Tips and tricks for Social Selling
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Transcript of Tips and tricks for Social Selling
SOCIAL SELLING Tips, Tricks and Tactics
By Sharon Herrnstein,
Social Selling Master Trainer, WSI
©2013 WSI. All rights reserved.
• Quick audio check
• All lines are muted
• Submit questions via Question box
• Q&A session at the end
• Webinar is being recorded
Background to WSI Global Leader in Digital Marketing
Global knowledge and reach, but through local consultants
Businesses of all sizes and industries
World’s largest network of Digital marketers, over 1,500 consultants
Service more than 80 countries
Industry winning solutions
Corporate head office Toronto, Canada
Thought leaders- recently published a book!
©2014 WSI. All rights reserved.
Agenda for this Webinar
• Provide 3 great tips to “Running with Social Selling” • On the way demonstrating how easy Webinars are to use • A great way of receiving training “live” each week
• Low cost (no travelling or downtime)
• Highly effective – can ask questions “live” and re-visit recordings
• Towards the end, provide an overview of the WSI’s “Social Selling Mastery” Certification Program
• So if you are keen to, not just have some fun learning, but actually
“change your behaviours and have a permanent impact on your sales performance” you can find out how you can do that
over a 12 week period through the programme
©2014 WSI. All rights reserved.
Customers are crazy busy
Email has become less impactful
Average employee receives 147 emails/day, and deletes 48% immediately.
Cold call is DEAD!
You’re buyer isn’t listening!
CORE CHALLENGE
57% of a buyer’s journey is done,
BEFORE your sales reps involvement
Problem: Sales reps aren’t adding value during the “Deadzone”
Question: Are you a Pest or an Influencer?
Customers have immediate access to learning
WITH OR WITHOUT YOU!
Buyers find the most convenient suppliers.
Result: Your buyers will begin looking for answers to their questions…
AND the first to add value – wins!
65% of buyers choose the company that was first to add VALUE
92% of B2B buyers start their buying journey
online…
Predicts that 2014 will have Social integrated into buyers’ process.
That’s why you CAN’T be like them…
“No Value – sales rep” “Invisible – sales rep”
Goal for this morning
4 Tips to Running with Social Selling!
TIP #1
Master Job Change Alerts
Overcoming – “Single Threaded”
AVG employee changes 11 times in their career
Your network ISN’T about having 1 person from that customer,
it’s about the CONTACTS you have to “Socially Surround” that customer!
LinkedIn will give you 3 for FREE
“Advocate Marketing” Listening for your customers leaving to new companies
“Appointed Leaders into your hot accounts”
Listening few new champions inside named accounts
“Being Opportunistic”
Listening for new Decision-Makers starting you’re your territory
Advocate Marketing
Where have the top users of your solution moved too?
Past not Current
Appointed Leaders
Named accounts and/or hot prospects -
I want to develop relationships with. Have new
Decision-Makers or Champions been appointed?
Current
Being Opportunistic Are their new Decision-Makers or
Champions, starting at any company
in my city or industry, that make sense
for our solution?
Title(s)
Location
New Job Alerts & Follow-up Alerts
TIP #2 - Access your buyer for FREE
©2014 WSI. All rights reserved.
How to leverage groups for FREE
Find a buyer you want to develop a relationship with:
2nd degree connection
In Common:
You’re looking to share a common GROUP
Enter Group and Search Members
Click Here
Search Members
Use “Send Message”
Double Potent – will be emailed & LinkedIn Inbox
Deep Dive Search
“CIO”
Filter within your shared Group members
Filter through ALL
your LinkedIn Groups
for greater Opportunities
Tag your Prospects in “Contacts”
Roll-up of all
LinkedIn messages
Quickly design &
add a profile into
a Tag Folder
Access your Tagged Folders
Search your Tagged
folders for saved
prospects.
TIP #3
Sphere of Influence Selling
“Social Leverage
©2014 WSI. All rights reserved.
Current Employees
Past Employees
Competitors
Sell to the
same target market &
buyer persona
Vendors, Partners &
Clients
Focus your stories to attract only the companies & people that CARE!
A. Corporate Insights “Competitors”
Identify the decision-makers @ BrainJuicer
CLICK HERE
Break down the
company for your
key buyers.
Continue this Insights search for more buyers
B. Corporate Followers
The power of 1 compelling story
Potential buyers
Converted to clients
C. Isolate key buyers with their connections
Narrow down the list to
80 “VP Sales” that you
can concentrate on.
D. Leverage their past employment
E. University Alumni
F. Introductions
TIP – make it easy for
your introducer.
Write a compelling message.
Success: Tata Communications
Meetings Booked
#1 – Who at Tata is a 1st degree to a connection into his accounts.
#2 – Who within his network is a 500+ “Connector”
TIP: The weekend has high read & response
Sunday night is quiet while the decision-maker works.
Sent Saturday @ 6:30 p.m.
Responded on Saturday @ 8:40 p.m.
3,000 Employees
NO GATEKEEPER
TIP #4
Sharing Content throughout the Buyers Journey
Your buyer is one of learning & research
You’re a BRAND!
Helping customers navigate their complex buying journey
Sharing content options
Blogs have various Share button images
Click the Share button
Sharing with LinkedIn
To your 1st degree connections
To any of your 50 groups
Top any person(s)
Want more evidence?
23,000 Sales Reps
50% in 5 days
$800,000 in 120 Days
3.5 meetings
31 Meetings in 60 Days
What next? “WSI’s Social Selling Mastery” – Certification Program
©2014 WSI. All rights reserved.
Social Selling Mastery Program
• How is it implemented?
©2014 WSI. All rights reserved.
Instructor Led Training E-Learning Support
What will you or your team learn?
Samples: • Build Social profiles that attract buyers
• Find endless prospects that can be accessed for FREE
• Share ideas & best practices with your buyer – become a resource
• Build a systematic routine to leverage Social to your advantage
• Build alerts that ensure you’re first to new opportunities
• Drive new opportunities based on your companies existing success
stories
What will be the results from training?
• Open doors faster
• Control the buying process
• Make your competitors irrelevant
• Close deals you never though possible
What does the training rollout look like?
Sales Certification
1 Module each week
60 Minute Video Conference call with a live instructor
Social Selling Certified in 3 months!
Social Selling Mastery
Open Enrolment – Core 12 Sales Modules
Dive into coursework
A system for adoption!
Videos
Presentations
Guides
Assignments
Quiz
Video in the portal
Accountability - Quizzes
Accountability - Assignments
Upload screenshots,
links, etc. to provide
action.
Thank you!
Sharon Herrnstein, BA, MBA
Social Selling Master Trainer
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