The Six Imperatives of Digital Selling Success by Mike Kunkle

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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 :: may 2014 digital selling success

description

This is the slide deck from my webinar presentation for Sales & Marketing Management with Dave Stein on 5/15/2014. As soon as I have the link to the recording, I'll add it.

Transcript of The Six Imperatives of Digital Selling Success by Mike Kunkle

Page 1: The Six Imperatives of Digital Selling Success by Mike Kunkle

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 ::

may 2014

digital selling success

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digital selling overview the ticket for entry

six imperatives

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digital selling overview

context

yes, digital selling = social selling

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

the semantics / “shock value” around cold calling

digital selling success 6 :: mike kunkle :: transforming sales results ::

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digital selling overview

advice

context and nuance trump absolutes

new doesn’t always replace old (additive)

take a balanced, practical approach

digital selling success 7 :: mike kunkle :: transforming sales results ::

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digital selling overview

selling through digital channels

is it right for me? to what degree?

digital selling success 9

the right answer is always about your customers

:: mike kunkle :: transforming sales results ::

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digital selling overview

selling through digital channels

is it 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

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the right answer is always about your customers

:: mike kunkle :: transforming sales results ::

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digital selling overview

selling through digital channels

is it 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?

digital selling success 11 :: mike kunkle :: transforming sales results ::

Page 12: The Six Imperatives of Digital Selling Success by Mike Kunkle

digital selling overview

selling through digital channels

is it right for me? to what degree?

finding trigger events

sales intelligence

the right answer is always about your customers

blogs

digital selling success 12 :: mike kunkle :: transforming sales results ::

Page 13: The Six Imperatives of Digital Selling Success by Mike Kunkle

digital selling overview

selling through digital channels

is it right for me? to what degree?

finding trigger events

sales intelligence

the right answer is always about your customers

digital selling success 13 :: mike kunkle :: transforming sales results ::

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ticket for entry

presence

profiles

participation

digital selling success 14

blogs

:: mike kunkle :: transforming sales results ::

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ticket for entry

presence

profiles

participation

digital selling success 15 :: mike kunkle :: transforming sales results ::

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

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presence

profiles

participation

ticket for entry

digital selling success 16

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

:: mike kunkle :: transforming sales results ::

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presence

profiles

participation

ticket for entry

digital selling success 17

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

posts

RTs

likes

:: mike kunkle :: transforming sales results ::

professors competitor companies

analyst companies

analysts

customers prospective customers

researchers engineers other

experts

centers of influence

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presence

profiles

participation

ticket for entry

digital selling success 18

consider automation

:: mike kunkle :: transforming sales results ::

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six imperatives of digital selling

conduct research

make a connection

generate awareness

create interest

build relationships

convert r2r / revenue

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six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

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six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

Page 22: The Six Imperatives of Digital Selling Success by Mike Kunkle

six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

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six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

nurture cycle

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six imperatives of digital selling

research

awareness

interest

connection

revenue relationship

nurture cycle

Page 25: The Six Imperatives of Digital Selling Success by Mike Kunkle

six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

nurture cycle

Page 26: The Six Imperatives of Digital Selling Success by Mike Kunkle

six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

nurture cycle

Page 27: The Six Imperatives of Digital Selling Success by Mike Kunkle

six imperatives of digital selling

research

awareness

interest

connection

revenue relationship

nurture cycle

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six imperatives of digital selling

research

awareness

interest

connection

revenue relationship

nurture cycle

trigger

sales cycle

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six imperatives of digital selling

research

awareness

interest relationship

connection

revenue

nurture cycle acquisition sales cycle

trigger

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one :: research

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one :: research

look familiar?

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one :: research

look familiar?

… are the same you use to research prospects & clients

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

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one :: research

social research 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

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one :: research

social research 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

observe their social / digital footprint

digital selling success 34 :: mike kunkle :: transforming sales results ::

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two :: connect

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two :: connect

move from research to connect

follow their digital footprint – be where they are

listen, observe, and learn about them

look for “hinges” or commonalities

reach out to connect

be part of their world / multiple touch points

note: not saying solicit through multiple channels

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two :: connect

how to connect

follow on Twitter

leap from Twitter to LinkedIn

leverage hinges / 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

digital selling success 37 :: mike kunkle :: transforming sales results ::

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two :: connect

how to connect

follow on Twitter

leap from Twitter to LinkedIn

leverage hinges / 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.

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get on their radar

:: mike kunkle :: transforming sales results ::

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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

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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

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be known / develop your reputation

:: mike kunkle :: transforming sales results ::

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four :: interest

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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

digital selling success 44 :: mike kunkle :: transforming sales results ::

Page 45: The Six Imperatives of Digital Selling Success by Mike Kunkle

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

digital selling success 45

observe reactions / gauge interest

:: mike kunkle :: transforming sales results ::

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five :: relationships

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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

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five :: relationships

:: mike kunkle :: transforming sales results ::

Page 48: The Six Imperatives of Digital Selling Success by Mike Kunkle

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

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five :: relationships

:: mike kunkle :: transforming sales results ::

credibility / respect / trust

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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…

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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

digital selling success 51 :: mike kunkle :: transforming sales results ::

Page 52: The Six Imperatives of Digital Selling Success by Mike Kunkle

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

digital selling success 52 :: mike kunkle :: transforming sales results ::

value creation / account acquisition

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six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

digital selling success 53 :: mike kunkle :: transforming sales results ::

Page 54: The Six Imperatives of Digital Selling Success by Mike Kunkle

six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

social savvy reps have clients in front of prospects

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“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?”

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closing thoughts :: summary

other considerations for digital 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)

digital selling success 55 :: mike kunkle :: transforming sales results ::

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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 19 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

digital selling success :: mike kunkle :: transforming sales results :: 56

the thoughts and opinions expressed here are my own

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a p p e n d i x

:: transforming sales results ::

:: mike kunkle ::

may 2014

:: digital selling success :: :: six imperatives of digital selling ::

Page 58: The Six Imperatives of Digital Selling Success by Mike Kunkle

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://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/

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

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appendix – links

other social selling resources (continued) 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

digital selling success 59 :: mike kunkle :: transforming sales results ::