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#SocialSelling 
How to “Sell” to the Modern Buyer
Is Social Media a Fad? 
@jill_rowley #SocialSelling
The ABCs of Social Selling –Always Be Connecting 
@jill_rowley | #SocialSelling
78% Salespeople using social 
media outsell their peers 
@jill_rowley #SocialSelling
Benefits of Social Selling 
@jill_rowley #SocialSelling
Customers expect companies to feel personal and authentic @jill_rowley #SocialSelling
ADAPT OR DIEBE REPLACED 
Become transparent, responsive, & collaborative or else risk being left in the dust by competitio...
How? 
By sharing the unedited voices & personalitiesof all employees! 
@jill_rowley #SocialSelling
92% of B2B buyers startsearch online… 
@jill_rowley #SocialSelling
82% of the world’s online population can be reached by social networks 
Source: insites-consulting.com 
@jill_rowley #Soci...
57% of the buying process done before engaging sales 
Then 
Now 
VS. 
@jill_rowley #SocialSelling
The Power of Peer to Peer
Buyer to Company: 33% Trust 
@jill_rowley #SocialSelling
Buyer to Buyer: 92% Trust 
@jill_rowley #SocialSelling
Meet the Modern Buyer 
Digitally- driven 
Socially-connected 
Mobile 
Empowered 
@jill_rowley #SocialSelling
Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influ...
Decision-makers are more knowledgeable. 
Unlimited access to real-time information about your company, products, competito...
It all comes down to trust.
You have to break through the clutter.
Always look at things throughthe customer’s eyes.
You need more tools! 
Would you try to maintain your territory with only hammer & nails? 
Old: Phone & Email 
New: LinkedI...
Social Selling is using Social 
Networks to do Research to be 
Relevant to build Relationships that 
drive Revenue. 
@jill...
Traditional Selling vs #SocialSelling 
@jill_rowley #SocialSelling
5 Pillars of Social Selling 
@jill_rowley #SocialSelling
Use social networks to find, listen, relate, 
connect, engage, and amplify your buyers 
and their sphere of influence 
@ji...
Content 
READwhat your buyers are reading and share that content across your social networks 
@jill_rowley #SocialSelling
The 411on Content 
@jill_rowley #SocialSelling
LINKEDIN 
@jill_rowley #SocialSelling
Why bother with LinkedIn? 
@jill_rowley #SocialSelling
1. 
Buyer-centric LinkedIn profile 
2. 
The Art of a LinkedIn Invite 
3. 
Sphere of Influence training 
4. 
LinkedIn Group...
• 
Headline should be descriptive; NOT your job title 
• 
Include #hashtags Review the “Who’s Viewing Your Profile” 
• 
NE...
Add a ProfessionalPhoto 
• 
Represents your professional brand 
• 
#FirstImpressionsMatter 
• 
No wedding photos or party ...
The Good, the Bad, and the Ugly 
@jill_rowley #SocialSelling
Your Headlineisn’t just your title 
@jill_rowley #SocialSelling
Your LinkedIn Summary is about YOU 
@jill_rowley #SocialSelling
Don’t be a QUOTA CRUSHER 
@jill_rowley #SocialSelling
Quota crusher vs.buyer-centric profile 
VS. 
@jill_rowley #SocialSelling
Recommendations Establish Credibility 
@jill_rowley #SocialSelling
The Art of a LinkedIn Invite 
@jill_rowley #SocialSelling
Join Groups on LinkedIn 
@jill_rowley #SocialSelling
Use Your Alumni Network 
@jill_rowley #SocialSelling
Get mobile! Download the app 
@jill_rowley #SocialSelling
How can I measure how well I’ve adopted social selling? 
@jill_rowley #SocialSelling
ABC co 
Create a professional brand 
Performance on four key dimensions, each worth 25 points 
Find the right people 
Enga...
SSI leaders create 45% more opportunities per quarter than SSI laggards. 
SSI leaders are 51% more likely to hit quota tha...
TWITTER 
@jill_rowley #SocialSelling
Why bother with Twitter? 
• 
Monthly Active Users = 271 million 
• 
In the U.S. the number of Adult Twitter users is 34.7 ...
1. 
Pick a simple and short username (this is your brand) 
2. 
Create a personal profile 
3. 
Upload a good picture (no eg...
Is this a good Twitter profile? 
@jill_rowley #SocialSelling
Personal Branding on Twitter 
@jill_rowley #SocialSelling
Twitter: Starts with Listening 
@jill_rowley #SocialSelling
Twitter Lists:Social Selling 
@jill_rowley #SocialSelling
78% Salespeople using social 
media outsell their peers 
@jill_rowley #SocialSelling
The ABCs of Social Selling –Always Be Connecting 
@jill_rowley | #SocialSelling
@jill_rowleywww.linkedin.com/in/jill_rowley 
Let’s CONNECT 
@jill_rowley #SocialSelling
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HOW TO SELL TO THE MODERN BUYER [INBOUND 2014]

