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The Voice

IABC Ottawa’s Premier Programming for Marketers, Communicators, and Creative Advertisers Everywhere

IABC Ottawa’s premier podcast for marketers, communicators, and creative advertisers. Join host Sherry Aske once a month for expert insights and practical tips from some of North America’s leading marketing professionals.

Sherry Aske is a digital storyteller, podcast host, and former CBC Ottawa producer and journalist. She's now working as a communications and social media advisor for the public service.

Mar 8, 2016

Social selling leverages social media channels as a mechanism to know your existing customers better and to develop relationships with potential customers so you understand their needs and can offer more targeted solutions to support their business goals. While similar to a social media strategy, a social selling strategy focuses less on brand marketing (one-to-many) and more on relationship building (one-to-one). The philosophy is that doing right for the buyer will translate into increased customer satisfaction and higher revenue.

Sales people are motivated by numbers, and nobody knows this better than long-time marketing consultant Kerry Mortimer, working with Air Canada to make social selling part of the daily practice for their global sales teams around the world. Kerry sits down with host Tina Barton to discuss social selling strategy, change management tactics, tools for performance measurement, and early results.

Kerry Mortimer is ‎President of Mortimer Marketing Group and can be reached on LinkedIn and Twitter.

Key questions:

  • Why social selling and why now?
  • Who are the key organizations and people to whom you can deliver value while meeting your objectives? Which channels are they on?
  • What is your current social selling aptitude and how soon can you move the needle? (Self-assess

This episode was produced by Thornley Fallis Communications.

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Connect with @IABCOttawa and @TinaMBarton on Twitter.

Resource links:

Social Selling: What it is and why it matters (


How smart people do social selling (
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Going Indie: How to Position Yourself and Build a Client Base (Part 2)