Tips and tricks for Social Selling


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Tips and Tricks you can use TODAY to socialize your B2B salespipeline.

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Tips and tricks for Social Selling

  1. 1. SOCIAL SELLING Tips, Tricks and Tactics By Sharon Herrnstein, Social Selling Master Trainer, WSI
  2. 2. ©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
  3. 3. 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.
  4. 4. 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.
  5. 5. Customers are crazy busy
  6. 6. Email has become less impactful Average employee receives 147 emails/day, and deletes 48% immediately.
  7. 7. Cold call is DEAD! You’re buyer isn’t listening!
  8. 8. CORE CHALLENGE 57% of a buyer’s journey is done, BEFORE your sales reps involvement
  9. 9. Problem: Sales reps aren’t adding value during the “Deadzone” Question: Are you a Pest or an Influencer?
  10. 10. Customers have immediate access to learning
  11. 11. WITH OR WITHOUT YOU! Buyers find the most convenient suppliers. Result: Your buyers will begin looking for answers to their questions…
  12. 12. AND the first to add value – wins! 65% of buyers choose the company that was first to add VALUE
  13. 13. 92% of B2B buyers start their buying journey online… Predicts that 2014 will have Social integrated into buyers’ process.
  14. 14. That’s why you CAN’T be like them… “No Value – sales rep” “Invisible – sales rep”
  15. 15. Goal for this morning 4 Tips to Running with Social Selling!
  16. 16. TIP #1 Master Job Change Alerts
  17. 17. 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!
  18. 18. 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
  19. 19. Advocate Marketing Where have the top users of your solution moved too? Past not Current
  20. 20. Appointed Leaders Named accounts and/or hot prospects - I want to develop relationships with. Have new Decision-Makers or Champions been appointed? Current
  21. 21. 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
  22. 22. New Job Alerts & Follow-up Alerts
  23. 23. TIP #2 - Access your buyer for FREE ©2014 WSI. All rights reserved.
  24. 24. 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
  25. 25. Enter Group and Search Members Click Here Search Members
  26. 26. Use “Send Message” Double Potent – will be emailed & LinkedIn Inbox
  27. 27. Deep Dive Search “CIO”
  28. 28. Filter within your shared Group members Filter through ALL your LinkedIn Groups for greater Opportunities
  29. 29. Tag your Prospects in “Contacts” Roll-up of all LinkedIn messages Quickly design & add a profile into a Tag Folder
  30. 30. Access your Tagged Folders Search your Tagged folders for saved prospects.
  31. 31. TIP #3 Sphere of Influence Selling “Social Leverage ©2014 WSI. All rights reserved.
  32. 32. 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!
  33. 33. A. Corporate Insights “Competitors”
  34. 34. Identify the decision-makers @ BrainJuicer CLICK HERE Break down the company for your key buyers.
  35. 35. Continue this Insights search for more buyers
  36. 36. B. Corporate Followers
  37. 37. The power of 1compelling story Potential buyers Converted to clients
  38. 38. C. Isolate key buyers with their connections Narrow down the list to 80 “VP Sales” that you can concentrate on.
  39. 39. D. Leverage their past employment
  40. 40. E. University Alumni
  41. 41. F. Introductions TIP – make it easy for your introducer. Write a compelling message.
  42. 42. 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”
  43. 43. TIP: The weekend has high read & response Sunday night is quiet while the decision-maker works.
  44. 44. Sent Saturday @ 6:30 p.m. Responded on Saturday @ 8:40 p.m. 3,000 Employees NO GATEKEEPER
  45. 45. TIP #4 Sharing Content throughout the Buyers Journey
  46. 46. Your buyer is one of learning & research You’re a BRAND! Helping customers navigate their complex buying journey
  47. 47. Sharing content options Blogs have various Share button images Click the Share button
  48. 48. Sharing with LinkedIn To your 1st degree connections To any of your 50 groups Top any person(s)
  49. 49. Want more evidence? 23,000 Sales Reps 50% in 5 days $800,000 in 120 Days 3.5 meetings 31 Meetings in 60 Days
  50. 50. What next? “WSI’s Social Selling Mastery” – Certification Program ©2014 WSI. All rights reserved.
  51. 51. Social Selling Mastery Program • How is it implemented? ©2014 WSI. All rights reserved. Instructor Led Training E-Learning Support
  52. 52. 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
  53. 53. What will be the results from training? • Open doors faster • Control the buying process • Make your competitors irrelevant • Close deals you never though possible
  54. 54. 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!
  55. 55. Social Selling Mastery
  56. 56. Open Enrolment – Core 12 Sales Modules Dive into coursework
  57. 57. A system for adoption! Videos Presentations Guides Assignments Quiz
  58. 58. Video in the portal
  59. 59. Accountability - Quizzes
  60. 60. Accountability - Assignments Upload screenshots, links, etc. to provide action.
  61. 61. Thank you! Sharon Herrnstein, BA, MBA Social Selling Master Trainer 64