the six steps to social selling success

69
selling through digital channels: is it right for you? to what degree? The right answer is always about your customer finding trigger events sales intelligence :: mike kunkle :: :: transforming sales results :: x the six steps to social selling success

description

This is an updated version of my "six imperatives of digital selling" deck, which uses the more common phrase, "social selling." There are also a few other minor updates.

Transcript of the six steps to social selling success

Page 1: the six steps to social selling success

selling through digital channels:

is it right for you? to what degree?

The right answer is always about your customer

finding trigger events

sales intelligence

:: mike kunkle :: :: transforming sales results ::

x

the six steps to social selling success

Page 3: the six steps to social selling success

this is now…

http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg

the six steps to social selling success 3 :: mike kunkle :: transforming sales results ::

Page 5: the six steps to social selling success

social selling overview the ticket for entry

the six steps questions

Page 6: the six steps to social selling success

social selling overview

context

social selling = selling through digital channels

think “tool in my sales utility belt” – not “religion”

the semantics / “shock value” around cold calling

the six steps to social selling success 6 :: mike kunkle :: transforming sales results ::

Page 7: the six steps to social selling success

social selling overview

advice

context and nuance trump absolutes

new doesn’t always replace old (additive)

take a balanced, practical approach

the six steps to social selling success 7 :: mike kunkle :: transforming sales results ::

Page 8: the six steps to social selling success
Page 9: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

more context

the six steps to social selling success 9 :: mike kunkle :: transforming sales results ::

in 2012, 78.6% of sales people using social media to sell out performed those who weren’t using social for sales. of reps exceeding sales quota by more than 10%, social sellers were 23% more successful than their non-social peers. - Jim Keenan, A Sales Guy Consulting (report)

the lead to conversion rate for social selling is about 15%, at least five times greater than the average conversion prospecting success rate for marketing activities. - Sales Benchmark Index

high achievers were 2.5 times more likely to use social selling to close contracts than low achievers. - Dynamic Signal report

Page 10: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

more context

the six steps to social selling success 10 :: mike kunkle :: transforming sales results ::

report link

Page 11: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

the right answer is always about your customers

the six steps to social selling success 11 :: mike kunkle :: transforming sales results ::

Page 12: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

The potential impact of Social Selling varies greatly by industry.

Social Selling will be highly disruptive to some industries. Not so much to others.

If you are in an industry where social selling has high applicability, peddle faster.

If you are in an industry where social selling has low applicability, ignore it.

http://www.salesbenchmarkindex.com/bid/104840/Social-Selling-Applicability-by-Industry

the right answer is always about your customers

the six steps to social selling success 12 :: mike kunkle :: transforming sales results ::

Page 13: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

finding trigger events

sales intelligence

the right answer is always about your customers

where are they?

where are their influencers?

the six steps to social selling success 13 :: mike kunkle :: transforming sales results ::

Page 14: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

finding trigger events

sales intelligence

the right answer is always about your customers

blogs

the six steps to social selling success 14 :: mike kunkle :: transforming sales results ::

Page 15: the six steps to social selling success

social selling overview

selling through digital channels

is social selling right for me? to what degree?

finding trigger events

sales intelligence

the right answer is always about your customers

the six steps to social selling success 15 :: mike kunkle :: transforming sales results ::

Page 16: the six steps to social selling success

ticket for entry – the 3 p’s

presence

profiles

participation

the six steps to social selling success 16 :: mike kunkle :: transforming sales results ::

Page 17: the six steps to social selling success

ticket for entry – the 3 p’s

presence

profiles

participation

blogs

the six steps to social selling success 17 :: mike kunkle :: transforming sales results ::

Page 18: the six steps to social selling success

ticket for entry – the 3 p’s

presence

profiles

participation

http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

the six steps to social selling success 18 :: mike kunkle :: transforming sales results ::

Page 19: the six steps to social selling success

presence

profiles

participation

ticket for entry – the 3 p’s

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

the six steps to social selling success 19 :: mike kunkle :: transforming sales results ::

Page 20: the six steps to social selling success

presence

profiles

participation

ticket for entry – the 3 p’s

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

Oops!

the six steps to social selling success 20 :: mike kunkle :: transforming sales results ::

Page 21: the six steps to social selling success

presence

profiles

participation

ticket for entry – the 3 p’s

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

Much better!

the six steps to social selling success 21 :: mike kunkle :: transforming sales results ::

Page 22: the six steps to social selling success

presence

profiles

participation

ticket for entry – the 3 p’s

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

Much better!

