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Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
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Selling to Customer 2.0An Introduction
Overview
• Social Media is relevant in B2B sales
• Why sales needs to use social media
• Getting started in social networks
| SLIDE :2
Customer 2.0 has tuned out all of your yellingCustomer 2.0 has tuned out all of your yelling
by Orange_Beard
“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
relations and press relations are being trumped by customers talking to customers.”
Geoffrey James, BNET| SLIDE :4
Customer 1.0Customer 1.0 Customer 2.0Customer 2.0
Customer Behavior is Changing!
Lead Gen Inside Sales Account Management
✔ Identify opportunities in real time
✔ New communication channel
✔ Improved relationship
✔ Continue to be a trusted advisor
✔ Higher renewal rates
✔ Level of influence
✔ Faster pre-call research
LeadGeneration
Lead Qualification
Opportunity Management
Renewals& Up-Selling
| SLIDE :5
The Social Sales Cycle
✔ See updates and discussions around your product
✔ Communicate with them and group
✔ Continue to be a trusted advisor
✔ Higher renewal rates
✔ Faster pre-call research
✔ Identify connections
✔ Companies and individuals will write about their pain points
✔ Comments will be retained on site for increased exposure
✔ Continue to be a trusted advisor
✔ Higher renewal rates
✔ Understand prospects knowledge level
✔ Better lead conversion rates
500 million connect their social graphs in Facebook
175 million Tweet, RT, and search
YouTube celebrates 2 billion daily views
90 million users on LinkedIn
Social Media by the numbers
| SLIDE :7
Social Media and Business
“We need to transform the business conversation the same way Facebook has changed the consumer conversation. Market shifts happen in real time, deals are won and lost in real time, and data changes in real time…. ”
-- Marc Benioff salesforce.com
“Twitter. The people I follow provide me with more relevant links and information than any other tool. It saves me time and helps me learn about new technologies or innovative ideas, as they are happening.”
| SLIDE :8
Business.com
| SLIDE :9
B2B Customers are using social media to
make buying decisions. Sales teams need to be engaged to find these
prospects.
| SLIDE :10
Sales teams should be actively involved in LinkedIn groups to
discuss their solution
| SLIDE :11
A Kryptonite lock is picked apart by a blogger with a Bic pen. First blogs, then the New York Times amplify the feat as the company fails to respond.
Social Relevance: Viral effect costs $15 million in product recalls.
Social media can make or break a brand.
| SLIDE :12
Account Executive named James Andrews from a major PR agency Ketchum posts this update after landing in Memphis to meet with executives from FedEx.
Social Relevance: Andrew’s update caused a firestorm between FedEx and Ketchum.
Be smart about your communications.
Your Customers are talking to each other if you like it or not!
| SLIDE :13
time
leve
l of
bu
yer
act
ivit
y
“I’m just downloading
stuff”
“We have a project”
“We’vemade a decision”
“I’m just browsing”
“We’ve shortlisted vendors”
awareness consideration purchase
online
“70% of the B2B buying process happens online”SiriusDecisions Inc.
| SLIDE :15
“Social selling allows an average sales person to become a top performer…
in a way that was only accessible to the top sales guard in the past.”
Axel SchulzeBlog : What is Social Selling?
Connect
+Engage
=Listen
Social Selling: A New Approach to Engage the Customer
| SLIDE :16
Connect
Engage
Listen
Our Vision For Social Selling
• Personalized Social Listening• Social content integration with CRM• Identify prospects before you ever see them as a lead in your system
• Native Social Network mash-ups• Connections dashboard• Social Profile lookups
• Social Engagement • Conversation integration with CRM• Start building the relationship as early as possible
Why sales people should be engaged
| SLIDE :17
• Find new opportunities• Learn more about your prospects• Build relationships with influencers• Generate interest in your product/service• Create better alignment between sales & marketing
“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
relations and press relations are being trumped by customers talking to customers.”
Geoffrey James, BNET| SLIDE :18
Sales 1.0Sales 1.0 Sales 2.0Sales 2.0
Social media empowers sales people!
1876 1982
Engagement is appreciated
| SLIDE :20
Today’s Buying Process Starts With a Conversation
| SLIDE :21
Customize headline
Add Websites
Add Twitter
Add Photo
Refresh your LinkedIn profile
SLIDE :22
Knowing who viewed your profile is an
opportunity to find new
customers.
Who is looking at you?
| SLIDE :23
Join the Twitterverse
• Add a picture
• Create your Bio
• Follow people, companies, brands.
• Update your followers
• Have a personality
• No spamming
• Don’t follow 100 people a day
• Don’t ignore a genuine DM
• Never argue with someone
The Social Selling University CertificationK
EY
CH
AL
LE
NG
ES
TO
OL
S
YOU
Social media primer
• LinkedIn Basics
• Facebook Basics
• Twitter Basics
• Blogging Basics
Getting Started w/ Social Media
ACCOUNT MGMT LEAD GEN INSIDE SALES
• Using LinkedIn for Lead Generation
• Focused listening through Twitter for new opportunities
• Using a blog to find new leads
• Follow social media for any trigger events that could propel or hinder your deals.
• Low visibility of key business drivers
• Limited access to decision makers
• Limited insight into company dynamics
• Build relationships and find decision makers on LinkedIn
• Capture an entire social stream on a company or person.
Lead Generation and Prospecting
Lead Qualification
Opportunity Management
Up-sell &Cross-sell
| SLIDE :25
Review
• Social Media is relevant in B2BMore companies and decision makers are
online
• Why sales needs to use social media
Conversations are being held online that sales should engage with.
• Getting started in social networksOptimize your LinkedIn profile and your
other online profiles.
Thank YouEmail: [email protected] | Twitter: @insideview
| SLIDE :27
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that
is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends,
peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those
conversations.###
Social Selling University is brought to you by InsideView a Sales 2.0 leader, bringing intelligence gained from social media and traditional editorial sources
to the enterprise to increase sales productivity and velocity. We were founded in 2005 by pioneers of the SaaS, CRM and Content industries to
take advantage of the convergence of social media and enterprise applications.
