Time to read: 3 minutes. If social selling training is on your to-do list you’re not alone. Choosing the best social selling training for your organization can be daunting. In a world of “instant experts” investing in the wrong social selling trainer can be disastrous. Let’s understand the safest place to start. Follow these steps to make the best decision.
First, let’s glance at the below social selling training checklist. Then we’ll get into the details of each step.
1) What should the selection criteria be?
2) How much should the social selling training cost?
3) How do I find candidates?
4) What essential skills should the trainer teach?
5) How can I make sure this training is worth the money?
Want to get started on this entire process? Print-off this Social Selling Training Cheat Sheet PDF and I’ll walk you through it. (No registration needed)
It’s essential for you or your sales team to DO—not just learn—social selling tactics. Therefore, make sure the training you invest in:
One of the most common reasons social selling or LinkedIn training fails is lack of focus on how to get response.
Make sure your training provides more than how-to lessons on managing LinkedIn’s privacy settings and controls.
The more you stick with the above criteria the more you’ll be able to measure the performance of your training investment. Place these criteria in a short, focused request for proposal (RFP) email.
These factors drive cost:
If your team is geographically disbursed an online training will be most cost effective.
Are your sellers ambitious do-ers? Will they actually make time for the training? If so, a self-paced, “home study” program may work.
If your sellers will be reluctant to take the training, mandate attendance from your executive sales leader. Also, choose to deliver training using a live Webinar format. Make the training assignable to a date on their calendar.
Using Google and LinkedIn search, scan the horizon for training candidates. Identify a short-list of potential social selling training trainers.
Use your selection criteria (above) to solicit proposals from trainers. If you don’t wish to mail out a formal RFP, no problem. Use your selection criteria as a guide to identify the most capable vendors based on what you see on their Web sites.
Don’t forget to get references. Don’t settle for testimonials. Call a reference or, at least, make sure the references are real people! Seriously. We live in a world of social media charlatans and “instant experts.”
Don’t get caught with your pants down!
If you don’t know the answer, don’t worry. Think in terms of getting back to basics. What do your front line sellers (or you, yourself) want?
The primary goal of your training should be earning more appointments by increasing response. Make sure training you invest in focuses on a process that creates:
Here’s the most overlooked factor.
When considering what social selling trainer is best for you consider “the HOW” of the training. The instructional design—not only the curriculum. Only invest in training that:
When interviewing final candidates ask them for references who can tell you how their sellers are generating more response after the training.
Social selling trainers often qualify themselves based on how well they know their way around platforms like LinkedIn. Do NOT let this be your main selection criteria.
Beware of social selling training promising outcomes other than measurable increases in response to—and appointments with—your reps and dealers.
Invest in a trainer who measures his/her own success based on sellers taking action. (not merely repeating what they learned)
Want to get started on this process? Print-off this Social Selling Training Cheat Sheet PDF and I’ll walk you through it. (No registration needed)
Make your social selling training relevant and effective. Start with an assessment. Discover your team’s strengths, weaknesses and challenges—right now.
Require your social selling trainer to perform a low-cost assessment to guarantee your success and avoid disaster.
Make sure the assessment:
Identifying early adopters will insure success in the eyes of your boss. By finding reps and dealers eager to sharpen their skills you can focus the training on increasing their success (and reporting back to the boss on it).
You can stack the deck in your favor!
Do you have more questions about investing in social selling training? Let me know in comments or send me an email. I’ll be glad to help! Or print-off this Social Selling Training Cheat Sheet PDF. (No registration needed)
Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.
Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with platforms like Facebook, LinkedIn, YouTube and blogs.