owners competitor companies

ceo / presidents

analysts

customers prospective customers

procurement managers

application engineers

researchers/ professors

centers of influence

tool & die moldmakers

others like them

plant managers

the six steps to social selling success 22 :: mike kunkle :: transforming sales results ::

Page 23: the six steps to social selling success

presence

profiles

participation

ticket for entry – the 3 p’s

consider automation

the six steps to social selling success 23 :: mike kunkle :: transforming sales results ::

Page 24: the six steps to social selling success

six steps to social selling success

conduct research

make a connection

generate awareness

create interest

build relationships

convert r2r / revenue

the six steps to social selling success 24 :: mike kunkle :: transforming sales results ::

Page 25: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

Page 26: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

Page 27: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

Page 28: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

nurture cycle

Page 29: the six steps to social selling success

six steps to social selling success

research

awareness

interest

connection

revenue relationship

nurture cycle

Page 30: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

nurture cycle

Page 31: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

nurture cycle

Page 32: the six steps to social selling success

six steps to social selling success

research

awareness

interest

connection

revenue relationship

nurture cycle

Page 33: the six steps to social selling success

six steps to social selling success

research

awareness

interest

connection

revenue relationship

nurture cycle

trigger

sales cycle

Page 34: the six steps to social selling success

six steps to social selling success

research

awareness

interest relationship

connection

revenue

nurture cycle acquisition sales cycle

trigger

Page 35: the six steps to social selling success

one :: research

the six steps to social selling success 35 :: mike kunkle :: transforming sales results ::

. six steps to social selling success

Page 36: the six steps to social selling success

one :: research

look familiar?

the six steps to social selling success 36 :: mike kunkle :: transforming sales results ::

Page 37: the six steps to social selling success

one :: research

look familiar?

… are the same you use to research prospects & clients

the tools to decide whether you should focus on social selling…

the six steps to social selling success 37 :: mike kunkle :: transforming sales results ::

Page 38: the six steps to social selling success

one :: research

social research social listening

review profiles (LinkedIn and other social sites)

see who they’re connected to

note LinkedIn groups and discussions

observe which companies they follow

watch status updates and comments

search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more

the six steps to social selling success 38 :: mike kunkle :: transforming sales results ::

Page 39: the six steps to social selling success

one :: research

social research social listening

review profiles (LinkedIn and other social sites)

see who they’re connected to

note LinkedIn groups and discussions

observe which companies they follow

watch status updates and comments

beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more

the six steps to social selling success 39 :: mike kunkle :: transforming sales results ::

Page 40: the six steps to social selling success

one :: research

social research social listening

review profiles (LinkedIn and other social sites)

see who they’re connected to

note LinkedIn groups and discussions

observe which companies they follow

watch status updates and comments

beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more

the six steps to social selling success 40 :: mike kunkle :: transforming sales results ::

observe their social / digital footprint

Page 41: the six steps to social selling success

two :: connect

the six steps to social selling success 41 :: mike kunkle :: transforming sales results ::

. six steps to social selling success

Page 42: the six steps to social selling success

two :: connect

move from research to connect

follow their digital footprint – be where they are

listen, observe, and learn about them

look for connectors or commonalities

reach out to connect

be part of their world / multiple touch points

note: not saying solicit through multiple channels

the six steps to social selling success 42 :: mike kunkle :: transforming sales results ::

Page 43: the six steps to social selling success

two :: connect

how to connect

follow on Twitter

leap from Twitter to LinkedIn

leverage connectors / commonalities

use LinkedIn open group discussions

ask for LinkedIn referrals / introductions

comment on blogs / tweets / discussions

conferences / trade shows / associations

see http://www.mikekunkle.com/connect

unless there is a trigger event, do not “sell” yet

the six steps to social selling success 43 :: mike kunkle :: transforming sales results ::

Page 44: the six steps to social selling success

two :: connect

connections: additional advice

the six steps to social selling success 44 :: mike kunkle :: transforming sales results ::

do don’t customize your invites (avoid mobile invites)

pounce (you’ll see this again & again from me)

leverage introductions or groups ask for “feedback on your product”

use “connectors” or shared experience

try to set an appointment

make it about them, not you respond with a company/product dump

make it natural & human, not “salesy”

add to your newsletter or email marketing

Page 45: the six steps to social selling success

two :: connect

connections: additional advice

the six steps to social selling success 45 :: mike kunkle :: transforming sales results ::

do don’t customize your invites (avoid mobile invites)

pounce (you’ll see this again)

leverage introductions ask for “feedback on your product”

use “connectors” or shared experience

try to set an appointment

make it about them, not you respond with a company/product dump

make it natural & human, not “salesy”

add to your newsletter or email marketing

get on their radar

Page 47: the six steps to social selling success
Page 48: the six steps to social selling success

three :: awareness

move from connect to awareness

sales perspective: multiple digital touches

learning perspective: value of spaced repetition

interact

be “social,” share, like, RT, help, pay it forward

share relevant content based on your research

perception: credibility, trust, valuable resource

the six steps to social selling success 48 :: mike kunkle :: transforming sales results ::

