the 10 commandments of social selling

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The 10 Commandments of Social Selling

#SocialSelling


Key Takeaways

• How to Identify and Build Relationships through Social

Media

• Leveraging Social Media to uncover opportunities and

increase sales

• How to implement an enterprise Social Selling strategy

across your organization


What’s Different?

The sales landscape is evolving

Customers have different

requirements

Customers have other

communication preferences

There’s a better way to reach,

engage customers

You don’t want to be left behind –

with a square wheel


What is Social Selling?

The identification, targeting, and reaching out to

prospective and existing customers through social media

channels and social communities in an effort to engage

them in conversations that result in a potentially mutually

beneficial relationship.


Adopting Social Sales Works

• Sales people exceed quota 23% more often than peers

who don’t use social selling

• B2B organizations: 31% more sales teams achieved

quota when using social selling (Aberdeen Research)

• 60% of best-in-class companies train salespeople to

engage in online conversations compared to only 19% of

laggard companies


Commandment #1

The buying process has changed; you must adapt.

• 57% of the buying process is complete before the first

contact with a sales person

• 71% of buyers’ purchasing decisions are influenced by

referrals from social media


Modern Buying Gets Social

• Today’s Buyers:

– Know More

– Have Access to Unlimited, Free Information

– Depend on Recommendations

– Do Not Need a Sales Person for Education

– Share Their Experiences: Good, Bad & Ugly

• Today’s Customers are:

– Demanding

– Loyal

– Part of Your Marketing & Sales Teams

• Today’s Social Organizations are:

– Active

– Responsive

– Consistent


Commandment #2

To master the art of social selling, you must

embrace un-selling.

Un-selling: Putting value on

building relationships first and

foremost as opposed to forcing

a sales transaction.


Un-selling: Helping vs. Pushing

1. Stop being a lurker

1. Avoid becoming

known as a pusher

1. Go beyond lead

scraping


Commandment #3

To build online relationships, you must

become a trusted advisor.


Become a Trusted Advisor

Building a Relationship Starts with:

• Reaching out to your influencers

• Being responsive to your audience

Characteristics of trusted advisors:

• Sincere

• Genuine

• Helpful

• Insightful

• Fun/Likeable


Commandment #4

Active social listening is your invitation to join

meaningful conversations.

The value of listening as a sales person is the ability to truly

hear what your prospect/customer is saying so you

understand his problems and can present him with a viable

solution.


Commandment #5

Content should be treated as royalty in the

process of social sharing and building influence.


Content is Everything…and Everyone is a

Contributor


Content

Types

How-to articles

Guides

Quick tips

eBooks

Testimonials

Case studies

Infographics

Images


Commandment #6

You must add value to social interactions to

uncover and nurture sales opportunities.

Be aware

Be responsive

Be consistent

Be unique

Be an influential

connection for your

network


Commandment #7

The Social Triangle is the foundation of a

successful social selling strategy.

(A.K.A. Social Selling is a team sport across sales,

marketing and customer support)


Social Triangle: Rules of Engagement

• Get buy-in from key stakeholders

• Clearly define roles across teams

• Develop a formal process

• Share staffing resources if necessary

• Identify and define the “social hand off”

• Integrate social process with existing tools and systems


Commandment #8

Social selling is an extension of your existing sales

and marketing strategy.


Plan and Integrate

“Manage social selling

efforts within a firm

budget, within

designated blocks of

time, on the right sites

for targeted customers,

and with clear, realistic

(sales) goals and

objectives.”


Social Networks: Where to Invest

• LinkedIn

• Twitter

• Facebook

• Google+

• Pinterest

• Instagram

• Reddit

• Blogs & Industry Communities

Go Where Your Customers Are Already Active & Engaging


Commandment #9

Invest in social selling tools.


The Value of Tools

• Increase efficiency

• Identify and find influencers

• Increase engagement opportunities

• Increase reach & positive social influence

• Improve rate of response

• Provide better content delivery

• Offer insights (analytics/data)


Commandment #10

Track progress and measure your results.


About the Presenter

Shannon Belew is the author of Starting an Online

Business All-in-One For Dummies and The Art of

Social Selling: Finding and Engaging Customers

on Twitter, Facebook, LinkedIn and Other Social

Networks. She also leads the digital marketing and

social media strategies for Digium, a global

telecommunications company that specializes in IP

communications solutions for businesses and

developers. Shannon is passionate about

entrepreneurship and is an advocate for tech and

social startups.

Connect with me:

Twitter @ShannonBelew

LinkedIn.com/in/ShannonBelew

Facebook.com/OnlineMarketingToGo

#SocialSelling