Social selling is still a relatively new concept, but how can you enable your teams to transform online relationships into sales? Join Jake Potter, Global Social Media Manager at Colt Technology Services, as he shares how he strategised a global social selling framework to grow the brand, market products and services, and transform employees into thought leaders.

1. Building a social selling
strategy
Jake Potter
Global Social Media Manager

2. “Social selling is about leveraging your social network to find the right
prospects, build trusted relationships, and ultimately, achieve your sales goals.”
LinkedIn
2
What is social selling?
Transforming online relationships into sales

3. 1. On average, people have a 2.1x increased click through rate
2. Content shared by “people” is seen as 3x more authentic than when it comes from a company
3. It builds salespeople’s reputation as a subject matter expert
4. Sharing content helps build brand awareness
3
What are the reasons for social selling?
LinkedIn 2016

4. 4
In some industries, over 60% of revenue is influenced by social selling
LinkedIn 2017

5. But this is about selling, how does it relate to B2B marketing?
Because social selling should be led by the
marketing team

6.  Marketers are strategic, for example, your 2020
marketing plan, so it’s important to put a strategy
behind social selling
 Sellers can have an in-brand, consistent
message
 You can create a synergised approach so social
selling can be tracked (UTM links etc)
 Using relationships with marketing, you can
accelerate the adoption rate
 Leveraging skills within digital marketing teams,
you can create social media libraries
 Utilising other teams, you can host trainings
Here’s why:

7. 7
Where do you start?
Optimise
Observe
results
Execute
strategy
Design
framework
Define
KPIs
Set
objectives

8.  Make it easy – salespeople are juggling between
multiple systems, deals that they’re working on,
and targets they need to hit.
 Leverage team relationships – work with other
teams to create the best framework
 Share your KPI – let everyone know what you
aim to get out of social selling, to create one goal
 Track your results from the beginning – it’ll be
easier to optimise, and removes any added
complications later on
 Create a library – allow salespeople to copy and
paste posts into their social channels
 Train everyone – increase adoption by training
as many people as possible
Top tips for Social Selling strategy:

9. Closing point:
Social selling won’t work overnight

10. Thank you