Time to read: 3.5 minutes. Should you improve your LinkedIn Social Selling Index (SSI)? Should you be measuring your sales team’s effectiveness using it?
I say no. Because a sellers’ broad use of LinkedIn matters less than productivity with it.
Unfortunately, LinkedIn is falling short with its SSI—placing more focus on a seller’s “raw activity” versus results. Beware: The SSI is largely a vanity metric.
Here’s what I mean in detail … and how to exploit the Social Selling Index wisely.
The dangers of LinkedIn’s SSI
Forget about how experienced you are with LinkedIn. As a seller, you only invest time in what matters most—setting more appointments and bringing leads to close, faster. Right? Thus, you want to avoid wasting time with vanity metrics.
LinkedIn’s SSI is one of these dangerous metrics.
Because the SSI encourages sellers to behave in ways most customers don’t respond well to.
One of my clients sums it up nicely. He said, “Is the noise sellers make on LinkedIn helping them set more appointments? As a buyer myself I cannot imagine it is. Yet I see my manager rewarding all the noise-making!”