ì  Why  invest  in  social  media?  Jane  Frankland  Agency,  20013  

Objective  

ì Introduce  you  to  social  selling.  

ì Add  value  by  giving  some  insight  into  social  media  as  a  tool  to  modernize  your  sales  approach  and  increase  sales.  

Introduction  

ì  “Social”  is  being  touted  as  a  strategy  that  all  businesses  should  use  but  ….    

ì  THE  ques3on  is  …should  you?  ì  Is  it  right  for  your  business?  ì  Will  it  deliver  REAL  results?  ì  Is  it  worth  your  TIME?  

How  I  got  into  this  “fine  mess”  

Recognized  authority  

ì Help  forward  thinking  brands  sell  more  in  the  digital  era.  I  do  this  through  consulNng,  training  and  coaching.  

Agenda  

ì How  to  use  social  media  to:  ì  Enable  sales    ì  Shorten  your  sales  cycle  ì  Support  your  business  ì Get  a  compeNNve  advantage  

1.              MARKETING  

2.                                        SALES  

3.        RECRUITMENT  

4.  NEW  SERVICES/IP  

ì  Using  Social  for  Sales  &  Marketing  

What  makes  a  good  sales  person?  

Buyers  are  different  

Buyers  now  seek  you  out  

Fact  

ì 50-­‐70%  of  the  buying  process  happens  before  sales  execuNves  get  involved  (Source:  Forrester)  

Fact  

ì 74%  of  B2B  decision-­‐makers  use  LinkedIn  to  help  them  with  their  B2B  purchase  decisions.    

Fact  

ì 90%  of  CEO’s  and  IT  Directors  say  they  NEVER  respond  to  cold  emails  or  calls  (Source:  InsideView)  

Fact  

ì 89%  of  consumers  begin  searching  for  products  and  services  using  a  search  engine  (Source:  InsideView)  

Savvy  entrepreneurs  

ì Shifing  their  spend  away  from  ‘interrup3on  adver3sing.’  i.e.  trade  shows  and  direct  mail  and  ‘outbound  marke3ng’  i.e.  cold-­‐calling.  

Better  returns  through  social  media  

ì 57%  acquire  clients  through  blogging  

ì 44%  from  Twiher  

ì 43%  of  B2B  companies  from  Facebook    

They’re  listening  

SOCIAL  

Where  to  focus  

ì  To win in business now, you’ve got to be focusing on engagement, interaction and conversations.

ì  Recent figures suggest that 90% of us buy on recommendation – even from people we’ve never met.

ì  The reason – we’re programmed this way. We follow the herd, keep up with the crowd and so on.

Social  media  works  in  the  same  way  

ì Studies  show  that  the  average  conversion  rate  on  a  website  shoots  from  7%  buying  up  to  71%  when  we’re  recommended  via  social  networks.  

Social  media  shortens  the  sales  cycle  

ì  When  you  ask  for  help  or  search  for  something  through  those  you’re  connected  to,  you’ll  find  that  you’ll  end  up  on  the  recommended  site  knowing  a  lot  more.    

ì  AND  you’ll  be  more  focused  and  more  ready  to  buy!  

Key  thing  to  note  

ì Understand  this  and  you’ll  take  traffic  away  from  your  compeNtors  who  may  out  rank  you  now  in  terms  of  SEO.  

To  succeed  with  social  selling  

ì You  need  to  be  taught  how  to  use  it  effecNvely  –  as  a  process.  

ì You  need  to  know  your  objecNve  and  your  market.  Then  plan,  focus  and  take  consistent  acNon.  

Let’s  hear  it  from  the  frontline  

What  do  you  think  they  said?  

ì  1,007  sales  professionals  from  USA,  UK,  China  and  Brazil  were  interviewed  to  get  their  thoughts.  

ì  3  YEARS  AGO  here’s  what  they  said…  

Salespeople  are  desperate  for  help  

Selling  is  getting  harder  

More  Insight     Less  Info  

More  work  for  less  return  

More  Calls   Poor  Results  

Lead  generation  

Meeting  volumes  have  plummeted  

Targets  are  not  being  met  

Old  techniques  aren’t  working  

Change  is  needed  

YOU  KNOW  THIS    &  SO  DO  FORWARD  THINKING  BRANDS  

Technology  is  the  enabler  

ì  SOCIAL  that’s  changed  everything.  

ì  We  FOLLOW,  LIKE,  LINK  and  SUBSCRIBE  and  make  friends.  We  network,  we  connect,  we  share,  we  contribute  and  we  support.  

ì  Business  is  more  transparent,  agile  and  AUTHENTIC  than  EVER.  

It’s  your  choice  

You  have  a  choice  –  whether  to:  

ì LEAD  the  change.  

ì FOLLOW  someone’s  change.  

ì GET  LEFT  BEHIND.  

Consider  this…  

ì If  you  choose  not  to,  one  thing’s  certain  –  your  prospects,  clients  and  compeNtors  are  going  to.  

SO  ASK  YOURSELF,  CAN  YOU  AFFORD  NOT  

TO  UNDERSTAND  HOW  TO  DO  THIS?  

