The Art of Social Selling by Shannon Belew

Author:Shannon Belew
Language: eng
Format: epub
Publisher: AMACOM Books

ESTABLISHING YOUR GOALS AND OBJECTIVES

For any sales effort to be worthwhile, it needs to show results tied to meaningful metrics. In sales, those metrics are typically associated with revenue (money you are actually banking from winning deals and making sales) and pipeline (the dollar value of potential revenue based on sales forecasts), and your goals are to hit targeted values for those metrics each quarter. There are also other specific sales and marketing metrics that serve as signals to indicate whether or not you are on track to make your pipeline and revenue numbers. These signals might be particular objectives to ensure you achieve your ultimate money goal. Your goal, for instance, may be to have $75,000 in pipeline for the quarter. One of your objectives supporting that pipeline goal might be to generate 300 new leads. The goals and objectives you establish for your social selling strategy work the same way.

Your social goals may be directly or indirectly associated with amount of pipeline or revenue. Your objectives then become the actions that support or feed your goals, which in this example are revenue-related. You may be wondering if your goals should always include pipeline and revenue targets associated with a particular social network. After all, how else are you going to know if that network is worth the effort? Any time you can tie specific metrics to money goals, it helps provide a better picture of your return on investment for social media.

Unfortunately, tracking pipeline that's tied to a specific social platform can be tricky. Sometimes you can associate specific social media ad campaigns to a single social network, like Facebook, to track influence on pipeline. Or you may be able to associate a specific individual as a lead from LinkedIn, for instance, and tie her actions and buying behaviors into your revenue goals. But at times you may need to set goals that are only indirectly associated with revenue and pipeline. For example, you might consider setting goals that are tied to obtaining a certain number of new leads from social prospecting, or that show an increased percentage of white paper downloads or webinar registrations that originate from social media campaigns. Ultimately, choose goals that you can track and tie them to real dollars whenever feasible.

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