Researching Sales with Social Media

Researching Sales with Social Media
Bill Rice
www.bettercloser.com

Basic elements of a sale
Solution selling defines it this way:
Sales = Pain x Power x Vision x Value x Control
So will I. We're going to use social media to help us:
Look for pain or highlighting latent pain
Seek power
Align vision
Confirm value and reducing risk
Drive the process to close--control

Elements of research system
Focusing on social media and real-time information
Search
Venues
Search
Flow
Campaign
Nurturing
Future session

Looking for pain
When I say search you should be thinking:
Google
Linkedin
Twitter
Here's how to turn them into lead generation tools...

Finding pain
Keywords
Turn the pain tree into keywords
How do their customers talk about the pain?
How do your prospects talk about the pain?
Turn the vision into keywords
How do you describe the solution vision?
How would a prospect describe a like vision?
Consider different power levels. They talk differently.
Don't forget about the competitor!

Searching for pain
Tip
Suspect!

Searching for pain

Seeking power
Linkedin.com is THE central repository of power!
Step 0: Get on Linkedin.com
Step 1: Connect with ALL your (happy) clients
Step 2: Get recommendations from ALL your (happy) clients

Seeking power...Linkedin.com

No power here...MySpace.com

Seeking power
Advantages of Linkedin.com
Demographics
Self-segmented
Research is all there
Track record
Identifies pathways

Searching Linkedin.com from Google
site:linkedin.com "current * architect" "websphere" (inurl:pub | inurl:in) -intitle:directory "greater chicago area"

Aligning Vision
This is often the hardest part of the sale.
It is a give in take of open questions, confirming questions, and controlling questions.
You're trying to hone in on the real buying trigger.
Two strategies:
Attract like vision
Identify likely vision

Attract like vision

Identify likely vision

Confirming value and lowering risk
There is still a lot of FEAR in the market.
To overcome this barrier you have to not only convey value, but also lower risk.
Social Proof and Authority work well here.

Social Proofing and Authority

Do it on their terms

Don't forget Google

Driving the process to close--control
You have lots of intelligence on your target accounts.
Now, execute. Get into their field of view.
Shape their perception (or yours) of the ideal solution.

Thank you!
Bill Rice
@billrice
bill@kaleidico.com
www.bettercloser.com

Researching Sales with Social Media

by Kaleidico on Apr 14, 2010

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Researching Sales with Social Media — Presentation Transcript