What is digital selling and why it is so important for B2B organizations in the Middle East and in the United Arab Emirates.

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Digital Sales Training
with Extra Mile
By Guillaume Larronde - www.extramile.me - April 2021
Confidential - Do not distribute - Copyright 2021 Extra Mile Middle East

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‟
Selling through social channels is the closest thing to
being a on the wall in your customer’s, prospect’s
and competitors’ worlds.
Keenan – Author of Gap Selling

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What is Digital Selling and why
is it so important?
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Most B2B seller interactions are now online
How COVID-19 has changed B2B sales forever | McKinsey 2020
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Modern B2B sellers have changed their game
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Forrester concludes 2/3rd of modern seller activity is directly linked to Social selling
Shares deep
insights
Engages in collaborative
solution creation
Interacts on
Social channels
Taps into positive
emotions
Shares
personalized content
Leverages
interactive tools
Source: Forrester 2020

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Social Selling Leaders get better results
Is how much more likely
Social selling leaders are to
reach quota
51%
of social sellers outsell
peers who don’t use
social media
78%
more opportunities are
created by Social Selling
leaders
45%
Source: Linkedin https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi
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So What is Digital selling ?
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Sales augmented by digital
Selling using digital content and tools strategically to:
- find, educate and engage with ideal customers,
- build trust and add value every step of the buying journey
- ultimately, take more buying conversations offline.
OR “...Taking out the pitching component of sales.
You’re creating conversations about your product and services which organically
can produce sales conversations”
Paul Sowada, SSI 89 | Market Development Manager, Binocular

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How and why can Digital Selling help?
How? Leveraging Social Media for selling in collaboration with a strong
content strategy and selling routine can
➔ Drive more pipeline
➔ Increase # leads
➔ Shorten Sales cycles
➔ Raise brand awareness
Why? With business increasingly taking place remotely, and as the modern
buyer continues to evolve its preferences and practices, Digital Selling is intrinsic to
acquiring new, and nurturing existing, business relationships.
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Result: Social selling (or digital sales) works!
9 Source : Forrester, Linkedin, Sales Benchmark Index
17%
18%
40%
faster
lead conversion
greater
lead volume
more likelihood to
hit revenue goals
Companies with formalized social selling processes see...
If more proof is needed: 50+ statistics on Social Selling you should know in 2020:
www.extramile.me/2020/05/02/social-selling-statistics-you-should-know-in-2020

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Who are Extra Mile & how can
we help?
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Our mission...
Drive greater revenue and pipeline for Sales organisations
in the Middle East through the successful implementation of
Digital Selling techniques and tools
Extra Mile offers an array of Consulting and Training services to inform and engage B2B
businesses in the region on their Digital Selling journey

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How can we help Sales in the Middle East?
In a region that is geographically and politically diverse, Extra Mile was founded
from a passion and vision to
● Increase awareness of Digital Selling and the power it has to drive business
growth in the Middle East
● Equip regional Sales teams with the tools and resources necessary to
implement an impactful Digital Selling strategy
● Inspire a collaborative community of Sales Leaders seeking to share and
learn from experience and best practices alongside peers

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We offer tailor-made training programs
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1 Day Intensive
Workshop
➔ Instructor-led
➔ Virtual / In-person
➔ Comprehensive
agenda
➔ Breakout Sessions
➔ Demos
➔ Takeaway Tip-Sheets
➔ Real-time application
& assessment
Virtual Workshop
Series
➔ Virtual instructor-led
➔ Comprehensive
agenda
➔ 2hr interactive
workshops (x6)
➔ Demos
➔ Takeaway Tip-Sheets
➔ On-the-job
application &
assessment
eLearning
Curriculum*
➔ Remote / on-demand
eLearning
➔ Subscription-based
➔ Comprehensive but
consumable
microlearning
➔ Demos
➔ Quizzes
➔ Additional resources
Consulting Services | Guiding B2B businesses on their Digital Journey
Coaching | Add-on coaching hours to create lasting impact
*in development phase

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We cover the following core components
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➔ Modules 5 & 6: For (new/existing) Sales Navigator users looking to optimize investment
➔ Application in the field, on-the-job progress and ROI are closely monitored throughout
➔ Coaching hours are an optional add-on to create lasting impact

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We measure impact & ROI throughout
Level 5: ROI
Level 4: Results
Level 3: Behaviour
Level 2: Learning
Level 1: Satisfaction
Was ROI positive?
Can impact be measured?
Did behaviour change as a result?
Did knowledge transfer occur?
Was the training enjoyable?
Goals for each level
(extra revenue/saving - investment) / investment
Website traffic from Linkedin & Audience
Views and engagement on posts and Li page
Employees profile views, activity & networks
Linkedin SSI Score / Profile views / Sales Nav stats
Linkedin network growth
Content sharing impact (views/engagement)
Training attendance
Quiz assessments / Checklist Completion
Satisfaction survey on training
Satisfaction on instructor
KPIs measured
15 Based on Kirkpatrick Evaluation Model

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Guillaume Larronde
CEO Extra Mile - Digital Sales Training & Transformation
● 15+years in B2B sales in the UK, France and in the Middle East
● 6 years at Linkedin using Linkedin and Social selling daily
● Founder of Extra Mile, Guillaume trains and advises B2B sales
organizations and leaders in the Middle East to help them
adopt the best digital selling strategy and cadence to win
more business
● AA-ISP Dubai Chapter President
An introduction to our Founder
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linkedin.com/in/guillaumelarronde
www.extramile.me

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What our customers say...
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Extra Mile case study with Cigna
18 Case study PDF, available for download
ABOUT CIGNA MIDDLE EAST
Cigna is a global health service company
present in over 30 countries.
CHALLENGE:
Difficulty to engage with new customers
given the lockdown situation, tough
economic situation and tendency of
customers to renew their medical policy
with holding/ existing insurer.
SOLUTION:
With a digital sales training program, Extra
Mile helped Cigna’s SME Direct sales team
raise their visibility on Linkedin, find more
prospects effectively, build trust and
credibility and initiate more conversations
with decision-makers early on in the buying
journey.
RESULTS
The training provided immediate results.
● Social Selling Index (SSI) of the
team increased by 20% in 3
weeks.
● Sales team profiles & branding
have been drastically enhanced.
● Profile views increased by 100% in
3 weeks due to activity and
posting.
● The team topped the Sales
Navigator usage ranking global
dashboard.
● 220 InMails sent within a month.
● Acceptance rate of 15% (on
average).
● 50 new Ongoing opportunities
generated.
● $2,5M quoted

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Few other organizations we have helped
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“Amateurs practice until they can get it right;
professionals practice until they can’t get it wrong”
Harold Craxton

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Considering next steps?
Take a moment to read through:
The Warm Up: Preparing for a Social Selling Program
Copyright - Extra Mile Middle East
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