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In this?article?by?SBI Growth, they focus in on the?CEO?growth agenda and rightly point out that a?CEO have a number of levers on which to pull.?

They say in that article

"The C-suite must drive growth initiatives by identifying weaknesses, strengths, and opportunities for growth to set their organization on the right path."

Which is 100% right.

To do that the C-Suite need to be totally honest, for example, is?marketing?working the way you have it organised??

All of the research from?Salesforce,?Gartner,?McKinsey,?Hubspot?etc all say that they modern buyer is on?social media,?the modern buyer ignore?adverts,?the modern buyer ignores?cold calling,?the modern buyer hates and ignores?emails.?

So why is you marketing still set up to approach the modern buyer in a way that no longer works?

There are the "sacred cows" that the modern business faces and need to do something about.?

Forbes?Business Council Member?Mike Hoffman?“While it can be tempting to adopt a ‘set it and forget it’ mindset,”?we all know the world is in constant change and our business has to respond with it.

Enter the social selling qualification

Institute of Sales Professionals (ISP)?are a global trade body for salespeople and they have decided there needs to be a gold standard for sales people especially around selling.?They have chosen?DLA Ignite's?social selling program to be that standard and they have backed it to be the first social selling qualification in the world.

Why does this impact on your CEOs growth agenda?

Never in the past have we been able to "bottle" sales, there are no qualifications for cold calling or email marketing, this is the first of its kind.

It means that businesses know that there is a standard that they need to make in terms of business development, accelerating deals through the pipeline and closing deals.

It's a framework that shareholders will expect that a sales team can obtain, otherwise why are you employing them??

Now Imagine .....

Imagine, I pick you up tomorrow in my?car?and drive you to a place which is full of your prospects and customers.?All you have to do is go up and have a conversations with them.

Remember, social media is, social media.?In the past you interrupted somebody with a cold call or an email and pitched your services.?As social media is being social on media, interrupting and pitching does not work.

If I walked up to you at a social event and pitched, you would make your excuses and go and talk to somebody else.?

So how about tomorrow, I pick you up in my car and we go to a place where all your prospects are hanging out.?You can stay as long as you want.?All you have to do is have a conversation with them.?It's that simple, if you are interested, read on.?

What is social selling?

Here at?DLA Ignite, we define social selling as

"Using your presence and behavior on Social Media to build influence,

make connections, grow relationships and trust, which leads to

conversation and commercial interaction."

It's not?witchcraft, it's?enabling your salespeople to work from?home, (or the?office) and create conversations with prospects and customers.?Conversations on social media and conversations that convert.?

The problem with the name "social selling" is that people think that this is selling on social.?All these pitches that you get on social are not social selling, they are?spam.

The other thing you need to know about?social selling?is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral".?Here at?DLA Ignite, engagement is important but we are about driving?revenue,?EBITDA, for your business using social media.?This is about you winning business from the competition and having a competitive advantage.?

Social is about having a strategy and there are two key drivers

With anything you do on social there are two questions you need to ask

1. How many?leads?/ meetings / conversations will I get from this post /?blog?/ activity?

2. How much revenue / EBITDA am I getting as a business?

Posting and hoping or posting random stuff is not a strategy, in fact I doubt it's driving anything for your business.?

So who's social selling?

In case you missed it, the?Bank of America’s Merrill Lynch?have?banned cold calling?and have moved all their people to?social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.

But surely cold calling has a better ROI than social selling??Not according to Merrill Lynch.

"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"

The?CRO?(chief revenue officer),?Richard Eltham?of?Namos Solutions, of one of clients posted a comment on LinkedIn about?social selling. See?here.

“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”?

Kevin Murray?who is the Head of Sales at?MacArtney?Underwater Technology recently posted about his success with social selling?here?and wrote an article about the transformation that has happened in sales?here.

Andrew Ferrier?who is the?CEO?of?Display Technology?Ltd and in this?article?it talks about why?Display Technology?have adopted social selling.?His team have also created a social media strategy with help from our partner,?Crux.

Their social media mission statement is

“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”

Andrew also says in that post

"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).

Because of the nature of social media, quite often you can get instant results.?Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.

The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place?because the results can be instant and are there, right in front of you."

What sort of results can you expect?

If you check out this?video?of?Chris Mason?CEO at?Oracle?reseller?Namos, and?DLA Ignite?customer, fast forward to 19 minutes 55 seconds. Chris talks about a?$2.6 million win from being on social, after completing the?DLA Ignite?social selling and influence course.?

What happened??They buyer was on social media looking for a solution to their problem, spotted one of the Namos salespeople, who had a buyer-centric profile and asked if the salesperson could help them.?That turned into a $2.6 million deal.?

Contact any of the?DLA Ignite?team,?Eric,?Adam,?Nick,?Vanessa,?Lorena,?Priscilla,?Lenwood,?Alex?and they will be more than happy to help.

Go and look at their?LinkedIn?profiles .... look how they can have digital conversations, create insightful content.?This could be your company!?

We are the only social selling and influence company in the world to offer a certificate in social selling sponsored by the?Institute of Sales Professionals?(ISP).

Other articles you might be interested in ....

Would you buy social selling training course from somebody that doesn't use social selling?

How to create budget and build a business case for your social selling project