Post on 12-May-2015
description
Social Sales
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The Art of Driving New Revenue through
LinkedIn, Facebook, and other Social Sites
Tuesday, November 13, 2012
Social/Sales CRMLinkedIn - projected $1 billion in 2012
Salesforce/Buddy Media - $600 Million
Oracle/Vitrue - $300 million
Facebook IPO - down/stuck at $33/share.
LinkedIn $106/share $32-35 a share IPO
IBM goes with SugarCRM
Tuesday, November 13, 2012
The Sales Cycle
Building A Prospect ListMarketing your Brand
Contacting Decision Makers
Setting the AppointmentThe Pitch
The Close
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Tuesday, November 13, 2012
3 Truths
1. Social CRM won’t make you good at sales
2. Social CRM Works In Stages1. Information, Connection, Engagement
3. You have to be interested to be interesting
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Building A List
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LinkedIn• Geographic Area• Job Title• Company Size• Individual• Current Clients
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and they are all using social media
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Advanced Search
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Company Search
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Client Search
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Google Searchsite:linkedin.com “area” “title” -jobs -dir -title -pub
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Marketing Your Brand
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Tuesday, November 13, 2012
Profiles• Optimize profile and company to sell
–name, phone number, how you help them
• Own as many spots in search as possible
–Slideshare, Meetup, About.Me, Facebook
• Update profile to reflect your sales cycle
–Have a generic and a specific profile
• Pictures really do speak louder than words
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Tuesday, November 13, 2012
LINKEDIN CHECKLIST
✓ 100% PROFILE COMPLETENESS
✓ LOOK, FEEL, AND SPELL CHECK
✓ VANITY URL: LINKEDIN.COM/IN/YOURNAME
✓ SUMMARY WRITTEN FOR RESEARCHERS
✓ GROUPS (AS IDENTITY SIGNALS)
✓ CONTACT LINKS
✓ RECOMMENDATIONS
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Company Page✓ Identify your branch or location
✓ Products and Services tab
✓ Make history and future interesting
✓ Channel prospects to information
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Don’t I Know You?• Where have they seen you before?– events, business journal, speaking, blog, charity
• Showcase some of what you’re doing– check-ins, humble brags, pictures
• Post stories about your wonderful life• Do you need a Facebook page?• What sites should you join?
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As A Rolodex
• Human Touch• Showcase just some of what you’re
doing• Getting back in touch (Kevin, Mitch,
Aaron)• Make a decision about your goals
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• Don’t be funny, but do be clever• 10% business posting• Connect with cold prospects• Reply to others 60-70%• Focus on helping• Ask for help• Twitter users are high social users
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Blogging
• Sales blogs shouldn’t be about sales• Interview SME’s in your company and clients• Write what you think, not what you know• Research, don’t theorize • Reasons: SEO, Speaking• The power of the videoblog
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Contacting Decision Makers
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Tuesday, November 13, 2012
Connecting With Prospects
• Connecting is NOT asking for business• Add a personal, customized message• Reference external material• Using InMail? Should you?• Why would they want to speak to you?• Consider LinkedIn as a secondary site
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Follow/Friend/Like• Emotional connection to liking someone• Gamification - words with friends• They get reports (so do you)• Goals are...
Learn
Connect
Engage
...in that order
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Decision Maker Tactics
• Get responses in social• Arrange to meet at real life events• Don’t reference social. It looks creepy• Treat the channel differently• Use the phone to leave messages• Visit the profile a day or two before calling• Find the direct dial
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Who Viewed My Profile?
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Sourcing Executives • Top Executives don’t run their profiles if
they have jobs• Tech and Marketing Executives might• Doctors don’t. Office managers do. • Be a helpful resource• Check back regularly
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Tuesday, November 13, 2012
Setting The Appointment
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Tuesday, November 13, 2012
Research • Org Chart• Resumes of direct reports• Press releases, marketing material• pdf, ppt and xcl• Competitor case studies and profiles• Content as bait to your client list
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Tuesday, November 13, 2012
The Pitch
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UNDERSTANDING THE CLIENTGoogle Searches and alerts
Bing too
Only LinkedIn gives your search away
Activity metaphors (golf, fishing, chess)
Slideshare, Prezi, Scribd, Docstoc
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The Close
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SOCIAL DO’S/DON’TS
Don’t close over social channels
Do use social to communicate
Do reference great meeting
Don’t reference client name
Do stay in touch, close or no close
Don’t reference anything negative
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Jim Durbin
Brandstorming.com
twitter.com/brandstorming
linkedin.com/in/jimdurbin
Tuesday, November 13, 2012