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Jim Ninivaggi - Social Selling: One Size Does Not Fit All


Sales Acceleration Summit - This session is now available on demand: …

Sales Acceleration Summit - This session is now available on demand:

Session Overview
In this session we will introduce a social selling diagnostic model that looks at how ready your reps and buyers are to engage via social channels. This framework can be used to help you focus your social selling enablement programs, and improve the productivity of your salesforce.

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  • 1. Jim Ninivaggi, Service Director Sales Enablement Strategies Laz Gonzalez, Service Director Channel Management Strategies Social Selling
  • 2. Agenda 1. Social Buying Drives Social Selling 2. Defining Social Selling 3. The SiriusDecisions Social Selling Diagnostic Model
  • 3. New Buying Behaviors
  • 4. © 2014 SiriusDecisions. All Rights Reserved 5 SiriusPerspective: A Continuous, Blended Conversation ① Loosening of the Status Quo Vendor Selection Phase Solution Phase Education Phase ② Committing to Change ③ Exploring Possible Solutions ④ Committing to a Solution ⑤ Justifying the Decision ⑥ Making the Selection Today’s buyer is doing more of their buying process online, marketing and sales need to align to have one conversation.
  • 5. © 2014 SiriusDecisions. All Rights Reserved 6 SiriusPerspective: Where Are B-to-B Buyers Going for Information? Our research shows that C-level buyers use online resources early in their decision making process. Rank #1 Rank #2 Rank #3 Rank #4 Rank #5 Rank #6 Internet search Vendors’ Web sites Ask my reports to research Explore social channels Online groups/associations Call a peer
  • 6. © 2014 SiriusDecisions. All Rights Reserved 7 SiriusPerspective: Here Come the Digital Natives : Millennials (1984-2002) will continue to play a larger and larger role in buying processes. Fifty-six percent of college students who responded to a recent survey said they would either not accept a job offer from a company that blocked access to social media in the workplace, or would join and attempt to sidestep the company policy.
  • 7. Business-to-Business Social Maturity Model • Random acts of social • Reps left on their own to create content No Social Strategy • Focus is on control • Little or no training Implement Guidelines • Social becomes part of sales process • Skills and tools training • Content is centralized for rep distribution Social Enablement • Use of social analytics tools • Proactive use of data • Reps leverage to engage Advanced Social Listening
  • 8. Defining Social Selling
  • 9. © 2014 SiriusDecisions. All Rights Reserved 10 SiriusPerspective: Social Foundations: The SiriusDecisions’ MEAD Model Our MEAD model offers a framework for developing a comprehensive social media strategy. Awareness Demand Engagement Monitor MEAD Model
  • 10. © 2014 SiriusDecisions. All Rights Reserved 11 SiriusPerspective: Sales Foundation: Sales Competencies To enable social selling, a familiarity with core sales competencies is required. BEHAVIORS KNOWLEDGE SKILLS PROCESS
  • 11. © 2014 SiriusDecisions. All Rights Reserved 12 SiriusPerspective: Social Selling Defined Social selling is the practice of incorporating social tools and platforms into core sales competencies to increase sales productivity. BEHAVIORS SKILLS PROCESS AWARENESS DEMAND ENGAGE MONITOR KNOWLEDGE What kinds of social behaviors are we trying to encourage? How can social increase and rationalize required knowledge? What skills are required for reps to unlock the power of social? How can social be integrated into existing processes to help reps perform better?
  • 12. © 2014 SiriusDecisions. All Rights Reserved 13 SiriusPerspective: Sales Productivity The intersection of efficiency and effectiveness. Effectiveness (quality and results) Efficiency(capacity) Yield Per Rep
  • 13. The SiriusDecisions Social Selling Diagnostic Model
  • 14. © 2014 SiriusDecisions. All Rights Reserved 15 SiriusPerspective: Trendy social-selling techniques make assumptions about sellers’ fluency with complicated topics. Are Your Reps Subject Matter Experts? VS.
  • 15. © 2014 SiriusDecisions. All Rights Reserved 16 SiriusPerspective: By using social selling, sales makes assumptions about the how socially active buyers are. Are Your Buyers Social Butterflies? VS.
  • 16. © 2014 SiriusDecisions. All Rights Reserved 17 SiriusPerspective: Social selling requires that buyers and sellers be brought together meaningfully through social channels. Social-Selling Diagnostic Salesknowledgegap Buyer engagement Many social selling programs presumes the presence of highly engaged social buyers and a low knowledge gap
  • 17. © 2014 SiriusDecisions. All Rights Reserved 18 SiriusPerspective: Use the SiriusDecisions Social Diagnostic Model to understand where to focus your enablement efforts. Social Selling Diagnostic 3. Low buyer engagement, low sales knowledge gap 1. Low buyer engagement, hi gh sales knowledge gap 2. High buyer engagement, high sales knowledge gap 4. High buyer engagement, lo w sales knowledge gap MONITOR ENGAGE AWARENESS DEMAND Salesknowledgegap Buyer engagement
  • 18. Social Selling Framework MONITOR ENGAGE AWARENESS DEMAND Listen, research and leverage social insights Sharing content, strategic orchestration Building your professional social brand Creating client evangelists MONITOR ENGAGE AWARENESS DEMAND USING SOCIAL AS PART OF BUILDING STRONG CUSTOMER RELATIONSHIPS