We had an enlightening conversation with Vengreso CVO, Viveka von Rosen, to talk about the role of social selling and tech intelligence to your sales prospecting strategy, how to include and implement it to your current strategy, and how to measure social selling success. Read our interview below to learn what she had to say.
Why should sales organizations leverage social selling to build their pipeline?
Social selling can benefit all types of organizations, whether they’re B2B or B2C. Leveraging social selling doesn’t mean completely changing your current sales process, whether it’s picking up the phone or networking on the golf course.
Instead, think of social selling as the way to enhance the strategies you already have in place so that when sellers make that phone call or send that email or LinkedIn message, your prospect is more likely to recognize their name because they’ve already built a relationship. That recognition increases the likelihood that the prospect will engage with your seller.
Where should I begin with social selling?
At Vengreso, our digital sales training begins with a change in mindset. We help sales reps understand the ways the modern buyer has changed the buying process and adjust their mindset so they are more receptive to the tools and techniques of social selling. We show the logic of this modern selling strategy through various data points and results other companies have had after implementing a social selling strategy.
Next, we teach sales reps how to transform their LinkedIn profile from a resume into a resource for buyers. This ensures their social profiles look good before reaching out to prospects. You don’t want to encourage or train reps how to engage with prospects if their personal brand doesn’t provide value. That can actually cost you opportunities. That’s why, after changing their mindset, we focus on building the foundation for sellers to develop their personal brand.
How do you leverage tech intelligence to find the right companies to target?
Tech intelligence allows sales teams to focus on the accounts that have the highest propensity to buy and the greatest revenue potential for your company. It also keeps teams from wasting valuable marketing and sales resources on accounts without adequate budgets or incompatible technology stacks.
What should you do before you contact a decision-maker?
Sales Navigator provides the opportunity to view and sort prospects who are active on LinkedIn. After all, not every prospect you have is active on LinkedIn, so you want to make sure you’re targeting the right message to the right buyer. For those who are active, whenever they post something on the platform, you will be able to see their posts and engage with them.
Commenting and engaging on their content is not intrusive, such as a cold call or a cold email. That’s why it’s such a great way to reach out and start building that relationship. Establishing this rapport before inviting them to connect increases the likelihood the prospect will accept your rep’s connection request and engage in a conversation.
How do you measure success?
At Vengreso, we measure social selling success by how many conversations you create online. Of course, in the end, success is how many deals you added to the pipeline. But when it comes to social selling, the main metric to measure is the number of quality conversations a seller has with quality prospects.
Interested in Learning More About Social Selling?
Check out the webinar we did together with Vengreso to see how social selling can help your sellers create more sales conversations.
About Viveka von Rosen
Viveka von Rosen is a co-founder and the CVO (Chief Visibility Officer) of Vengreso. Known internationally as the “LinkedIn Expert”, she is the author of the best-selling “LinkedIn Marketing: An Hour a Day” and “LinkedIn: 101 Ways to Rock Your Personal Brand!” As a contributing “expert” to LinkedIn’s official Sales and Marketing blogs and their “Sophisticated Marketer’s” Guides, she is often called on to contribute to publications like Fast Company, Forbes, Money, Entrepreneur, and The Social Media Examiner.