Download - Tribal Impact: Social Selling Tips & Tricks
SOCIAL SELLINGTIPS & TRICKS ON HOW TO USE SOCIAL MEDIA AS PART OF THE B2B TECHNOLOGY SALES CYCLE
SARAH GOODALL
Internal Communications & Social Media for SAP EMEA+IndiaOwner of Tribal Impact blog
Twitter: @tribalimpactBlog: www.tribalimpact.comEmail: [email protected]
HOW THE SALES PROCESS HAS CHANGED
Engage Vendors
Develop RFI
Internal Analysis
Potential Solutions
RFP & Compare
Negotiate
Implement
Qualify
Build Relationship
Needs Analysis
Show Demo/Test
Sell Solution
Negotiate
Deliver
If All Went Well The Customer Would Purchase
Buyers Now Less Reliant On
Vendors & Analysts
Researching Before They Enter
The ”Sales Cycle”
Decision Makers Turning To
Trusted Networks – Online Or
Offline
Customer View Vendor View
Social Media are media for social interaction, using highly accessible and scalable publishing techniques (Blogs, Twitter, Facebook, LinkedIn etc)
WHAT IS SOCIAL MEDIA?
HOW IS IT CHANGING SALES?
IT ISN’T JUST FOR KIDS...SENIOR DECISIONS MAKERS ARE USING IT
...THESE ARE THE TOOLS THEY’RE USING
...AND THIS IS HOW THEIR TEAMS ARE USING SOCIAL MEDIA
TOOLBOX SURVEY
Our Primary Audience Uses It
Gain Customer Intelligence
Identify New Sales Targets
Develop Closer Relationships
Shorten Buying Cycles
Grow Your Prospect Base
Build Your Personal Brand
SO WHAT IS SOCIAL SELLING?
Know Your
Target
Build A Network
ListenEngage
Extend Network
5 STEP SOCIAL SELLING PROCESS
• Choose 2-3 Target Accounts
• Decide On Audience• E.g. HR, IT, Finance
• Find Who They Are• LinkedIn Advance Search
• Find Their ”Pain Areas” • Google, Twitter, LinkedIn Questions
STEP 1: KNOW YOUR TARGET
• Build Your LinkedIn Profile• Create the basics – be searchable
• Create your ”Personal URL”
• Add to your email signature
• Invite People To Join You On LinkedIn• Customers, Partners, Colleagues, Employees
• Happy? Know You?
• Find Your Targets• How are you connected?
• Which Groups do they belong to?
• Interests? Education?
STEP 2: BUILD YOUR NETWORK
• Select ”Follow Company” on LinkedIn• Latest personnel changes
• Check out interesting stats
• Join Relevant LinkedIn Groups• Search by keyword e.g. retail technology
• Your Company Group? Join Up
• Monitor discussion topics
• Set up Google Alerts • Follow customers, keywords & competitors
• Listen To Your Targets
• Do they have a Twitter account? Blog?
STEP 3: LISTEN
• Update Your LinkedIn ”Network Activity”• News, Events, New Videos, Demos
• Invite Your Network To Join A Group• E.g. Local Company Network?
• Respond To Group Discussions• Add your opinion
• Create a discussion e.g. ”I heard this from several clients – is this the general feeling?”
• LinkedIn Answers• Answer 2 questions a week
• ”Saw this and thought of you!”
STEP 4: ENGAGE
• Get In The Habit• Meet, Greet, Invite
• Make the invitation personal
• When accepting – send a message back!
• Good Job? Established Credibility? • Ask for a recommendation
• Request an introduction
• Be Transparent
• Be Human...Not A Logo
• Be Open...You Will Reap Rewards
STEP 5: EXTEND YOUR NETWORK
• Be a person - not a logo
• Listen before you speak
• Introduce yourself – not an elevator pitch
• Add value
• Ask questions – seek to learn
• Make it easy to connect with you
• Be socially responsible – Follow Company Guidelines
REMEMBER....SOCIAL SELLING ETIQUETTE
• 14 Year In B2B Technology Marketing Communications
• From Global Matrix To Fast-Growing Start-Ups
• Including SAP, IBM, Hitachi, Glasshouse
• Passionate About People
• Inspired By Great Leaders
• Socially Networked
• Loves A Challenge
• Chartered Marketer
• Qualified Exec Coach - Intermediate (AoEC)
• Review References @ www.linkedin.com/in/sarahgoodall
ABOUT SARAH GOODALL