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Webinar: Transformation to Social Selling

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Presenters Ralf VonSosen, Head of Marketing for LinkedIn Sales Solutions and Craig Rosenberg, Industry Expert & Leader discuss what's required to make the transformation to Social Selling.

Presenters Ralf VonSosen, Head of Marketing for LinkedIn Sales Solutions and Craig Rosenberg, Industry Expert & Leader discuss what's required to make the transformation to Social Selling.

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  • 1. Sales Solutions“Transformation to Social Selling”LinkedIn Confidential ©2013 All Rights Reserved
  • 2. Our Agenda for Today Presenters: •Ralf VonSosen •LinkedIn Sales Solutions, Head of Marketing •Craig Rosenberg •Industry Expert & Leader, Focus Expert Network Agenda: •Overview of Social Selling •Transformation to Social Selling •Making Social Selling Scalable •Q&A (send questions throughout)LinkedIn Confidential ©2013 All Rights Reserved
  • 3. How you doin?What social selling is not. LinkedIn Confidential ©2013 All Rights Reserved LINKEDIN SALES SOLUTIONS
  • 4. What social selling is not. Been out on the course lately?LinkedIn Confidential ©2013 All Rights Reserved LINKEDIN SALES SOLUTIONS 4
  • 5. Transformation to Social SellingCraig RosenbergMay 2011
  • 6. Why social selling? Your buyers are there175 million members in over 200 countries and territories.As of June 30, 2012, business professionals are signing up tojoin LinkedIn at a rate of approximately two new members persecond. Page 6
  • 7. Why social selling? Your buyers are tellingyou who they areNever in the history of modern selling have we seen time whereprospects and customers publicly post and update information on their roles and responsibilities Page 7
  • 8. Why social selling? Your buyers are tellingyou what they care aboutNever in the history of modern selling have we seen time whereprospects and customers publicly post and update information on their roles and responsibilities AND what they care about and are working on Page 8
  • 9. Why social selling? Your buyers starting thebuyer process online 75% of respondents to an IBM buyers survey said they were likely to use social media in the future as part of their purchasing decision. Page 9
  • 10. Buyers are buying by committee“Decisions are not made by a single person in B2B models – they are made in a chain-of-command or committee model. “ Esteban Kolsky http://estebankolsky.com/2012/07/question-why-are-you-in-social-channels/ Source: Marketing Sherpa B2B Marketing Benchmark Survey, August 2010 Page 10
  • 11. Buyer decisions are getting longer and morecomplex awareness consideration purchaselevel of buyer activity “ We have a project” “I’m just “ We’ve downloading made a decision” stuff” “ We’ve shortlisted vendors” “I’m just browsing” time © 2011 Focus, Inc. All rights reserved. Page 11
  • 12. The first round of social selling: Chaos © 2011 Focus, Inc. All rights reserved. Page 12
  • 13. Second round of social selling: Proven Productivity1.We understand the goal ofsocial selling1.Organizations are adopting2.We now have a framework forsuccess © 2011 Focus, Inc. All rights reserved. Page 13
  • 14. Social selling does not replace sales, itenhances it “Many of the social selling tenets are selling best practices” Andy Rudin, Outside Technologies © 2011 Focus, Inc. All rights reserved. Page 14
  • 15. Social media allows sales to createmeaningful, one-to-one relationships And you don’t need to pick up the phone every time © 2011 Focus, Inc. All rights reserved. Page 15
  • 16. Social selling: not just for breakfast anymore 1. According to Richardson/McCord Social Media in sales 65% of businesses report using social media in their sales efforts. 2. 1,700 IBM North America inside reps have now been trained and enabled with tools for social selling, and the company is preparing to extend the initiative to overseas regions for some of its digital brands. The inside sales team now has a total of 50,000 LinkedIn connections and has posted 20,000 tweets.. 3. The IBM program drove 4x orders for product during their pilot quarter of social selling than during the same time the year before. © 2011 Focus, Inc. All rights reserved. Page 16
  • 17. Your social selling framework 1.Standardize 2.Self brand 3.Listen and watch 4.Deliver valuable insight 5.Find 6.Engage © 2011 Focus, Inc. All rights reserved. Page 17
  • 18. Three questions for every sales manager 1.Where are our customers? 2.Where will my reps be most comfortable? 3.Where will my sales reps get the most value? © 2011 Focus, Inc. All rights reserved. Page 18
  • 19. Create a standardized social platform1. Designate one platform for sales reps to “live Secondary platform inside”2. Monitor other platforms when appropriate Main platform In most cases, Linkedin will be the base for social operations •It is the place where the vast majority of social business activity happens •Unprecedented visibility into your customers and their organization Page 19
  • 20. The self-brand• Buyers need to trust you• Buyers need to know that you know the right people• Buyers want to know you have are an expert in yourspace• Buyers want the best sales person (believe it or not)• The most unique thing is not always the company orthe product; but it is always you Page 20
  • 21. Think like a marketer: Build a credible onlinepresence•Complete profile including: photo, experience, skills, honors, andrecommendations.•Stream of updates to relevant content•Membership in relevant groups•Connections Page 21
