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The ROI of Trust in Selling
 

The ROI of Trust in Selling

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A Meet the Experts Live presentation with Microsoft Dynamics.

A Meet the Experts Live presentation with Microsoft Dynamics.

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  • Tougher to get in front of prospects Not enough qualified leads in the pipelineSales strategies that used to work now don’tLong buying cycles
  • To solve the problem, sellers must focus on building trust – especially in today’s market. That may seem counter-intuitive in our technology-driven world, but that’s exactly why it’s important. Ubiquitous information levels the playing field and the only way to stand out is to make it personal – to grab your buyer’s attention and earn their trust. Without trust, there will always be a defensiveness and guardedness in a relationship. It’s true in personal relationships...and it’s true in sales.
  • They expect you to be business savvyThey want you to know something about their businessThey want you to listen and understand their needsThe days of asking “what keeps you up at night are over”…makes you sound like an amateurNever forget that buyers have choices!
  • Sellers are not trusted. A recent Gallup poll asked people about the industries they trusted and sales ranked in the bottom 10%.
  • Developing trust begins by establishing a “connection” and sellers are faced with a conundrum. If buyers can easily delete or avoid unsolicited messages, how do sellers break through? How do they get buyers to respond? People are likely to respond if you have something in common, perhaps you believe in a cause or a charity they support. You may have just learned that they were recently promoted and you reach out to congratulate them. Or, you can harness the power of a personal introduction from someone that the buyer knows and trusts.
  • The next step in establishing trust is in demonstrating “credibility”. Are you someone to be counted on?If you want to build credibility, you have to know what you’re talking about. You have to take a sincere interest in helping your prospect solve his or her problem. Decision makers demand a high level of business acumen and expect you to know what you are talking about. Understanding their industry and the issues they face goes a long way toward establishing credibility. Share relevant industry trends and information that prospects may not know about. Rather than just sending an article, include a tailored message that explains why you feel the information with be of benefit to them.
  • Stop Selling. Start Solving.Demonstrate that you care.Showing that you sincerely care about helping them solve their problems is essential. When they realize you care more about solving their problems than selling your product, you will become a trusted advisor for life. The Internet and social media in particular, is full of insights that can help you build Connection, Credibility and Caring. Use those insights to learn about a person’s background, understand the issues and opportunities in their world.Discover common acquaintances and interests that can help you establish rapport.Develop a giver’s mindset.Start by following influencers, customers and prospects.Build influence by helping others, sharing their content, encouraging people to connect with each other.Host a peer to peer business networking event with the goal being to introduce peers to each other.Facilitate a discussion based on challenges you know that they all face.Learn about your prospects personally. Do they like to read, listen to certain types of music, enjoy traveling or art? If you know they like to travel, send them information about a destination or two that they may want to put on their travel list.Connect them to a conference speaking opportunity that increases their visibility with leaders in their field.Is one of your customers a candidate for what your prospect sells? Make an introduction for them.Make a donation in their name to a charity that you know they support.Send a handwritten note congratulating them on a recent business achievement.
  • Strategy + Skill + Execution = SuccessIncorporating the use of social networks presents sellers with unique opportunities to build trust with prospect. Being helpful is at the heart of success with social selling. Instead of using social channels or email to broadcast messages, place the focus on establishing trust by making a personal connection and demonstrating credibility without expecting an immediate return. For example, targeting 25 executives and patiently following a process that includes leveraging social insights to engage with them. Start with a planDetermine goalsTarget your audienceChoose the right platformsGet training if you need itExecute consistently
  • Brand presence – profiles that rockShare contentCraft a message from the prospects point of view
  • ...there’s so much information...absorbing it...in a timely manner – can be completely overwhelming.Don’t hammer people over the head with information or try to prove you know it allMake the information that you use relevant to the prospect and in ways that creates trust and credibilityResearch shows that 40% of a rep’s time is spent on research. And still only 63% make quota. Clearly, it’s not working.That’s where sales intelligence tools or services come in. You need the right information at the right time and you need to use that information smartly.Don’t pretend to know someone when you don’t – remember buyers can spot a fake in a hurry Don’t use another connections name unless you are sure about the relationship between them. For all you know they had a falling out.Don’t overstate your interest in something you don’t care about – like pretending to love their favorite sports teamDon’t ask for an introduction from someone you barely know or ask for help and then do not offer to do something in return for them.Don’t be overly familiar...you may think you’re being friendly, but this can come across as presumptuous and rude
  • You don’t get married on a first date. Your first encounter is not the time to sell anything!
  • Times have changedBuyers demand moreCreate trustDo your homeworkFollow the playbook

The ROI of Trust in Selling The ROI of Trust in Selling Presentation Transcript

  • 0 The ROI of Trust in Selling Barbara Giamanco, Social Selling Advisor #MeettheExpertsLive
  • 1Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Today’s Speaker - Barb Giamanco Barb is the co-author of The New Handshake: Sales Meets Social Media. She is the author of the Harvard Business Review article Tweet Me, Friend Me, Make Me Buy published in July 2012, and her first of its kind research report: Social Media and Sales Quota prove the measurable return-on-investment when using social media to sell. Barb is a sought after Social Selling Strategist, Speaker and Facilitator who works with Sales and Marketing teams to achieve sales results. She has a proven, 30-year track record in generating sales and capped a corporate career at Microsoft, where she led sales teams and coached executives. Throughout her sales career, Barb has sold $1B in products and services. @barbaragiamanco @salessmarts #socialselling
  • 2Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Let’s Talk About Sales Disruption Buyer 2.0 The ROI of Trust in Selling Components of Trust Establishing Credibility Social Selling Playbook
  • 3Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling DISRUPTION Sales Disruption
  • 4Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling 92% of buyers ignore unsolicited contacts
  • 5Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling 70% of buyers start without sales contact
  • 6Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Broadcast Pitches Don’t Work
  • 7Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Outdated Sales Tactics Don’t Either!
  • 8Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Bad News 67% of all salespeople miss quota Over half of all salespeople close at less than 40% 40% of sales people can’t understand customer pain Only 52% of sales people can access key players Source: TAS Group 2013
  • 9Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Expectations Have Changed!
  • 10Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Sales Has an Image Problem
  • 11Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Trusted Sellers
  • 12Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling ROI OF TRUST = Faster Deals + Lower Cost + Higher Margins
  • 13Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling If prospects don’t trust you, they won’t buy from you!
  • 14Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling
  • 15Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling
  • 16Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling
  • 17Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Social Selling Playbook
  • 18Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Stand Out!
  • 19Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Traditional prospecting Basic sales meeting preparation Your competitors Do More Than…
  • 20Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling
  • 21Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Engage Prospects at the Right Time
  • 22Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Be Patient! Tend your garden
  • 23Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Final Thoughts… It is a journey…there is no quick fix but the effort is worth it!
  • 24Social Centered Selling Microsoft Dynamics The ROI of Trust in Selling Barbara Giamanco Social Centered Selling LLC 3522 Ashford Dunwoody Rd NE #413 Atlanta, GA 30319 Phone: (404) 647-4925 www.scs-connect.com www.linkedin.com/in/barbaragiamanco www.twitter.com/barbaragiamanco www.facebook.com/socialcenteredselling