Post on 05-Jul-2020
#SocialSellingMeet the Modern Buyer
Marketing Needs to Know More about Sales
Sales Needs to Know More about Marketing
We all Need to Know More about our
CUSTOMERS
@jill_rowley #SocialSelling
The Social Selling Imperative
The Why, What & How-To-Do Social
Selling
@jill_rowley #SocialSelling
Why do Social Selling?
@jill_rowley #SocialSelling
Pipeline, Revenue, Referrals,
Advocacy
@jill_rowley #SocialSelling
What’s In It For $ales? They Need
Proof!
@jill_rowley #SocialSelling
Keith Gill, Cloud Technology Expert☁✆ Data / Cloud / IT / Telecom Expert Transforming Businesses into Profit Powerhouses ☁✆
Google Alerts In Action
Jennifer Doe, Inside Sales Manager, closed $300K deal thanks to Google Alerts; here’s how:
Recently, she received an email
from Google Alerts that this
search term was featured in an
Atlanta business journal.
Jennifer acted fast and immediately
called the client to see how ADP
could help with the acquisition.
The client told Jennifer they were
surprised ADP found out about
this so quickly – the news had
literally just hit the wire!
How do they
know this
already?
Jennifer read the article and
learned that ABC just acquired a
2,000-employee company! Wow!
ABC buying DEF Company for $2 billion
Because of her swift action, Jennifer
convinced ABC to keep current traffic
with + migrate the new business to
ADP for a $300K deal!
A few months ago, Jennifer created
a Google Alert for a current ADP
client, “ABC Company.”
LinkedIn Advanced Search In
ActionJessica Doe, Inside Sales Manager, gained access to $1MM prospect thanks to LinkedIn; here’s how:
In checking through Salesforce, Jessica figured there had to be some key
contacts missing considering the size of the account.
So, she used “Advanced People Search” on LinkedIn, and input
keywords for the areas and titles she hoped to reach at ABC.
Search results included the Director of Recruiting and the Director of Tax.
Jessica contacted them both.
ABC
ABCDEF
ABC
John G.
DEF
ABC
ABC is looking to make its decision to utilize ADP for Talent and WOTC for
$1.6MM this month!
Jessica finally gained access, and got 2 appointments scheduled to discuss
ADP’s services.
Jessica knew there had been a lot of attempts and not much luck in the past
with gaining access to the 100,000+ employee account, ABC.
Mindset
Skillset
Toolkit
The Power of Peer to Peer
Only 33% of buyers trustwhat a logo tells them
But 92% trust what another buyer tells them!
Meet the Modern Buyer
@jill_rowley #SocialSelling
Digitally-
driven
Socially-
connected
Mobile Empowered
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
Always look at things throughthe customer’s eyes.
What is Social Selling?
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Social Selling is using Social
Networks to do Research to be
Relevant to build Relationships that
drive Revenue.
How do I do Social Selling?
@jill_rowley #SocialSelling
5 Pillars, Practices, Principles of Social
Selling
@jill_rowley #SocialSelling
1. Buyer-centric LinkedIn profile
2. The Art of a LinkedIn Invite
3. LinkedIn Job Change Alerts
4. Join LinkedIn Groups
5. Advanced Search in LinkedIn
6. Find Alumni
7. Recommendations & Endorsements =
Credibility
8. Share Content @jill_rowley #SocialSelling
The Art of a LinkedIn Invite
@jill_rowley #SocialSelling
Don’t be Single Threaded
Use Your Alumni Network
@jill_rowley #SocialSelling
Content is the Currency
of the Modern Sales Professional
@jill_rowley #SocialSelling
The 411 on Content
@jill_rowley #SocialSelling
Follow Influencers on LinkedIn
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
1. Pick a simple and short username (this is your
brand)
2. Create a personal profile that tells a story
3. Upload a good picture (no eggheads!)
4. Include your LinkedIn URL in your bio
5. Listen first, find your voice
6. Follow influencers and experts in your field; Create
lists
7. Share things that are useful and relevant to your
followers
8. Do no just self-promote or share your stuff
9. Engage with your followers (@reply, RT and
mention)
@jill_rowley #SocialSelling
Social Listening
• Keep up to date
– Research your buyers: Who do they follow? Who
follows them? What do they tweet about?
– Spot industry news trends
– “Attend” industry events via #hashtag
– Find, follow, and engage with Industry Influencers
-- share their content – builds YOUR social
capital
• Which utilities/platforms should you use?
– Some social aggregators are more beneficial than
others (e.g., Hootsuite, TweetDeck, and Google
alerts) @jill_rowley #SocialSelling
#ForrForum
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Creating Engagement
@jill_rowley #SocialSelling
Personal Branding on Twitter
@jill_rowley #SocialSelling
Building Relationships using
Social Selling
from the Corporate Perspective
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Social Selling: It’s not a one-off• Executive Sponsorship
• Program Owner
• Alignment: Marketing, Sales, Sales Enablement, Sales Training, Sales Ops
• Sustainable training program
– 101, 201, 301
– Live and eLearning
– Certification
• Provide repository to store everything “social”
• Deliver content calendars to make sharing easy
• Celebrate successes
• Share best practices & provide coaching
• Embed in process & systems (SFA/CRM)
• Recognition & Rewards
• Track results
6 Things for Sales Reps to do Right
Away!
• Optimize your LinkedIn profile for the Buyer; not the Recruiter.
• Personalize Your LinkedIn Invites – ALWAYS!!
• Expand your Professional Network. ABC = Always Be Connecting. Leverage your College Alumni.
• Follow Influencers on LinkedIn and SHARE their content.
• Follow your Customers (and Partners) on LinkedIn & Twitter.
• Connect with me on LinkedIn and Twitter@jill_rowley #SocialSelling
Discussion: Social Selling
Resources
• Thought Leadership Content from LinkedIn, HubSpot, Salesforce, Triblio, Trapit, Hootsuite
• PeopleLinx Social Selling Maturity Model
• Sales for Life Social Selling Training & Blog
• My Top 100 Social Selling Influencers on Twitter list
• Sales Enablement Community
• Analysts including SiriusDecisions, IDC, Forrester, Aberdeen Group, Altimeter Group
@jill_rowley #SocialSelling
The ABCs of Social Selling – Always Be Connecting
@jill_rowley | #SocialSelling