Why Social Selling Works Best When Selling to SMBs


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Social selling is the most effective way for sales reps to reach decision makers. While many small businesses have reported social media successes, the large companies with the big marketing budgets have dominated the social selling conversations. But as more small businesses grow their online presence, it’s more crucial than ever to adapt your social sales technique to fit small business’ needs. Hear from Darren Waddell, VP of Marketing at Radius, about why social selling works best when you target the SMB space.

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Why Social Selling Works Best When Selling to SMBs

  1. 1. why social sellingworks best when yousell to SMBsThursday, June 6, 13
  2. 2. “People don’t buy for logical reasons. They buy for emotional reasons.”-zig ziglarThursday, June 6, 13
  3. 3. a tale of two businesses:Thursday, June 6, 13
  4. 4. On the 30th of december in 2010,Thursday, June 6, 13
  5. 5. Alex Cohen & 3 friends went to eat at a restaurantin Bridgehampton, New York.Thursday, June 6, 13
  6. 6. They waited a very long time to get a table.Thursday, June 6, 13
  7. 7. When they finally got seated,Thursday, June 6, 13
  8. 8. Hardly any food was left in the kitchen.Thursday, June 6, 13
  9. 9. An angry and disappointed Alex Cohen turned to Yelp:Thursday, June 6, 13
  10. 10. “NEVER RETURN TO THIS HORRIBLE PLACE!”he said in all caps.Thursday, June 6, 13
  11. 11. Bruce Buschel remembers the night well.Thursday, June 6, 13
  12. 12. He owns Southfork Kitchen, the restaurant at whichAlex Cohen had such a terrible experience.Thursday, June 6, 13
  13. 13. He was so affected by the poor review that he wrote anarticle in the New York Times Small Business blog, You’reThe Boss. “What should I do about this?” he asked.Thursday, June 6, 13
  14. 14. To reiterate:Thursday, June 6, 13
  15. 15. He cares so much about his business’ online reviews thathe wrote an article in the New York Times just because hegot one bad review.Thursday, June 6, 13
  16. 16. Part II of our tale takes place on February 27, 2013.Thursday, June 6, 13
  17. 17. Robert S. wrote a review for Microsoft Dynamics CRM onG2Crowd.com, a business software review website.Thursday, June 6, 13
  18. 18. “Where do I start. It is so painful.The data loading was awful. The user interface felt dated. Reporting is absolutelyterrible and weak. I have tried this twice, and the second time around after threeyears was a serious let down. This is an area where MS is woefully behind anddoes not get why. I am a big Excel lover. It is wildly powerful for financials and duediligence, but when it comes to sales, well, they clearly think sales people andaccountants are cut from the same cloth, and they are not.”Thursday, June 6, 13
  19. 19. No one at Microsoft responded to Robert S’ review.Thursday, June 6, 13
  20. 20. Bob Stutz, Corporate Vice President, MicrosoftDynamics CRM, didn’t write an article about it in theNew York Times.Thursday, June 6, 13
  21. 21. Clearly, online reviews don’t have the same impact onBruce Buschel that they have on Bob Stutz.Thursday, June 6, 13
  22. 22. Why?Thursday, June 6, 13
  23. 23. A single online review doesn’t have the same impacton a Fortune 500 company as it does on a smallbusiness.Thursday, June 6, 13
  24. 24. There’s an entire Facebook page devoted to hatredof Microsoft, and Microsoft isn’t shutting down itsdoors because of it.Thursday, June 6, 13
  25. 25. Social media means something different tosmall and large businesses.Thursday, June 6, 13
  26. 26. Social selling is not a one size fits all sales technique.Thursday, June 6, 13
  27. 27. social media bestpractices when selling tosmall businessesby darren waddell, vp of marketing, radiusThursday, June 6, 13
  28. 28. reference their online reviewsAs tracked in the Radius database, nearly one and a half million small and mediumsized businesses in the US are actively reviewed online. If your prospects areamong that list, make sure you know what’s being said about them online. I canguarantee that their ears will perk up the minute you mention a glowing or hostilereview.Thursday, June 6, 13
  29. 29. interact with them on twitter & facebookCo-founder of LoudPixel, Allie Siarto (who we featured on our blog last month)does a lot of the social posting for her small digital consulting company. She’s notthe only small business owner holding the Twitter reigns for her company. If thedecision maker you’re looking for mans the company’s social media, engagingtheir brand on Twitter and Facebook is a great way to get in front of them. If youstart an interesting conversation with them on Twitter, don’t you think they’remore willing to listen to a sales conversation than if you approach them out of theblue with a sales pitch?Thursday, June 6, 13
  30. 30. be personal.Business owners are wholeheartedly invested in their businesses. When thebusiness owner is also the decision maker, the lines between their work lives andpersonal lives are blurred. To them, business is personal. If you want to stand out,you have to connect with them on a personal level. If they think they’re unique,treating them like every other prospect will turn them off.Thursday, June 6, 13
  31. 31. read the full article on why social sellingworks better when selling to SMBs.Thursday, June 6, 13