  • 22. Always be connecting•Create a corecompetency andprocess in your salesteam around buildingtheir networks•Sales managersshould monitor andreward network building Page 22
  • 23. Sales Person PI: Watch and listen1.Know your customer and their organization2.Follow them3.Watch them interact “Effective use of sales intelligence increases revenue productivity per sales rep by 17%” CSO Insights © 2011 Focus, Inc. All rights reserved. Page 23
  • 24. Account planning has gone virtualOld Days TodayDay long account planning sessions Minutes-long account planning“Sell high” TriangulateManual account investigations to Real-time visibility into organizationsdetermine relevant decision makersCold calls Referrals © 2011 Focus, Inc. All rights reserved. Page 24
  • 25. Listen and learn1. Follow companies2. Look for personal updates, profile changes, and updates3. Watch them interact in groupsand forums"At the rep level, social media is less abouttweeting than it is about listening, readingand knowing what people are talkingabout. Thats what lets them better tailortheir contributions to the discussion.”Douglas Hannan, IBMhttp://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=1 © 2011 Focus, Inc. All rights reserved. Page 25
  • 26. Deliver valuable insight Answer the following question: Why would a buyer follow you? The answer is NOT: “Because they can’t wait for you to hard-sell them” Provide value to their day-to-day challenges © 2011 Focus, Inc. All rights reserved. Page 26
  • 27. Four ways to deliver insight1. Status updates with content2. Personal content deliveries via Inmail (“Jim, I thought of you when I read this”)1. Offer to make connections2. Group conversations3. Use the “like” feature © 2011 Focus, Inc. All rights reserved. Page 27
  • 28. How to scale content with sales1. Provide them with content • Marketing should provide content • Self-tools like RSS feeds2. Allow them to and encourage adding their own spin3. Manage and optimize their insights © 2011 Focus, Inc. All rights reserved. Page 28
  • 29. Four rules to sales insight1. Don’t talk about yourself2. Don’t pitch3. Help and provide value4. If you build it, they will come “I really think of myself as that information concierge and really have become a content connoisseur in really understanding what is required from an education perspective to get that future advocate to purchase and to become an advocate of our company, our product and my personal brand as well.” Jill Rowley, Eloqua sales and social selling expert http://www.heinzmarketing.com/2012/06/social-selling-in-action-qa-with-eloquas-top-salesperson-part-1-of-5/ © 2011 Focus, Inc. All rights reserved. Page 29
  • 30. Opportunity generation Old Days Today Purchased lists Ability to find the right people with the right role with the right challenges Calling the admin and asking around Advanced search techniques allow you to find the people you want to talk to “Columbo-style” interrogations of Unprecedented pre-call sales prospects intelligence Open with pitch about you Open with pitch about them Seek and find people needing help Buyers publicly asking for help in Groups, Forums, and Q/A "If we didnt do this kind of social listening, we wouldnt know about a lot of these opportunities until it was too late to get considered. Social media let us engage earlier with our clients—hopefully, earlier than our competition.“ Hannan, IBM http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=4 © 2011 Focus, Inc. All rights reserved. Page 30
  • 31. Engagement “Delivering relevant, timely, and meaningful messages to prospects and clients has NEVER been easier” © 2011 Focus, Inc. All rights reserved. Page 31
  • 32. Pre-call research: How sales manager teachtoday’s social sales person1. Study contacts and companies2. Read their blogs, Linkedin updates, Twitter feeds3. Search for business problems aka don’t ask them about the golf trip with their buddies4. Use playbooks based on buying personas © 2011 Focus, Inc. All rights reserved. Page 32
  • 33. “Someone you don’t know has a problem”1. Via listening, the sales rep finds a person with a challenge2. Deliver valuable content or help make a connection.3. Content playbooks tell sales reps what internal content should be passed along4. Two paths: • Early in sales cycle: connect and nurture • Late in sales cycle: engage directly © 2011 Focus, Inc. All rights reserved. Page 33
  • 34. Social Selling 2.01. Institutionalize it2. Train sales3. Build for scale4. Share success stories5. Make it part of day-to-day life sales life6. OptimizeWe really wanted to make social selling part of the basic way we sell. We didntwant our reps spending five minutes a day tweeting and then going back totheir real job.“ Douglas Hannan, IBMhttp://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=1 © 2011 Focus, Inc. All rights reserved. Page 34
  • 35. Thank You! •Craig Rosenberg •Funnelholic.com •@Funnelholic •http://www.linkedin.com/craigrosenberg •Ralf VonSosen •rvonsosen@linkedin.com •@rvonsosen •Linkedn Sales Solutions, Head of Marketing •LinkedIn Sales Solutions •Website: http://sales.linkedin.com •Slideshare: http://www.slideshare.net/linkedin-sales-solutions •@LinkedInSelling •LinkedIn Group: LinkedIn Sales SolutionsLinkedIn Confidential ©2013 All Rights Reserved
  • 36. Sales Solutions“Transformation to Social Selling”LinkedIn Confidential ©2013 All Rights Reserved