Social Sales Webinar: Driving Revenue From Your Online Profile

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


The Sales Cycle

Building A Prospect ListMarketing your Brand

Contacting Decision Makers

Setting the AppointmentThe Pitch

The Close

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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


Marketing Your Brand

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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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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


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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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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Setting The Appointment

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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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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


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


Social Sales Webinar: Driving Revenue From Your Online Profile

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Transcript of Social Sales Webinar: Driving Revenue From Your Online Profile