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by Tim Hughes | @Timothy_Hughes

My co-Founder, Adam Gray and I tour the world, changing lives with social, I’m sitting here in Melbourne, Australia, it’s something we are highly privileged to be able do.  What we often come across are people that say, “oh yes, I’ve been on a social selling training course’ and by looking at their LinkedIn profiles and by observing their behaviour on-line, we wonder how can this be?

Because they haven’t changed anything.  You have been on a social selling course but you are still using analogue techniques?

So let’s take you through the 5 myths of social selling training.

  1. Most of us have been on LinkedIn for a few years, even if you have just signed-up, putting time aside to update your profile is something we could do. But of course we don’t. We are all busy people. Plenty of other things to do. Here is one of the biggest problems with most LinkedIn training.  It assumes we will update our profile in our own time. We don’t. Money wasted.
  2. The one day social selling course. Often this is seen as pretty straight forward request. We all sit in a room, listen, we walk out social sellers, right? Wrong. The problem is that social Selling is a change of mindset. Sitting in front of a trainer as they bamboozle you with facts, figures and hacks. Our minds drift. And when it’s over we go back to our desks, the phone rings. Nothing changes. You have wasted your money!
  3. Often training is used by the trainer to tell you how much they know. The point of training is to explain how much the students know. Again, wasted money.
  4. The webinar. Probably the least effective of all social selling training formats. We have all been on a webinar and had it as background noise as we do something else. Eat lunch, do email, read a newspaper. Webinars are one way transmit. They are not interactive. So if, so as often happens you have a cynical audience, they won’t listen. Wasted time and money.
  5. The two day training course, similar to 1 and 2 above. They will cram you with lots of facts that you can probably get off the internet. You go back to your desk and nothing changes. Wasted time and money.

This all sounds very negative, so maybe it’s all a waste of time?

Here at DLA we have crafted a training program based on our experience of rolling out Social Selling in large organisations.  A social selling program, where people feel empowered.  They are also given the time to make changes, reflect and be mentored.

What Questions you need to ask of your social selling trainers?

How do you activate the change needed?

How do you empower people to make the change?

For example, people who have never blogged, how do you activate them to write? Let us also not forget that empowerment is temporary, how 12 months later do we make sure the change is embedded? So these first blogs become, second, fifth and tenth blogs?

Social selling needs a change management approach, we are the social selling company that uses 70:20:10.

Lombardo and Eichinger expressed their rationale behind the 70:20:10 model this way in The Career Architect Development Planner:-

“Development generally begins with a realisation of current or future need and the motivation to do something about it. This might come from feedback, a mistake, watching other people’s reactions, failing or not being up to a task – in other words, from experience. The odds are that development will be about 70% from on-the-job experiences – working on tasks and problems; about 20% from feedback and working around good and bad examples of the need; and 10% from courses and reading.”

Sitting in front of power point after power point over a day, will not install the change in mindset.  Let’s not forget we are asking for people to do something new, how do we make sure they have the support and mentoring? Also how do we make sure they get training on something that you cannot just google?

Social selling requires a change in the way we work, a new mindset.  Your employees are human and all different, they all work and learn at different speeds.  DLA have created training to take all employees along on the journey not just the currently socially active people.

People who read this article also read these:

How Companies Have a Crisis of Plenty When They Roll out Social Selling

Hey Salesperson – Now Is The Time to Rebel!

How to Roll Social Selling Across an Organisation – How to make it Stick!

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