Digital Business Development: Pivot to social selling: customer engagement from within BY Yvonne...

Pivoting social selling

Yvonne Hansen, Head of Digital, Marketing and Communication Dep.KPMG Norway

November, 2016

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Document Classification: KPMG Confidential

You can’t judge a dog by it’s hair

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Document Classification: KPMG Confidential

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Document Classification: KPMG Confidential

Traditional sales

Where the seller traditionally

started their process.

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Document Classification: KPMG Confidential

Modern sales

The seller is involved much later

in the process.

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Document Classification: KPMG Confidential

Social selling

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Document Classification: KPMG Confidential

• Don’t interrupt your prospects with cold calls and hard sell

• Give them useful insights and learn to know them

• Eventually they will contact you, and be converted into customers

The idea is…

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Document Classification: KPMG Confidential

Why important?

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Document Classification: KPMG Confidential

” Buyers have changed more the past 10 years than the past 100"

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Document Classification: KPMG Confidential

”Buyers are learning without the seller"

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Document Classification: KPMG Confidential

“75 % use social media to acquire information about suppliers” (McKinsey)

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Document Classification: KPMG Confidential

"90 % of decision makers in B2B never responds to cold calls“(McKinsey)

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Document Classification: KPMG Confidential

"57 % complete their purchase before speaking to sales“(McKinsey)

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Document Classification: KPMG Confidential

KPMG must be present on digital platforms!

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Document Classification: KPMG Confidential

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Document Classification: KPMG Confidential

Key factors

• Commitment

• Team work

• Measuring

Challenges

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Document Classification: KPMG Confidential

• Gap in knowledge

• KPMG Global vs KPMG Noway

Challenges

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Document Classification: KPMG Confidential

Expert on social selling

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Document Classification: KPMG Confidential

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Document Classification: KPMG Confidential

Risk?

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Document Classification: KPMG Confidential

• Work in progress

• Get the right tools

• Make them feel confident

• Play on their competitive nature

• Get results

How will we do it?

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Document Classification: KPMG Confidential

Baby boomers have the experience needed but is the least likely to

engage. Do we have to wait out this generation or is it possible to turn

their attitude?

Thank you

Twitter: @yvonnehansen

E-mail: yvonne.hansen@kpmg.no

LinkedIn: no.linkedin.com/in/yvonnehansen

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Document Classification: KPMG Confidential

Forrester Research, The B2B Sales Force Digital Reboot, 2015

http://www.mckinsey.com/industries/high-tech/our-insights/transforming-the-business-through-social-tools

https://hbr.org/2015/11/competing-on-customer-journeys

CEB, Winning Consensus-Based Sales, 2015

CSO Insights, Why Aligning Your Social Strategies Is Key To Social Selling Performance, 2016

http://www.salesforlife.com/blog

References

Document Classification: KPMG Confidential

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