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Don't Cold Call! -Social Call!

by Blytheco

750 views

Selling - Used to be – buyers relied on the info you provided. Sellers controlled the information and the process....

Selling - Used to be – buyers relied on the info you provided. Sellers controlled the information and the process.
NOW, Buyers no longer need salespeople to get basic product info – they use Google. AND, they use EACH other with social power!

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About me – worked at Blytheco for 17 years…sales and marketing. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Selling - Used to be – buyers relied on the info you provided. Sellers controlled the information and the process. NOW, Buyers no longer need salespeople to get basic product info – they use Google. AND, they use EACH other with social. Combine that with - they are doing MORE due-diligence due to the economic downturn. And you get very long sales cycles. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
So how do you get in the door when buyers don’t need you for info? Social selling can help. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Listening to the RIGHT people at the RIGHT companies. Just like at a cocktail party, you don’t just jump in and start shoving your business card under people’s noses…listen to your market. What is their communication style…who are the mouthpieces in your market? Learn how to interact with them wherever they are. Trigger events – things that happen that drive them to buy. 4. Leverage your own social network to make things happen Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
You can see how the sales funnel works. There’s a lot of activity around awareness…people reading information, downloading whitepapers. All of that activity is happening online – without any help from a salesperson. So that means your website better be ready – we’ll talk more about that in our next session. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
customers have disconnected from the traditional sales and marketing communications. interruption based marketing is over need to adapt to the new customer 2.0. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Soooo…there’s plenty of info about you, your products, your competition, AND – thank goodness – there’s plenty of info about your customers. You just have to use it wisely. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
So a lot of you have probably made use of this online information to find out stuff about your customers. We’ve used Hoover’s, D&B, MelissaData - Zoominfo includes aggregated from the web exec bios and company data And This is all DATA – names, numbers – but it’s not really “intelligence” Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
So here we get into WHAT IS social selling. It’s using INTELLIGENCE from social sources to make sales connections. Let’s take a look at what data looks like, vs. intelligence. Intelligence helps you build a more complete profile, better understand business challenges, and exactly WHO is making the decisions, what ISSUES are important to them. Having this information means you have a more meaningful dialogue from the start with your prospects. It becomes a collaborative process vs. a transactional one. This is a screen shot of a tool called InsideView that we use to get info about our customers. So you can see what information is provided here… What is it? News, trends, consumer-generated content (blogs, posts on FB or Twitter), reports, trigger events. AND it works both ways. You want intelligence about your customer, and they want intelligence about YOU. We’ll talk more about how that works in my next presentation. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
These gains are summarized in a recent study by CSO Insights (2,000 companies, annual survey) Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Keep an eye on the triggers. They can mean that your buyer is ready to make a change and buy something. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Easy, free – set up Alerts on your prospects, customers, competitors, YOURSELF. What comes through is news, press releases, blog posts… Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
Empower sales teams with CRM – greater visibility into customer activity, opportunity management, forecasting…. CRM can also be a big part of sales intelligence – the key is having dynamic information integrated to the CRM. SugarCRM and SalesLogix both integrate to InsideView, so you’re seeing the social info from within the CRM. Intelligence needs to be built into a structured sales process, formalized and documented. An Aberdeen study of companies that used sales intelligence in the sales process found that 81% of best in class companies put emphasis on sales intelligence – 81% of best in class ALSO have a formalized sales process in place. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Convergence of CRM with social media. With social CRM, listen to conversations in real time to develop a clearer sense of customer preferences, sentiment, and opinions; engage customers on their terms for a more personalized experience; and use a customer's trusted peer network to develop new business opportunities. It’s a CHANNEL, not a strategy. Does it provide value? Also, you need to track where people are coming from and put resources there. Collaboration – listen and RESPOND. Culture – it requires a different way of thinking in the organization. Some people will get it, some will not. Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
Back last fall…Molly Katchpole, 22 year old from DC – put petitions on Change.org protesting Bank of America fees…the banks changed their tunes. Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
Salespeople can also benefit from sharing their own information socially…you have to GIVE to GET in this environment. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
Don't Cold Call - Social Call Blytheco Atlanta Idea Forum, April 19, 2012
The first online profile you should focus on is LinkedIn. Not just for when you are looking for a job. Make sure your profile is updated, professional and an excellent example of YOU . I could talk for an hour on ways to enhance your LinkedIn profile but the most important points you should focus on are headline – Photo - websites - work history and summary . Get the VANITY URL. You can choose to make your URL linked.com/yourname. So much nicer… Find groups…don’t be pushy…just LISTEN. I would also say that personal interests are good to put on LinkedIn. It humanizes you, makes it easier for people to connect with you as a person. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
This is a setting you have to set. Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call
Blytheco Atlanta Idea Forum, April 19, 2012 Don't Cold Call - Social Call

Don’t Cold Call! -Social Call! Presentation Transcript

Don’t Cold Call – Social Call! Alicia Anderson @aliciakanderson
Sales 2.0| SLIDE :2
Getting in the door| SLIDE :3
4 Steps for Social Selling 1. Listening 2. Trigger Events 3. Empowering sales 4. Leverage Social NetworksSLIDE :4
“70% of the B2B buying process happens online” SiriusDecisions Inc. awareness consideration purchase “ We have alevel of buyer activity project” “I’m just “ We’ve downloading made a stuff” decision” “ We’ve nl ine shortlisted vendors” o “I’m just browsing” time
Customer 2.0 has tuned out all of your yelling
There are 7 Times more web pages on the internet than people on the planet.SLIDE :7
Online Company Data  Hoover’s  Dun & Bradstreet  Zoominfo| SLIDE :8
1. Listening for the Intelligence Data Intelligence
Data vs. Intelligence – CSO Insights Assuming $1M Quota, Intelligence vs. Data => $110k/Rep Improvement
#2 Look for the Sales TriggersSLIDE :11
When you can spot an opportunity while it’s still a blip,you have the knowledge to act. SLIDE :12
What are Sales Triggers? New executives or leadership changes New product launches Cost-cutting Fast growth Mergers and acquisitions Moves by their competitors New offices
Google Alerts| SLIDE :14
HootSuite
#3 Empower Sales to be Super.SLIDE :16
Social CRM
The New Social Customer Redefining how people interact with brands and corporations. Readily shares opinions and experiences (good and bad), and increasingly makes buying decisions based on trusted networks—spanning public and private social networking platforms and peer communities. Involved, and evolved.
Sales Can Add Value and Build a Pipeline Using Social MediaSLIDE :19
#4
The LinkedIn Professional At A Glance Average Age 41 Household Income $109,703 Male 64% Comp Index Rank HHI $100K+ 53.5% 210 1 Own Smartphone/PDA 34% 430 1 College Grad/Post Grad 80.1% 156 2 Source: @plan Summer 2008 Business Decision Maker 49% 185 13
The 6 Most Important Items to Update Customize headline Add Photo Add Twitter feed Add Websites Add Twitter handle Customize link| SLIDE :22
Who is looking at you? Knowing who viewed your profile is an opportunity to find new customers.SLIDE :23
What did we learn?What is Social Selling? Listening Trigger Events Empowering sales Leverage Social Networks
Connect with us!| SLIDE :25
Try Inside View free www.blytheco.com/insideview| SLIDE :26
Questions?aanderson@blytheco.com @aliciakanderson