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Effective social selling - social selling mastery for sales and marketing

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How to influence buyer's journey by effective social selling. Help sales to find, engage with buyers and accelerate revenues from social media. Effective content management

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Effective social selling - social selling mastery for sales and marketing

  1. 1. 1 Minds&More ACADEMY 2017 Building Social Selling Mastery + Content Management in Your Organization For Sales professionals: Better position your Brand / Find and progress prospects & buyers via social media / social selling to get and accelerate more revenues For Marketing professionals: Effective Content management / tactics to contribute to the sales funnel and help sales in their social engagement with customers
  2. 2. 2 57% of the buying journey is done BEFORE a sales rep is involved. 5.4 people are now involved in the average B2B buying decision. 75% of B2B buyers now use social media to research vendors. 90% of decision makers say they never respond to cold outreach. 74% of buyers choose the sales rep that was FIRST to add value and insight. The reality of the Modern Buyer
  3. 3. The Opportunity for Sales Leaders 3 State of Sales survey asked more then 2,300 global sales leaders about their priorities, challenges, metrics, and strategies for the year. Top 3 Sales Objectives Top 3 Sales Success Metrics Top Commercial Challenges Acquire new customers Grow the value of existing customers Create deeper customer relationships Amount of new revenue Number of new customers Amount of recurring revenue 2. Countering increased market competition and ensuring differentiate ourselves 1. Sophisticated customers pervading the market Customer connections take priority. Growth matters most. 58% 47% 46% 55% 80% 57% 56% 35% Where increasingly the buyer’s journey done online – hence where sales and marketing needs to influence this journey
  4. 4. SOCIAL SELLING AND SOCIAL ENGAGEMENT BENEFITS FOR SALES AND MARKETING TEAMS 4 Marketing Develops the systems & content that creates opportunities for sales Content per buyer’s journey Enablement Establishes the environment for continuous learning & development Sales Drives action & accountability to the sales team Speed to more RevenuesUnify Sales & Marketing BENEFITS
  5. 5. METRICS WE USE TO CORRELATE LEARNING TO REVENUE 5 % Social Selling Learning Program Completion € 6,000,000 €5,000,000 € 4,000,000 € 3,000,000 € 2,000,000 € 1,000,000 € 0.00 100% 80% 60% 40% 20% 0% Contracts Won Total Open Pipe/funnel in € 100% Completion € 1.524.457 € 5.338.974 >70% Completion €1.300.383 € 4.678.675 >40% Completion €981.603 € 3.846.141 Case study we did for an ICT player, after 6 months After 6 months, 75 sales professionals, average deal of €25K Funnel of 5,3 Million Euros. Closed 1.5 Million Euros.
  6. 6. THE OPPORTUNITY IS CONVERT YOUR CORE PERFORMERS INTO HIGH ACHIEVERS 6 15% = Laggards 70% = Core Performers 15% = High Achievers Build capabilities so social related activities deliver impact for your business Stage 1: Status Quo (No to limited social selling, no content management, …) Stage 2: Random Acts of Social (sales, marketing, limited leadership) Stage 3: Business Case: Social Selling Kickstarter Stage 4: Deploy to Scale – Mastery level Stage 5: Sales & Marketing Fully Integrated and mature capabilities
  7. 7. USE AN ALIGNED APPROACH (MARKETING, SALES TEAMS) ON SOCIAL SELLING AND SOCIAL ENGAGEMENT 7 For Marketing Professionals For Sales Professionals Approach: Align and execute the relevant marketing and sales activities Integrated approach to build the brand, accelerate ‘speed to revenues’ and get more revenues Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life) Marketing ‘CODE’ Sales ‘FEED’
  8. 8. SOCIAL SELLING MASTERY® FOR SALES AND FOR MARKETING WITH FIRST THREE MONTHS A WEEK BY WEEK INTERACTION 8Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life) Social Selling Mastery® for Marketing Professionals • Duration: 7 weeks Goal: • Build your ‘insights factory’ (to create content, organize, distribute & expand) • Review existing digital assets and develop a content plan and production schedule • Ensure digital and content assets fit with the buyer’s journey and review feedback • Define and use content related metrics • Align with Sales teams to empower them for the Buying Journey & get conversions • Duration: 9 weeks Goal: • Build brand / positioning and get prospects • Grow the network and generate leads • Making buyers think differently through content and get desired behaviours • Nurture prospects through social engagement and related tactics • Leverage past success to meet future buyers • Grow the sales funnel and execute social tactics to get new sales wins Social Selling Mastery® for Sales Professionals In addition for where we do in-company / specific programs Leadership track • Duration: Kick off and conduct several sessions with leadership team Goal: • Align on the change journey and roles & responsibilities of leadership team • Setting Up Your Measurements &KPI’s • Sales & Marketing Alignment Align roles for leading and coaching the organization during the change from the Social Selling initiative
