The Next Phase in Effective Social Selling
 

The Next Phase in Effective Social Selling

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  • Teambox sold online collaboration software. Many of our customers came from conversations that happened on Twitter and LinkedIn. How we started getting involved in discussions was simple. We started by looking for people mentioning the largest player in our space, Basecamp or the company 37 signals that made Basecamp. We also looked for people that were complaining about their services. We set up filters in Tweetdeck, a free social network listening tool. When people on Twitter mentioned their disdain with Basecamp, we would get into the conversation and see if Teambox might be a fit.This process evolved over time to include other competitors old and new. When a conversation sparked, one of the team members would get involved. First asking questions, and then proposing that the tweeter look at our service. Much like what a sales rep would do in a face to face meeting or on a phone call.
  • The idea of list building is always top-of-mind for both marketing and sales professionals. Marketers focused on demand generation concentrate on both "audiences" and "offers," and list building is one of the many "audience" arrows available in the channel quiver. For sales folks focused on "hunting" rather than "farming," list building is a form of enablement that can make "outbound" -- or cold-calling -- efforts much more effective.Sales professionals can build contact lists of promising prospects based on criteria such as:-Job Function-What social media site they are on-If they have a phone or email address-What location they are in-What industry they are in-Company size-If they have recently been in the news
  • The idea of list building is always top-of-mind for both marketing and sales professionals. Marketers focused on demand generation concentrate on both "audiences" and "offers," and list building is one of the many "audience" arrows available in the channel quiver. For sales folks focused on "hunting" rather than "farming," list building is a form of enablement that can make "outbound" -- or cold-calling -- efforts much more effective.Sales professionals can build contact lists of promising prospects based on criteria such as:-Job Function-What social media site they are on-If they have a phone or email address-What location they are in-What industry they are in-Company size-If they have recently been in the news
  • What Are People Watchlists?People Watchlists are no different from Company Watchlists except that you can follow individuals. Rather than constantly spending hours checking up on certain prospects, a People Watchlist delivers you updates on job changes, when they are mentioned online and social media updates. InsideView currently alerts the following trigger events:-Acquisitions -Bankruptcy & Restructuring-Corporate Challenges-Cost Cutting-Expanding Operations-Leadership Changes-Litigation-New Offerings-Partnerships-Research & Development-UnderperformingSales teams must be spending less time researching and more time selling. Rather than constantly scouring the Internet, sales reps can program Company and People Watchlists to deliver key trigger events on a daily basis so that they are always aware of what is happening within their accounts. Use specific Smart Agents such as cost cutting, leaderships changes or new offerings to tailor an effective message with key relevancy. 

The Next Phase in Effective Social Selling The Next Phase in Effective Social Selling Presentation Transcript

  • The Who’s of Social Selling The next phase in Effective Social Selling
  • Agenda Introduction Review Social Listening  Who should we bother?  Who should listen and Who should we listen to? Understanding Who is talking Action SBI – Social Business Intelligence  Engaging with the right Who, the right way.  Making the most of the Who we are talking to.  Leveraging other Whos.
  • Introduction:Whoville The social media landscape can often feel like Whoville. We can hear the voices of the inhabitants, yet we cannot determine which Who is who (Twitter handle, userid for blogging, they do not describe a person very well). What we need is a way to magnify the image of each Who. A way to get an understanding of the role and opinion of the people we are monitoring. What sales people need is a playbook for engaging with certain people. Something that says when and why to contact a Who.
  • Review Social Listening Who should we bother?  1 billion on Facebook  89% of the world on some social network  500m tweets a day  Your prospects are online and talking! We should be trying to engage with all of them. But how to engage a Who?  First, we filter.  Then we research  Finally we engage
  • Review Social Listening Who should we listen to?  We should look for those Who feel pain  Those Who are asking for a solution  Those Who are talking about our competition  (Sound familiar? The tools have changed, not the rules) Who should listen?  EVERYONE THAT CAN!
  • Review Social Listening The Teambox Example  Most of our customers came from Twitter and LinkedIn conversations  Hunted for people discussing our competition  Hunted for people tired of missing appointments or talking about email overload  Hunted for Who’s (Project Mgrs, C-Levels, VPs) that expressed team delays or project strain Closed an average of 40% of our sales via Social leads.
  • Understand Who is Talking• Contact Intelligence – Who is our Who? – Role – Habits – Industry – Relationships – Likes and Groups – Where does our Who spend time? – What does our Who have to say?
  • Understand Who is TalkingInsideView’s Contact List Building Capabilities
  • Receive Alerts About Who is Talking Understand what your prospects are Receive alerts talking about on about when your social media prospects are mentioned online InsideView screenshot  InsideView sends daily emails to sales professionals about when their prospects are mentioned online or through social media  Sales reps that rapidly responded to trigger events via social media saw: 5.7% increase in lead conversion rate and a 9.5% increase in annual revenue****"Social Selling: Best-in-Class Targeting of the Right Message, at the Right Time, for the Right Person" AberdeenGroup; 2012. (Survey of 173 end-users)
  • Understand Who is Talking• The empowered connection – Reaching out to our Who with information that is relevant to their role and industry – Being able to address what social behavior shows is important to our Who – Staying on top of the status of our Who’s organization.
  • Social Business Intelligence ActionSBI: The alert needed to get into the social networking mix and the information needede to be contextually relevant to the conversation.  Engaging with the right Who, the right way.  Making the most of the Who we are talking to.  Leveraging other Whos.
  • Social Business Intelligence
  •  The right Who, the right way  Leverage connections to determine Who is going to get you moving towards an opportunity.  Understand what these Whos are concerned with.  Uncover what interests your Who.  Design an engagement plan that incorporates all aspects.
  •  The right Who, the right way - Example  At Over65Insure.com we were looking for Seniors that needed Medicare supplemental insurance.  We set up tweet and blog post filters specifically looking for people asking about Medicare and talking about retiring.  We would study the person communicating and learn what they did professionally.  We would study what groups they were in on any networks we could access. (FB, LI, Twitter).  We would then plan phone call with the intel at hand.  45% GREATER CHANCE OF A SALE FOR SOCIAL STARTED CALLS OVER COLD CALLS FROM INSURANCE COMPANY WEB LEADS
  •  Making the most of the Who we are talking to.  Engage through the right channel. If people are tweeting, don’t mail them a sandwich.  Gain access by adding them on networks and gathering contact information.  Think Socially and look for mutual connections that can become references or send them to people to connect with that can be social evangelists for your brand.
  •  Leveraging other Whos.  Within your organization  Within theirs  Across the social landscape  Other people getting involved and helping champion your efforts is at the very core of a Social sales plan.
  • The Who’s of Social Selling Karl Goldfield @karlgoldfield ready@actionsbi.com Download the free eBook at http://actionsbi.com