Social Selling Activities with Channel Partners – Gunnar Habitz
Gunnar is the Senior Partner and Alliance Manager for APAC with Hootsuite. He has more than two decades of experience in working with Channel Partners and forging partnerships. Gunnar is a great mentor, and he is passionate about social selling.
In this video, he shares are critical constituents of a great channel partner and how one can use it for social selling. He says,
“In B2B customers do not buy products; they buy an outcome or something that can help them overcome a challenge. Sometimes these challenges or the required outcome cannot be achieved or overcome by the capabilities of a single vendor. That’s where you need the channel partners who can glue different solutions together to help the prospect overcome the challenge or achieve a required outcome.”
He calls his method a Triple Win with Partnership. With partner (Reseller, Referral, and Ecosystem), customer and you revolve around “Solve Customer Challenges” at the center.
Gunnar defines social selling as:
“A set of social media activities conducted by educated and enabled sales teams that create meaningful moments to build and nurture relationships.”
Channel partners help create a social media ecosystem that allows listening to the target audience, learn about them, deliver the right content at the right time, and eventually pitch the product when the leads receive an adequate amount of lead nurturing.
There are various ways one can help their partners to do social selling effectively.
Foster Engagement: Improve social media capabilities of partners through up-skilling and collaborating with them on social media.
Social Selling Program: Here, you enable vendors to brag about you confidently and also concerned to end customers on social media.
Listen Together: Listen to user-generated content (UGC) to build credible content and do it together with your partner so that you develop a better understanding of each other as well as the end-user.
Employee Advocacy Program: These include the capabilities of your partners that help you work efficiently and make conversations that aid you in converting leads to deals.
Reverse activities: Reverse engineer the process you and your partner followed to get a product evangelist. Check what worked and what didn’t work for you at that time. Work alongside your partner to create a successful workflow or a success model. Tweak and replicate it with other customers to enjoy lasting success and build great partnerships.
Gunnar, from his decades of experiences, shares the best ways to choose a partner, the qualities to look for in a partner, benchmark their performance, and how you can build a lasting mutually beneficial relationship. He also shares the key metrics that you can use to measure the effectiveness of the channel partner’s social selling activities, and how to work along with them to improve gradually.