  9. 9. SOCIAL SELLING & CONTENT MASTERY® PROGRAM FOR MARKETING 9 Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life) Delivered by Minds&More locally Includes 1 Year access to learning services Kick off : virtual or face to face Week 1: Welcome to Social Selling 7 and Insights Factory Week 2: Benchmark digital assets and Content Plan (Mapping Content to the Buyer’s Journey) Week 3: Create Content (Organizing Your Content Library) Week 4: Create Content (Understand Asset Best Practices) Week 5: Organize Content Effectively Week 6: Discover Earlier - Inbound & Outbound Strategies Week 7: Evaluate Engagement (Creating Metrics & Feedback Systems) Social Selling Mastery® for Marketing Professionals 7 Weeks
  10. 10. EXAMPLE OF WHAT COVERED IN THE SOCIAL SELLING & CONTENT MASTERY® PROGRAM FOR MARKETING 10
  11. 11. SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMS 11 Week 2: Build Your Brand Week 3: Find & Identify Buyers (Advanced Search) Week 4: Find & Identify Buyers (Sphere of Influence) Week 5: Educate Buyers Online Week 7: Develop & Grow Your Social Networks Week 6: Engage With Insights Week 8: Learn Your Daily Social Selling Routine Week 9: Complete Certification Exam Week 1: Welcome to Social Selling 9 Pre-Work Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life) Delivered by Minds&More locally Includes 1 Year access to learning services Kick off : virtual or face to face Social Selling Mastery® for Sales Professionals 9 Weeks
  12. 12. SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMS OVERVIEW OF THE MODULES 12 Module 1: Welcome to Social Selling 9 Pre-Work - What is social selling - Overview of approach and types of results to expect - Details of the program – how to get best results from social selling activities - What expected per participant for this to be succesful Module 2: Build Your Brand - Importance to create your personal brand, well positioned in the market - How to ensure prospect/customers find use - How to build presence across social networks (be it Linkedin, Twitter, …) - Review activities and exercises per participant to be done Module 3: Find & Identify Buyers (Advanced Search) - How to find prospects / customer contacts - How to profile your contacts and see what is important to them / what we need to know - How to prepare to start to have discussions with them and leverage social assets *MS = Médias Sociaux - How to find relevant information on prospects/Accounts (via online sources / social network) - How to ensure bring context to each interaction with the prospect/customer - Develop the relationship and generate engagement from the prospect/customer Module 4: Find & Identify Buyers (Sphere of Influence)
  13. 13. SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMS OVERVIEW OF THE MODULES 13 - How to position as an expert in your domain / activities - How to remain ‘top of mind’ during the buyer’s journey - Learn how to publish and share content across channels, adapted to your expertise - How to evolve to an approach from ‘one to many’ to ‘1 on 1’ - Discover and used different techniques part of social selling and engagement - Ensure bring relevant context with your insights *MS = Médias Sociaux Module 5: Educate Buyers Online Module 6: Engage With Insights - Discover how to grow and expand your network / reach and leads - Apply the methodology and tactics - Share best practices on ‘networking’ - Learn how to create your ‘daily routine’ and how to do this in an efficient & effective manner - Tactics to manage buyer’s journey, and sales opportunities gained by social selling & engagement - How to track sales funnel, related KPIs and convert your sales opportunities Module 7: Develop & Grow Your Social Networks Module 8: Learn Your Daily Social Selling Routine Module 9: Complete Certification
  14. 14. WE USED LEARNING BEST PRACTICES KIRKPATRICK EVALUATION MODEL 14 ROI Results Impact Learning Satisfaction Did the training investment provide a positive return on investment? Did the training have a measurable impact on performance? Did the learners behavior change as a Result of the training? Did Knowledge transfer occur? Did the learners enjoy the training?
