B2B Social Selling Masterclass for Sales Leaders
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Transcript of B2B Social Selling Masterclass for Sales Leaders
Mike BlackadderFounder and [email protected]
B2B Social Selling Masterclass
Andy SadlerVP [email protected]
@ArtesianS #SocialSelling #TheresAnotherWay
Proprietary & Confidential ©2015 Artesian Solutions Limited
This session
Some history – is Social Selling a new thing? Social Selling – What, Why and How? Enabling and Measuring your teamWhat next?
2
Proprietary & Confidential ©2015 Artesian Solutions Limited
Want to hear the whole recorded presentation?
We’ve included the video at the end of this deck for you
3
Proprietary & Confidential ©2015 Artesian Solutions Limited
Question: “What do you think Social Selling is”?
a) Using insights about a customer to create and maintain a connectionb) Using Social Media to connect with customersc) Using LinkedIn to find mutual connections or interestsd) A way to close dealse) All of the above
Proprietary & Confidential ©2015 Artesian Solutions Limited
The Challenge we all face in B2B Selling
How to put the customer at the heart of everything we do?
Act as the 1930’s seller in 2015….
..it’s all about engagement………..
5
Aaron O'Dowling-Keane
The challenge we face with our teams...
Proprietary & Confidential ©2015 Artesian Solutions Limited
1930s– Harold6
Aaron O'Dowling-Keane
In the 1930's you would have had a couple of Harolds...
Proprietary & Confidential ©2015 Artesian Solutions Limited
1996 - Andy7
Aaron O'Dowling-Keane
In the 90's you would have had Andys (maybe even me)
Proprietary & Confidential ©2015 Artesian Solutions Limited
2015 – Lucy8
Aaron O'Dowling-Keane
But now you need Lucy...
80% 20%
“Thinking of a typical meeting with a vendor sales team or person how would you characterise their agenda in your
interactions”
About the Seller About the Buyer
Source: Forrester, Global Executive Buyer Insight Online Survey
Aaron
Buyers are not satisfied with your sales team
Social?
Social?
Social Media?Socialising?LinkedIn?
A social interaction organised around a common purpose
Connecting with people in context
Proprietary & Confidential ©2015 Artesian Solutions Limited
Social Selling in Action: Meet the Parents!
How would you make this meeting go well?
Research & Context
Aaron
How would you get your team ready for this situation?
Proprietary & Confidential ©2015 Artesian Solutions Limited
14
Social Selling for Business
B2B Social Engagement : Three pillars15
Target more effectively Use insights to focus on the right things
Connect with their agendaUnderstand your customers/prospects world.Share in contextUse appropriate channels to build customer centered relationships
Social Listening, Every Day
RelationshipGives you a reason to connect, let
them know they are importantEg: Winning an award
RiskHighlights there may be areas for
concernEg: Announcement of job losses
SalesGives you an opportunity to sell or align a product to your customer
Eg: They may be expanding, won a deal or had a management change
CommunityGet to know your customer’s world
and what's important to themEg: Their competitors, customers
and industry
Triggers
Social Selling for Account Management
Relationship TriggersLow touchShow an interestFront of mindIdentify new opportunitiesOne step ahead of the competition
Aaron
If you manage Account Managers then...
Proprietary & Confidential ©2015 Artesian Solutions Limited
Social Selling at the top of the funnel
Here’s one way to find new
customers
Here’s another…
Here’s another…
Companies in Your Target
Market
Companies with your Sales
Triggers
Call me first!
Sounds like a lot of effort?
It's impossible to keep on top of everything and the great thing about this is that it does it for me
gives me a compelling reason to contact my customers and prospects
Sent a quick email of congratulations and within two minutes I had two responses thanking me
We would not have known about this without the system. Powerful stuff.
fantastic at cutting through the noise
The client called me right away to talk through the situation
I can quickly focus on what's important and of value to me
The market insights could completely change the way we engage
I would never have come across that unless I'd spent hours searching the web
helped add to my credibility
Proprietary & Confidential ©2015 Artesian Solutions Limited
25
Social Selling activitycould be measured?
Aaron
What if your team's social selling activity could be measured?
Proprietary & Confidential ©2015 Artesian Solutions Limited
Team Challenges 15% are worl
d beaters
70% are average performers
15% are new hires or on their way out the door
Proprietary & Confidential ©2015 Artesian Solutions Limited
Leadership motivation
Proprietary & Confidential ©2015 Artesian Solutions Limited
Leadership motivation
Make melook great
WHAT IF… we could measure Social Selling
activity?
Proprietary & Confidential ©2015 Artesian Solutions Limited
Impact of Social Selling Engagement
400%Increase in Sales
IBM reported a 4x increase in sales in the first quarter
of a social selling pilotSource: IBM
45%More Opportunities
Social Selling leaders create 45% more opportunities
per quarterSource: LinkedIN
15%Higher Customer Retention
15% Higher Customer Retention
Source: Aberdeen
31%Higher Quota Attainment
31% Higher Quota Attainment
Source: Aberdeen
MasterclassesTest Drive
Connections 2015www.artesiansolutions.com
Aaron
Now I'm going to pass you over to our head of Sales as he reveals how he gets his team to engage buyers successfully in a tactic he has named 'The Game'.
