Social Selling Training

Social Selling Training | Digital Sales for the New B2B Sales Reality

In the first decade of the 21st century, B2C companies learned that consumers had taken charge. They demanded less hype and more information. Tellingly, consumers started completing more than 70% of their shopping process before allowing a salesperson to even speak to them. 

Today, the sales revolution that began with B2C is changing the way B2B buyers make decisions. After all, B2B buyers are consumers, too. And they are demanding more value and less hype in their B2B purchase relationships. 

B2B sales teams now have a stark choice. Learn to reach the modern B2B buyer the way they want to be reached or stick with what you’ve been doing. It’s a choice as basic as success or stagnation. 

Social Selling Training | Digital Sales for the New B2B Sales Reality

In the first decade of the 21st century, B2C companies learned that consumers had taken charge. They demanded less hype and more information. Tellingly, consumers started completing more than 70% of their shopping process before allowing a salesperson to even speak to them. 

Today, the sales revolution that began with B2C is changing the way B2B buyers make decisions. After all, B2B buyers are consumers, too. And they are demanding more value and less hype in their B2B purchase relationships. 

B2B sales teams now have a stark choice. Learn to reach the modern B2B buyer the way they want to be reached or stick with what you’ve been doing. It’s a choice as basic as success or stagnation. 

Understanding the modern B2B decision-maker 

A 2017 survey of 5,470 global professionals from LinkedIn paints a vivid portrait of today’s B2B buyer. 

  • Consider personalized communication critical: 78% of younger Millennials (19-25),  73% of older Millennials (25-35) and 68% of Gen Xers (35-50)  
  • Open to trying new brands, with a strong preference for using social media to learn more about the brand 
  • View insight-driven social selling behavior as critical: 59% of younger Millennials, 50% of older Millennials and 42% of Gen Xers  

Is it any wonder that in The State of Sales 2017, it was reported that more than 62% of top salespeople “strongly attribute” incorporating social networks to closing more deals? The figure among all salespeople is 42%. Where do you want your sales team to rank? 

Other key findings of this report include: 

  • Salespeople report that the most important factor in closing a deal is trust in the relationship. Here’s a complete breakdown of the importance of closing factors. 
  • 39% – Trust in our relationship 
  • 33% – Return on investment 
  • 13% – Price 
  • 8% – Strategic counsel 
  • 7% – Other 
  • A third (32%) of B2B decision makers respond to a cold call less than ten percent of the time. They are more likely to respond to someone that was introduced through their professional network. 

Understanding the modern B2B decision-maker 

A 2017 survey of 5,470 global professionals from LinkedIn paints a vivid portrait of today’s B2B buyer. 

  • Consider personalized communication critical: 78% of younger Millennials (19-25),  73% of older Millennials (25-35) and 68% of Gen Xers (35-50)  
  • Open to trying new brands, with a strong preference for using social media to learn more about the brand 
  • View insight-driven social selling behavior as critical: 59% of younger Millennials, 50% of older Millennials and 42% of Gen Xers  

Is it any wonder that in The State of Sales 2017, it was reported that more than 62% of top salespeople “strongly attribute” incorporating social networks to closing more deals? The figure among all salespeople is 42%. Where do you want your sales team to rank? 

Other key findings of this report include: 

  • Salespeople report that the most important factor in closing a deal is trust in the relationship. Here’s a complete breakdown of the importance of closing factors. 
  • 39% – Trust in our relationship 
  • 33% – Return on investment 
  • 13% – Price 
  • 8% – Strategic counsel 
  • 7% – Other 
  • A third (32%) of B2B decision makers respond to a cold call less than ten percent of the time. They are more likely to respond to someone that was introduced through their professional network. 

Clearly, to make buying easy for decision-makers and produce top results, sales teams need to employ social selling. And they need to practice digital sales the right way. 

The new digital sales dialogue

For organizations to practice digital sales well and move from being just another anonymous vendor to a trusted advisor, the sales dialogue needs to shift from “What can I sell you?” to “How can I help you?”

“What can I sell you?” says:

  • I care about your money.
  • What else can I sell you?
  • Thank you for your business.

“How can I help you?” says:

  • I care about you and your business.
  • How else can I add value?
  • Thank you for helping us do business better.
At first glance, that might seem like an easy change, but the reality is that a strategic shift is necessary to make it work.

