Social selling isn’t a new concept, and it certainly isn’t a quiet one. Anyone in the sales world has surely heard of social selling by now and likely has been working to integrate social media into their sales routine. However, only a select few actually have their company, marketing team and sales enablement team behind them, supporting these efforts.
At Miller Heiman Group we ensure our sales teams have all three. As we’ve rolled out our social selling initiative we’ve provided training and tools to assist in their social efforts. Of course, this only goes so far. The rest is up to the individual salesperson — to establish a routine, a process, and an effective use of the tools they’ve been given.
To explore this further I sat with one of our outbound salespeople, Maeghan Kane, to ask how she has integrated social selling into her sales routine and what challenges she has faced.
What have been the biggest challenges in integrating social selling into your daily routine?
Maeghan Kane: Keeping up with relevant prospect news has been challenging. I work with so many prospects/clients, it’s difficult to keep up and filter out the noise that isn’t relevant.
How have you integrated social selling into your prospecting as well as your efforts to stay in communication with prospective clients?
MK: I have found LinkedIn Sales Navigator to be the most beneficial tool while prospecting. The Lead Builder feature allows me to build highly targeted prospecting lists, while gathering pertinent information about each prospect. Sales Navigator allows you to follow particular companies and people closely so that you stay up-to-date on company news, job promotions, etc.
What is your daily social selling routine?
MK: Generally, I push Miller Heiman Group blog posts and share relevant Miller Heiman Group news. I look for things such as:
- Prospective companies hiring new people
- Prospects changing positions
- Prospect anniversaries
And with this information, I search for relevant things to share that may align with a new hire, or a prospect’s new title.
What tools do you use to assist in your social selling efforts?
MK: EveryoneSocial (competitive listening, industry news alerts), Twitter, LinkedIn Sales Navigator & Lead Builder.
What would help improve your social selling efforts?
MK: A feature that pinged me when top prospects share something relevant. And, of course, more time in the day.
Final takeaway: There’s a lot of information out there, and the wider the scope of clients/prospects you have, the more challenging it can be to zero in and really focus on relevant news to use in your social selling efforts. In order to overcome this challenge it is crucial each individual salesperson establishes an effective daily routine with good time management and tools that help cut through the “noise.”
To learn more about social selling you can read past blogs we’ve done on the topic here.