SOCIAL SELLING

SOCIAL SELLING:
BUILDING DIGITAL RELATIONSHIPS,
NOT JUST PIPELINES
Jurgen Heyman
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“The purpose of the Sale is
not the Sale. It’s to create a
customer.”
Terry Jones, Founder of Kayak.com
2013 © SOLUTION SELLING, INC.
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CHANGING BUYER CHARACTERISTICS
◄ Comfortable using technology for research
◄ Leverage search engines and social networks
◄ Guide themselves through their buying process
◄ Tend to be impatient and risk-adverse
◄ Want to be in charge of their buying process
◄ Expect vendors to add value when engaged
2013 © SOLUTION SELLING, INC.
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THE SHIFT TO INSIDE SALES
“Inside Sales Jobs and Career Demand Up 54%” (2013)
2013 © SOLUTION SELLING, INC.
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New Buyer Paradigm
74% of C-level executives say the Internet is very
valuable for finding information and 53% say they
prefer to locate information themselves.
- Forbes Insight - The Rise of the Digital C-Suite
93% of buyers begin their
72% of B2B buyers (last year)
buying process using the
internet for research.
used social media to research a
potential solution purchase.
- DemandGen
- Marketo
59% engaged with a peer who had addressed the challenge.
37% posted questions on social networks for feedback.
2013 © SOLUTION SELLING, INC.
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Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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TOP PERFORMING SELLERS ENJOY POSITIVE
ROI WITH SOCIAL SELLING
Current Performance Benefits of Social Selling
Aberdeen Group, June 2012
2013 © SOLUTION SELLING, INC.
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CUSTOMER PURCHASE
DECISION TIMELINE
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S O C I A L C H A N N E L C R E AT E S
M E A N I N G F U L C O N V E R S AT I O N S
From scalable 1:M interactions to 1:1 relationships
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SOCIAL SELLING
COMPONENTS
Strategy
Technologies
Training
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FOLLOWING BIG BLUE’S LEAD
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W AY S T O E M B R A C E
SOCIAL SELLING
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1. Champion Social Selling from the top
down
2. Develop a strategic plan to include SM
across departments
3. Empower people throughout the
organization
4. Monitor & Measure results
5. Celebrate successes
© 2 0 1 3 I n s i d e V i e w a n d So l u t i o n Se l l i n g , I n c .
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1. CHAMPION SOCIAL SELLING
FROM THE TOP DOWN
76% of executives
want their CEOs to
be social
Source: Weber Shandwick/KRC
Research
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2013 © SOLUTION SELLING, INC.
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Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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2 . D E V E L O P A S T R AT E G I C P L A N
A C R O S S D E PA R T M E N T S
Sales
Public Relations
Marketing
Human Resources
Legal
Operations
Customer Service
Plan
Create
Qualify
Prove
Close
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3. EMPOWER PEOPLE
T H R O U G H O U T T H E O R G A N I Z AT I O N
60-75% of employees have not had formal social media training
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4. MONITOR AND MEASURE
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5 . C E L E B R AT E S U C C E S S
Credibility
Visibility
Value
Leads
Conversions
Wins
Team Quota Improved
Individual Quota
Improved
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BUYER ENVIRONMENT IS DIFFERENT
PHASE 0
PHASE 1
PHASE 2
PHASE 3
PLANNING / LATENT
DETERMINING
NEEDS
EVALUATE
ALTERNATIVES
EVALUATE
RISK
1.0
TIME
2.0
•
•
•
•
80% of buyers find you
Buyers have a “hypothesis” already forming
Sellers need to validate or challenge buyer “vision”
“Situational fluency” is more critical than ever
2013 © SOLUTION SELLING, INC.
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THREE EMERGING SALES “PERSONAS”
Phase I:
Determine
Needs
Phase 0:
Latent
Phase II:
Evaluate
Alternatives
Phase III:
Evaluate
Risk
Time
Micro-Marketer
Situational Expert
Risk Manager
Today’s Seller must be able to:
Today’s seller must be able to:
Today’s seller must be able to:
 Use social media
 Use enabling technology
 Show thought-leadership
 Seed requirements
 Build relationships
 Build credibility
 Provide value
 Recognize where the buyer is
 Identify how they got there?
 Identify what has influenced them?
 Apply situational fluency
 Pre-empt, validate or challenge the
buying premise
 Lead, educate and challenge
 Identify the buyers level of risk?
 Build “buying consensus”
 Proof-of-value to mitigate risk
 Highlight risk of other options
 Reach “win-win” outcomes
2013 © SOLUTION SELLING, INC.
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D E M A N D C R E AT I O N
How the “Micro-Marketer” Succeeds with Today’s Buyer
◄ Getting back to the “front”
◄ Establishing credibility
◄ Listening and idea “seeding”
2013 © SOLUTION SELLING, INC.