  15. 15. INVESTMENT – PUBLIC PROGRAM SOCIAL SELLING MASTERY® SALES 15 €1,500 per Sales Professional Social Selling Mastery® SALES Public Enrolment Service Inclusions: ● Access to the 9 week live Virtual Instructor led Sales training program ● 1 Year Learning Management System Access - all curriculum updates inclusive ● 1 Year Daily Coaching “Ask the Expert”: Live subject matter expert coaching available daily Training sessions given by certified trainers from Minds&More on this methodology Session exist in • French • Dutch • English Sessions as of February 2017 available – visit minds&more Academy web site https://mindsandmore.biz/en/academy-section/
  16. 16. INVESTMENT – PUBLIC PROGRAM SOCIAL SELLING MASTERY® MARKETING 16 Social Selling Mastery® MARKETING Public Enrolment Service Inclusions: ● Access to the 7 week live Virtual Instructor led Marketing & Content training program ● 1 Year Learning Management System Access - all curriculum updates inclusive ● 1 Year Daily Coaching “Ask the Expert”: Live subject matter expert coaching available daily €1,500 per Sales Professional Training sessions given by certified trainers from Minds&More on this methodology Session exist in • French • Dutch • English Sessions as of February 2017 available – visit minds&more Academy web site https://mindsandmore.biz/en/academy-section/
  17. 17. INVESTMENT – DEDICATED FOR A COMPANY NON PUBLIC (COMPANY SPECIFIC PROGRAMS) 17 Fixed price per program Social Selling Mastery® For minimum 12 people: ● Leadership program (included) ● Based on what selected: ● SALES: Access to the 9 week live Virtual Instructor led Sales training program ● MARKETING: Access to the 7 week live Virtual Instructor led Sales training program ● 1 Year Learning Management System Access - all curriculum updates inclusive ● 1 Year Daily Coaching “Ask the Expert”: Live subject matter expert coaching available daily Pricing based on number of professionals & level of custom
  18. 18. Opportunistic • Mission/Vision • Business Strategy • Commercial Planning • Sales & Marketing Alignment • Organisation Design • Change Leadership • Sales Process • Account Management • Sales Management • Social Selling Strategy & Transformation Marketing (7P‘s) Performance Sales Performance EXPERT RESOURCING Through our network of Seasoned Professionals Marketing 7 P’s Project Managers Business Managers Interim Management Search & Recruitment In Company Trajectories – training / learning Public Trainings and Virtual Learning & application programs & ACADEMY Annual Sales & Marketing Performance Summit Periodic Events Lectures & Webinars FLEXIBLE SERVICE SOLUTIONS TO HELP DRIVE GROWTH 18 • Product/Portfolio Mgmt, NPD, Innovation • Promotion, Marcom, Direct Mktg, GTM • Pricing, value based pricing & profitability • Place, Channel, Indirect, Segments • People, Team, Organisation • Process, Customer Focus & Xp, CRM • Physical Environment, Sales/Staff CONSULTING Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling mastery designed for marketing and sales professionals (Distributors of Sales for Life)
  19. 19. MINDS&MORE cvba Park Hill Office Jan Emiel Mommaertslaan 16b 1831 Diegem www.mindsandmore.biz Tel: +32 (0)2 704 49 40 Pieterjan Kempynck, Partner Mobile: +32 (0)477 700 541 Email: pieterjan.kempynck@mindsandmore.biz Francois Delvaux, Partner Mobile: +32 (0)495 242 986 Email: francois.delvaux@mindsandmore.biz Benny Van Calster, Partner Mobile: +32 (0)475 633 483 Email: benny.van.calster@mindsandmore.biz Myriam Vangenechten, Partner Mobile: +32 (0)477 508 640 Email: myriam.vangenechten@mindsandmore.biz Pascale Hall, Partner Mobile: + 32 (0) 472 445 983 Email: pascale.hall@mindsandmore.biz Grégoire Vanderveken, Partner Mobile: +32 (0)495 582 221 Email: gregoire.vanderveken@mindsandmore.biz Thomas Donck, Partner Mobile: +32 (0)494 566 844 Email: Thomas.donck@mindsandmore.biz

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