you wrote an article and it was featured in your national newspaper or industry trade magazine it would position you an an expert because you have had third party recognition that your content is of good quality.

There are varying degrees of credibility you can achieve which I have depicted below. You can easily create the first two on the ladder by writing an email or telling your marketing department to send out a communication. I think when you start to see content published independently for the world to see and find it, it gains credibility.

Although anyone can publish a blog or white paper, for you to put your name to an idea or theory and publish it, gives it more credibility. Most people would have more confidence that what you saying is correct because otherwise you may find you get some public criticism about the content. When you start generating high quality content you can start to submit content to third party publishers. If they like your content they will add more credibility by distributing it through their platform.

If you are seen as a leading opinion on your chosen topic then one day, you may be contacted by national press to give you thoughts/opinions on a story they want to run. This won’t happen very often but you need to build your credibility and profile before you would ever be found let alone asked to be part of any such coverage.

importance of information source



Improve your closing ratio


There is a great example of how a sales cycle can be changed by using content to improve your closing ratio. The example is borrowed from post where he talks about how he has changed the sales process of his swimming pool company

1. Customer calls and asks us to come out to give them a quote.

2. We respond by explaining our process is different—we educate more than anyone in the world with our website, videos, blog articles, and eBooks—which gives consumers everything they need to know about us, our products, and what pool/options suits them the best.

3. Once a potential customer educates themselves through our content, they tell us the pool and options they want, at which point we send them via email an actual quote.

4. If the customer reviews the quote and agrees to its terms, we then go out to their home to confirm there are no hidden costs and write up the contract.

This process was designed around the fact that they realised that the typical closing ratio of their industry (30%) was improved to 80% if they could get their prospects to read 30 pages of their blog. They then made it their mission to build content into the sales cycle to boost the closing ratio.

Cynics may  doubt if their customers would spend $50k on a swimming pool without meeting the salesperson but they actually found out more about the company and why they would want to do business with them than if they had met them  couple of time.

Increase your profit margin

As part of a salesperson’s role they have to demonstrate the value in what they sell. More often than not the salesperson gets to the end of the process having spent a lot of their time on the deal. The price then gets negotiated down which devalues the product/service you offer and the time you have spent with that customer.

If salespeople could demonstrate the value of the product/service they are selling then they could demand the fair price they started the sales process with. This would rely on companies setting a realistic, fair list price.

If you are selling a product or service which costs more because it is worth it, then be proud of the fact you are better than everyone else in the market. Tell people you are more expensive and prove to them why you are worth the extra investment. The earlier you do this in the sales process the less time you will waste with customers who do see the value in your product to pay what it costs.

If you tell someone your product is £1000 and they say they only have a budget for £250 you can either suggest a cheaper product you sell or qualify out. You might go through the sales process and increase their budget to £500 but you will never get £1000.  If they say they don’t see the value in spending £1000 on your product when you can buy similar products for £250 it is a different conversation. You then need to educate the potential client in the value your product can add to his company.  They can then decide if they think the value proposition is right for their business. You can decide if you move forward or qualify out.

Help people buy and don’t sell = Build trust

Think of the last time you went to buy a car or a mobile phone or anything else where you speak with a sales person. Did they help you buy or did they sell? If you make the ultimate goal to help the customer and not to make the sale then you will begin to earn trust.

build trust - falling man caught by team

If you as a salesperson have the ultimate goal of helping a customer buy, then you are more centered around their objective of buying the right product/service than your objective of making a sale.

To gain trust you need to be comfortable to do the following

  • Tell customers when your product is not right for them
  • Be honest about the weaknesses you may have
  • Recommend a competitors product if it is better for the customer
  • Be transparent around costs

If you can do these things you may not win the battle but you will win the war. You may not get every deal but trust is something which you earn and it will help you sell when your products are right for the customer. It will help you get referrals from the people you haven’t sold to when one of their friends wants to buy something you sell.

Some great examples of content that builds trust are linked below

Understand who your customers are and what they want

This is one of the most common themes you would find if you were to google social selling. I think creating content is equally, if not more useful in the sales process and is a topic less frequently spoke about.  A great resource in this area is the Social selling university.

