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© 2016 Amanda Calhoun. All rights reserved
CORRECTLY
IMPLEMENT
SOCIAL SELLING
The What, Why, and How
© 2016 Amanda Calho...
2 © 2015 Amanda Calhoun. All rights reserved.
THE WHAT
© 2016 Amanda Calhoun. All rights reserved
3 © 2015 Amanda Calhoun. All rights reserved.
Social Selling is the process of developing relationships as part of the sal...
4 © 2015 Amanda Calhoun. All rights reserved.
THE WHY
© 2016 Amanda Calhoun. All rights reserved
5 © 2016 Amanda Calhoun. All rights reserved
Social Selling:
generates 40% more qualified leads than cold calling
allows y...
6 © 2015 Amanda Calhoun. All rights reserved.
THE HOW
© 2016 Amanda Calhoun. All rights reserved
7 © 2016 Amanda Calhoun. All rights reserved
Establish a professional
presence on social media
outlets with a complete
pro...
8 © 2016 Amanda Calhoun. All rights reserved
2
Be authentic1
USE SOCIAL MEDIA TO ESTABLISH YOUR REPUTATION AND CREDIBILITY...
9 © 2016 Amanda Calhoun. All rights reserved
Find the right
people
2
Do your research. Monitor and/or search social networ...
10 © 2016 Amanda Calhoun. All rights reserved
Engage with
insights
2
Pay attention to key events in your prospects lives (...
11 © 2016 Amanda Calhoun. All rights reserved
Build strong
relationships
2
Deepen your relationships – and your credibilit...
12 © 2016 Amanda Calhoun. All rights reserved
In many sales situations, the competitive differentiators are so small
that ...
13 © 2016 Amanda Calhoun. All rights reserved
On average, companies lose 50% of their customers every five years. Few
cust...
14 © 2016 Amanda Calhoun. All rights reserved
• Determine goals and
KPIs
• Measure social selling
and its effectiveness
• ...
15 © 2015 Amanda Calhoun. All rights reserved.
SO?
© 2016 Amanda Calhoun. All rights reserved
16 © 2016 Amanda Calhoun. All rights reserved
The success of the social-
centered selling depends on
adoption of program –...
17 © 2015 Amanda Calhoun. All rights reserved.
Interested in learning more?
Connect with me:© 2016 Amanda Calhoun. All rig...
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How to Implement Social Selling

The What, Why and How to properly implement social selling across your company.

Learn to develop strong relationships with customers and prospects across social media. See how social selling can further align sales and marketing towards a common goal. And stop customer deflection.

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How to Implement Social Selling

