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AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
AA-ISP & Nearstream Social Selling Webinar Deck
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AA-ISP & Nearstream Social Selling Webinar Deck

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  • 1. Social Selling for Inside Sales: How to Find & Convert Prospects from the Social Web Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  • 2. Social media for sales overview <ul><li>Target individuals and keywords </li></ul><ul><li>Watch for early-stage buying signals </li></ul><ul><li>Participate as a peer </li></ul><ul><li>Teach sales & customer service reps to interact directly </li></ul><ul><li>Use tools to manage, assign, etc. </li></ul>
  • 3. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  • 4. Social selling starts with five questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about? What outcome are they seeking? </li></ul><ul><li>Where do you find them? </li></ul><ul><li>What or who influences them? </li></ul><ul><li>How do they want to engage and (eventually) buy? </li></ul>
  • 5. What do customers care about?
  • 6. The buying progression Solution Problem/Pain Objective/Outcome
  • 7. Top sales reps – social tips <ul><li>Get new introductions from existing network </li></ul><ul><li>Get new introductions from others in their organization </li></ul><ul><li>Watch for buying signals across the social Web </li></ul><ul><li>Build deeper, early relationships with new prospects </li></ul><ul><li>Directly share information, become an expert, generate a following </li></ul>
  • 8. Finding more sales on Twitter <ul><li>Follow your prospects </li></ul><ul><li>Follow your partners </li></ul><ul><li>Curate customer-centric content </li></ul><ul><li>Listen for buying signals </li></ul><ul><li>Watch and use hashtags </li></ul>
  • 9. Finding more sales on LinkedIn <ul><li>Read the Daily Digest…daily </li></ul><ul><li>Join and participate in groups </li></ul><ul><li>Keep your profile up to date </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Give recommendations </li></ul><ul><li>Ask for specific referrals and introductions </li></ul>
  • 10. Nine Social Selling Tools <ul><li>HootSuite </li></ul><ul><li>Nearstream </li></ul><ul><li>TweetAdder </li></ul><ul><li>Dlvr.it </li></ul><ul><li>Timely.is </li></ul><ul><li>UnTweeps </li></ul><ul><li>TextExpander or ActiveWords </li></ul><ul><li>Email Alerts </li></ul><ul><li>Morning Coffee </li></ul>
  • 11. “ The leads are weak” - Shelley Levene in Glengarry Glen Ross Robert Pease Founder/CEO [email_address] 206.327.0397 www.nearstream.com
  • 12. Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted Social is the future…the challenge is to engage at the right time for the right reason . Internet Email Phone Print Social 1950s 2012 + beyond
  • 13. Future = “I want to buy something” Buyer “ I need…” “ Looking for…” “ Any recommendations…” Seller Offer/Answer True Context
  • 14. Three Types of Social Demand Signals Need Questions to Influencer(s) Question Forums Demand Signal Type Possible Action(s) Engage or Analyze Participate or Sponsor Engage or Sponsor
  • 15. Four Zones of Engagement Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain <ul><li>Response within 1-10 minutes </li></ul><ul><li>“ In the moment” </li></ul><ul><li>Be personal with actionable information (a link to an answer, an offer, etc.) </li></ul><ul><li>Response within 4 – 6 Hours </li></ul><ul><li>“ Right now” dynamics so response window is small </li></ul><ul><li>Over 6 hours to respond </li></ul><ul><li>Generic or out of context response </li></ul><ul><li>Direct sales tactics </li></ul><ul><li>No coverage </li></ul><ul><li>No response </li></ul><ul><li>No success </li></ul>
  • 16. <ul><li>Avoid the frontal assault – don’t be a chump, always be helpful </li></ul><ul><li>Be personal and authentic </li></ul><ul><li>Always respond with a smile…no matter what. You do not control the conversation. </li></ul><ul><li>Always in public…build the echo chamber. Go off-line when the time is right. </li></ul><ul><li>Always transparent…both good and bad. Your advocates will stand up for you. </li></ul><ul><li>Point them somewhere like Facebook, Linkedin, or a user community that you host. You want them to connect & share….even about things unrelated to you. </li></ul><ul><li>“ Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers & prospects. </li></ul>Seven Rules of Social Engagement
  • 17. Questions?

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