It is a great idea to use the social web to research your potential clients. You can find out information about who they are, what they are doing and how you may be able to help them. I do not know one salesperson who would not want a good reason to call a potential customer at the right time with the right approach. Researching your customer through the information they share on social networks is a great way to do this.

Social research has limited use when your potential client is not active or has no presence on the web. These techniques rely upon mining information to provide some context around a contact.

I feel that generating content is a more universal technique that could help the sales process across a wider range of industries and customer types. If someone is not on social networks you could still email them the content or even print it off and post the content in hard copy.


All of this can be done without one call, meeting or email to a customer. They can do this research and find the answers they need before they even talk to you as a sales person. If done well you can influence the whole buying process and not just the last bit when they want to talk to a sales person.

The result is perfectly qualified leads, who are ready to buy or are very close. The deals you close will be more profitable, more forecast-able and you will close more deals. Sales people have more time to sell because they are only talking to people who want to buy and not wasting so much time.

Other great resources to help you on your social selling journey

Social Selling university

Marcus Sheridan’s eBook on the Sales Lion website


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13 Scary Statistics On Employee Engagement [INFOGRAPHIC]

Jacob Shriar

There is a serious problem with the way we work.

Most employees are disengaged and not passionate about the work they do. This is costing companies a ton of money in lost productivity, absenteeism, and turnover. It’s also harmful to employees, because they’re more stressed out than ever.

The thing that bothers me the most about it, is that it’s all so easy to fix. I can’t figure out why managers aren’t more proactive about this. Besides the human element of caring for our employees, it’s costing them money, so they should care more about fixing it. Something as simple as saying thank you to your employees can have a huge effect on their engagement, not to mention it’s good for your level of happiness.

The infographic that we put together has some pretty shocking statistics in it, but there are a few common themes. Employees feel overworked, overwhelmed, and they don’t like what they do. Companies are noticing it, with 75% of them saying they can’t attract the right talent, and 83% of them feeling that their employer brand isn’t compelling. Companies that want to fix this need to be smart, and patient. This doesn’t happen overnight, but like I mentioned, it’s easy to do. Being patient might be the hardest thing for companies, and I understand how frustrating it can be not to see results right away, but it’s important that you invest in this, because the ROI of employee engagement is huge.

Here are 4 simple (and free) things you can do to get that passion back into employees. These are all based on research from Deloitte.

1.  Encourage side projects

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload. Let them explore their own passions and interests, and work on side projects. Ideally, they wouldn’t have to be related to the company, but if you’re worried about them wasting time, you can set that boundary that it has to be related to the company. What this does, is give them autonomy, and let them improve on their skills (mastery), two of the biggest motivators for work.

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload.

2.  Encourage workers to engage with customers

At Wistia, a video hosting company, they make everyone in the company do customer support during their onboarding, and they often rotate people into customer support. When I asked Chris, their CEO, why they do this, he mentioned to me that it’s so every single person in the company understands how their customers are using their product. What pains they’re having, what they like about it, it gets everyone on the same page. It keeps all employees in the loop, and can really motivate you to work when you’re talking directly with customers.

3.  Encourage workers to work cross-functionally

Both Apple and Google have created common areas in their offices, specifically and strategically located, so that different workers that don’t normally interact with each other can have a chance to chat.

This isn’t a coincidence. It’s meant for that collaborative learning, and building those relationships with your colleagues.

4.  Encourage networking in their industry

This is similar to number 2 on the list, but it’s important for employees to grow and learn more about what they do. It helps them build that passion for their industry. It’s important to go to networking events, and encourage your employees to participate in these things. Websites like Eventbrite or Meetup have lots of great resources, and most of the events on there are free.

13 Disturbing Facts About Employee Engagement [Infographic]

What do you do to increase employee engagement? Let me know your thoughts in the comments!

Did you like today’s post? If so you’ll love our frequent newsletter! Sign up here and receive The Switch and Shift Change Playbook, by Shawn Murphy, as our thanks to you!

This infographic was crafted with love by Officevibe, the employee survey tool that helps companies improve their corporate wellness, and have a better organizational culture.


