The Voice Episode 96: Social Selling with Air Canada

Kerry Mortimer Air Canada


“The mindset is that you’re helping the buyer buy. You’re not forcing your sales process down the buyer’s throat, but you have this perspective of helping solve business problems and achieving better business outcomes.” – Jill Rowley, social selling guru.

Social selling leverages social media channels as a mechanism to know your existing customers better, and to develop relationships with potential customers so you can offer more targeted solutions to support their business goals.

Sales people are motivated by numbers, and nobody knows this better than long-time marketing consultant Kerry Mortimer, President of Mortimer Marketing Group, working with her client Air Canada to make social selling part of the daily practice for their global sales teams around the world.air canada

Kerry sits down with host Tina Barton (@TinaMBarton) to discuss social selling strategy, change management, performance measurement strategies, and early results.

This episode was produced by Tina Barton and Thornley Fallis CommunicationsRate the show on iTunes!

Key considerations this episode:

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

Kerry Mortimer can be reached on LinkedIn and Twitter.

Resource links:

Social Selling: what it is and why it matters (

How smart people do social selling (

Self-assess your social selling:

Related episodes:

Going Indie: How to Position Yourself and Build a Client Base (Part 2)


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