how to drive the digital transformation of sales and build a social selling methodology

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Social Selling Best practices Industry Principal - Social Selling Koka Sexton @KokaSexton

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Page 1: How to drive the digital transformation of sales and build a social selling methodology

Social SellingBest practices

Industry Principal - Social SellingKoka Sexton

@KokaSexton

Page 2: How to drive the digital transformation of sales and build a social selling methodology

1999Sales

2005Linkedin profile

2007Twitter profile

2010Marketing*Dark side*

2011Social Selling University

2013Social Selling Goes Global

2014Sales Navigator

2016Head of social @LinkedIn

Integration of social into the sales stack

Koka’s journey into social selling

2017Hootsuite

Page 3: How to drive the digital transformation of sales and build a social selling methodology

Identify and Engage

Marketing SalesSocial Selling

Personal engagement at scaleWelcome a new paradigmWhen sales and marketing combine efforts to engage more buyers, your company will transform

Sales / Marketing Alignment

Page 4: How to drive the digital transformation of sales and build a social selling methodology

Leveraging your professional brand to fill your pipeline with the right people,

insights and relationships.

Definition of social selling

Page 5: How to drive the digital transformation of sales and build a social selling methodology

Advanced social selling

Isolated behaviorsIntegrated activities

Page 6: How to drive the digital transformation of sales and build a social selling methodology

+36%customersatisfaction

+15%revenuegrowth

+28%willingnessto recommend

+33%less likely tocancel/churn

Social journeys are strongly correlated with business outcomes

Page 7: How to drive the digital transformation of sales and build a social selling methodology

Social buyers It’s never been more important to connect and engage with decision makers.

84%Of C-Level and VP-level

buyers use social media for B2B purchase decisions.

Page 8: How to drive the digital transformation of sales and build a social selling methodology

✓ Set in their ways✓ Integrate social

into their existing processes

✓ Invest in this group✓ Education & training✓ Look for right formula

✓ Give them best tools✓ Get out of the way

Maturity

Hesitant to change

Moveable middle

Experts

No risk High risk

Social selling starts with a social business.Consider your salespeople

Page 9: How to drive the digital transformation of sales and build a social selling methodology

$193K

$355K

Social buyers spend 84% more per purchase.

84% More

Page 10: How to drive the digital transformation of sales and build a social selling methodology

12.3

19.8

Social buyers also make 61% more purchases on average than buyers who don’t use social.

61% More

Page 11: How to drive the digital transformation of sales and build a social selling methodology

95%Of B2B decision-makers

expect new or different insights from sales professionals.

Insights Lead with insights and give them something to think about.

Page 12: How to drive the digital transformation of sales and build a social selling methodology

92%Of buyers delete emails or

ignore calls from people they do not know.

Cold calls Mostly a waste of time.

Page 13: How to drive the digital transformation of sales and build a social selling methodology

Privacy settings

Connection philosophy

Profile optimization

Updates

Omnipresent.

Something or someone that is everywhere all at once

Visibility creates opportunity

Page 14: How to drive the digital transformation of sales and build a social selling methodology

Koka Sexton

Resume to

Reputation

Page 15: How to drive the digital transformation of sales and build a social selling methodology

Drive as much traffic back to your LinkedIn profile as you can.

Profile views

Instagram

Twitter

LinkedIn

Single greatest growth hack I learned

Page 16: How to drive the digital transformation of sales and build a social selling methodology

Trigger events

Create saved searches

Bucket the information

Engage member

● Trigger events● Social capital● Leverage connections

Relationships matter

Page 17: How to drive the digital transformation of sales and build a social selling methodology

#RelationshipsMatter

64%Like it when a salesperson

does internet and social media research about them and their company before reaching out to them.

Research Become relevant to the buyer by understanding them and their company.

Page 18: How to drive the digital transformation of sales and build a social selling methodology

#RelationshipsMatter

72%Of B2B buying steps are

completed before buyers connect with a salesperson, mostly by using online resources.

The early bird Social selling positions yourself in front of buyers in the earliest stages.

Page 19: How to drive the digital transformation of sales and build a social selling methodology

5XMore likely to engage with

sales professionals via warm introduction than cold outreach.

#RelationshipsMatter

Connect Common connections open doors.

Page 20: How to drive the digital transformation of sales and build a social selling methodology

Collect

Distribute

Engage

Take offline

● Blogs● Research● PR● Entertainment

Content is the fuel of social selling

Page 21: How to drive the digital transformation of sales and build a social selling methodology

● Curated content● Multiple

keywords● RSS feeds● Mobile

Content integrations

#SharingIsCaring

Content curation

Page 22: How to drive the digital transformation of sales and build a social selling methodology

On average, decision makers consume 5 pieces of content before being ready to speak to a sales rep.

#SharingIsCaring

Sharing value

Page 23: How to drive the digital transformation of sales and build a social selling methodology

Identify interest

Make contact

Build social capital

Take offline

● More focused● Social capital● Ask for the

meeting● Disqualify quickly

Move online to offline

Page 24: How to drive the digital transformation of sales and build a social selling methodology

Hootsuite

LinkedIn

Twitter

Google

● Social dashboard● Ease of sharing● Searchable● Automated

Technology

Tools of the trade

Page 25: How to drive the digital transformation of sales and build a social selling methodology

Basic Twitter Lists

Companies Competitors Customers Buyers Thought leaders

Page 26: How to drive the digital transformation of sales and build a social selling methodology

Different type of status updates in Twitter

Page 27: How to drive the digital transformation of sales and build a social selling methodology

Use your statusupdates to inform your network

• Industry news• Relevant content

Use your status updates to inform your network

Page 28: How to drive the digital transformation of sales and build a social selling methodology

• Press• Blogs• Content

Use your status updates to promote your company

Page 29: How to drive the digital transformation of sales and build a social selling methodology

● Dashboards● Scheduling● Cross promotion● Automated

Hootsuite

Hootsuite

Page 30: How to drive the digital transformation of sales and build a social selling methodology

● Curated content● Scheduling● Cross platform● Mobile

Hootsuite Amplify

Amplify

Page 31: How to drive the digital transformation of sales and build a social selling methodology

Daily

•Read news from your assigned Named Accounts

(via Google Alerts, Datafox, LinkedIn, Owler and other tools)•Read and respond to individual trigger events and news from Named Account decision makers

(from LinkedIn, Google Alerts, Newsle and other tools)•Interact with social updates from your Named Account individuals

(favorite/ retweet their Twitter updates, favorite or respond to LinkedIn updates, etc.)•Scan key “trades” for relevant articles•Post interesting third-party articles into your LinkedIn updates, Twitter feeds

Page 32: How to drive the digital transformation of sales and build a social selling methodology

Weekly

•Look for new individuals or decision-makers within your Named Accounts; get introductions and engage where appropriate.

•Identify and start following any industry-specific hashtags (including upcoming conferences) to both engage with Named Account targets and find new content to curate/share with them via your email and social channels.

•Look at last week’s meetings and presentations; add any new Named Account targets to LinkedIn; follow on Twitter; add them to your Twitter lists of Named Account targets to follow via Hootsuite.