Shift to align sales and marketing

Social selling is a highly-specialized branch of digital sales that requires a well-crafted strategy in which sales and marketing align to meet customers at their digital touch points. Most companies aren’t set up that way. Sales and marketing often exist in competing silos. Training helps organizations break through the silos and develop their own unique and successful social selling strategy. Successful social selling training requires full cooperation between:
  • Sales
  • Marketing
  • Management
The end goal will always be a seamless buying experience for your customers. The beginning is our proprietary Social Selling Framework.

The new digital sales dialogue

For organizations to practice digital sales well and move from being just another anonymous vendor to a trusted advisor, the sales dialogue needs to shift from “What can I sell you?” to “How can I help you?”

“What can I sell you?” says:

  • I care about your money.
  • What else can I sell you?
  • Thank you for your business.

“How can I help you?” says:

  • I care about you and your business.
  • How else can I add value?
  • Thank you for helping us do business better.
At first glance, that might seem like an easy change, but the reality is that a strategic shift is necessary to make it work.

Shift to align sales and marketing

Social selling is a highly-specialized branch of digital sales that requires a well-crafted strategy in which sales and marketing align to meet customers at their digital touch points. Most companies aren’t set up that way. Sales and marketing often exist in competing silos. Training helps organizations break through the silos and develop their own unique and successful social selling strategy. Successful social selling training requires full cooperation between:
  • Sales
  • Marketing
  • Management
The end goal will always be a seamless buying experience for your customers. The beginning is our proprietary Social Selling Framework.

Our framework is the heart and soul of our social selling training. Because every step is essential to your team’s digital sales success, we focus on each step individually and sequentially, giving sellers the opportunity to master one step before moving on to the next.

Credibility 

The first step in social selling is to create a LinkedIn profile that attracts the decision makers in your marketplace. That means having a profile that will inspire decision makers to click the “Accept” button when they receive a connection required from a member of your sales team. In the digital sales world, the image your sales team conveys on LinkedIn is a direct reflection of your company brand. 

Collaboration 

In addition to decision makers you want to reach, your social selling strategy should include building your network with strategic partners and influencers. These folks will be the first to like or comment on the content you publish and share. Their activity will encourage others to engage.

Connection 

Sellers can’t sit around and wait for decision makers to invite them to connect with them. They need to find their ideal customers on LinkedIn and send them connection invitations that are clear and compelling. Understanding LinkedIn etiquette is a major part of this step. 

Conversation

Once you’ve made a new connection with a lead or prospect, you have to make sure it’s not a one and done process. In this step we will show you how keep the conversation going with your connections and the right type of messaging that will get responses from decision makers. Done right and your connections become your pipeline.

Content 

Content is the best way for a seller to become established as an authority in their field and keep your brand top of mind. Having a strategy to properly share your company content as well to curate content from other authorities is an essential part of an effective social selling process. If your sales team isn’t educating your ideal prospects, your competitors will be. 

Convert

Once you’ve established a digital relationship with your ideal prospects, we’ll show you how to invite them to take the conversation offline. That’s where sales are made, even though 70% of the pre-sales conversation may happen online.

Our framework is the heart and soul of our social selling training. Because every step is essential to your team’s digital sales success, we focus on each step individually and sequentially, giving sellers the opportunity to master one step before moving on to the next.

Credibility 

The first step in social selling is to create a LinkedIn profile that attracts the decision makers in your marketplace. That means having a profile that will inspire decision makers to click the “Accept” button when they receive a connection required from a member of your sales team. In the digital sales world, the image your sales team conveys on LinkedIn is a direct reflection of your company brand. 

Collaboration 

In addition to decision makers you want to reach, your social selling strategy should include building your network with strategic partners and influencers. These folks will be the first to like or comment on the content you publish and share. Their activity will encourage others to engage.

Connection 

Sellers can’t sit around and wait for decision makers to invite them to connect with them. They need to find their ideal customers on LinkedIn and send them connection invitations that are clear and compelling. Understanding LinkedIn etiquette is a major part of this step. 

Conversation

Once you’ve made a new connection with a lead or prospect, you have to make sure it’s not a one and done process. In this step we will show you how keep the conversation going with your connections and the right type of messaging that will get responses from decision makers. Done right and your connections become your pipeline.

Content 

Content is the best way for a seller to become established as an authority in their field and keep your brand top of mind. Having a strategy to properly share your company content as well to curate content from other authorities is an essential part of an effective social selling process. If your sales team isn’t educating your ideal prospects, your competitors will be. 

