Social Selling (for ADM)

Mic Adam

Social Media activities• Awareness Building• Inventory Services• Policy Creation• Training• Monitoring

• Market research

Social Selling

The times are changing… also for prospecting!

Buyer Environment has changed

3 in 5 Decision takers use sociale media to get informed about new products and

suppliers.

Let’s be real… B2B leads still come from

The new seller est arrivé!

B2B Social Selling is NOT…

making sales pitches through social media

Q1: What is Social Selling for you?

Definition of Social Selling

Is Social Selling a distraction?

• Calls-to-contact ratio is now over 10:1 - worse than ever before.

• Contact-to-meeting ratio is worse, not better.

• Sales cycle length is longer, not shorter.

• Closing percentages are lower, not higher.

 Objective Management Group

Some Independent Research

Benefits of Social Selling

Best in Class & Their Strategy

Most efficient use of Social Media

Did you ever close a deal via Social Media?

Best Practices for Mature Social Sellers

Pillars of Social Selling

Lis

ten

Learn

Res

earc

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Relate

En

gag

e

Impress

Co

llab

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te

Close

Biggest Social Selling Hurdle

Social Selling Training

Social Media Trainers

Sales Performance International (SPI)

Sales Coaches

A few basics

27

A world of Solutions

Q2: Which solutions do you know or are using for Social Selling?

Hearsay Social Selling

http://www-01.ibm.com/software/collaboration/social/business/socialselling.html

Oracle

Who else is into Social Selling?

The Social Media Vendors, Monitoring tools, etc.

Social Selling SolutionsLinkedIn

The Changing Sales Role

Take a Hollistic Approach

Hootsuite Media

Best in Class!

Content & Relationship

Social Selling In Action

Social Selling Building blocks

Improve Your Lead Gen

• Recognize Buying Signals

• Get noticed as an industry expert

Pick a Channel

Build your

Profile

Build your

network

Connect with

influencers

Create Content

Keep Listening

SOCIAL SELLING PROCES

Social Selling Tips for the social Seller1. Choose your social media channels carefully

and not to many

2. Build a strong and professional network

3. Invest time in your connections

4. Become a content curator and share with your clients/prospects

5. Stay in touch and do consultative selling

6. Share content and add value

7. Ask your “friends” to share your social media messages

Tools for a Social Seller

SALES

Q3: How to measure ROI of Social Selling

Q4: which Sales KPI’s are relevant

Traditional Sales KPI’s

Leading indicators: KPI’s for funnel development

• Number of qualified leads in the pipeline

• Sales cycle length

• Total length of time to qualify a new prospect

• Qualified to proposal ratios

• Number of evaluations / short lists per year

• Number of new (first) client meetings per month

• Number of meetings with prospects/clients

• Cold lead to qualified ratios with conversion rates

• Pipeline growth

Traditional Sales KPI’s

Lagging indicators: Revenue and quota focused KPI

• Proposal to closed ratio

• Average deal size

• Number of sales per year

• Total revenue & profit

• Annual quota

• New vs. existing client sales

• CRM Update

Let’s take look at how these 4 platforms can be used for Social Selling

Sociaal Media Platform #1Business Networking

Six Degrees of Separation

Q5: Give 3 examples of Social Selling on LinkedIn

It all starts with “first impressions”.

I am not going to talk about these basics!

• Picture• Name• Title• Email• Phone number• Website(s)• Vanity URL• Summary• Work history• Other fields

Tip #1: Who viewed your profile

Starta

Conversation

Tip #2: Check Contacts tab

• Congratulate on new Job

• Wish Happy Birthday

• Congrats on Work anniversary

Starta

Conversation

Tip #3: Use Introductions

Tip #4: Find new prospects - Alerts

Tip #5: Keep your network warm

How to keep your network warm?

Social Media Platform #2Microblogging

Q6: Give 3 examples of Social Selling on Twitter

Why use Twitter for Social Selling?

• Listen (people, companies, and topics)

• Find new customers and opportunities

• Ask questions

• Share infromation

• Be found

• Become a resource

Tip #1: Who to follow?

• Your own company

• Customers

• Prospects

• Partners

• Suppliers

• Peers

• Competition

• Journalists

• Influencers

• Etc.

Tip #2: Follow Hashtags

Tip #3: Share Content

Tip #4: Attract attention - Mentions

Tip #5: Make a Twitterlist

Monitor Social Media for Cues

Topsy

Google Alerts (Internet – Content)

The Google Alert Results

Many more tools (free – freemium – paying)

More free monitoring to come…

Managing multiple accounts from one screen

84

Post Message on Multiple accounts

85

Monitor Twitter & Facebook

86

Where and how do you

Find good content.

Platforms for Content

Website

PersonalProfiles

CorporateProfiles

CorporateProfiles

Traffic generation

Traffic generation

Content generation

89

Social Selling Apps

Create a Social Media Routine!

Keep in mind that Social Selling…

• Enables Collaboration, Listening, Contribution

• Helps identify prospects

• Facilitates relationship building

• Demonstrates industry knowledge and expertise

• Closes deals more efficiently

Social Media Routine

Combine Old AND New to start conversations!

95

And that’s how you become an effective social seller.

Next Steps?

• 19/2/2014 – Workgroup on the topic• Lead Generation with Social Media

• Getting your sales team on board

• Sharing of cases and best practices

• 24/4/2014 – Workgroup on the topic• Social Selling tools and platfroms

• ROI of Social Selling

• Sharing knowledge, cases and best practices

Did we forget something?

• 11/6/2014 – Workgroup/Info session

• Based on previous 2 sessions

Or

• 11/6/214 – Workgroup on…

Connect with me!

@MICADAM

/MICADAM

/MICVADAM

MICVADAM

/MICVADAM

+32 47850 41 35

MIC@VANGUARD-LEADERSHIP.BE

/MICADAM