Become a Trusted Social CRM Advisor - dummies

Become a Trusted Social CRM Advisor

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

A change in mindset is required for salespeople and advisors who want to utilize social CRM in their sales efforts. They need to think of themselves as both independent entities and as parts of the enterprise team.

If you work in a small company or are the sole salesperson, it’s easy to see how stepping out and building your own sales profile will get you sales momentum. Most likely, you will be encouraged to take an active role.

If you work for a larger company, you need to create a fine balance between representing your company as a whole and getting publicity for yourself. When salespeople didn’t have access to the tools to speak directly to potential customers, there was no conflict. Today, salespeople need to understand the complexity of gaining popularity under their own name as well as representing the enterprise.

There are many ways you can network on social media to get recognition and close sales, but remember that you have to be clear about your company’s policy for each network. This is still uncharted territory for many companies. If you’re unclear, ask first. In some cases, legal issues may be involved. Needless to say, you also shouldn’t mix your personal profile with your business profile, ever!

So which social networks are most effective for salespeople? According to the infographic Social Media Facts & Figures for B2B Sales created by InsideView, the most popular social media sites for generating B2B traffic in 2011 are

  • LinkedIn

  • Reddit

  • Wikipedia

  • Twitter

  • Facebook

  • StumbleUpon


These are all social media networks that require a variety of activity from the salesperson — posting articles, talking about products, and alerting customers to new promotions. The key to unlocking value for your enterprise is to find out how your company wants sales to engage on these channels.

For example, if you establish a profile on LinkedIn, can you send out articles of interest to your audience or must you use only approved company content? You could ask the same question regarding all the previously mentioned channels.