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Social Lead Generation
Twitter users are 24 % more
likely to make online
purchases, than average
Internet users - CNBC
What should I be
listening for on Social
Media?
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©2013
©Solution Selling, Inc.
My Company
My Products
My Competitors
My Customers
My Executives
Industry Keywords
Google AdWords
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Social Lead Generation
First Name: Aaron
Last Name: Biddar
Social123
Location: Atlanta, GA
Social.
Sales.
Enablement.
URL: social123.com
Self-Description: CEO @ Social123, Social Media know it all
Followers: 456
©Solution Selling, Inc.
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Social Lead Generation
Social123
Social.
Sales.
Enablement.
SOCIAL. SALES.
E N A B L E M E N T.
©2013
©Solution Selling, Inc.
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2013
©Solution Selling, Inc.
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SPI: The First LinkedIn Training Partner
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Tips To Enhance Your LinkedIn Profile
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Tips To Enhance Your LinkedIn Profile
Quality Photo
Recommendations
Compelling
Headline
Skills &
Endorsements
Enticing Summary
Groups
Complete
Experience
Status Updates
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Start With A Great Photo
Professional Appearance
Close Up Headshot
Square
Good Lighting & Background
Best size:
Between 200x200 and 500x500 pixels
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People With Photos
Are Viewed 7x More
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Good Examples
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Things To Avoid
Cropped & Blurry
Images courtesy: Andrew Macarthy
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Things To Avoid
Proportions Squeezed
Images courtesy: Andrew Macarthy
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Things To Avoid
Photo Not A Square; Bad Background
Images courtesy: Andrew Macarthy
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Things To Avoid
Bad Lighting; Tiny Photo
Images courtesy: Andrew Macarthy
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Next: A Compelling Headline
Appears Under Your Name
The #1 Thing
People Look At
120 Characters Limit
Make It Count!
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Good Examples
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Next: A Compelling Summary
Include High On Your Profile
Your Professional Story
2,000 Characters Limit
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Good Example
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Good Example
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Next: Complete Your Experience
Add details for each position
Think about keywords
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Next: Recommendations
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Next: Skills & Expertise
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Next: Skills & Expertise
Can include up to 50
Pick the top 10 you want
to display at the top
Seek “votes”
Weed out duplicates
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Next: Skills & Expertise
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Next: Groups
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Groups
Can join up to 50
Balance professional and
personal interests
Listen…then participate
You can directly message any
member of a Group you join
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Next: Status Updates
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Status Updates
Share content
(existing articles are fine)
Good source:
www.linkedin.com/today
Another source:
Your Company’s Page
Relevant blogs
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Y O U R E A L LY W A N T A D R I N K B U T
IF YOU WANT I CAN SHOW YOU SOME
SCENARIOS ON USING LINKEDIN
2013
©Solution Selling, Inc.
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Using LinkedIn Sales Navigator
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Sample Sales Scenario
• Introducing Erica Robertson
• Account Executive
• Challenged by increasing, hard-to-meet quotas
• Qualifying process takes a long time
• Cold calling is becoming less and less effective
Erica Robertson
• Target Prospect
• Decision-maker for all enterprise-level
purchases at his company
Target Prospect
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Leveraging Your Team’s Connections with TeamLink
Erica’s connections
Adam
Erica
Erica’s team’s connections
People her network knows
at the account
People her entire Sales
Team knows at that
account
2
100+
Erica’s key
account
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Finding the Right Prospects
• Erica’s target market
• Her territory
• Her key accounts
• Director level or higher
• Key job functions
Target Prospect
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Start the search in Lead Builder by
inputting Erica’s basic requirements.
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Note the search parameters listed
at top of results page.
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Save the search and set up an
email alert.
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Choose when to get email alerts
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Use the “gear” icon to access saved
searches
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Add additional filters based on your
requirements.
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Using TeamLink Connections filter
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The TeamLink panel
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Initiate an introduction request
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Initiate an InMail
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Review
Find the right prospects
 Premium filters
 TeamLink connections
 Saving searches and setting up email alerts with Lead Builder
Build a high-quality network
Complete your sales profile
Know what your prospects care about
Get a warm introduction
Engage in social activity
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Y O U R E A L LY W A N T A D R I N K B U T
I F Y O U W A N T I C A N TA K E S O M E Q U E S T I O N S
2013
©Solution Selling, Inc.
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CALL FOR ACTION:
GO HOME
OPEN YOU PC
ADAPT YOUR LINKEDIN PROFILE
MAKE YOURSELF AN INDIVIDUAL SOCIAL MEDIA
PLAN!
2013
©Solution Selling, Inc.
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