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Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
Social Selling
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Social Selling

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Held presentation on Social Selling.

Held presentation on Social Selling.

Published in: Social Media, Business, Technology
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  • 1. SOCIAL SELLING: BUILDING DIGITAL RELATIONSHIPS, NOT JUST PIPELINES Jurgen Heyman 1
  • 2. “The purpose of the Sale is not the Sale. It’s to create a customer.” Terry Jones, Founder of Kayak.com 2013 © SOLUTION SELLING, INC. 2
  • 3. CHANGING BUYER CHARACTERISTICS ◄  Comfortable using technology for research ◄  Leverage search engines and social networks ◄  Guide themselves through their buying process ◄  Tend to be impatient and risk-adverse ◄  Want to be in charge of their buying process ◄  Expect vendors to add value when engaged 2013 © SOLUTION SELLING, INC. 3
  • 4. THE SHIFT TO INSIDE SALES “Inside Sales Jobs and Career Demand Up 54%” (2013) 2013 © SOLUTION SELLING, INC. 4
  • 5. New Buyer Paradigm 74%  of  C-­‐level  execu=ves  say  the  Internet  is  very   valuable  for  finding  informa=on  and  53%  say  they   prefer  to  locate  informa=on  themselves.     -­‐  Forbes  Insight  -­‐  The  Rise  of  the  Digital  C-­‐Suite     93%  of  buyers  begin  their   buying  process  using  the   internet  for  research.   -­‐  Marketo   72%  of  B2B  buyers  (last  year)   used  social  media  to  research  a   poten=al  solu=on  purchase.   -­‐  DemandGen   59%  engaged  with  a  peer  who  had  addressed  the  challenge.   37%  posted  ques=ons  on  social  networks  for  feedback.   2013 © SOLUTION SELLING, INC. 5
  • 6. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 6
  • 7. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 7
  • 8. TOP PERFORMING SELLERS ENJOY POSITIVE ROI WITH SOCIAL SELLING Current Performance Benefits of Social Selling Aberdeen Group, June 2012 2013 © SOLUTION SELLING, INC. 8
  • 9. #socialselling   CUSTOMER PURCHASE DECISION TIMELINE 9
  • 10. #socialselling   S O C I A L C H A N N E L C R E AT E S M E A N I N G F U L C O N V E R S AT I O N S From scalable 1:M interactions to 1:1 relationships 10
  • 11. #socialselling   SOCIAL SELLING COMPONENTS Strategy Technologies Training 11
  • 12. #socialselling   FOLLOWING BIG BLUE’S LEAD 12
  • 13. #socialselling   5 W AY S T O E M B R A C E SOCIAL SELLING 1.  Champion Social Selling from the top down 2.  Develop a strategic plan to include SM across departments 3.  Empower people throughout the organization 4.  Monitor & Measure results 5.  Celebrate successes ©2013  InsideView  and  Solu=on  Selling,  Inc.   13
  • 14. #socialselling   1. CHAMPION SOCIAL SELLING FROM THE TOP DOWN 76% of executives want their CEOs to be social Source: Weber Shandwick/KRC Research 14
  • 15. 2013 © SOLUTION SELLING, INC. 15
  • 16. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 16
  • 17. #socialselling   2 . D E V E L O P A S T R AT E G I C P L A N A C R O S S D E PA R T M E N T S Sales Public Relations Marketing Human Resources Legal Operations Customer Service Plan Create Qualify Prove Close 17
  • 18. #socialselling   3. EMPOWER PEOPLE T H R O U G H O U T T H E O R G A N I Z AT I O N 60-75% of employees have not had formal social media training 18
  • 19. #socialselling   4. MONITOR AND MEASURE 19
  • 20. 5 . C E L E B R AT E S U C C E S S #socialselling   Credibility Visibility Value Leads Conversions Wins Team Quota Improved Individual Quota Improved 20
  • 21. BUYER ENVIRONMENT IS DIFFERENT PHA SE 0 PHA SE 1 PHASE 2 PHASE 3 PLANNING / LATENT DETERMINING NEEDS EVALUATE ALTERNATIVES EVALUATE RISK 1.0   TIME 2.0   •  •  •  •  80% of buyers find you Buyers have a “hypothesis” already forming Sellers need to validate or challenge buyer “vision” “Situational fluency” is more critical than ever 2013 © SOLUTION SELLING, INC. 21
  • 22. T H R E E E M E R G I N G S A L E S “ P E R S O N A S ”   Phase  I:   Determine     Needs   Phase  0:   Latent   Phase  II:   Evaluate   Alterna@ves   Phase  III:   Evaluate     Risk   Time   Micro-­‐Marketer   Situa@onal  Expert   Risk  Manager     Today’s  Seller  must  be  able  to:       Today’s  seller  must  be  able  to:       Today’s  seller  must  be  able  to:     • Use  social  media   • Use  enabling  technology     • Show  thought-­‐leadership   • Seed  requirements   • Build  rela@onships     • Build  credibility     • Provide  value   • Recognize  where  the  buyer  is   • Iden@fy  how  they  got  there?   • Iden@fy  what  has  influenced  them?   • Apply  situa@onal  fluency   • Pre-­‐empt,  validate  or  challenge  the   buying  premise   • Lead,  educate  and  challenge   • Iden@fy  the  buyers  level  of  risk?   • Build  “buying  consensus”   • Proof-­‐of-­‐value  to  mi@gate  risk   • Highlight  risk  of  other  op@ons   • Reach  “win-­‐win”  outcomes   2013 © SOLUTION SELLING, INC. 22
  • 23. D E M A N D C R E AT I O N How the “Micro-Marketer” Succeeds with Today’s Buyer ◄  Getting back to the “front” ◄  Establishing credibility ◄  Listening and idea “seeding” 2013 © SOLUTION SELLING, INC. 23
  • 24. Social Lead Generation Twitter users are 24 % more likely to make online purchases, than average Internet users - CNBC What should I be listening for on Social Media? •  •  •  •  •  •  •  ©2013 ©Solution Selling, Inc. My Company My Products My Competitors My Customers My Executives Industry Keywords Google AdWords 2 4 24
  • 25. Jurgen Heyman jheyman@be.spisales.com jurhey 2013 © SOLUTION SELLING, INC. 25

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