Teach sales & customer service reps to interact directly
Use tools to manage, assign, etc.
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)
What do they care about? What outcome are they seeking?
Where do you find them?
What or who influences them?
How do they want to engage and (eventually) buy?
What do customers care about?
The buying progression Solution Problem/Pain Objective/Outcome
Top sales reps – social tips
Get new introductions from existing network
Get new introductions from others in their organization
Watch for buying signals across the social Web
Build deeper, early relationships with new prospects
Directly share information, become an expert, generate a following
Finding more sales on Twitter
Follow your prospects
Follow your partners
Curate customer-centric content
Listen for buying signals
Watch and use hashtags
Finding more sales on LinkedIn
Read the Daily Digest…daily
Join and participate in groups
Keep your profile up to date
Ask and answer questions
Ask for specific referrals and introductions
Nine Social Selling Tools
TextExpander or ActiveWords
“ The leads are weak” - Shelley Levene in Glengarry Glen Ross Robert Pease Founder/CEO [email_address] 206.327.0397 www.nearstream.com
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
Future = “I want to buy something” Buyer “ I need…” “ Looking for…” “ Any recommendations…” Seller Offer/Answer True Context
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
Four Zones of Engagement Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain
Response within 1-10 minutes
“ In the moment”
Be personal with actionable information (a link to an answer, an offer, etc.)
Response within 4 – 6 Hours
“ Right now” dynamics so response window is small
Over 6 hours to respond
Generic or out of context response
Direct sales tactics
Avoid the frontal assault – don’t be a chump, always be helpful
Be personal and authentic
Always respond with a smile…no matter what. You do not control the conversation.
Always in public…build the echo chamber. Go off-line when the time is right.
Always transparent…both good and bad. Your advocates will stand up for you.
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.
“ Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers & prospects.