Social Selling – Phase 2 Development: Integration of Social Selling Strategy into Business Organization
By Thomas B. Cross @techtionary
Social Selling Phase 2 – Development: Integration of Social Selling Strategy into Business Organization
In Phase 1 there is the Social Selling Assessment to determine corporate readiness for social selling. In Phase 2 Development: Social Selling Integration, knowledge and research gained from Phase 1 will be integrated into a business strategy with specific recommendations and deliverable on the nature on Social Selling Integration into the organization. After a go/no-go review, the Social Selling Integration will be organized into a Social Selling Pilot in Phase 3.
Some of the highlights of the Phase 2 Social Selling Integration are:
– Build new social selling strategy for all channels such as OEM, VAR/channel, direct/indirect, other channels and customer types.
– Integrate earlier customer interviews as well as new and long-term customers whether vertical, industry and account-based. That is, who are they, do they see your vision and solutions into their company operations and time frames. Are you building for now or future customer products?
– Build Strategic Customer Assessments – identify the real benefits and real pitfalls to social selling such as:
1 – Customer type – vertical, specialty, distribution, OEM
2 – Content – what are they saying, selling telling their customers, what do they know about you (what research are you providing them to help them evaluate you) – explore their Omnichannel purchasing processes including multi-source social content syndication news gathering
3 – Media Channels – what mainstream and other media channels are they using
4 – Channels of Distribution – build “agile” channel models adapting to known and emerging technologies
5 – Apps – are customers using app(s) for selling/supporting
6 – Technology – what social selling/media and technologies are they using – did they build or buy
7 – Organization – where is their organization going – merge, divest, domestic and international
8 – Brand – is their brand something that is important to you
9 – Random – what regulatory, political, environmental factors have on customer buying now and, in the future,
10 – Vision – where are customers now and where are they going and how can you “walk in their moccasins” now and in the future
Then, integrate the knowledge from above and:
– Develop customer/buyer personas – based on knowledge the above topics and client/industry issues.
– Review of current sales technologies in all its forms.
– Evaluate models, pilots and test drives of various social selling systems will be explored and narrowed to the Delivery Phase next.
– Develop and build new Social Selling Strategy on specific elements making each element “more social” than pure selling
– Explore social selling – build new social “cold calling” build new social syndication newsfeeds in the following areas:
– Upsell – build new means to selling “dogs” and finding “happy meals”
– Pitch-sell – build new social selling “pitches”
– Re-sell – integration of social selling with resellers, VARs, channels, partner
– Cross-sell – exploring ways to social selling multi-vendor solutions
– Follow-up selling – is social selling working, “mid-course” corrections and testing multiple approaches
– Shorter selling – build ways to shorten sales cycle, integrate CAC-customer acquisition cycles and building selling cycle calendar (no point in selling Christmas trees in January)
– Outselling – outsourcing options for social selling
– Support selling – “constant courtesy” – integration of selling and support
– Cool selling – can toys, movies, and fun be to use
Then, integrate all of the above and other social selling content into corporate sales training program and provide content development for future programs (as needed).
– Evaluate social selling and integration with current/proposed compensation plans.
– Organizational integration of social selling – throughout the entire process identified weakness will be included in the deliverable.
– Organizational marketing “socializing social selling” to other departments – often internal selling is harder than external and what internal roadblocks emerge to divert or block the social selling strategy.
– Incorporate industry research and other “thought leadership on who else is talking about Social Selling?
– Integration of organizational compensation systems with HR for personnel management – hiring/firing is the often the greatest challenge — integration of social selling is key to an overlay or replace to current selling processes.
– Develop funnel buying stages
– Develop a social selling approach based on key elements in the buying cycle and what customers need to know at each stage, accelerating where possible, testing concepts if possible to evaluate what works, doesn’t and viable social selling “best practices.”
– Ongoing audit and assessment KPI factors (baselined now for Phase 5)
– No selling or social selling practice is viable without some form of auditing and key metrics. Albeit social selling metrics are more about social media engagements, likes and other mentions and postings. Social selling engages with various customer types is just one kind of metric. All content factors will be included in the assessments. Integration with other organizational KPI will be reviewed.
Deliverable – Management presentation and “actionable” options – no or no-go for Pilot Phase.
Here are the other Phases in the Social Selling Strategy:
Bottom-line – Social selling works and will be the way you sell in the future. Like CRM it may take a while but ultimately will be integrated as a key element in the total selling process. To begin, email firstname.lastname@example.org or call 303-594-1694. In the meantime, register for the Social Selling SympoXpo, click on image for more.
Background – As we have integrated CRM and other custom/public tools into our selling processes, social media selling is expanding the use of all technologies to enhance the communications process, reduce sales cycle, reduce order confusion, accelerate customer acceptance throughout the lifecycle, enhance long-term “gain-retain” ratio thereby reduce customer churn, enhance customer experience, increasing product/solution margin, integration of selling technology into products and services and other factors.
The TECHtionary Social Selling Strategy (TSS) is a professional services engagement to begin the process of engaging with corporate and channel sales (if any) to enhance their ability to use social media selling as part of their sales-support lifecycle. In addition, TECHtionary can optionally be involved in improving sales processes, compensation plan, marketing communications and other aspects of the business. TSS is a multi-phase project with Go/No-go points to limit risk while expediting the process to maximize corporate performance and efficiency.