How to Create a LinkedIn Social Selling Strategy
The result is reps doing as little as possible of what is as easy as possible.
What you REALLY don't have time for is techniques that are easy to do—that fail!
- Promoting content in updates and in Groups
- Adding rich media to your profile
- Being seen as an expert in Groups
Fail, fail, fail.
Dump Attraction and Influence as Goals
The first step to setting your LinkedIn social selling strategy is to disregard success metrics coming from today's LinkedIn gurus. Your sellers must reach beyond grabbing attention of buyers or trying to influence them. They must reach beyond:
- teaching connections something new—so reputation rises
- counting number of views and comments on posts/updates
- applying a personal view to company-supplied content when posting
After all, how can "improved reputation" a meaningful outcome for a rep?
Today's top social sellers know—they cannot afford to live like marketers. They don't get paid to broadcast on social media and hope for attention and engagement.
Sellers get paid when we engage in ways that move us down the sales funnel—closer to a closed deal.
That's why your goal must be direct provocation of prospects that connects to a lead capture and nurturing process.
Start Asking These Questions
Need a LinkedIn social selling strategy that empowers reps with the right tools? We've got to start asking better questions of experts, consultants and sales trainers.
Questions like HOW, exactly, does:
- promoting content shorten selling cycles?
- adding rich media to a profile create leads?
- being seen as an expert lead to more appointments being set?
Your team isn't failing because they're slow or stupid with LinkedIn prospecting. Nor are you a laggard for not having a LinkedIn social selling strategy. If you're still reading you're ready to take action on my call to action.