Meet the Modern Buyer · 2015-03-16 · Enablement, Sales Training, Sales Ops • Sustainable...

#SocialSellingMeet the Modern Buyer

Is Social Media a Fad?

@jill_rowley #SocialSelling

https://www.youtube.com/watch?v=jottDMuLesU

Marketing Needs to Know More about Sales

Sales Needs to Know More about Marketing

We all Need to Know More about our

CUSTOMERS


The Social Selling Imperative

The Why, What & How-To-Do Social

Selling


Why do Social Selling?


Pipeline, Revenue, Referrals,

Advocacy


What’s In It For $ales? They Need

Proof!


Keith Gill, Cloud Technology Expert☁✆ Data / Cloud / IT / Telecom Expert Transforming Businesses into Profit Powerhouses ☁✆

https://www.linkedin.com/pulse/social-selling-influence-who-i-learned-from-keith?trk=prof-post

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


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?



Social Selling is using Social

Networks to do Research to be

Relevant to build Relationships that

drive Revenue.

How do I do Social Selling?


5 Pillars, Practices, Principles of Social

Selling


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


Don’t be Single Threaded

Use Your Alumni Network


Content is the Currency

of the Modern Sales Professional


The 411 on Content


http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Follow Influencers on LinkedIn


TWITTER


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)


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



Creating Engagement


Personal Branding on Twitter


Building Relationships using

Twitter

Social Selling

from the Corporate Perspective


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


The ABCs of Social Selling – Always Be Connecting

@jill_rowley | #SocialSelling

Meet the Modern Buyer · 2015-03-16 · Enablement, Sales Training, Sales Ops • Sustainable...

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Transcript of Meet the Modern Buyer · 2015-03-16 · Enablement, Sales Training, Sales Ops • Sustainable...