social selling 5 steps to your goal
TRANSCRIPT
You
Goal
Step 1 Understand the changes in corporate procurement and select to open the right doors for you
Step 3 Ask questions until you really understand their value
Step 5Maintain your sales process and measure Social Selling results
Step 4 Learn & Practice content development for Social Selling
Step 2 Understand Buyers Persona & Motivation
5 steps to making your sales
SOCIAL SELLINGPart1
Introduction
Agenda
The objective for the session, is to review 4 new additional ways to modernize your
sales process:
1.Understanding the New Buyer
2.Using Social Selling to Get in Deals Early 3.Modernizing Your Sales Process
4.The New ‘A’ Player Sales Rep Today’s module focuses on bullet #2: Social Selling.
•
Ignoring a conversation doesn’t make it stop.
The Case for Social SellingYou may be wondering if social selling is relevant for you. Here are some statistics from trusted sources that are worth your consideration:
4.4% - email open rates (source: Google). Batch and blast email campaigns don’t work. Your buyers (and you) are saturated with emails every day. If you think you can outshout hundreds of others via email, good luck.
1-3% - cold calling appointment rate (source: American Association for Inside Sales Professionals). When was the last time you answered your desk phone? An unknown call to your mobile phone? If you’re ONLY spending on tele-prospecting, you’re certainly challenged by the below………..
84% - # of B2B decision makers who begin their buying process with a referral (source: Edelman Trust Barometer). Ask yourself what you did the last time you entered the market with a need. Maybe a new sales or marketing leader. A potential venture capital or private equity firm. Did you take a cold call? Respond to a recruiter’s email? Or, did you pick up the phone and call someone you know for help?
The value of reps who can sell socially is growing
Understanding Buyers & Purchase Advocates
Your industry's have shifted. Your customers are smarter. They are more educated. Most importantly, they are time starved. They only have time to meet with people they know and trust.
• Ask some of your existing clients about the last 3 meetings they took with a sales rep.
• They were likely referred to your client by someone or something they trust, not a cold call.
• Our sales team also needs the ability to sell this way.
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Will it get easier?
Introduction to Social Selling
A Solution is in Plain Sight• The number 1 platform for B2B social selling
is LinkedIn. Why?
• Over 300M subscribers
• A self-updated database with more accurate information than any other database
• A direct route to decision makers who purchase your products
Prospecting Best Practices - steps 1 - 5
Step 1: Approach the Right Doors
Determine your team’s 100 dream prospects (and fewer for an individual)
Map out possible entry points or relationships you can leverage to reach them
Determine buying centers in each prospect
Target your vertical based on YOUyour experience, knowledge and passion
Step 2: Buyer Centric Messaging Map out your Buyers & Purchase
Advocates by verticals Develop Persona for each with the
following componentso Role Summaryo Fearso Personal Objectiveso Business Objectives o Scorecard Metrics
All messaging should be created to speak to the Personas
Think educating vs. selling to help buyers purchase
Research – Research - ResearchStep 3: Use Social Listening
Follow these Buyers using LinkedIn and other social channels.
Determine what they find important by looking at the following:o LinkedIn endorsements – what do
they want to be known for?o Content they publish – what are
they talking about?o Groups they belong to – how can
you be relevant to them?
Content is KING & includes visuals
Step 4: Refine Writing Skills Outline writing guidelines
Show current state writing examples – emails, LI invitations, content
Provide best practices to reference audit writing samples
Test copy results – iterate and use what works
Learn & Engage in multiple social media and platforms
Step 5: Incorporate Social Selling
Start simple with LinkedIn Build out networks by adding buyers Leverage connections to get introduced to buyers Broadcast quick wins via chatter, email, meetings,
etc. Publish best practices to spread learning Track metrics around each of the 5 steps listed. Build momentum by broadcasting quick wins realized from the execution of each.
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In Closing - go Social