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

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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

  • 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
  • that was then digital selling success 2 http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/ :: mike kunkle :: transforming sales results ::
  • this is now digital selling success 3 http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg :: mike kunkle :: transforming sales results ::
  • digital selling overview http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422 digital selling success 4:: mike kunkle :: transforming sales results ::
  • digital selling overview the ticket for entry six imperatives
  • 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 ::
  • digital selling overview advice context and nuance trump absolutes new doesnt always replace old (additive) take a balanced, practical approach digital selling success 7:: mike kunkle :: transforming sales results ::
  • 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 ::
  • 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 digital selling success 10 the right answer is always about your customers :: mike kunkle :: transforming sales results ::
  • 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 ::
  • 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 ::
  • 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 ::
  • ticket for entry presence profiles participation digital selling success 14 blogs :: mike kunkle :: transforming sales results ::
  • 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/
  • 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 ::
  • 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 researchersengineers other experts centers of influence
  • presence profiles participation ticket for entry digital selling success 18 consider automation :: mike kunkle :: transforming sales results ::
  • six imperatives of digital selling conduct research make a connection generate awareness create interest build relationships convert r2r / revenue digital selling success 19:: mike kunkle :: transforming sales results ::
  • six imperatives of digital selling research awareness interestrelationship connection revenue
  • six imperatives of digital selling research awareness interestrelationship connection revenue
  • six imperatives of digital selling research awareness interestrelationship connection revenue
  • six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  • six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle
  • six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  • six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  • six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle
  • six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle trigger sales cycle
  • six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycleacquisition sales cycle trigger
  • one :: research digital selling success 30:: mike kunkle :: transforming sales results ::
  • one :: research look familiar? digital selling success 31:: mike kunkle :: transforming sales results ::
  • one :: research look familiar? are the same you use to research prospects & clients digital selling success 32:: mike kunkle :: transforming sales results :: the tools to decide whether you should focus on digital selling
  • one :: research social research review profiles (LinkedIn and other social sites) see who theyre 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 digital selling success 33:: mike kunkle :: transforming sales results ::
  • one :: research social research review profiles (LinkedIn and other social sites) see who theyre 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 ::
  • two :: connect digital selling success 35:: mike kunkle :: transforming sales results ::
  • 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 digital selling success 36:: mike kunkle :: transforming sales results ::
  • 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 ::
  • 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 38 get on their radar :: mike kunkle :: transforming sales results ::
  • three :: awareness digital selling success 39 http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html :: mike kunkle :: transforming sales results ::
  • 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 digital selling success 41:: mike kunkle :: transforming sales results ::
  • 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 digital selling success 42 be known / develop your reputation :: mike kunkle :: transforming sales results ::
  • four :: interest digital selling success 43:: mike kunkle :: transforming sales results ::
  • four :: interest move from awareness to interest dont follow the hungry herd / dont pounce social = subtle dont 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 ::
  • four :: interest move from awareness to interest dont follow the hungry herd / dont pounce social = subtle dont 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 ::
  • five :: relationships digital selling success 46:: mike kunkle :: transforming sales results ::
  • 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 digital selling success 47 five :: relationships :: mike kunkle :: transforming sales results ::
  • 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 digital selling success 48 five :: relationships :: mike kunkle :: transforming sales results :: credibility / respect / trust
  • six :: revenue digital selling success 49 http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif :: mike kunkle :: transforming sales results ::
  • 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 digital selling success 50:: mike kunkle :: transforming sales results ::
  • 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 ::
  • 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
  • six :: revenue unleash your army of advocates every good sales rep has clients behind them digital selling success 53:: mike kunkle :: transforming sales results ::
  • six :: revenue unleash your army of advocates every good sales rep has clients behind them social savvy reps have clients in front of prospects digital selling success 54:: mike kunkle :: transforming sales results :: 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?
  • 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 youre 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 ::
  • 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 Capitals 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 , through his blog at http://www.mikekunkle.com, or on various social media sites. linkedin twitter google+ slideshare lets 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
  • a p p e n d i x :: transforming sales results :: :: mike kunkle :: may 2014 :: digital selling success :: :: six imperatives of digital selling ::
  • 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 digital selling success 58:: mike kunkle :: transforming sales results ::
  • 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 ::