Welcome to Social Selling - Learning Library Inc. · Social Selling Defined • Social selling...
Transcript of Welcome to Social Selling - Learning Library Inc. · Social Selling Defined • Social selling...
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Welcome to Social Selling
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Welcome to Social Selling
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What is Social Selling & Why Do It?
Social selling is the process of researching, connecting,
and interacting with prospects and customers on social
media networks -- notably LinkedIn and Twitter.
The way customers buy products has changed -- so we
need to change how we sell things to them, too. According
to the CEB, 57% of buying process is complete
before talking to sales. Consumers are also 71% more
likely to make a purchase based on social media referrals.
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IBM instituted a social selling pilot program
that saw a 400 % increase in sales.
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Social Media Defined
Social media are computer-mediated tools that
allow people to create, share or exchange
information, ideas, and pictures/videos in virtual
communities and networks.
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Social Media Platforms by the Numbers
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Social Selling Defined
• Social selling – the practice of using tools and social
networks to be more effective in the sales process
• Social media has allowed us to know more about our
prospects than ever before
• Social sellers do not have to abandon email, phone calls
or face-to-face meetings
• Social selling eliminates some of the most wasteful parts
of the traditional sales process (like cold-calling)
• A misconception about social selling is that it entails
making sales pitches through social media
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Social Selling Overview
• Buyer behavior has changed
• Embrace & Focus on Relationships
• Inject Storytelling into Your Sales Process
• Tell Your Story through Personal Branding
• Use Technology as a Competitive Advantage
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Feeling Overwhelmed?
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Optimizing Profiles for Social Selling
• Profiles are more than digital resumes
• They help you cultivate a reputation with
your buyers as a trusted advisor
• Your activity shows that you bring fresh
insights to their business
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Privacy
• Set your LinkedIn privacy settings to support your goals
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Turn on/off your activity broadcasts
• (recommended setting off)
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Select who can see your activity feed
• recommended everyone
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What Others See
• Select what others see when you’ve viewed their profile
• Select who can see your connections (recommended –
everyone)
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Change your profile photo & visibility
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Edit your public profile
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Show/hide “Viewers and viewed” box
• Recommended on
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Manage who you are blocking
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Settings
• Manage your Twitter settings
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Settings
• Manage your WeChat settings
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Communications• Managing the Types and Frequency of Email from
✓ Messages from other members (recommended -individual e-mail)
✓ Updates and News (recommended - weekly digest or no email)
✓ Group Digest (recommended weekly digest or no email)
✓ Notifications – Personal preference
✓ Messages from LinkedIn –personal preference
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Set Push Notifications
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Types of Messages you are willing to receive
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Select who can send you Invitations:
• recommended anyone
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Account
Privacy Controls
• Managing Advertising Preference (recommended select)
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Settings
• Change Your Profile and Photo Visibility.
• You can control who can see your profile photo as well as whose
profile photos you want to see from the Account section on
your Settings page
• Posting a profile photo is optional
• To change the visibility of your profile photo, select one of these
options for "In addition to users I message, my profile photo is
visible to..."
• My Connections | My Network | Everyone (default setting) |
• To show or hide profile photos of other members, select one
of these options:
• Everyone (default setting) | Your Network | Your Connections |
No one
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Customize the updates you see in your homepage
(recommended check all)
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Select your language: (as required)
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Manage your security settings: (recommended – turn off
secure connection and two-step verification unless “turn on
“required by your IT department)
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E-mail, Phone and Password
• Add or change e-mail address
• Use work address as your primary e-mail AND use a personal
address as a secondary e-mail address
• Manage phone numbers (at your discretion)
• Change your password every few months
• Don't use the same password on all the sites you visit
• Select strong passwords that can't easily be guessed with 10 or
more characters
• Think of a meaningful phrase, song or quote and turn it into a
complex password using the first letter of each word
• Randomly add capital letters, punctuation or symbols
• Never give your password to others or write it down
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Engaging With Your Buyers on Social Networks
✓ Create a buyer-centric profile
✓ Buyers use LinkedIn to identify people they can trust
and want to work with
✓ Scan a buyer’s profile before a call to tailor your
approach
✓ Role-specific: What are they responsible for?
✓ Goal-specific: What are the targets they need to hit in their role?
✓ Common ground: Find some sort of tie back to you, whether it’s
a common connection, a college, a hobby, or an experience
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Create a buyer-centric profile
✓ Optimize your public profile
✓ Have a current, professional photograph
✓ Make your headline a mini value proposition
✓ Utilize Status Updates
✓ Populate your contact information with phone number,
e-mail, twitter handle, WeChat, company website
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Exercise: Make your headline a mini
value proposition
Over the last few days you have created your USP,
take the next 15 minutes to adapt that to a format
that will work in LinkedIn.
Example:
Sales Manager at Air Canada | Connecting
business travellers around the globe
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Create a Buyer-Centric Profile
✓ Write a 3X3 summary
✓ Set up your LinkedIn Profile to be discovered
✓ Post a few pieces of visual content
✓ Write the experience section with an emphasis on how
you enabled customers to be successful
✓ Seek recommendations
✓ Join groups
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Exercise: Write a 3x3 Summary
Three paragraphs with three or fewer sentences
each …
✓ Reiterate your value proposition in the first
✓ Provide some social proof of how you help
clients achieve results in the second
✓ Include a concise call to action in the last that
explains why and how a buyer should reach out
to you
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Exercise: Generate two or three
customer experiences to share
With an emphasis on how you enabled customers to
improve their businesses – not how many times or by how
much you exceeded quota
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Leverage your Existing Network
✓ Leverage your existing network (friends, colleagues,
schoolmates, etc.)
✓ Connect with Co-workers – Use current or previous co-
workers to build your network
✓ Find valuable connections on LinkedIn – Use the built
in search feature to help you find new people
✓ Send Personalized Connection Requests – Do not use
automated invites
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Adding Contacts
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Groups for Social Selling Success
Groups worth joining:
✓ Industry groups
✓ Vertical Groups
✓ Local groups and groups in areas you want to build up
✓ Professional Groups that help you build craft
✓ Parallel Groups
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Engaging in Groups
Remember:
✓Content is king
✓People who consistently share content get 2-3
times the number of unsolicited profile views
✓Articles should be of interest to your target
audience
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Prospecting with Search
✓Advanced Search allows you to search through
first and last name, location, country, school,
title and industry
✓ 92% of prospects never respond to a cold call
or e-mail
✓84% of your prospects will respond to cold calls or
e-mails when you leverage connections
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Twitter• Twitter is the brainchild of a programmers who worked at
the podcasting company, Odeo Inc. in San Francisco
• The founders were looking for a way to send text on
their cellphones and a way to reinvent a dying company
• At the heart of Twitter are small bursts of information
called tweets. Each tweet is 140 characters in length,
maximum
• Initially, there was no limit to message length. When it
went public, the 140 character limit was adopted
• Why? Because 160 characters was the SMS carrier limit
and the founders wanted to leave room for a username
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Since you don’t have much real estate to work with on
Twitter, a makeover is relatively simple to pull off.
1. Post a professional picture
2. Write your positioning statement
3. Link to your company’s Twitter account (Example: Sales
Rep @company)
4. List your LinkedIn profile
5. Include hashtags that your buyers follow
6. Offer a mini insight