session sponsor · session sponsor the new sales playbook darrell amy, dealer marketing larry...
TRANSCRIPT
SESSION SPONSOR
THE NEW SALES PLAYBOOK
Darrell Amy, Dealer Marketing
Larry Levine, Social Sales Academy
SALES FUNNEL
How Do You Fill Your Sales Funnel?
30-60-90
Two Types of Prospects
SEARCHING
Marketing
NOT SEARCHING
Sales
SEARCHING
Marketing
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
LEAD
FUNNEL
Two Funnels
SALES FUNNEL
SEARCHING
Marketing
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
LEAD
FUNNEL
30-60-90
Old Sales Playbook
Buyer 2.0
Researches Online
1. Empowered with information
2. Afraid of making bad decisions
3. Pressed for time
• The modern consumer is digitally driven, socially connected and mobile empowered.
• Unlimited access to real-time information about your company, products, competitors & customers
Buyers are 57% of the way
through the decision making
process before engaging with
a sales rep or vendor.
Corporate Executive Board
Harvard Business Review, June 2012
Survey of 1,600 mid-sized business decision makers
Google & LinkedIn
have forever
changed the
sales process.
Buyer’s Technologies
The New Way To Fill the Funnels
SEARCHING
Marketing
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
LEAD
FUNNEL
Sharable Content
SESSION SPONSOR
Sales
How to Fill Your Relationship Funnel
My Story
• 28 years in the industry
• Los Angeles sales “rat race”
• Zero account base
• 2014 Results• $650,000 in net new business
• $1,600,000 pipeline leveraging LinkedIn relationships
www.linkedin.com/in/larrylevine1992
KNOW
LIKE
TRUST
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
“The two keys to success are:
(1) building relationships and
(2) changing the way people think”
Social selling can accomplish both
“1937”
Social Selling Defined
Using social networks to
leverage your personal brand
to fill your relationship funnel.
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
THE KEY TO WINNING IN SOCIAL IS NOT TO ADOPT A SEPARATE STRATEGY FOR IT BUT TO LOOK AT THE EXISTING SALES STRATEGY AND INTEGRATE SOCIAL INTO IT.
Daily
HabitsKiller
Profile
Pillars of Social Selling Success
Social
Selling Skills
Headline
Business
Head Shot
(First
Impression)
Personal
URL
Headline: What You Do
(Not Your Title)
Contact Information
Phone Number
Dealer Website/Blog
Trust = Credibility + Connection
WHO does this rep
know that I know?
WHAT does this rep
know that could help
my business?
“77% of people who are going
to interact with you will check
you out on LinkedIn first.” Entrepreneur Magazine
It is about bringing your personal
brand to the marketplace to parallel
your business brand
RESEARCH
Find companies and contacts in your territory.
FOLLOW
Learn about your prospect
CONNECT
Send a personalized invitation.
NURTURE
Build relationship with content
MEET
Ask for a conversation.
The Social Selling Process
Nurturing Relationships
Content Drives Conversation
• 2009 met with CFO – just entered
into agreement
• Mined connections – led to IT
Manager and Staff Accountant
(Connected)
• 2013 found out Kiwanis friend was
a docent
• Set up 90 day campaign
• (4) KM C554e’s
SESSION SPONSOR
Marketing
How to Build a Lead Funnel
KNOW
LIKE
TRUST
Marketing Role
SEARCHINGGet Found Online
With References
And Helpful Info
NOT
SEARCHING
Provide content for
sales reps to share
Sharable Content
94% of buying decisions begin online
Digital content IS becoming a deal breaker for consumers who are looking for information
online. Companies that aren’t there with answers to prospects’ questions will fall off the
radar, while brands that anticipate questions and provide useful resources will win brand
awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
Get Found
Create Lots of Content
• Blog at least once a week
• Share on social networks
What Type of Content?
1. Who is your target?
2. What are their challenges?
3. Where do they consume content?
SALES
SALES
COACHING
MARKETING
MARKETING
57%
IN PERSON
DIGITAL PROSPECTING
DIGITAL MARKETING
ONLINE
BLOG
WRITING
SOCIAL
MEDIA
SEARCH
ENGINES
WEBSITE
DESIGN
SESSION SPONSOR
What Now?
Implementing the New Sales Playbook
Sales-Fill Relationship Funnel
1. Optimize LinkedIn Profiles
2. Master Social Sales Skills
3. Share Content
4. Drive Conversation
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
Marketing-Fill Lead Funnel
1. Create Lots of Content
2. Get Found Online
3. Provide Content for Sales to Share
SEARCHING
Marketing
LEAD
FUNNEL
