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3 Okay, you had my curiosity... Now you have my attention Ask yourself this... Some questions you need to ask yourself... Bring it on!!! Okay, NOW we are ready!
Citation preview
Ionut Constantinescu
Social SellingCrazy little thing called...
Create Direct | Romania
2
A preview of the journey
Social... what?, Please, tell me more!
What’s the big fuss?Well, I’m not buying it!
Start
3
Okay, you had my curiosity...Now you have my attention
Ask yourself this...Some questions you need to ask yourself ...
Bring it on!!!Okay, NOW we are ready!
4
The process, simplifiedFollow the social brick road to the magical land of closed deals!
The holistic aproach Sales + Marketing = LOVE!
Setting things upTransform the sales and marketing teams!
5
Case studies! Well, if it’s working for these guys...
ConclusionRemind me again, why are we doing this?,
Finish
What is social selling?
Social selling is the new norm. But it’s a tool,
not a magic wand.
Jamie Shanks: Meeting the buyer where the buyer is and arming themselves with information, to make informed decisions – ONLINE. Social Selling is also about leveraging these online tools to help a sales professional have a more pertinent and effective conversation with their buyers
John Byrne: Socially selling like any sales skill it is a discipline. By using social media, with particular emphasis on LinkedIn to connect, inform, educate and influence your prospective buyers and existing clients. It does not eliminate the need for traditional professional sales skills, rather it can enhance them helping to elevate the salesperson to a Trusted Advisor.
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Why is it important?
64%
Source: Hubspot64% of sales teams
that use inbound social selling reach their
quotas
81%
Source: LinkedInYour social media presence is your
introduction to these buyers. In fact, 81% are more likely to
engagewith a strong, professional
brand.
72%
Source: DemandGen72% of buyers use social media to
research before making a purchase. They’re looking up product and
brand information. They’re checking references. They’re asking the
opinionof their connections and
your customers. Half of the buying process is completed before a sales
person even reaches them. 77%
Source: Hubspot77% of B2B purchasers said that they would not even speak to a sales person until they had done
their own research
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Employees are (already) social
Employees interact on social networks on a daily basis.Facebook: 63% at least once/day (40%, multiple)Instagram: 57% at least once/day (35%, multiple)Twitter: 46% at least once/day (29%, multiple)56% of employees are either content curators or creators.46% like to share original content (photos/video)41% share content they find elsewhere online
Employees average 200+ connections per social network.Facebook: 285 friendsTwitter: 208 followersLinkedIn: 190 connections
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The marketing funnel is dead!
Action
Desire
Interest
Awareness
The new customer path to purchase is much more winding and sophisticated, and smart companies have begun to adapt to the new approach by implementing a social selling strategy.
One that takes into consideration that prospects engage with companies at various points in the process, and each comes to the interaction with a different level of knowledge, interest, and sophistication. What was once a linear, guided process is now a complex, non-linear journey.
The rise of social media gave consumers more options than ever before. Even more importantly, prospects now have the ability to perform many of the funnel tasks on their own. From researching features to talking to current product owners, consumer education has largely become a do-it-yourself effort.
Oh no, what happened?
Sorry to let you know, but...
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There’s a new model in town
ExploreThis phase encompasses all the
complex tasks that today’s sophisticated consumers perform
when shopping for an item. Extensive Internet searches,
hands-on experimentation, such as test-driving a car, reading
reviews etc.
DiscoverSimilar to the Awareness step, .this
point stresses the importance of marketing strategies that let
prospects know about your company.
BuyAt this point, prospects are ready to complete a transaction. Yet they may go through a few more iterations before making the purchase. Looking for coupons or promo codes or searching for sales are typical behaviours.
EngageThe actual interaction with the brand. Such as using the product or service, visiting the website for usage ideas, and engaging with other customers.
The New Path to PurchaseStarts with aligning the sales and marketing strategy with the consumer decision journey
What resources will
I need?.Do I trully need it?
What will I do with all the
money, fame and success?Is my client ./
company prepared for
this?
Ask yourself this
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“Easy” as 1, 2, 3 It’s not simple but it does worth it!
