The Six Imperatives of Digital Selling Success by Mike Kunkle

2,397 views
2,226 views

Published on

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.

Published in: Sales, Business, Technology
7 Comments
2 Likes
Statistics
Notes
No Downloads
Views
Total views
2,397
On SlideShare
0
From Embeds
0
Number of Embeds
37
Actions
Shares
0
Downloads
45
Comments
7
Likes
2
Embeds 0
No embeds

No notes for slide

The Six Imperatives of Digital Selling Success by Mike Kunkle

  1. 1. 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
  2. 2. that was then… digital selling success 2 http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/ :: mike kunkle :: transforming sales results ::
  3. 3. this is now… digital selling success 3 http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg :: mike kunkle :: transforming sales results ::
  4. 4. digital selling overview http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422 digital selling success 4:: mike kunkle :: transforming sales results ::
  5. 5. digital selling overview the ticket for entry six imperatives
  6. 6. 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 ::
  7. 7. 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 ::
  8. 8. 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 ::
  9. 9. 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 ::
  10. 10. 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 ::
  11. 11. 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 ::
  12. 12. 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 ::
  13. 13. ticket for entry presence profiles participation digital selling success 14 blogs :: mike kunkle :: transforming sales results ::
  14. 14. 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/
  15. 15. 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 ::
  16. 16. 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
  17. 17. presence profiles participation ticket for entry digital selling success 18 consider automation :: mike kunkle :: transforming sales results ::
  18. 18. 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 ::
  19. 19. six imperatives of digital selling research awareness interestrelationship connection revenue
  20. 20. six imperatives of digital selling research awareness interestrelationship connection revenue
  21. 21. six imperatives of digital selling research awareness interestrelationship connection revenue
  22. 22. six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  23. 23. six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle
  24. 24. six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  25. 25. six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycle
  26. 26. six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle
  27. 27. six imperatives of digital selling research awareness interest connection revenue relationship nurture cycle trigger sales cycle
  28. 28. six imperatives of digital selling research awareness interestrelationship connection revenue nurture cycleacquisition sales cycle trigger
  29. 29. one :: research digital selling success 30:: mike kunkle :: transforming sales results ::
  30. 30. one :: research look familiar? digital selling success 31:: mike kunkle :: transforming sales results ::
  31. 31. 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…
  32. 32. 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 digital selling success 33:: mike kunkle :: transforming sales results ::
  33. 33. 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 ::
  34. 34. two :: connect digital selling success 35:: mike kunkle :: transforming sales results ::
  35. 35. 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 ::
  36. 36. 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 ::
  37. 37. 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 ::
  38. 38. three :: awareness digital selling success 39 http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html :: mike kunkle :: transforming sales results ::
  39. 39. 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 ::
  40. 40. 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 ::
  41. 41. four :: interest digital selling success 43:: mike kunkle :: transforming sales results ::
  42. 42. 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 ::
  43. 43. 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 ::
  44. 44. five :: relationships digital selling success 46:: mike kunkle :: transforming sales results ::
  45. 45. 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 ::
  46. 46. 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
  47. 47. six :: revenue digital selling success 49 http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif :: mike kunkle :: transforming sales results ::
  48. 48. 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 ::
  49. 49. 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 ::
  50. 50. 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
  51. 51. six :: revenue unleash your army of advocates every good sales rep has clients behind them digital selling success 53:: mike kunkle :: transforming sales results ::
  52. 52. 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?”
  53. 53. 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 ::
  54. 54. 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
  55. 55. a p p e n d i x :: transforming sales results :: :: mike kunkle :: may 2014 :: digital selling success :: :: six imperatives of digital selling ::
  56. 56. 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 ::
  57. 57. 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 ::

×