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Telefónica anchors social selling in the everyday life of Account Managers

CASE STUDY

73%

LinkedIn follower growth

3

New hires through LinkedIn

78%

better at regularly
posting on LinkedIn

34

minutes per week in the app

At a Glance

Telefónica Germany Business Sales is a business accelerator for German SMEs. In Q3 2022, the management wanted to tackle the topics of social selling and employer branding on LinkedIn. The account managers were supposed expand their LinkedIn activities for this.

For more than 12 weeks, the account managers worked with Savvi on the social selling skills that were most relevant to them. Using mobile learning, they have integrated new methods of approaching customers and appearing professionally into their everyday work and anchored them directly through practical application exercises.

The sales managers of the individual teams were given the opportunity to respond to interests, knowledge gaps and motivation differences in a needs-oriented manner through behavior-oriented learning KPIs.

The results in 12 weeks:

  • 73% growth in LinkedIn contacts

  • 50,000 post impressions per person

  • 3 new hires through applications via LinkedIn

  • 78% better at posting regularly on LinkedIn

  • 51% more motivated to reach out to connections on LinkedIn

Key Facts

28

Participants

30

Microtrainings

12

Weeks

9

Behaviors

With Savvi we were able to anchor the topics of social selling and employer branding in the organization. This made it even easier for us to achieve our recruiting goals.


Robin Engelbrecht, Team Lead Sales - Telefónica

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THE SITUATION

LinkedIn as a channel for customer acquisition & employer branding

Telefónica Germany Business Sales is a sales partner of Telefónica Germany and sees itself as a business accelerator for German medium-sized companies. In order to achieve this even more specifically and personally, it was decided in Q3 2022 to increasingly use social selling and LinkedIn as a sales and communication channel. At the same time, employer branding should be improved through a stronger and more accessible online presence.

As part of this initiative, the account managers were supposed to increasingly use their individual LinkedIn profiles for acquisition and also increasingly publish their own contributions. In addition to an initial kick-off and regular exchange, a learning opportunity to teach the basics of social selling was to be created. A particular focus lay on the skills of being present online, approaching prospects, building customer relationships and closing customers.

THE CHALLENGE

Different starting levels & anchoring habits in everyday sales

At the beginning of the initiative, the account managers at Telefónica Business Sales showed clear differences in terms of prior knowledge of social selling and LinkedIn usage. For example, the account managers differed greatly in the initial size of their LinkedIn network, ranging from from 3 to 1289 contacts.

 

In order to pick up both inexperienced account managers and those with an existing online presence, it was necessary to be able to customize the training. In addition, it should go beyond the purely content-related communication and the account managers should be given the opportunity to set up new sales routines.

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THE SOLUTION

73% LinkedIn growth through targeting methods & profile optimization

A 12-week training course was put together based on the Savvi library, which included both basic content such as maintaining a LinkedIn presence and creating posts, as well as methods and frameworks for identifying, approaching and winning customers via LinkedIn.

At the behavioral level, the account managers showed significant improvements in their routines (e.g., 123% improvement in being regularly active online). Additionally, there was a positive correlation between training engagement and LinkedIn network growth, with an average network growth of 73%. Over the course of the 12 weeks, trainees generated over 50,000 impressions per account and 3 new employees were recruited directly through the online activities.

Approaching prospects

5 microtrainings

Identifying customers

+55%

7 microtrainings

Contacting customers

+ 72%

Closing customers

2 microtrainings

Staying in touch

+ 46%

3 microtrainings

Making appointments

+ 19%

Being present

2 microtrainings

Optimizing the profile

+90%

4 microtrainings

Creating content

+28%

2 microtrainings

Being active

+123%

Building customer relationships

2 microtrainings

Finding topics

+24%

3 microtrainings

Generating added value

+37%

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