Social Selling in a Digital World Curriculum

The Role of Social Media in Sales - An Introduction to Social Selling, Professional Branding, and Building Relationships in the Digital Age

Your customers' purchasing journeys have changed drastically. As new platforms and channels are introduced to the sales cycle, it's critical you appear when and where your customers are ready. How are you ensuring you're showing up in the right place at the right time?

In this opening module, you'll learn:

  • What social selling is, and how it fits in the context of your current selling activities
  • The "omni-channel" approach to modern selling - what it is, and how you can utilize the concept
  • The data behind social selling - the proof of the why and how
  • How social media complements the sales cycle in each respective stage
  • The importance of personal branding for the modern salesperson

Focused Professional Branding - Building Your Professional Ecosystem Online

Today’s buyer is learning about and exploring people and companies online before agreeing to a sales meeting. Even with sales referrals becoming more prevalent, prospective customers still require an online validation. LinkedIn and other social media profiles are now part of today’s routine buyer exploration process.
 
Sellers today need to consider how their brand and company brand work together to create the best impression online. In this new digital world, the typical seller is wondering how to share content, demonstrate brand and expertise, and build a network. This module provides the foundation for building an online professional brand.
 
Key learnings include:

  • How to best display a personal and company brand leveraging the LinkedIn profile
  • Basic branding and engagement with Facebook, Instagram, and Twitter
  • Developing a customer- and sales-friendly approach to content curation and community building

Applied Social Selling – Leveraging Social from a Purely Sales Perspective

The buyer’s journey has changed. Buyers are now researchers, explorers, self-educators and collaborative decision makers – and it’s significantly impacting the traditional sales process.

The Know, Like and Trust mantra is now Attract, Teach and Engage. If you are not breaking through the noise, gaining access to stakeholders and positioning yourself as the thought leader and subject matter expert, your competition will.

In this module, you will take your use of LinkedIn - one of the most important sales tools on the planet - to the next level. Topics to be covered include:

  • Being part of the digital buyer journey
  • Leading to your solution, not with your solution
  • Leveraging notifications to keep in touch
  • Developing search strings to create lists of prospects and influencers
  • Utilizing content to engage

Advanced Social Selling - The New Relationship Between Sales and Marketing

The lines between sales and marketing are blurring. Sales is becoming more like marketing, and marketing is becoming more like sales – and when you understand marketing, you become better at social selling.

This module will take an internal look into the importance of sales and marketing alignment within corporate organizations and explore the many benefits a close relationship will have for effective social selling.  

Through discussion of the following items, you will not only learn how closer alignment with marketing will help your social selling, but you’ll also better understand how to be an advocate in the sales department for such alignment:

  • How social selling is helping break down the wall between sales and marketing
  • Why sales/marketing alignment is so important to social selling
  • The emergence of sales enablement and its significance to long-term social selling success
  • A look at the corporate trend towards employee advocacy and what it means for social selling
  • How employee advocacy brings marketing and sales closer together
  • Understanding the latest corporate marketing trends, including account-based marketing, and what they mean to social selling

What's Next? Selling Social Selling Internally

You understand social selling and its power, but often the decision for adoption extends across many internal counterparts. To gain approval to allocate money and resources for such an “avant-garde” project may prove to be significantly more challenging than you imagine, partly because other stakeholders have differing ideas of what’s important as well as concerns as to the potential risks of social.

In this module, Timothy Hughes offers a blueprint for how you can champion social selling within even the most challenging of enterprise environments, who should be your internal advocates and, most importantly, how you can “prove” the value that it adds.

Key topics covered include:

  • Changes in buyer behavior and why this matters to YOUR organization
  • Why the C-Suite doesn't necessarily “get it”, and how to calm their fears
  • The benefits of transformation
  • Rollout and scaling
  • ROI and metrics

Program Overview

For an overview of our Social Selling in a Digital World program plus program benefits and outcomes, please click here.