Page 49: the six steps to social selling success

three :: awareness

move from connect to awareness

sales perspective: multiple digital touches

learning perspective: value of spaced repetition

interact

be “social,” share, like, RT, help, pay it forward

share relevant content based on your research

perception: credibility, trust, valuable resource

be known / develop your reputation

the six steps to social selling success 49 :: mike kunkle :: transforming sales results ::

Page 50: the six steps to social selling success

four :: interest

the six steps to social selling success 50 :: mike kunkle :: transforming sales results ::

. six steps to social selling success

Page 51: the six steps to social selling success

four :: interest

move from awareness to interest

don’t follow the hungry herd / don’t pounce

social = subtle

don’t be anti-selling, either

the great “sell vs. help debate”

gauge interest in your “awareness campaign”

likes, comments, downloads, shares, questions, emails, responses

watch for triggers… challenges, opportunities, issues, changes, questions, signals

the six steps to social selling success 51 :: mike kunkle :: transforming sales results ::

Page 52: the six steps to social selling success

four :: interest

move from awareness to interest

don’t follow the hungry herd / don’t pounce

social = subtle

don’t be anti-selling, either

the great “sell vs. help debate”

gauge interest in your “awareness campaign”

likes, comments, downloads, shares, questions, emails, responses

watch for triggers… challenges, opportunities, issues, changes, questions, signals

observe reactions / gauge interest

the six steps to social selling success 52 :: mike kunkle :: transforming sales results ::

Page 53: the six steps to social selling success

five :: relationships

the six steps to social selling success 53 :: mike kunkle :: transforming sales results ::

. six steps to social selling success

Page 54: the six steps to social selling success

not linear

starts before “connect” / never ends

“business dating” / nurturing

sincerity, authenticity, transparency & ethics matter

grow organically (unless triggered)

when possible, move at their pace

humor, empathy, social debt, dot connections

ommon: interests, goals, people, problems

ehavior: pay it forward, give / share, connect others, stewardship / leadership / go-give.

five :: relationships

the six steps to social selling success 54 :: mike kunkle :: transforming sales results ::

Page 55: the six steps to social selling success

not linear

starts before “connect” / never ends

“business dating” / nurturing

sincerity, authenticity, transparency & ethics matter

grow organically (unless triggered)

when possible, move at their pace

humor, empathy, social debt, dot connections

common: interests, goals, people, problems

behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver

five :: relationships

the six steps to social selling success 55 :: mike kunkle :: transforming sales results ::

Page 56: the six steps to social selling success

not linear

starts before “connect” / never ends

“business dating” / nurturing

sincerity, authenticity, transparency & ethics matter

grow organically (unless triggered)

when possible, move at their pace

humor, empathy, social debt, dot connections

common: interests, goals, people, problems

behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver

five :: relationships

credibility / respect / trust

the six steps to social selling success 56 :: mike kunkle :: transforming sales results ::

Page 58: the six steps to social selling success

six :: revenue

http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif

the six steps to social selling success 58 :: mike kunkle :: transforming sales results ::

Page 59: the six steps to social selling success

six :: revenue

helping, guiding, serving, solving, adding value

making quota, achieving goals, staying employed

finding the buyers with problems you solve

value creation and influence to win deals

converting r2r or relationships to revenue

http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif

professional selling is…

the six steps to social selling success 59 :: mike kunkle :: transforming sales results ::

Page 60: the six steps to social selling success

six :: revenue

convert r2r – move into a sales cycle

magnetize buyers to you, but reach out, too

partner with marketing (nurturing, content, mql)

watch for problems you solve – reach out then

look for triggers to enter the buying cycle early

share insights to create opportunity

use “favorable introductions” to begin sales conversations

leverage the social debt, credibility, respect, and trust you gained in previous steps

the six steps to social selling success 60 :: mike kunkle :: transforming sales results ::

Page 61: the six steps to social selling success

six :: revenue

convert r2r – move into a sales cycle

magnetize buyers to you, but reach out, too

partner with marketing (nurturing, content, mql)

watch for problems you solve – reach out then

look for triggers to enter the buying cycle early

share insights to create opportunity

use “favorable introductions” to begin sales conversations

leverage the social debt, credibility, trust and respect you gained in previous steps

value creation / account acquisition

the six steps to social selling success 61 :: mike kunkle :: transforming sales results ::

