Social selling is a hot topic, to the point where it seems like everyone is talking about it. OK, so let’s discuss.

I think social engagement more accurately reflects what sellers are trying to do. It’s not about selling to customers or social marketing. It’s more about getting the word out and being consistent how and when you do it.

Think of it this way: During World War II, armies used searchlights that scanned the sky until it came upon an enemy plane. Then they would lock in on the plane and shoot it down. That’s what a lot of marketing has been about. You’re randomly looking for a target and, when you find it, you lock in on it until you’ve killed it.

A lighthouse may be a better metaphor for social engagement today. Lighthouses send out beams of light, and that’s what we should do. We want to beam out a message that explains who we are, what we do, what we have and how it can help potential customers. That’s what social engagement is all about.

Why is this important? The 2016 CSO Insights Sales Best Practices Study found having a social media policy in place for client-facing personnel is one of 12 behaviors associated with driving revenue. The study also revealed 71 percent of world class sales organizations are doing this, compared to 13 percent for all others. In addition, world class organizations are two years ahead of the rest of the pack when it comes to social engagement.

To learn more about social selling and why it’s too important to ignore, watch the video lesson below:

For more insights on the 12 behaviors associated with driving revenue, follow me on Twitter at @BarryTrailer.

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