Still Selling Like It's 1999? Meet the Modern Buyer

#SocialSelling Market & Sell to the Modern Buyer

@jill_rowley #SocialSelling

The ABC’s of Social Selling – Always Be Connec2ng


78% of Sales Using Social Media

Outsell Their Peers

#SocialSelling @jill_rowley

Benefits of Social Selling


Customers expect companies to feel personal and authen2c


ADAPT OR DIE BE REPLACED Become transparent, responsive, & collabora2ve or else risk being “leK in the dust” by compe22on


HOW? share the unedited voices & personali2es of your employees!


Buying process has changed

Buyers are self-‐educa2ng via SEARCH & SOCIAL


57% of the buying process done before engaging sales

Then Now VS.


92% of B2B buyers start search on web…


82% of the world’s online popula2on can be reached by SOCIAL NETWORKS

Source: insites-‐consul2ng.com


The Power of Peer to Peer

Buyer to Company: 33% Trust

Buyer to Buyer: 92% Trust

Meet the Modern Buyer

Digitally-‐driven Socially-‐connected

Mobile Empowered


Unlimited access to real-‐2me informa2on about your company, products, compe2tors, customers, industry

experts and influencers

Decision-makers are more knowledgeable.

Unlimited access to real-‐2me informa2on about your company, products, compe2tors, customers, industry

experts and influencers

"The best reps are not just present in social media, they position themselves as credible and influential sources in customer networks."

- Sales Executive Council

It all comes down to trust.

19

You have to break through the clutter.

20

Always look at things through customer’s eyes.

You need more tools!

Would you try to maintain your territory with only

hammer & nails? (Phone & Email)


Social selling leverages your professional brand to fill your pipeline

with the right people, insights, and relaPonships.


Build Your Personal Brand

Op2mize for the Buyer; not the Recruiter


Use Social Networks to Find, Listen, Relate, Connect, Engage & Amplify your buyers and their

sphere of influence


Content:

R E A D what your buyers are reading and share that content across

your Social Networks


The on Content The


1.   Buyer-‐centric LinkedIn profile

2.   The Art of a LinkedIn Invite

3.   Sphere of Influence training

4.   LinkedIn groups

5.   Advanced Search in LinkedIn

6.   LinkedIn Contacts

7.   LinkedIn Job Change alerts

8.   Share content


Establish a professional presence on LinkedIn with a complete profile Create a professional brand

Prospect efficiently with powerful search and research capabili2es Find the right people

Discover and share valuable informa2on to ini2ate or maintain a rela2onship Engage with insights

Expand your network to reach prospects and those who can introduce you to prospects Build strong relaPonships

Op2mizing LinkedIn


Showcase your skills

Create a professional brand

Use the right tone What would prospects or customers want to know about you? Be descrip2ve. Tell your story.

Complete your profile Aim for 100% profile completeness

Add rich content Slideshare deck, presenta2on video, etc.

Add skills and generate endorsements


Check who viewed you

Find the right people

View prospects View details of poten2al prospects in your 1st , 2nd , and 3rd degree networks

Expand your viewing Use Lead Recommenda2ons to find more prospects at your accounts

Your ac2vity drives views of your profile. Engage with relevant people who look at you.

ProacPvely search Use advanced search & Lead Builder to pinpoint people more efficiently


Engage with insights

Reach out to prospects

Share valuable informaPon Post relevant content that can help you become a trusted source of insight

Stay in the know Join groups and follow your prospects, customers, and their compe2tors to keep up to date

Engage with your network Share, like, and comment on content posted from your network

Reach your prospects with InMails, connec2on requests, and other messages


Build strong relaPonships

Focus on decision makers Focus on connec2ng to senior level people at your prospects and customers

Connect with contacts Connect with your network and with prospects aKer introduc2ons

Connect internally Your colleagues will be able to provide you warm introduc2ons


How can I measure how well

I’ve adopted social selling?


ABC co

Create a professional brand

Performance on four key dimensions, each worth 25 points

Find the right people

Engage with insights

Build strong relaPonships

16

15

8

18

Social Selling Index 57

LinkedIn’s Social Selling Index measures adop2on of prac2ces on a 0-‐100 scale


SSI leaders create 45% more opportuni2es per quarter

than SSI laggards.

SSI leaders are 51% more likely to hit quota

than SSI laggards.

45% more opportuni2es

51% more likely to hit quota

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on exis2ng business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

Why is social selling important?


Add a Professional Photo

•  To edit your photo in LinkedIn: 1.  Log onto LinkedIn 2.  Choose Profile -‐> Edit Profile 3.  Click on the camera icon 4.  Upload a professional photo

(choose edit photo to replace your current photo)

5.  Save changes

Represents your personal brand

#SocialSelling jill_rowley

The Good, the Bad, and The Ugly


Is this a good LinkedIn profile?


Good Headline & Shortened URL


Your LinkedIn Summary is about YOU


The Art of a LinkedIn Invite


Recommenda2ons Establish Credibility


Search Results: 7x views with a Photo


Don’t be Single Threaded


Join Groups on LinkedIn


Use Your Alumni Network


Get mobile! Download the app

1.   Pick a simple and short username (this is your brand) 2.   Create a personal profile 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 menPon) 10.   Use #hashtags – example is #SFPRSummit #B2B #B2C


Is this a good Twiser profile?


Personal Branding on Twiser


Twiser Lists: Cloud Compu2ng


Twiser Lists: Big Data Analy2cs

78% of Sales Using Social Media

Outsell Their Peers


The ABC’s of Social Selling – Always Be Connec2ng


Still Selling Like It's 1999? Meet the Modern Buyer

Business

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