Page 62: the six steps to social selling success

six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

the six steps to social selling success 62 :: mike kunkle :: transforming sales results ::

Page 63: the six steps to social selling success

six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

social savvy reps have clients in front of prospects

“Dave, I caught your message about [topic] in [LinkedIn group]. I worked with [client name / company] to help resolve [that issue] for her and [deliver this value]. Would it be helpful to speak with [name] about her experience?”

the six steps to social selling success 63 :: mike kunkle :: transforming sales results ::

Page 64: the six steps to social selling success

closing thoughts :: summary

other considerations for social selling

stealth mode you can hide activity on LinkedIn, hide your connections, avoid commenting to prospects in groups (until you’re ready to make a public connection)

if not managed well, social media can be a huge time drain for little return

focus on outcomes

manage your time

use automation to free time for research and engagement

continue to learn from others (see appendix resources)

the six steps to social selling success 64 :: mike kunkle :: transforming sales results ::

Page 65: the six steps to social selling success

questions | discussion

Page 66: the six steps to social selling success

about mike

mike is a training and organization effectiveness leader with special expertise in sales force transformation.

after his initial years on the frontline in sales and sales management, he spent the next 21 years as a corporate manager or consultant, leading departments and projects with one purpose – improve sales results.

today, in his role as commercial training & development manager for GE Capital’s equipment finance platform, mike uses his in expertise in best-in-class learning strategies, methods, processes, and change leadership to develop the capabilities of sales representatives and sales managers to drive business results.

mike freely shares his own sales transformation methodology, speaking at conferences and writing online (see http://slidesha.re/PerfLevers082011 and http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at <mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or on various social media sites.

linkedin twitter google+ slideshare

let’s get connected!

http://www.mikekunkle.com/about-me

the thoughts, opinions and content expressed here are my own

the six steps to social selling success 66 :: mike kunkle :: transforming sales results ::

Page 67: the six steps to social selling success

a p p e n d i x

:: transforming sales results ::

:: mike kunkle ::

:: the six steps to social selling success ::

Page 68: the six steps to social selling success

appendix – links

building a linkedin profile http://www.salesforlife.com/sales-resources/9-steps-to-a-winning-linkedin-profile-for-sales-professionals/

http://topdogsocialmedia.com/linkedin-marketing-infographic/

http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/

other social selling resources http://funnelholic.vidcaster.com/k5kbb/the-guide-to-social-selling-strategy-how-to-use-social-to-crush-your-number/

http://www.slideshare.net/jillrowley/social-selling-jill-rowleys-wakeup-call-deck

http://wurlwind.co.uk/sales-applications/social-media/linkedin-for-personal-and-company-lead-generation/

http://www.salesforlife.com/sales-resources/

http://business.linkedin.com/sales-solutions/c/14/3/7-ways-sales-professionals-drive-revenue-with-social-selling.html

http://www.eloqua.com/resources/grande-guides/grande-guide-to-social-selling.html

http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/

the six steps to social selling success 68 :: mike kunkle :: transforming sales results ::

Page 69: the six steps to social selling success

appendix – links

other social selling resources (continued) http://blogs.salesforce.com/company/2014/05/free-e-book-the-smart-guide-to-social-selling-.html

http://www.slideshare.net/linkedin-sales-solutions/linkedin-foolproof-guide-to-social-selling

http://learnmore.insideview.com/TheUltimateGuide_Twitter.html

http://blog.hubspot.com/marketing/questions-social-selling-answered-linkedin-evernote-hubspot-qa

http://www.exacttarget.com/blog/10-smart-social-selling-tips-for-2014/

http://www.marketingprofs.com/podcasts/2014/24906/social-selling-jill-rowley-marketing-smarts

http://www.businessesgrow.com/2014/03/20/social-selling/

http://wurlwind.co.uk/2013/01/sales-productivity-and-social-selling-how-to-increase-benefits-and-reduce-time-ff56/

http://blog.introhive.com/blog/2014/04/03/social-selling-20-quick-yet-essential-tips-you-should-know/

http://marketingthink.com/10-ways-to-get-found-more-easily-on-linkedin-social-selling-advice/

http://marketingthink.com/what-does-twitter-success-look-like/

http://www.marketingprofs.com/charts/2014/25107/how-people-use-linkedin-infographic

http://www.slideshare.net/linkedin-sales-solutions/social-selling-impact-aberdeen-report-2013

https://community.dynamics.com/crm/b/crmconnection/archive/2013/10/14/social-selling-has-become-mission-critical.aspx

the six steps to social selling success 69 :: mike kunkle :: transforming sales results ::