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Supply Chain Fraud: The Threat from Within

Lindsey LaManna

Supply chain fraud – whether perpetrated by suppliers, subcontractors, employees, or some combination of those – can take many forms. Among the most common are:

  • Falsified labor
  • Inflated bills or expense accounts
  • Bribery and corruption
  • Phantom vendor accounts or invoices
  • Bid rigging
  • Grey markets (counterfeit or knockoff products)
  • Failure to meet specifications (resulting in substandard or dangerous goods)
  • Unauthorized disbursements

LSAP_Smart Supply Chains_graphics_briefook inside

Perhaps the most damaging sources of supply chain fraud are internal, especially collusion between an employee and a supplier. Such partnerships help fraudsters evade independent checks and other controls, enabling them to steal larger amounts. The median loss from fraud committed
by a single thief was US$80,000, according to the Association of Certified Fraud Examiners (ACFE).

Costs increase along with the number of perpetrators involved. Fraud involving two thieves had a median loss of US$200,000; fraud involving three people had a median loss of US$355,000; and fraud with four or more had a median loss of more than US$500,000, according to ACFE.

Build a culture to fight fraud

The most effective method to fight internal supply chain theft is to create a culture dedicated to fighting it. Here are a few ways to do it:

  • Make sure the board and C-level executives understand the critical nature of the supply chain and the risk of fraud throughout the procurement lifecycle.
  • Market the organization’s supply chain policies internally and among contractors.
  • Institute policies that prohibit conflicts of interest, and cross-check employee and supplier data to uncover potential conflicts.
  • Define the rules for accepting gifts from suppliers and insist that all gifts be documented.
  • Require two employees to sign off on any proposed changes to suppliers.
  • Watch for staff defections to suppliers, and pay close attention to any supplier that has recently poached an employee.

About Lindsey LaManna

Lindsey LaManna is Social and Reporting Manager for the Digitalist Magazine by SAP Global Marketing. Follow @LindseyLaManna on Twitter, on LinkedIn or Google+.


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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.


About Sunny Popali

Sunny Popali is SEO Director at Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

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4 Biggest Risks In NOT Using Social Media

April Crichlow

These days social media is critical for success in business. Early adopters have made great strides, using it to engage with customers online and find new clients. For the laggards — typically small businesses that think they don’t have the resources or need for social media — the question looms: “Is social media a fad, or is it here to stay?”

Unfortunately for these companies, social media is here to stay. There are four major risks in not using social platforms as a business tool:

  1. You risk being out of the loop. Social media is a key channel for consumers collecting information and connecting with other consumers. It is also a great opportunity for companies to engage with current customers, as well as potential customers, all over the world. By not using social media, you run the risk of losing customers, credibility, and crucial information that can benefit your business. Even if you choose not to actively participate in discussions, you need be aware and stay informed regarding conversations about your company. Don’t stick your head in the ground and hope for social media to “blow on by.”
  1. You can’t respond to negative comments about your business. When customers are not satisfied with your product or service, one of the first things many will do is complain on Twitter or Facebook, or they will write a bad review online. If you are not actively keeping tabs on these discussions and reviews, they can hurt your reputation and cost you potential business. How can you protect your brand if you don’t know what’s being said about it online? Social media is now the default platform for customer service. Instead of calling an 800 number, consumers want to send businesses a tweet or post something on a Facebook page. When they can’t find you online, they will go to a review site such a Yelp or Merchant Circle to complain and warn other customers. However, if they have a relationship with your company, they are much less likely to take such actions and will instead send you an email or a private message about the problem.
  1. You risk missing the positive comments about your business. Customers also leave positive feedback online about companies with which they do business. However, if they believe their comments won’t be read by the companies they are praising, satisfied customers are less likely to leave feedback.
  1. You risk giving your competitors an unfair advantage. If your competitors are active on social media and you are not, your rivals have a leg up on winning business from potential customers. You don’t allow for comparisons and can’t answer questions in real time. Unless your product or service is overwhelmingly superior, this is one risk you cannot afford to take!

Social media is an excellent forum to participate in discussions happening right now about your business and your industry. Building an active presence on social sites offers numerous opportunities to promote your products and services, provide outlets for customer service, and check up on your competition. It’s not too late to start using social media as a business tool…but one day soon, it might be.

If you are an SAP partner and would like to learn more about this topic, join me on Dec 1st for How to Spend 15 Minutes a Day on Social Without Breaking a Sweat. Register now: (s-user) #SAPMarketingAcademy


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