Step 1
Research
Step 2
Set-upStep 3
Build
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Research
01 Social ListeningIdentify the relevant conversations in order to capture relevant buying signals.
02 Social SearchingIdentify sale opportunities and refine your social listening keywords.
Research can easily become overwhelming or paralyzing. It is therefore essential to have purpose and pragmatism in the research efforts. Focus on key people, keywords and conversations.
Stay focused!
03 Social prospectingFind professionals within your target market and build segmented lists.
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Set-up: The foundation
TrainingTrain your employees on how, what and when to communicate with their contacts. Set-up a crisis management response plan.
MeasurementDecide on the KPI’s that will allow you to measure your social selling success. Choose the right tools for the job!
Social profilesCreate professional social
profiles for both of your employees, your products
and your company.
ContentSet-up a monthly content
calendar. Start a blog, create white-papers, case
studies, research and publish them on your social
channels
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Set-up: the sales team
TrustTrust is the basis by which every B2B buyer makes their decision. Trust is the key to every business opportunity online and is typically the last barrier in the purchase decision.ConsiderationOnce you have the buyer’s trust, they’ll reach out when they see that you can help them.Use SSIThe Social Selling Index (SSI) measures progress acrossthe four pillars of social selling. See it here
AuthorityBuyers don’t want to close with a
salesperson, they want to find an expert and partner who can help their business
succeed.Credibility
Curating content, answering questions, and providing assistance to buyers
(even outside your products and services) will help you build credibility.
PresenceBe present where the buyer is –
LinkedIn, Twitter, Facebook Groups, and other industry sites are all great
networking sites where sales professionals can find buyers or build a
great reputation.
Start transforming your sales-team’s online brand and provide the tools and training needed so they can stay authentic online. Concentrate less on the sales angle and more about sharing quality content
and building connections.
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The MarketerEmpower your sales force to have intelligent conversations.
Set-up: the marketing teamGive Sales visibility into their prospect’s digital behaviour
Use SM tools to track the conversations that peopleare having around your brand and your industry and the content they use
Make your sales organization a partner on all programs
and campaigns
Help Sales understand the best use for all content you
offer
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Case study: PayPal
ChallengesIdentify key decision makers
Manage multiple stakeholders across the prospect company
Maintain momentum through a lengthy sales process
ResultsSocial networking has become one
of the strongest lead sources for marketing
More relevant points of contact keep momentum through the sales
process
20-30 of the deals being worked on at any time are sourced through
Social Selling Solutions:Find connected decision makers through LinkedIn profiles and Advanced Search Use social networking and research to map the buying committee of prospective
client organizations
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Case study: ADP
ChallengesDeliver better qualified leads to sales
Improve salesperson productivity
Generate net new sales revenue
ResultsLeads worked by sales increased
21%
Win rate of leads increased 103%
Total amount of won deals increased 26%
Revenue increased 48% year-over-year
Social Selling Solutions:ADP aligned marketing and sales to adopt a common definition of a good lead
ADP’s marketing team targeted content to stakeholders at various levels
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Case study: Oracle
ChallengesQuickly connect with buying committees
Generating lead lists was inefficient and time-consuming
Long sales cycles
ResultsEstablishing relationships through
shared connections on LinkedIn led to a 30% increase in engagement
withkey connections.
Sales cycles shortened by 20% due to relationship building
through social networking.
Social Selling Solutions:Used LinkedIn’s tools to empower marketing to quickly generate lead listsCreate warm introductions and better relationship building through social
networking
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Case study: IBM
ChallengesMake social a prominent—rather than marginalized—part of the sale process.
Resistance from the staff who complained that they didn’t have the time to engage in social.
Results400% Increase in Sales During B2B
Pilot Program
3,000 new LinkedIn followers which therefore expanded their
reach from 54,000 to 1.3 million.
Social Selling Solutions:A training into social selling of the seven B2B sales reps in IBM’s Cloud Computing product
division Deploying social listening to help discover conversations that were occurring about cloud
computing.Inside and outsode content provided to the teams to be used during social conversations.
Social media and social selling can accelerate finding, managing and closing business. While traditional selling
involves reaching out to customers where you think they are or want them to be, if you get social selling right, you’re
reaching people where they actually are, and you have them reaching out to you as well.
- Simon Porter, Vice President of IBM
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Thank You!
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