Why social selling is paying dividends for Vita Group

B2B organisation talks about its social selling program through LinkedIn supported by its marketing department

With more than 7 million Australians now on LinkedIn, there is a good chance that any professional salesperson’s prospects will be counted amongst them.

For telecommunications and electronics provider, Vita Group, use of LinkedIn has become a core part of its sales process methodology. The company has embraced the concept of ‘social selling’ by using LinkedIn’s to build the brand of its salespeople and seed ideas into the minds of clients early in the sales cycle.

Vita Group’s digital marketing manager, Sacha Hughes, says the company commenced using LinkedIn’s Sales Navigator tool for its Enterprise Solutions Group with 17 sales people and additional senior leaders in January. Sales Navigator includes a number of features that enhance the regular LinkedIn tool, assisting to uncover potential leads and updates about prospect companies and identify links between prospects and colleagues.

She says Sales Navigator also helps salespeople gain insights and news about potential leads.

“We want to work with our customers and make them feel that our people really understand their business and can really offer some valuable solutions to their business,” Hughes says.

Vita Group has also embedded LinkedIn into Salesforce.com.

“When staff are looking at a customer it is helping them see who else they might know at that company and other things they need to know about that company,” Hughes says.

Hughes says the introduction of Sales Navigator has been strongly supported by Vita’s marketing department, which sends weekly email bursts to the sales team containing relevant content for salespeople to share, while improving their profiles with better quality information and photography to help improve their personal brands.

“As marketing we see our job as really to help enable our sales team to do what they do best,” Hughes says. “We can help update their profile and find content that is relevant for them and their customers.”

While Vita’s typical enterprise sales cycle of six to 12 months makes it difficult to determine the revenue uplift so-far attributable to Sales Navigator, Hughes has been pleased to see a 20 per cent increase in the team’s Social Selling Index (SSI) score, which measures performance against professional branding, prospect identification, audience engagement and relationship building.

“We have been encouraged by the SSI moving up,” she continues. “It doesn’t take a lot of time each day, but it is not something you can just set and forget.”

Using the Social Selling Index also enables Hughes and her colleagues to pinpoint those areas where sales team members need to lift their game.

Hughes says social selling also aligns well with the Challenger sales methodology adopted by the company in late 2015, which seeks to engage clients much earlier in the sales cycle. One method of achieving this is to raise ideas that lead to new sales opportunities, such as through informing clients of business performance improvement opportunities they might have otherwise not know about. Hence publishing news and other content in a salesperson’s LinkedIn feed is one method of getting these ideas in front of potential buyers.

“Our sales people are really there to enable and teach our customers how they can better their business,” Hughes says. “It is important for us to have that relationship with customers really before they know they need it, at that pre-awareness stage.

“Social selling is about developing trust with people. So by putting up content, showing expertise and showing what we do and how we solve pain points, we are hoping that will keep us front-of-mind for new and potential customers when they need to reach out. So we saw it as a good fit for the Challenger methodology.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in