Why Social Selling Fails - Couch Talk with Richard
Why Social Selling fails?
1. Wrong company culture and management style
↳ comparing social selling results to cold calling?
↳ still seeing LinkedIn™ as social media or an additional channel?
2. Unrealistic KPI's
↳ going for the quick win?
↳ online managing and looking at output?
3. Tools will do the job
↳ Think again! Tools without enablement don't fly
↳ Too many tools is a huge loss in efficiency. Choose wisely
4. Wrong attitude of involves sales professionals
↳ LinkedIn™? Don't have the time for that, I need to work!
↳ Content creation? That's a marketing job
5. No alignment between Marketing & Sales
↳ Alignment goes further than reposting marketing content
↳ Create a revenue department with joint responsibilities
And in addition to the above!
Never, ever try to implement Social Selling by including your complete sales force.
Use the 20 - 50 - 30 rule!
• 20% are enthusiastic and willing to make the pilot a huge success
• 50% are persuadables once they see their colleagues having success
• 30% will never become social sellers
Focus all your efforts, training and enablement program and tooling on the 20%.
As soon as they become successful, you can scale to the group of 50%.
PS: What do you see as the most important element for successful social selling?