How do I get my SSI score as high as possible? Is the wrong question to be asking yourself. I have seen a number posts and questions on this topic which has led me to share my thoughts.
Some context on my experience. I have been using Sales Navigator since it came to market courtesy of Jack Hanratty. I was the first person to launch within a UK International Law firm and the first person to launch it within a Global Commercial Real Estate firm through Robert Fox, Marc Baladi and Anita Windisman.
Having a high SSI does not make you a social selling expert
When I first became aware of SSI, I became somewhat obsessed by it too: who had the highest score and who could I get it higher. I read blog posts by those who had 90 plus, I attended seminars and was in awe of those who talked about how they maintained high 90s – how could I do this myself and also get the teams I was coaching to get above 90.
Then I heard Tony Finn from Vodafone speak at a LinkedIn event. He said yes, typically those with a high SSI score above 70 within his sales team were high performers. This was not just because they had good SSI. This was because of a number of other sales metrics he was looking at alongside SSI. Calls, meetings, pipeline, pitches, win rates.
Having a high SSI does not make you a social selling expert. Closing deals makes you a sales expert. It is how you embed social selling behaviours and processes into your overall sales and marketing process which is what you should care about. If you do this, and do this well, your SSI will find its natural place over time and that is your baseline. For you and the team.
Example – I worked with internal account managers who did not carry a quota. They were using Sales Navigator to support the major accounts team. Their scores could not get over 60 because that is what their role dictated. Was I concerned? No. Because it was the other metrics in parallel that were starting to move because of their social behaviour. They were getting the latest news, insight, uncovering unknown relationships within the accounts, finding influencers and decision makers. This account based intelligence was then being used to generate better content, new meetings and conversations. This also meant that the perceived value of a non-quota carrying function improved massively.
Be careful how you score your leaderboards
From my experience of launching social selling internally and consulting to organisations, if you are in a quota carrying sales role, you should be at least ticking over between 70 and 90. If you are in marketing or social media, 70 plus.
If you are leading a social selling programme and have leaderboards DO NOT have non quota carrying roles benchmarked against quota carrying roles. You will lose the sales people at the first hurdle because they may well see someone who has a higher SSI than them. Their reaction? So what, you don’t sell so your high SSI is meaningless. Therefore, so is mine.
To put things in context. I am fortunate to work with Tim Hughes, Global #1 Influencer in Social Selling and co-founder of Digital Leadership Experts
He was not sure what his SSI was until I asked him to check it:
If you really want a bench mark of an SSI score, then 81 is a good place to be. You can then can say I am as good as the Global #1 Influencer in Social Selling.
I can also guarantee however, that you will not be executing all the other behaviours that Tim and the rest of us follow. Which means Digital Leadership Associates gets inbound leads. Every day.
If you want to find out more about how you convert SSI into calls, meetings, inbound and money, then get in touch.
If it is a vanity stat, buy a mirror.
Special mention to Daniel Pemberton for inspiring me to finally write this
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.