Convert

Once you’ve established a digital relationship with your ideal prospects, we’ll show you how to invite them to take the conversation offline. That’s where sales are made, even though 70% of the pre-sales conversation may happen online.

From sales team to digital sales team 

With Top Dog’s customized Digital Sales & Social Selling Training your sales team will … 

  • Learn how to engage the modern buyer  
  • Pinpoint what to say, how to say it, and target their prospects individual pain points 
  • Discover the role that LinkedIn plays in your digital sales strategy 
  • Find out how to optimize their LinkedIn profile to attract new clients 
  • Learn effective ways to generate new leads on LinkedIn  
  • Identify the types of content that create high value and build credibility and authority 
  • Amplify your brand through effective employee advocacy  
  • Be fully aligned with marketing and vice versa 
  • Learn how to build the relationship further to move the conversation offline – and convert 
  • Sell more efficiently … and much more 

Learn from the masters 

Top Dog Social Media has been teaching and training social selling since before the term was even coined. Over the last decade, tens of thousands of sales professionals and companies worldwide have taken advantage of our training. 

Fully customized live workshops and virtual training are available. In addition, we offer ongoing support to ensure full adoption and success for your entire sales and/or business development team. 

From sales team to digital sales team 

With Top Dog’s customized Digital Sales & Social Selling Training your sales team will … 

  • Learn how to engage the modern buyer  
  • Pinpoint what to say, how to say it, and target their prospects individual pain points 
  • Discover the role that LinkedIn plays in your digital sales strategy 
  • Find out how to optimize their LinkedIn profile to attract new clients 
  • Learn effective ways to generate new leads on LinkedIn  
  • Identify the types of content that create high value and build credibility and authority 
  • Amplify your brand through effective employee advocacy  
  • Be fully aligned with marketing and vice versa 
  • Learn how to build the relationship further to move the conversation offline – and convert 
  • Sell more efficiently … and much more 

Learn from the masters 

Top Dog Social Media has been teaching and training social selling since before the term was even coined. Over the last decade, tens of thousands of sales professionals and companies worldwide have taken advantage of our training. 

Fully customized live workshops and virtual training are available. In addition, we offer ongoing support to ensure full adoption and success for your entire sales and/or business development team. 

Testimonials

“I attended a session where Melonie shared valuable information with the audience on how to more effectively use LinkedIn.

She was full of tips and tricks to increase visibility, engagement and build relationships. What she teaches is highly relevant to both small businesses and large corporations.”

Snezana Zivcevska-Stalpers

Manager of Technology & Innovation at IBM, Netherlands

“We recently conducted a one-day social selling training session with Melonie where she customized a program that worked for us. Her knowledge and insight on social selling was top notch. Our sales team was able to quickly take the tools and guidance Melonie provided and put them into practice.

We are already seeing improved engagement and the connectivity of the approach, especially by leveraging our executive team and their industry contacts. This is yielding better results than the incredibly high expectations we set for the program. I highly recommend Melonie and Top Dog Social Media for anyone that is ready to eliminate smiling and dialing from their sales approach.”

Rich Owens

Senior Marketing Manager, VRM, Dallas, Texas

“The social selling training you provided was executed beautifully. We had great engagement from the participants and I’ve seen increased activity and adoption from the majority of them.

Our sales team has been engaging more and during the training period we grew our company page by 600 followers and it continues to grow on a daily basis.

One of our salespeople wrote this about the training: Thanks to the coaching sessions, I have been able to use this tool to find names and locations of potentially very key purchasers and key influencers. This training provided benefits that I did not expect!”

Callie Hildreth

PPG Industries, Houston, Texas

“The training Melonie provided our team will open a whole new avenue to prospect and generate new business, connect with existing clients, and other professionals in our industry. I would highly recommend her services to other business professionals.”

Erin Peikoff

National Leasing, Canada

Ready to explore what digital sales/social selling training could do for your sales organization?

Subscribe to our newsletter

Get the latest social selling strategies delivered to your inbox once per week.

Both-Books-3D_preview

Some of our happy clients

The legal stuff

Mailing Addresses

Copyright © 2018  Top Dog Social Media

Subscribe to our newsletter

Get the latest social selling strategies delivered to your inbox once per week.

Some of our happy clients

The legal stuff

Mailing Addresses

Copyright © 2018  Top Dog Social Media