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CEO C-Suite Sander Biehn Social Selling

Why C-Suite Should Be Using Social Selling?

By Sander Biehn | Nov 21, 2016

No doubt the process of selling and marketing has evolved over the last few years. Sales struggle to adapt to using social media alongside traditional methods of closing deals. However, we can’t escape the fact that we live and conduct business today in a social world. Sales teams need a boost, but who will step up to offer that support?

We believe the C-Suite is uniquely positioned to help lead this revolution. It may sound outlandish, especially in the face of these statistics from a 2015 social CEO report conducted by

  • 61% % of CEOs have no social presence whatsoever
  • Not one Fortune 500 CEO is active on all six major social platforms
  • 70% of CEOs who are active on just one social network joined LinkedIn first
  • Only 60% of CEOs who have Twitter accounts are actually tweeting

However, compare that with @JohnLegere who is the most active CEO with 3.35M followers. He is engaging with employees, customers and has the ear of investors all through Twitter.

– CEOs communicate social selling’s significance by getting personally involved in it. Based on recent trainings that we conducted for nearly a dozen C-level executives’ and senior management, we believe their high level of engagement is the recipe for social selling success with their teams.

So, how can the CEO and other C-Level executives contribute to increased social selling adoption?

1. Stating the case and vision – encouraging the sales teams to use social selling requires a strong vision for understanding what it is and what it is going to do for them. No one besides a CEO can do a better job on this. The constant question we hear from Sales is “Will this help them achieve their sales quotas faster”? If a CEO believes in this vision of social selling, it will make it easier for him to persuade the teams to use social media and judge the selling results on their own merits.

2. Choosing social selling tools wisely – C-level executives should be involved when the enterprise is shopping for social selling tools. Functionality of tools is so is UX. Enterprises the teams don’t use them because the tools don’t make sense to them—too often they are overly analytic and appeal only to marketers. Sales’ interests should be kept in mind before purchasing tools.

3. Making it a regular activity – The C-Suite should make social selling a routine activity. Just launching a program and then never getting engaged won’t help. Once a social selling strategy is implemented and tools are decided upon, the CEO should ask for regular updates along with engaging alongside the team.

4. Highlighting the wins – Once sales teams start using social selling as a complementary strategy, emphasis on the positive impact it’s having on your business is crucial for success. Even a small social selling will help build the case for change and will encourage adoption. Leverage the marketing department to communicate and distribute these success stories.

In short, CEO’s involvement is critical for any successful social selling program. CEO’s will need to embrace social media themselves in order to make social selling a top priority for sales teams. The C-Suite is going to need a hand.

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