  1. 1. 1 © 2016 Amanda Calhoun. All rights reserved CORRECTLY IMPLEMENT SOCIAL SELLING The What, Why, and How © 2016 Amanda Calhoun. All rights reserved
  2. 2. 2 © 2015 Amanda Calhoun. All rights reserved. THE WHAT © 2016 Amanda Calhoun. All rights reserved
  3. 3. 3 © 2015 Amanda Calhoun. All rights reserved. Social Selling is the process of developing relationships as part of the sales process While social selling is sometimes confused with social marketing, there are two key differences. Social Selling: • focuses on sales professionals, rather than marketing professionals • aims to create one-on-one relationships, rather than broadcast one-to-many messages © 2016 Amanda Calhoun. All rights reserved
  4. 4. 4 © 2015 Amanda Calhoun. All rights reserved. THE WHY © 2016 Amanda Calhoun. All rights reserved
  5. 5. 5 © 2016 Amanda Calhoun. All rights reserved Social Selling: generates 40% more qualified leads than cold calling allows you to build genuine connections enables the 93% of buyers on social media to take notice of you adapts you to the ever-changing sales process (79% of salespeople who use social media as a selling tool outperform those who don’t prepares you for the initial client meeting (vs. the 57% either not, or only somewhat, prepared 1 2 3 5 6 leverages your social brand to fill your pipeline with the right people, insights, and relationships4 © 2016 Amanda Calhoun. All rights reserved
  6. 6. 6 © 2015 Amanda Calhoun. All rights reserved. THE HOW © 2016 Amanda Calhoun. All rights reserved
  7. 7. 7 © 2016 Amanda Calhoun. All rights reserved Establish a professional presence on social media outlets with a complete profile Prospect efficiently with search and research Discover and share valuable information to initiate or maintain a relationship Expand your network to reach prospects and those who can introduce you to prospects Create a professional brand Find the right people Engage with insights Build strong relationships
  8. 8. 8 © 2016 Amanda Calhoun. All rights reserved 2 Be authentic1 USE SOCIAL MEDIA TO ESTABLISH YOUR REPUTATION AND CREDIBILITY: Showcase your sales expertise, credibility, and integrity 3 Highlight personal information (e.g., education background, personal interests, religious affiliation, nonprofit activity, etc.) to find common ground with potential buyers and channel partners Create a professional brand
  9. 9. 9 © 2016 Amanda Calhoun. All rights reserved Find the right people 2 Do your research. Monitor and/or search social networks for signs of customer interest, immediate buying intent, or qualified prospect status based on industry, role, geography, etc. 1 USE SOCIAL MEDIA TO FIND THE RIGHT PEOPLE AT THE RIGHT TIME: Match individuals to their target buyer profiles/personas (if relevant) 3 Take time to understand your prospective customer, business partner or client Find common ground and use it as an entry point to initiate dialogue and establish a connection. Building a relationship with this person starts with knowing who they are 4 • Who are the key individuals within the organization? • Do you have any connections to them? • What’s happening in near real-time? • What level of engagement do you have? • What are those customers looking for from the business? • What are they complaining about? What are their problems/pains?
  10. 10. 10 © 2016 Amanda Calhoun. All rights reserved Engage with insights 2 Pay attention to key events in your prospects lives (e.g., change jobs, promotions, mentioned in the news, birthday, or work anniversary. A simple message like congrats may not seem like a lot, but it’s better than trying to force a sale on an unqualified, non-sales-ready prospect 1 USE SOCIAL MEDIA TO ENGAGE YOUR PROSPECTS WITH VALUABLE INFO: Share relevant blogs, articles, insights, etc. 3 Create and publish your own relevant content through posts, Slideshare, blogs, etc. 4 Take part in relevant debates, discussions, and conversations on social networks © 2016 Amanda Calhoun. All rights reserved
  11. 11. 11 © 2016 Amanda Calhoun. All rights reserved Build strong relationships 2 Deepen your relationships – and your credibility – by building trust. People want to invest in, work for and partner with professionals they know and trust. 1 USE SOCIAL MEDIA TO NURTURE RELATIONSHIPS WITH PROSPECTS AND CLIENTS: Don’t seek transactions. Engage people to create authentic and genuine connections. Nurturing relationships takes time and calls for authenticity at all times. 3 Focus on communication and feedback via Social CRM. Social Relationship Management tactics include listening and responding to customer feedback online, and re-posting user- generated content regarding company. Remember to directly engaging with stakeholders online 4 Advocate for your company. Leverage your own social presence to share positive news, stories, and insights about the company with your network © 2016 Amanda Calhoun. All rights reserved
  12. 12. 12 © 2016 Amanda Calhoun. All rights reserved In many sales situations, the competitive differentiators are so small that any advantage can be the difference between success and failure. Typically, you wouldn’t see a competitor’s strategy until their new marketing campaign is live. But the reality is, these initiatives are generally the results of months of planning and market testing first. Social tools can give you advanced notice to positioning shifts: IT DOESN’T END THERE THOUGH… KEEP TRACK OF YOUR COMPETITION 6 Ways to Monitor Competitor Social Media • Set up Google Alerts for competitor terms (brand names, products, key people) • Join key customer groups on LinkedIn to see what they are saying • Monitor Slideshare, Scribd, etc. for new presentations or documents created by the competition, their partners or events they are attending • Follow customers, competitors, and thought leaders on Twitter to see what they are saying • Look at Q&A sites like Quora for additional insights • Use connectors like in SFDC’s App Exchange to integrate all these into your social profiles Monitor what your competitors are saying (including comments)1 Spot competitive movements (positioning shifts, messaging, etc.)2 3 React to these changes earlier to stay ahead of the competition
  13. 13. 13 © 2016 Amanda Calhoun. All rights reserved On average, companies lose 50% of their customers every five years. Few customers leave on a whim though – moving a business to usually costs significant time and money and is marked months of debate about what’s going wrong and research into a better solution (especially in B2B) Peer recommendations are the #1 trusted source of information for any business decision (and have always been). And social networks have become the binding force, making it easier than ever for people to share information and solicit recommendations about services and suppliers… and most are public: IT DOESN’T END THERE THOUGH… PREVENT CUSTOMER DEFLECTION While you can learn a lot by watching and listening to what customers say online, sentiment tracking solutions can help you delve deeper. You can automatically analyze what is the sentiment of the discussions… and help mine for new opportunities Obtain insights into your customers by using e the same tools used to monitor the competition1 Delve into any areas you may be failing to spot or issues your customers are having2 3 Take action to address these issues before they need to a costly break-up
  14. 14. 14 © 2016 Amanda Calhoun. All rights reserved • Determine goals and KPIs • Measure social selling and its effectiveness • LinkedIn’s SSI (Social Selling Index) • Klout • Revenue Attribution (most complex) • Optimize based upon results • Capture social profiles for deeper insight • Share thoughts on customer needs and problems • Identify buyers and build out your audience personas • Share marketing plans and calendars • Share tools (e.g., templates, scripts, guidelines, content examples, and customizable emails) • Join the conversation • Collect content ideas, periodically review and determine what’s will best meet customer needs • Create content engine 2Content1 Collaboration 3 KPIs and Measurement WHAT ELSE IS NEEDED
  15. 15. 15 © 2015 Amanda Calhoun. All rights reserved. SO? © 2016 Amanda Calhoun. All rights reserved
  16. 16. 16 © 2016 Amanda Calhoun. All rights reserved The success of the social- centered selling depends on adoption of program – a structured approach is a must. The 3 phases of social selling framework can, if followed properly, assure the maximum out of the social selling program 1 2 3 PRE LAUNCH: all planning activities related to the program launch including: • defining the key performance indicators (KPIs) of the program • understanding and bench marking the digital presence of audience • creating the buzz around the program to excite the participants • enabling the CRM system to track the leads generated from social selling which will help measure the ROI of the program • communicating benefits of program to participants EXECUTION: on-boarding participants to social platforms by: • enabling creation of their profiles • coaching the participants on publishing content • identifying prospect • approaching / engaging with prospects POST LAUNCH: all activities to support participants adopt the program by: • providing relevant content and queries resolution • tracking the benefits of the program by reporting the leads generated from social selling • • evaluating KPIs defined in the prelaunch phase and • communicating these benefits to the management
  17. 17. 17 © 2015 Amanda Calhoun. All rights reserved. Interested in learning more? Connect with me:© 2016 Amanda Calhoun. All rights reserved

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