Social Selling, the new Reality? Laura Nuhaan

@TheAndetaGroup @LauraNuhaan #SocialSelling #ISW2016

Limitless

Customer 2.0 has turned off all the screaming

In which degree has your (inside) sales changedin the 2 last years?

More than 1 million B2B sales people will be redundant in in 2020*

-25%

-33% -15%

+10%

B2B Sales Archetypes obv *Forrester onderzoek

You sell more if you stop selling!

People buy from companies/people because they know & trust them not because a sales rep just calls them

Social selling is when sales people use social media to find and engage with prospects and nurture and build long term relationships in close cooperation with marketing.

it’s all about the right message,at the right time, through the right channel for the right person!

+ + =+

1

• Align• Manage the funnel• Plan• Identify

2

•Be seen•Listen•Engage

3• Activate• Existing customers

9 steps

Heb je een social selling strategieEn wat zijn jouw succesfactoren?

1. ALIGN

Flip de funnel: Account Based Marketing

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2. KNOW YOUR CUSTOMER64% of companies indicate they understand their customers well 24 %

Of the customers agree

How well do you know the (online) buying journey of your most important customers?

EN CONSISTENT

I’m JennyHR management at a middle size Dutch

Comoany (>250 FTE)

“Train Sales to Live In Your Prospects world and change the way prospects perceive your sales persons”

Mark Roberge SVP Sales and Services

26

M Sweezey

3. ENGAGE

Emotional-----------------------------Rational

Entertain (virals, quizzes,

games)

Inspire(reviews,

endorsements, quotes)

Educate(trend reports,

articles, guides)

Convince(data sheets,

webinars, case studies)

Awareness------------------------------Action

Relevant content = buyer persona + customer insight +journey

Do you have personalized content and messaging for your customers and how do you ensure success?

Align Sales Proces met het KOOPPROCES

Shifting Buyer Concerns. Bron: Customer centric Selling, the NARO group

4. NURTURE

5. STIMULATE ADVOCACYOnly 30% of people trust brands

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6. BE AGILE Agile projects 3 X higher success rate than a waterfall process at lower costs

Omarm technology 7. EMBRACE DATA & TECH

@LauraNuhaan @theandetagroup laura@andeta.com

Free digital readiness scan&

excerpt bookL Next era selling

Gewenst?

Marketing

A- klanten

B C klanten

Sales

traditioneel

Customer service

Inside Sales

Social selling is when sales people use social media to find and engage with prospects and nurture and build long term relationships in close cooperation with marketing.

*Toutapp

SAP’S 6 success factors41

1. Tight integration between Marketing and Sales2 Strong marketing enablement program. 3. Lots of relevant content 4. Content should be designed from the customer’s perspective. 5. Sales professionals must add their perspectives 6. Social selling experts embedded in each geographic region

Maggie Fox, senior vice president of marketing at global technology company SAP