how to sell to the modern buyer [inbound 2014]

#SocialSellingHow to “Sell” to the Modern

Buyer

Is Social Media a Fad?

@jill_rowley #SocialSelling

https://www.youtube.com/watch?v=zxpa4dNVd3c

The ABCs of Social Selling – Always Be Connecting

@jill_rowley | #SocialSelling

78% Salespeople using social media outsell their peers


Benefits of Social Selling


Customers expect companies to feel personal and authentic


ADAPT OR DIE BE REPLACEDBecome transparent, responsive, &

collaborative or else risk being left in the dust by competition


How?By sharing the unedited voices &

personalitiesof all employees!


92% of B2B buyers startsearch online…


82% of the world’s online population can be reached by social networks

Source: insites-consulting.com


57% of the buying process done before engaging salesThen Now

VS.


The Power of Peer to Peer

Buyer to Company: 33% Trust


Buyer to Buyer: 92% Trust


Meet the Modern Buyer

Digitally-driven

Socially-connected

MobileEmpowered


Unlimited access to real-time information about your company, products,

competitors, customers, industry experts and influencers

Decision-makers are more knowledgeable.

Unlimited access to real-time information about your company, products,

competitors, customers, industry experts and influencers

"The best reps are not just present in social, they position themselves as credible and influential sources in customer

networks.” This affords them more access to buyers.

- Sales Executive Council

It all comes down to trust.

You have to break through the clutter.

Always look at things throughthe customer’s eyes.

You need more tools!Would you try to maintain your territory with

only hammer & nails? Old: Phone & Email

New: LinkedIn & Twitter


Social Selling is using Social Networks to do Research to be

Relevant to build Relationships that drive Revenue.


Traditional Selling vs #SocialSelling


http://www.youtube.com/watch?v=W2yw5GEWwS0



5 Pillars of Social Selling


Use social networks to find, listen, relate, connect, engage, and amplify your buyers

and their sphere of influence@jill_rowley #SocialSelling

ContentREAD what your buyers are reading and

share that content across your social networks


The 411 on Content


http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Why bother with LinkedIn?


1. Buyer-centric LinkedIn profile2. The Art of a LinkedIn Invite3. Sphere of Influence training4. LinkedIn Groups5. Advanced Search in LinkedIn6. Find Alumni7. LinkedIn Job Change alerts8. Share content


• Headline should be descriptive; NOT your job title

• Include #hashtags Review the “Who’s Viewing Your Profile”

• NEVER leave blank

• Tell stories

• Write in the 1st

person. This is not your online resume!!

• Choose skills you want to highlight

• Seek endorsements & recommendations -do the same for others

HeadlineInclude

#Keywords

Profile Summary

Recommendations&

Endorsements

•High quality and professional photo

•11x more likely to be viewed with a photo

Profile Picture

Keys to a Successful LinkedInProfile


Add a Professional Photo

• Represents your professional brand

• #FirstImpressionsMatter

• No wedding photos or party pics

• Make it public; not private


The Good, the Bad, and the Ugly


Your Headline isn’t just your title


Your LinkedIn Summary is about YOU


Don’t be a QUOTA CRUSHER


Quota crusher vs. buyer-centric profile

VS.


Recommendations Establish Credibility


The Art of a LinkedIn Invite


Join Groups on LinkedIn


Use Your Alumni Network


Get mobile! Download the app


How can I measure how well I’ve adopted social selling?


ABC co

Create a professional brand

Performance on four key dimensions, each worth 25 points

Find the right people

Engage with insights

Build strong relationships

16

15

8

18

Social Selling Index 57

LinkedIn’s Social Selling Index measures adoption of practices on

a 0-100 scale


SSI leaders create 45% more opportunities per quarter

than SSI laggards.

SSI leaders are 51% more likely to hit quota

than SSI laggards.

45%more opportunities

51%more likely to hit quota

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to

understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

Why is Social Selling important?


TWITTER


Why bother with Twitter?

• Monthly Active Users = 271 million• In the U.S. the number of Adult Twitter users is 34.7

million• Twitter has 211 million monthly mobile users• Twitter has added 53 million users in the last 12

months

Twitter is:what’s happening now

Twitter is not:a place to share lunch

photos


1. Pick a simple and short username (this is your brand)

2. Create a personal profile3. Upload a good picture (no eggheads!)4. Include your LinkedIn URL in your bio5. Listen first, find your voice6. Follow influencers and experts in your field; Create

lists7. Share things that are useful and relevant to your

followers8. Do no just self-promote or share your stuff9. Engage with your followers (@reply, RT and


Is this a good Twitter profile?


Personal Branding on Twitter


Twitter: Starts with Listening


Twitter Lists: Social Selling


78% Salespeople using social media outsell their peers


The ABCs of Social Selling – Always Be Connecting

@jill_rowley | #SocialSelling

@jill_rowleywww.linkedin.com/in/jill_rowley

Let’s CONNECT


how to sell to the modern buyer [inbound 2014]

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