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Why You Need to Empower Your Sales Team with LinkedIn Social Selling

In a time where social media platforms have become the new marketplace, understanding the concept of social selling has never been more relevant!


Traditional training for sales teams often involves a one-size-fits-all approach, with courses, workshops, and lectures that may not capture the dynamic picture of today’s new sales environment. This method often leaves sales professionals struggling to integrate new skills and behaviors into their daily routines, especially when balancing the demands of client meetings and sales targets.


It’s clear that the old playbook for sales training is no longer enough. Sales professionals require innovative approaches that not only capture their attention but also foster genuine skill growth and engagement in a digital-first world.


What if there was a strategy that could meet sales professionals where they are, offering a way to connect, engage, and sell that aligns with the realities of modern work? 


Social selling on platforms like LinkedIn presents just such an opportunity. To explore the transformative impact of this, we sought the insights of Amin Greige, a business development professional with a rich background in using the power of social selling. His experiences and strategies offer a fresh perspective on how sales teams and individuals can thrive today.

Social Selling: The Fresh Face of Sales

In our discussion, Amin explained how he was introduced to the concept of social selling by Celine Grey, a Sales Enablement leader, three years ago. Social selling goes beyond traditional sales techniques by leveraging social networks to build relationships, generate leads, and close sales. Amin quotes Hanna Larson, another great social selling expert saying that “social selling is a collective revenue generation activity.” It’s a shift from cold calling and emailing to engaging potential clients through social media platforms, primarily LinkedIn. This approach is rooted in building trust and establishing authority by sharing valuable content, interacting with prospects, and personalizing the sales experience.

Your Starter Kit for LinkedIn Social Selling
1. Building a strong professional brand

Establishing a credible and expert presence that attracts and retains the attention of your target audience.

2. Finding the right people

Using LinkedIn’s (and other Sales tools) advanced search capabilities to identify and connect with potential leads.

3. Engaging with insights

Sharing relevant content, participating in discussions, and engaging with your network to build relationships.

4. Building strong relationships

Creating a network of connections and audiences that connect to your posts and comments enough to do business with you.

Setting the Stage for Social Selling Success

Amin explains that you can simplify the process for creating content that nurture prospects and resonate with others. For those who want to teach their teams about social selling, these foundational steps are important:



1. Define Your Pillars


Identify three to four key areas of focus that reflect your professional identity and personal interests. This could range from your industry expertise to hobbies that relate to your work, providing a well-rounded view of who you are both professionally and personally.



2. Relate Your Hobbies to Your Work


Connecting your personal interests with your professional life humanizes your brand. It makes you more relatable and engaging to your audience, fostering deeper connections.

For example, Amin’s key pillars focus on remote work, being a BDR, and outdoor hobbies and what they teach him.

3. Engage, Engage, Engage


We always need to engage with the audience that fits our Ideal Customer Profile (ICP)! Posting content alone is not enough. Comment on posts, share insights, and consistently engage with your network to maintain visibility and demonstrate your commitment to your community. 


The trick is to engage 15 minutes before and 15 minutes after you post to keep the Linkedin algorithm in your favor. Try writing meaningful comments, not just use the words “nice!” or “great post”. 



4. Keep the Broken Window Theory in Mind


The Broken Window Theory suggests that visible signs of disorder, such as a broken window, can encourage further disorder, leading to more significant crimes if not addressed. 


In relation to LinkedIn social selling, the opposite is also true. This theory shows the importance of a well-maintained and professional LinkedIn profile, advocating for regular engagement, professionalism, and active reciprocal participation within the network. For example, having a group of people that support and comment on your posts, will encourage others to do the same.  By ensuring your online presence is consistent and helpful, you signal trustworthiness and competence, attracting more meaningful connections and business opportunities.

Sales Reps Need to be Content Creators Too

To connect the gap between traditional sales and the new digital marketplace, leaders should focus on a new set of skill or even overcoming challenges in their teams:

1. Content creation

Writing content may not come naturally to all of your team. Encourage your team to share insights, stories, and experiences that not only reflect your company’s values but also their own. Include some social selling training and tips in their standups or their sales enablement material too!

2. Time management

Social selling may be just as important as other Sales routine activities–it’s just a different channel. Make sure you consider it part of their working time and effort too , so that they don’t feel it’s an “additional” burden.

3. Relationship building

Foster a culture where connecting with prospects on a personal level is as important as the sale itself. Encourage creativity when reaching out to people.For example, Amin was known to send GIFS to prospects he’s built relationships with. 

Why is Linkedin a powerful tool in Sales Enablement?

Amin believes that social selling and sales enablement greatly intersect. Here’s why:


  • Providing a platform for sharing educational content and insights.
  • Enabling sales teams to directly engage with prospects and clients.
  • Offering analytics and feedback on the reach and engagement of posted content.
  • Learning from some of the best Sales people and content creators in the world!
Why Personal Branding is Everything on LinkedIn

Personal branding is everything today. Especially for Sales professionals, where you can make your personal brand shine on LinkedIn by:


  • Sharing real personalized content: Post about your experiences, challenges, and successes.Have a style of writing that people can recognize you by with time.


  • Engaging with your network: Respond to comments, participate in discussions, and support your connections’ achievements.


  • Staying consistent: Regularly update your profile and stay active on the platform.
Key Takeaways

1. Social Selling transforms Sales: At its core, social selling leverages social media networks to build relationships, generate leads, and close sales. It represents a shift from traditional sales tactics to engaging potential clients through valuable content and personalized interactions on platforms like LinkedIn.


2. Personal branding is important: Developing a personal brand on LinkedIn is an added plus for sales professionals. By sharing real, personalized content and engaging with your network, you create a relatable and recognizable online presence that can attract more prospects and opportunities.


3. Engagement drives success: Active participation on LinkedIn, including posting content that resonates with your audience and meaningful interaction with others’ posts, is key to maintaining visibility and demonstrating your industry expertise.


4. Continuous learning and adaptation mindset: Staying informed about the latest trends, techniques, and tools in social selling is important. Embracing a continuous learning mindset ensures that sales professionals can adapt to the ever-evolving digital marketplace and maintain a competitive edge.



If you’d like to know more about Amin Greige or his work, check him out on Linkedin


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