Clients  access  information  

Decisions  are  made  

Overwhelmed  by  sales  messages  

BUT  …  THEY  STILL  NEED  SOLUTIONS  

(&  NOW)  

Outwit  the  competition  

Out  maneuver  the  competition  

Stealth  sell  

CONNECT  MORE    DO  MORE  SELL  MORE  

EMBRACE  SOCIAL  SELLING  

Those  who  get  it  win  

31%  greater  team  quota  with  social  selling  techniques  

(Aberdeen  Group)  

3  Levels  of  social  selling  

LEVEL  1  -­‐  Individuals  

LEVEL  2  -­‐  Strategy  &  Formal  Training  

LEVEL  3  –  Managed  Systems  

To  stop  using  outdated  methods  

Empower  your  team  

ì  Selling  Through  Social  Media  EssenNal  Steps  to  Take  to  Conquer  Social  Selling  

Prospecting  

ì ProspecNng  can  be  one  of  the  less  glamorous  aspects  of  sales  but  it’s  also  the  most  important.  If  you  don’t  have  leads,  you  don’t  have  sales!  

Creating  success  

ì  Using  social  media  for  sales  has  been  on  the  radar  for  many  companies  but  few  achieve  success.  It’s  usually  because:  ì  Their  content  is  focused  on  sales,  not  the  

customer  ì  Using  “old  school”  sales  mentality  with  new  

tools  ì  They  provide  no  value  

A  replacement  for  cold  calling  

This  is  key…  

ì  …  because  when  you  cold  call  normally,  there’s  no  prior  relaNonship  established  and  your  prospect  has  no  sense  of  obligaNon,  or  interest  to  give  you  the  Nme  of  day  because  they’ve  got  no  idea  who  you  are.  

Good  listening  

ì An  integral  part  of  the  sales  process  is  gerng  to  know  your  prospects  and  establishing  relaNonships—and  social  media  can  help  you  accomplish  this  quickly  and  easily.    

Get  good  at  conversations  

Think  great  customer  service  

“Price  is  what  you  pay.  Value  is  what  you  get”  

Warren  Buffet  

VALUE-­‐ADD  

ì  Recruitment  

Recruitment  

ì  Ernst  &  Young  are  notorious  for  their  grad  recruitment  via  social  media.  When  they  wanted  to  increase  their  brand  presence  across  UK  unis  they  had  1  person  registering  every  2.58  minutes.  

ì  Recruitment  agencies  charge  20%.  

ì  How  much  money  are  you  losing?  

Walk  in  your  buyer’s  digital  footsteps  

Create  digital  bait  (content)  

A  joined  up  approach  =  

BECOME  SOCIAL  SELLING  CONSCIOUS  

INCORPORATE  IT  INTO  YOUR  SELLING  METHODOLOGIES    

IBM  

The  problem  

ì  Finding  B2B  clients  —  telemarkeNng  and  email—were  not  working  for  cloud  compuNng  and  data  security.  

ì  Commissioned  a  buyer  preference  and  it  revealed  that  1/3  of  its  B2B  buyers  were  already  using  social  media  of  various  kinds  (Twiher,  blogs,  online  forums)  to  engage  with  vendors  and  learn  about  products.  

ì  75%  of  respondents  said  they  were  likely  to  use  social  media  in  the  future  as  part  of  their  buying  decision.  

The  solution  

ì  Cloud  CompuNng  -­‐  7  inside  sales  reps  with  Twiher  and  LinkedIn  accounts  and  collateral.  

ì  "intelligent  listening”  to  learn  what  conversaNons  were  going  on  about  cloud  compuNng,  what  trends  and  issues  were  being  discussed,  and  what  the  hot-­‐buhon  topics  in  the  field  were  for  users  or  considerers.  

ì  Tested  an  offer  of  60  days'  free  trial  of  the  product  via  the  7  reps  and  published  only  in  their  social  channels;  it  was  released  on  the  web  a  week  later.  

400%  INCREASE  IN  SALES  

Innovation  

ì  An  innovaNon  jam  in  2006  brought  together  employees—and  friends,  family  and  clients—to  discuss  more  than  50  research  projects  within  the  company.  

ì  From  there,  they  voted  on  the  10  best,  which  became  incubator  businesses  that  IBM  funded  with  $100  million,  all  based  on  “crowd”  discussion.  

What  was  the  ROI?  

ì They  generated  $100  billion  in  total  revenue  for  a  100-­‐to-­‐1  ROI  with  a  44.1%  gross  profit  margin  

SAP  

6.  Dell  

Perform  at  a  higher  level  

ì  This  is  your  choice.  

ì  By  applying  a  proven  system,  you  can  predictably:  ì  Increase  your  reach  so  you  

get  more  leads,  meeNngs  and  sales  

ì  Increase  your  revenue    ì  Save  on  markeNng  and  

recruitment  costs  ì  Improve  innovaNon  

Embrace  change  

“The  rate  of  internal  change  must  be  greater  than  the  rate  of  external  change  or  

the  company  will  fall  behind.”  

-­‐  Jack  Welch  

Got  this  far?  

ì Contact  me  now  to  discuss  how  I  can  help  you  &  your  team  perform  at  a  higher  level:  

hello@jane-­‐frankland.com