Establishing a Social Selling Role within My Company

I think I am at the crest of something new here. I have scoured the web for job titles, blog posts and anything I could find on companies that have a role specifically designated to social selling. I have found nothing. Social selling is not new by any means, but I am in the process of establishing and training a person in my company designated specifically as a social sales person. The early results are promising and very exciting.

It came to a point where I had someone who I saw was clearly talented at social media. There are certain aspects you look for in someone, you can’t force someone or really even train someone to be great at social media if they don’t have a few certain things about them. So I knew this person could do quite well in the social media marketing capacity in which we already operate. However, we already have the needs covered there. It also just so happened that this person had sales experience, so it made the decision to do this, that much easier.

Social selling is something that many people have been evangelizing about for some time. I have been a proponent of it for a while as well and have lead training sessions with my sales staff on social selling and social prospecting best practices for the past couple of years. I’ve come to believe in it so much that I felt like there was a void within our organization. I wanted someone to handle this role and be responsible for the task, full-time.

Again, certain attributes are essential to someone who is going to be highly effective at social media for business. I learned this by watching my social media manager take the role and explode it out to a highly successful marketing channel for us. I also saw a handful of people prior to her not do as well. Our social media marketing has certain goals, which we achieve, pretty easily. I wanted to take most of the same things that made us successful as a marketing team in social media and apply those to this social “selling” role. That’s why those attributes were so important. I was going to put into place a similar strategy, similar tactics and similar tools, with some slight variations.

With this new social selling role, I defined a daily, weekly and monthly plan, most of which is more closely related to marketing than to a traditional sales role. Without a doubt, I consider this person in the role a marketer over a salesperson. Daily, weekly and monthly sales objectives and daily, weekly and monthly marketing objectives, clearly defined and the plan laid out. Marketing makes up 80% of the role, sales is 20%.

The results have been strong so far, I firmly believe that I have the right person in place to make this go very, very well. Fortunately, a few years of B2B and B2C social media marketing trial, error, failure and success has given me the ability to put the tools in place that will help make this person successful and will help this person to realistically hit the daily, weekly and monthly tasks we have identified. I think we have the right strategy, the right tactics and achievable goals. Let’s see how it goes!

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