Pivoting social selling

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

November, 2016

2© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

You can’t judge a dog by it’s hair

3© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

4© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Traditional sales

Where the seller traditionally

started their process.

5© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Modern sales

The seller is involved much later

in the process.

6© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Social selling

7© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

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…

8© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Why important?

9© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

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

10© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

”Buyers are learning without the seller"

11© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

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

12© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

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

13© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

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

14© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

KPMG must be present on digital platforms!

15© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

16© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Key factors

• Commitment

• Team work

• Measuring

Challenges

18© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

• Gap in knowledge

• KPMG Global vs KPMG Noway

Challenges

19© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Expert on social selling

20© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

21© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

Document Classification: KPMG Confidential

Risk?

23© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

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?

24© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

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

26© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

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

© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

The KPMG name and logo are registered trademarks or trademarks of KPMG International.

The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.

kpmg.no/sosialemedier kpmg.com/app