How Sales Managers Can Transform Social Selling Reps into Mini-Marketers

Learn how to empower your sales team to promote your organization’s brand and reach a wider audience with these three social selling tactics.

June 25, 2015

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A LinkedIn survey of B2B buyers found that 81% are more likely to engage with a company that has a strong, professional brand.  Brand building and content distribution used to be solely marketing’s responsibility. But with the rise of social selling, it’s vital that sales teams take a few pages from marketing’s playbook to reach their prospects.

In the eyes of a prospect, your sales team is your brand. You rely on your sales team to increase the visibility of your organization, build strong networks, and clearly convey the strategic messages you and your marketing team create. Each of these functions draws prospects closer to your brand.

Here's how to use marketing know-how to empower your sales team members to promote your brand with confidence:

Take a hands-on approach with profiles

Ultimately your reps own their profiles, so we’re not talking about taking away their control. The individuality and personality they bring to the table are assets to your organization. But you can provide guidance and assets they can use to create profiles that impress your ideal buyers. Help your salespeople supercharge their profiles by:

  • Partnering with marketing to create personalized presentations reps can include in their profiles
  • Scheduling mini-sessions with marketing to help reps create clear, compelling headlines and summaries
  • Scheduling a day to take a professional profile photos, creating a unified look across the organization’s LinkedIn presence

Help them reach a wider audience

It’s one thing for reps to hear, “you need to be doing social selling,” and another to equip them with the training and resources they need to succeed. Support the social selling mindset in your sales team by:

  • Training reps to effectively engage with their LinkedIn feeds (liking, sharing, commenting, etc.). Help them see firsthand how performing these activities can lead to a boost in awareness and credibility
  • Highlighting great examples. When you see quality sharing and comments, take screenshots so the rest of your team has models to follow
  • Supporting reps who want to become thought leaders. Encourage them to publish their own content, and team them up with the marketing department to add polish

Make your content "user friendly"

Sixty-five percent of sales reps report difficulties in finding content they can share with prospects. Partner with marketing to ensure everyone can take advantage of available assets. Help your sales team share appropriately by:

  • Explaining when and how each type of content can and should be used. This will increase the ROI of your content marketing, along with your sales team’s effectiveness
  • Continuing to highlight excellent examples from your team’s top performers. The rest of the team will learn more quickly if they can see good content sharing in action
  • Encouraging participation. Ask your team where they see gaps in existing content that marketing can fill, and give them permission to pass along ideas for new concepts

To maximize your team’s social selling potential, your reps need to think a little like marketers. Make sure their personal profiles are on point, train them to adopt a social selling mindset, and help them strategically share marketing content.

When you add some marketing prowess to your sales team’s existing skills, you’re equipping them to reach more prospects, build better relationships, and win more sales.

For more tips on adopting social selling across sales and marketing, download the Ultimate Guide: Getting Started with Social Selling.

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