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.
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 firstname.lastname@example.org Download the free eBook at http://actionsbi.com