Post on 10-May-2015
description
Building a Social Selling ProgramRalf VonSosen, LinkedIn Sales Solutions
@rvonsosen
Anneke Seley, Reality Works Group
@annekeseley
Presenters
Anneke SeleyCEO, Reality Works Group (formerly Phone Works)
Coauthor, Sales 2.0www.linkedin.com/in/annekeseley@annekeseley
Ralf VonSosenHead of Marketing for Sales Solutions, LinkedInlinkedin.com/in/ralfvonsosen@rvonsosen
Agenda
One view on Social Selling
SMA Study of Social Media in Social Selling
LinkedIn Social Selling Index
Making Social Selling a Reality
4
Been on the course lately?What social selling is not.
LinkedIn Confidential ©2013 All Rights Reserved
Buying process has fundamentally changed.
LinkedIn Confidential ©2013 All Rights Reserved 6
Ralf VonSosenHead of Marketing at LinkedIn Sales Solutions
1,350 1st DegreeConnections on LinkedIn
People buy from People,(1) who understand their business,
(2) understand them,(3) and trust to solve their problems.
“
“
• Leverage Pro Networks• Expanded Company Network• Target Decision-makers
Find Relate
• Focus on Real People• Gather Intelligence• Deliver Relevant Information
Social Selling Changes the Game
Engage
• Leverage Warm Introductions• Meaningful Conversations• Collaborative Buying Process
Jack Clarke
Lucy River
How strong is your Social Selling foundation?
9
“Laggards” “Tip-Toers” “Leaders”
Low High
FindBuy Lists Leverage Professional Networks
Limited to Private Rolodexes Expand to Company Social Network
Spray & Pray to Find Decision-makers Target Decision-makers
RelateSpeed through Contacts Records Focus on Real People
Limited to CRM Record Gather Intelligence with Internet Profile
Pile On More Data Discover More Insight
EngagePound through Cold Calling Leverage Warm Introductions
Push the Sales Pitch Have a Meaningful Conversations
Drive Cookie-cutter Sales Process Collaborate in Buying Process
Low High
Low High
Low High
© Copyright 2012 The Sales Management Association.
Research Conducted by:
Social Media and the Sales Organization
© 2012 The Sales Management Association. All rights reserved.
Slide 11
Adoption: It’s Still Early
Which selection below best describes your organization's efforts to use social media in the sales organization?
© 2012 The Sales Management Association. All rights reserved.
Slide 12
Customer Engagement
Which best describes the engagement of your organization's important customers?
© 2012 The Sales Management Association. All rights reserved.
Slide 13
Firm Engagement
© 2012 The Sales Management Association. All rights reserved.
Slide 14
For what are you using social media?
© 2012 The Sales Management Association. All rights reserved.
Slide 15
How active are you on socialmedia?
3.4
4.0 2.95.3
6.0
© 2012 The Sales Management Association. All rights reserved.
Slide 16
We Have A Social Media Strategy…
© 2012 The Sales Management Association. All rights reserved.
…for my (total) organization … for my sales organization
Slide 17
Sales Force’s Understanding of Social Media
I have received sufficient training from my organization on using social media.
My sales organization has a solid understanding of how to use social media.
© 2012 The Sales Management Association. All rights reserved.
Slide 18
Tremendous Upside for Sales
My sales organization would be more productive our organization had a greater social media presence.
© 2012 The Sales Management Association. All rights reserved.
Introducing …..
LinkedInSocial Selling Index
@linkedinselling
What goes into the LinkedIn Social Selling Index
•Brand
•Reach
•Gather Intelligence
•Contribute Insights
“Laggards”
“Tip-Toers”
“Leaders”
“100”
“0”
Strengthening Brand
21
Extending Reach
Gathering Intelligence
2323
Contributing Insights
24
What goes into the LinkedIn Social Selling Index
•Brand
•Reach
•Gather Intelligence
•Contribute Insights
“Laggards”
“Tip-Toers”
“Leaders”
“100”
“0”
26
How do we compare to competitors?
@linkedinselling
Your Social Selling Index
27
Your Social Selling Index vs. Competitors
28.9Your Social Selling Index
29
How you are already using LinkedIn.
@linkedinselling
Activity – Power vs. Standard
Who is a LinkedIn Power User (Premium Subscriber)?
LinkedInSocial Selling Index
Time to get yours!
@linkedinselling
Get your LinkedIn Social Selling Index
http://linkedinsocialsellingindex.com
33
© 2012. All rights reserved.© 2012. All rights reserved.
Scalable Social Selling: Real World ExamplesAnneke Seley@annekeseleyCEO, Reality Works Group, formerly Phone WorksCoauthor, Sales 2.0
© 2012. All rights reserved.
Real World Results
80% of revenue
88% of pipeline
© 2012. All rights reserved.
Real World Results
Order volume increased 4x.
© 2012. All rights reserved.
What are their stories?
© 2012. All rights reserved.
Where to start?
Who is involved?
Moving from experimentation to scalable process
Who “owns” social media for sales?
How is Social used at different sales cycle stages?
How do you get adoption from sales reps?
Discussion Questions
© 2012. All rights reserved.
Over 1/3 of respondents have already used social media to engage with their vendors. 75% are likely to use social media in the purchase process in the future.
““
From 2011 TeleWeb Buyer Preference Study
Justifying Social Selling to Executives
© 2012. All rights reserved.
Who Can Drive Scalable Social Selling and Results?
Inside Sales Leaders
© 2012. All rights reserved.
Where to start?
Who is involved?
Moving from experimentation to scalable process
Who “owns” social media for sales?
How is Social used at different sales cycle stages?
How do you get adoption from sales reps?
What’s YOUR social selling story?
Presenters
Anneke SeleyCEO, Reality Works Group (formerly Phone Works)
Coauthor, Sales 2.0www.linkedin.com/in/annekeseley@annekeseleysales20book.comrealityworksgroup.com
Ralf VonSosenHead of Marketing for Sales Solutions, LinkedInlinkedin.com/in/ralfvonsosen@rvonsosensales.linkedin.comLinkedinsocialsellingindex.com
Q & A