researching sales with social media
DESCRIPTION
Learn to use social media to research your sales pipeline and target accounts.TRANSCRIPT
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Basic elements of a sale
Solution selling defines it this way:
Sales = Pain x Power x Vision x Value x Control
So will I. We're going to use social media to help us:
• Look for pain or highlighting latent pain• Seek power• Align vision• Confirm value and reducing risk• Drive the process to close--control
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Elements of research system
Focusing on social media and real-time information
• Search• Venues• Search• Flow• Campaign• Nurturing
Future session
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Looking for pain
When I say search you should be thinking:
• Google• Linkedin• Twitter
Here's how to turn them into lead generation tools...
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Finding pain
Keywords
• Turn the pain tree into keywordso How do their customers talk about the pain?o How do your prospects talk about the pain?
• Turn the vision into keywordso How do you describe the solution vision?o How would a prospect describe a like vision?
• Consider different power levels. They talk differently.• Don't forget about the competitor!
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Searching for pain
Tip Suspect!
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Searching for pain
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Searching for pain
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Seeking power
Linkedin.com is THE central repository of power!
Step 0: Get on Linkedin.comStep 1: Connect with ALL your (happy) clientsStep 2: Get recommendations from ALL your (happy) clients
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Seeking power...Linkedin.com
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No power here...MySpace.com
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Seeking power
Advantages of Linkedin.com
1. Demographics2. Self-segmented3. Research is all there4. Track record5. Identifies pathways
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Searching Linkedin.com from Googlesite:linkedin.com "current * architect" "websphere" (inurl:pub | inurl:in) -intitle:directory "greater chicago area"
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Aligning Vision
This is often the hardest part of the sale.
It is a give in take of open questions, confirming questions, and controlling questions.
You're trying to hone in on the real buying trigger.
Two strategies:1.Attract like vision2.Identify likely vision
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Attract like vision
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Identify likely vision
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Confirming value and lowering risk
There is still a lot of FEAR in the market.
To overcome this barrier you have to not only convey value, but also lower risk.
Social Proof and Authority work well here.
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Social Proofing and Authority
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Do it on their terms
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Don't forget Google
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Driving the process to close--control
You have lots of intelligence on your target accounts.
Now, execute. Get into their field of view.
Shape their perception (or yours) of the ideal solution.