10 Steps to Launching a Digital Selling Program, with Brynne Tillman, episode #68

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Digital selling is more than just a trending phrase - it’s the key to success in today’s 21st century B2B sales environment. Brynne Tillman, Chief Learning Officer at Vengreso, is my guest on this episode of #SellingWithSocial. She is one of the most respected industry leaders when it comes to digital selling. Her high level of passion and dedication on the Vengreso team is inspiring. In this conversation she shares 10 steps for success to digital selling and it’s a conversation you don’t want to miss. If you are a sales leader, be sure to give this episode your full attention.

What’s the Difference Between Digital and Social Selling?

Digital selling has graduated from the days of Linkedin-only training sessions (aka social selling). While social selling utilizes various social platforms to engage customers, digital selling involves engagement across any digital channel like video, text, social, to name a few. Brynne explains that social selling is actually a sub-component of digital selling. Essentially, uniting both traditional and digital selling components will help move the buyer through the purchasing journey. The ultimate goal for both in leveraging digital selling is to start more conversations with more qualified buyers while keeping 3 main ideas in mind: attract, teach, and engage.

Digital Selling Starts With This Critical First Step

Step 1 of 10 in Brynne’s refined digital selling process is to establish key performance indicators (KPIs). She defined KPIs as quantifiable measures your company can use to determine how well sales goals are met. It’s impossible to build a solid plan of action without identifying these measures. Without KPIs, your company’s digital selling process is often reduced to random acts of social that don’t offer substantial ROIs. To get the full details of why KPIs are so critical, and to understand how you can implement changes that increase your digital selling effectiveness, listen to this episode.

Creating the Right Content is Key to Any Digital Selling Program

Very little success in digital selling is achieved without the right kind of content. It’s essentially the bait that sales reps will bait their hook. No content, no bait, it means you won’t catch any fish. Content for Sales must go beyond the product-based content that seeks to answer the question, “Why our company?” Brynne is adamant about content creation teams delving into the educational, inspirational, and enlightening ideas behind the work a company does. Create the content, distribute it on the right platforms, and then catch your fish.

Developing a Sales Playbook Unites the Entire Process

A sales playbook guides your sales representatives in the way they communicate with potential buyers. A standardized framework that still allows for creativity will give your reps a platform from which to flourish. Topics such as which messages are to be sent out and when, the daily cadence, and specific notes on different types of buyers should all be included. Brynne also explained a tagging system that she encourages reps to use that assist in moving buyers through the sales pipeline. She expertly explains this step, as well as the rest of 10 steps for digital selling success, on this episode. Listen now!

Outline of This Episode [1:11] Brynne Tillman, the Chief Learning Officer of Vengreso, is my guest for this episode of Selling With Social [5:51] Brynne’s definition of digital selling vs social selling [12:17] My own personal experience with how digital selling nurtures relationships [13:53] 10 tips for ultimate digital selling success [15:07] STEP 1: Establishing KPIs and defining desired outcomes [17:42] STEP 2: Buyer mapping and identification [20:26] STEP 3: Building content for the sales process [22:40] STEP 4: Choosing digital distribution tools [25:40] STEP 5: Developing a sales playbook [29:58] STEP 6: Creating a buyer-central profile for team members [34:13] STEP 7: Digital sales training [35:54] STEP 8: Driving adoption of training techniques [36:32] STEP 9: Measuring and adapting for improvement [37:15] STEP 10: Coaching for rep behavior change Resources Mentioned Brynne’s webpage on the Vengresso site Brynne on Linkedin Brynne on Twitter: @BrynneTillman ARTICLE: “Memoir of Brynne Tillman ▷ Six Months to Live” Brynne’s all-time favorite movie: “Blood Brother” Social Business Engine Podcast - Bernie Borges Connect with Mario! www.vengreso.com On Facebook On Twitter On YouTube On LinkedIn

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