How do we convince executives to invest in social selling?
Start by telling your CEO, CIO, CTO, and CMO: “Well, Richard Branson, Mark Cuban, Elon Musk, Michael Dell, and Bill Gates, are all social CEOs – they’re on Twitter, LinkedIn, and they’re setting an example of thought leadership for their employees.”
If that doesn’t convince them, try these insights to convince your C-suite.
The online-shopping world that we live in lacks the warmth of great customer service that a brick-and-mortar may provide. We are social beings! We want to buy from, work with, and engage with PEOPLE! That’s where the human element of social selling comes in – we want to connect with the leaders of the corporations that we affiliating ourselves with.
Why do you think Kylie Jenner made $420 million in just 18 months and is on track to have a billion-dollar beauty brand by 2020? In comparison, it too Lancôme 80 years to became a billion-dollar beauty brand!
By connecting with her fans through Snapchat, Twitter, and Instagram, she gives her followers a glimpse into her life, and she’s an exemplary user of her own products. The consistent product placement shows followers the applicability of her products and allows her followers to live vicariously through her. Once they buy her lip kits, they review and praise the products on social media, which exponentially multiplies impressions of her products. Love her or hate her, you’ve got to give credit where credit is due.
So why aren’t executives getting onboard the social selling train?
They might be thinking: “I don’t understand the value; therefore, I’m not going to do it.” We have a habit of doing things we think make us successful, and if executives have been successful without using social media, they might wonder: “Why do I need to use social media?”
Most company executives get a little excited about the idea of “disruption.” There might be a few out there who are holding onto the reins tightly, not wanting to rock the boat too much, but most executives are visionaries in their industry and they understand the power of disruption, especially after seeing how some disruptive companies have changed their industries. For example, Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. Airbnb, the world’s largest accommodation provider, owns no real estate.
In order to convince executives to embrace social selling, you have to answer the question that is probably giving them pause: “How do we do this so we can remain relevant and authentic to our personal brand and the company’s brand?”
They’ll also want to know the ROI, so start with what’s in it for them:
- 77% of buyers are more likely to purchase from a company whose CEO uses social media (MSL Group)
- Social enterprises are 58% more likely to attract top talent and 20% more likely to retain it (LinkedIn)
- SAP’s social sellers lift quota attainment by 60% and increase opportunity ownership by 200%, resulting in deals that are 600% larger in revenue on average (SellingPower)
How to get started
Executives may not have the time to update their social media profiles, so they’d need hand-holding, especially when they starting out with social selling.
Coach them to improve their social branding on LinkedIn and Twitter. It’s going to be pretty hard to convince employees throughout the organization to embrace social selling if the executives don’t even have a LinkedIn profile.
To maintain momentum, executives can use a prescriptive program that consists of social sharing, social listening, and social engagement, which they can execute in about 10 minutes per day. Tools like Grapevine6, LinkedIn Sales Navigator, and Videolicious play a big role during this execution stage.
A successful social selling program requires all employees to be involved, not just quota-carriers. As you move down the organization, develop a comprehensive social media training and enablement program. You’ll need guidelines, not rules, when encouraging employees to adopt social selling.
When every employee is actively communicating on behalf of the organization, they are increasing the visibility of the organization. Content shared by employees has 2x higher engagement versus the content shared by a company. And data like this – not to mention the example of Kylie Jenner – shows how valuable social selling is today.
Social selling has become such a hot topic that Coffee-Break with Game Changers is dedicating an entire series to exploring its various facets and promoting best practices for salespeople. To listen to other shows in this series, visit the SAP Radio area of the SAP News Center.