How Signify OEM leverages social selling for customer value, market exploration, and renewed energy
How do you bring an experienced sales organisation along in a digital transformation? Last year, Signify OEM’s European team embarked on an intensive social selling program. Signify OEM is a global leader in LED components and connected lighting systems, delivering technologies under brands such as Philips, Advance, and Bodine to manufacturers who integrate them into their own products. The company operates in more than 70 countries worldwide.
The outcome of the program: greater visibility, new customer conversations, market exploration, and renewed team energy. “We wanted to break out of the price spiral, get closer to our customers, and future-proof our salesforce,” says Geert van den Bosch, Head of Finance and Head of Commercial Excellence. “Social selling turned out to be an indispensable step.”
Price pressure and digitalisation
The initiative was driven primarily by strategy. “We see new players—particularly from China—entering the market with a heavy focus on price,” Geert explains. “Our strength lies in innovation and value creation. At the same time, some technologies are becoming more commoditised, which increases price pressure. At that point, you have to act: either tap into new markets or create more value together with customers in your core portfolio.”
Another factor: a highly experienced salesforce, but with less online routine. “Our people are loyal and know the market inside out. But that very experience can sometimes slow down commercial innovation. Combine that with a world that is rapidly digitalizing, and you know you need a different approach. We were looking for a partner who could help us take sales to the next level—using social selling and creating new touchpoints beyond the traditional coffee meeting.”
The power of role modeling
The collaboration with AI Saleslabs started with a training program, and it took off immediately. “What made the difference? Attention from senior management and role modeling. Our Executive VP of OEM Europe, Roland van Esch, fully embraced it himself. He became highly visible on LinkedIn-posting, engaging, and starting conversations with customers and stakeholders. By doing so, he showed: this matters. And that was contagious.”
The element of fun also played a role. “The sessions were genuinely enjoyable. It was a mix of learning, being challenged, and achieving early wins. That creates energy. When a post leads to a reaction and a connection, that gives instant recognition. And then you want more.”
Towards lasting impact
But one training alone doesn’t change a culture. So, efforts were made to embed it. “After the European program, we immediately shared our experiences with other regions, including the Americas. People quickly became enthusiastic and more active on LinkedIn, even without having attended the training themselves.”
Signify is also working internally to create routines. “Some people adopt it faster than others, so you need to make it a structural part of your commercial culture. And we deliberately share successes. A great example is a former employee who saw our content on LinkedIn, re-engaged, connected with us, and is now back working with us.”
Opening new markets
The new approach is creating a commercial advantage. “For instance, a customer in Scandinavia became so interested in our connected propositions and energy efficiency through one of our posts that they proactively asked for more information. Ultimately, they moved from non-connected to connected solutions. That’s good for their customers, good for their projects, and good for us, because it creates more value.”
Social selling is also accelerating business development, Geert emphasizes. “In the past, you needed an introduction to start a conversation. Now every connection is just one click away. I see our account managers exploring new segments where we weren’t active before, but where we now suddenly have access.”
Part of the journey
As Head of Commercial Excellence, Geert looks beyond the sales moment. “Social selling touches the entire customer journey. Not only with new customers, but also with existing ones for new propositions. It all starts with visibility and delivering value. And today, the online environment plays a crucial role in that.”
What is essential? “A long-term vision. Social selling isn’t a one-off trick. It’s a link in how customers find us, get to know us better, and decide to reach out. That’s a lasting change. People will only spend more time on their phones and laptops. That’s where you need to be.”
Just do it
His advice to organisations still hesitating is clear: “Just try it. It’s fun, and it works.” Preparation is key, however. “Make sure you have senior management buy-in, know which strategic challenges you want to address, and have a clear vision. Once those are in place? I would say: go for it.”