‘The Linkedin Jedi’ Giulia Casalini, social selling expert. Interviewed by Reuben Godfrey

Latest article by Reuben Godfrey, interviewing Giulia Casalini, see more about her here.

Social media has transformed the traditional relationship between sales and marketing. LinkedIn, almost an industry by itself, has become invaluable to all sales organisations but no-longer just for lead generation and recruitment. Customers are better educated these days with product comparison sites just a click away personal brand is increasingly important factor when building business relationships and tech companies are hiring a new-breed of expert to ensure their employees make the most of their social media interactions.. Giulia Casalini is a social selling expert for Citrix Mobility Apps (GoToMeeting etc.) – she has three business masters and is considered a LinkedIn ‘Jedi’ – how has she been finding life beyond the classroom.

10 Productivity Hacks To Kick-Start Your Day https://t.co/m8GSCUapr8 pic.twitter.com/Hznj1vUhnp

— Giulia Casalini (@giuliacasalini2) February 18, 2016

How has personal brand and social selling impacted your organisation?

Being able to build a personal brand on social media allowed women to prove themselves in a way that the traditional recruiting-selling cycles didn’t make possible. Social media made everything more equal, starting with opportunities. I can talk for personal experience: I learned English only 3 years ago, I studied hard to get a high-rated master degree, I built up my network and I got the job I wanted, in an IT company, sales department, “just” showing what I am capable of, online and offline.

As a woman, how important is it for you to see women in sales roles?

I think seeing more women in sales roles, especially in management positions, would encourage me to pursue a career in Sales myself. Women in sales position would represent a real, achievable opportunity of success. Moreover, more women in sales roles would mean more recognition of the relationship-side of sales.

Make your next presentation stick with your audience https://t.co/HPPfGoo7LJ pic.twitter.com/cGaSWv8rk3

— Giulia Casalini (@giuliacasalini2) February 17, 2016

Why, do you feel, are there so few women in sales roles in technology? Will this/should this change?

It is rare to see a women in technology sales, but It’s going to change. Traditionally IT is considered a scientific/practical subject, usually preferred by male students, encouraged by family and peers. Secondly, Sales is also a very men-like function, probably because of the fast-paced and competitive environment. However, I actually believe women can handle stress in a more balanced way, being able to more easily establish constructive relationships, both with colleagues and customers. Because of the traditional, old mind-set, most managerial positions are covered by men; as a consequence, more males are hired, and the cycle keeps going. Therefore young women in tech sales don’t even consider the Sales career as a feasible and rewarding one.

I think the situation will change because of the huge importance that Tech, IT, Cloud services and last but not least Social Media are gaining. Young women are getting more interested into science and math, but also in the “relationship” side of IT sales. At the end of the day, a customer has to appreciate you to buy something from you. Moreover, multinational IT companies are constantly looking for new hires; I think these trends will result into an increase of women in sales roles. Finally, we are “millennials”: we are bolder, we consider ourselves good enough for any job we want. And young women are even more ambitious. They will get what they want.

Biggest mistakes to avoid when presenting to senior management [webinar] https://t.co/VEkSBH9H1h pic.twitter.com/9ecktCQDVb

— Giulia Casalini (@giuliacasalini2) February 16, 2016

Risk is often cited as a reason we see more men in sales.. How can new technologies help remove the risk associated with a career in sales?

Technology facilitates selling from anywhere, at any time. Being able to have a flexible and still successful life decreases the perceived risk associated with a career in sales, especially for a women, likely to ask for a maternity leave and more time with family.

What can your male colleagues do/be more aware of?

They should be more aware of how much harder it is for a women to pursue a career in sales, especially for the prejudices and stereotypes around that. Moreover, male managers should consider the fact that having a women in the team, a part from hiring an equally talented sales maker, could help in many ways: softening the “bad” competitive atmosphere, fostering the creation of relationships and team building. Finally, man are better “self-seller”, they “show off” their achievements more often than women; that shouldn’t resolve in less women promoted.

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