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The buying process has changed; it's digital, it's mobile, it's heavily influenced by social. The modern Sales professional leverages Social Networks to be where her buyers are online, offline, #AllTheTime. Companies that invest in operationalizing and scaling Social Selling will have a massive competitive advantage, as 78% of sales professionals using Social Networks outperform their peers. Evolution of communication: Print > Radio > TV > Phone > Email > Web >...SOCIAL. Social Selling is all the rage, but most people don't understand that Social Selling is just old school research, networking and relationship building, leveraging new school channels like LinkedIn, Twitter and Google+. Jill will cover the Why, What and How to do Social Selling at an individual Sales Rep level. You'll walk away with fresh ideas on how to find, relate, connect and engage with your customers and future advocates.
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#SocialSellingHow to “Sell” to the Modern
Buyer
The ABCs of Social Selling – Always Be Connecting
@jill_rowley | #SocialSelling
78% Salespeople using social media outsell their peers
@jill_rowley #SocialSelling
Benefits of Social Selling
@jill_rowley #SocialSelling
Customers expect companies to feel personal and authentic
@jill_rowley #SocialSelling
ADAPT OR DIE BE REPLACEDBecome transparent, responsive, &
collaborative or else risk being left in the dust by competition
@jill_rowley #SocialSelling
How?By sharing the unedited voices &
personalitiesof all employees!
@jill_rowley #SocialSelling
92% of B2B buyers startsearch online…
@jill_rowley #SocialSelling
82% of the world’s online population can be reached by social networks
Source: insites-consulting.com
@jill_rowley #SocialSelling
57% of the buying process done before engaging salesThen Now
VS.
@jill_rowley #SocialSelling
The Power of Peer to Peer
Buyer to Company: 33% Trust
@jill_rowley #SocialSelling
Buyer to Buyer: 92% Trust
@jill_rowley #SocialSelling
Meet the Modern Buyer
Digitally-driven
Socially-connected
MobileEmpowered
@jill_rowley #SocialSelling
Unlimited access to real-time information about your company, products,
competitors, customers, industry experts and influencers
Decision-makers are more knowledgeable.
Unlimited access to real-time information about your company, products,
competitors, customers, industry experts and influencers
"The best reps are not just present in social, they position themselves as credible and influential sources in customer
networks.” This affords them more access to buyers.
- Sales Executive Council
It all comes down to trust.
You have to break through the clutter.
Always look at things throughthe customer’s eyes.
You need more tools!Would you try to maintain your territory with
only hammer & nails? Old: Phone & Email
New: LinkedIn & Twitter
@jill_rowley #SocialSelling
Social Selling is using Social Networks to do Research to be
Relevant to build Relationships that drive Revenue.
@jill_rowley #SocialSelling
Traditional Selling vs #SocialSelling
@jill_rowley #SocialSelling
5 Pillars of Social Selling
@jill_rowley #SocialSelling
Use social networks to find, listen, relate, connect, engage, and amplify your buyers
and their sphere of influence@jill_rowley #SocialSelling
ContentREAD what your buyers are reading and
share that content across your social networks
@jill_rowley #SocialSelling
The 411 on Content
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Why bother with LinkedIn?
@jill_rowley #SocialSelling
1. Buyer-centric LinkedIn profile2. The Art of a LinkedIn Invite3. Sphere of Influence training4. LinkedIn Groups5. Advanced Search in LinkedIn6. Find Alumni7. LinkedIn Job Change alerts8. Share content
@jill_rowley #SocialSelling
• Headline should be descriptive; NOT your job title
• Include #hashtags Review the “Who’s Viewing Your Profile”
• NEVER leave blank
• Tell stories
• Write in the 1st
person. This is not your online resume!!
• Choose skills you want to highlight
• Seek endorsements & recommendations -do the same for others
HeadlineInclude
#Keywords
Profile Summary
Recommendations&
Endorsements
•High quality and professional photo
•11x more likely to be viewed with a photo
Profile Picture
Keys to a Successful LinkedInProfile
@jill_rowley #SocialSelling
Add a Professional Photo
• Represents your professional brand
• #FirstImpressionsMatter
• No wedding photos or party pics
• Make it public; not private
@jill_rowley #SocialSelling
The Good, the Bad, and the Ugly
@jill_rowley #SocialSelling
Your Headline isn’t just your title
@jill_rowley #SocialSelling
Your LinkedIn Summary is about YOU
@jill_rowley #SocialSelling
Don’t be a QUOTA CRUSHER
@jill_rowley #SocialSelling
Quota crusher vs. buyer-centric profile
VS.
@jill_rowley #SocialSelling
Recommendations Establish Credibility
@jill_rowley #SocialSelling
The Art of a LinkedIn Invite
@jill_rowley #SocialSelling
Join Groups on LinkedIn
@jill_rowley #SocialSelling
Use Your Alumni Network
@jill_rowley #SocialSelling
Get mobile! Download the app
@jill_rowley #SocialSelling
How can I measure how well I’ve adopted social selling?
@jill_rowley #SocialSelling
ABC co
Create a professional brand
Performance on four key dimensions, each worth 25 points
Find the right people
Engage with insights
Build strong relationships
16
15
8
18
Social Selling Index 57
LinkedIn’s Social Selling Index measures adoption of practices on
a 0-100 scale
@jill_rowley #SocialSelling
SSI leaders create 45% more opportunities per quarter
than SSI laggards.
SSI leaders are 51% more likely to hit quota
than SSI laggards.
45%more opportunities
51%more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to
understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is Social Selling important?
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Why bother with Twitter?
• Monthly Active Users = 271 million• In the U.S. the number of Adult Twitter users is 34.7
million• Twitter has 211 million monthly mobile users• Twitter has added 53 million users in the last 12
months
Twitter is:what’s happening now
Twitter is not:a place to share lunch
photos
@jill_rowley #SocialSelling
1. Pick a simple and short username (this is your brand)
2. Create a personal profile3. Upload a good picture (no eggheads!)4. Include your LinkedIn URL in your bio5. Listen first, find your voice6. Follow influencers and experts in your field; Create
lists7. Share things that are useful and relevant to your
followers8. Do no just self-promote or share your stuff9. Engage with your followers (@reply, RT and
@jill_rowley #SocialSelling
Is this a good Twitter profile?
@jill_rowley #SocialSelling
Personal Branding on Twitter
@jill_rowley #SocialSelling
Twitter: Starts with Listening
@jill_rowley #SocialSelling
Twitter Lists: Social Selling
@jill_rowley #SocialSelling
78% Salespeople using social media outsell their peers
@jill_rowley #SocialSelling
The ABCs of Social Selling – Always Be Connecting
@jill_rowley | #SocialSelling
@jill_rowleywww.linkedin.com/in/jill_rowley
Let’s CONNECT
@jill_rowley #SocialSelling
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