The buying process has changed; it's digital, it's mobile, it's heavily influenced by social. The modern Sales professional leverages Social Networks to be where her buyers are online, offline, #AllTheTime. Companies that invest in operationalizing and scaling Social Selling will have a massive competitive advantage, as 78% of sales professionals using Social Networks outperform their peers. Evolution of communication: Print > Radio > TV > Phone > Email > Web >...SOCIAL. Social Selling is all the rage, but most people don't understand that Social Selling is just old school research, networking and relationship building, leveraging new school channels like LinkedIn, Twitter and Google+. Jill will cover the Why, What and How to do Social Selling at an individual Sales Rep level. You'll walk away with fresh ideas on how to find, relate, connect and engage with your customers and future advocates.

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HOW TO SELL TO THE MODERN BUYER [INBOUND 2014]

  1. 1. #SocialSelling How to “Sell” to the Modern Buyer
  2. 2. Is Social Media a Fad? @jill_rowley #SocialSelling
  3. 3. The ABCs of Social Selling –Always Be Connecting @jill_rowley | #SocialSelling
  4. 4. 78% Salespeople using social media outsell their peers @jill_rowley #SocialSelling
  5. 5. Benefits of Social Selling @jill_rowley #SocialSelling
  6. 6. Customers expect companies to feel personal and authentic @jill_rowley #SocialSelling
  7. 7. ADAPT OR DIEBE REPLACED Become transparent, responsive, & collaborative or else risk being left in the dust by competition @jill_rowley #SocialSelling
  8. 8. How? By sharing the unedited voices & personalitiesof all employees! @jill_rowley #SocialSelling
  9. 9. 92% of B2B buyers startsearch online… @jill_rowley #SocialSelling
  10. 10. 82% of the world’s online population can be reached by social networks Source: insites-consulting.com @jill_rowley #SocialSelling
  11. 11. 57% of the buying process done before engaging sales Then Now VS. @jill_rowley #SocialSelling
  12. 12. The Power of Peer to Peer
  13. 13. Buyer to Company: 33% Trust @jill_rowley #SocialSelling
  14. 14. Buyer to Buyer: 92% Trust @jill_rowley #SocialSelling
  15. 15. Meet the Modern Buyer Digitally- driven Socially-connected Mobile Empowered @jill_rowley #SocialSelling
  16. 16. Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influencers
  17. 17. Decision-makers are more knowledgeable. Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influencers "The best reps are not just present in social, they position themselves as credible andinfluential sources in customer networks.” This affords them more access to buyers. -Sales Executive Council
  18. 18. It all comes down to trust.
  19. 19. You have to break through the clutter.
  20. 20. Always look at things throughthe customer’s eyes.
  21. 21. You need more tools! Would you try to maintain your territory with only hammer & nails? Old: Phone & Email New: LinkedIn & Twitter @jill_rowley #SocialSelling
  22. 22. Social Selling is using Social Networks to do Research to be Relevant to build Relationships that drive Revenue. @jill_rowley #SocialSelling
  23. 23. Traditional Selling vs #SocialSelling @jill_rowley #SocialSelling
  24. 24. 5 Pillars of Social Selling @jill_rowley #SocialSelling
  25. 25. Use social networks to find, listen, relate, connect, engage, and amplify your buyers and their sphere of influence @jill_rowley #SocialSelling
  26. 26. Content READwhat your buyers are reading and share that content across your social networks @jill_rowley #SocialSelling
  27. 27. The 411on Content @jill_rowley #SocialSelling
  28. 28. LINKEDIN @jill_rowley #SocialSelling
  29. 29. Why bother with LinkedIn? @jill_rowley #SocialSelling
  30. 30. 1. Buyer-centric LinkedIn profile 2. The Art of a LinkedIn Invite 3. Sphere of Influence training 4. LinkedIn Groups 5. Advanced Search in LinkedIn 6. Find Alumni 7. LinkedIn Job Change alerts 8. Share content @jill_rowley #SocialSelling
  31. 31. • Headline should be descriptive; NOT your job title • Include #hashtags Review the “Who’s Viewing Your Profile” • NEVER leave blank • Tell stories • Write in the 1stperson. This is not your online resume!! • Choose skills you want to highlight • Seek endorsements & recommendations - do the same for others Headline Include #Keywords Profile Summary Recommendations& Endorsements • High quality and professional photo • 11x more likely to be viewed with a photo Profile Picture Keys to a Successful LinkedInProfile @jill_rowley #SocialSelling
  32. 32. Add a ProfessionalPhoto • Represents your professional brand • #FirstImpressionsMatter • No wedding photos or party pics • Make it public; not private @jill_rowley #SocialSelling
  33. 33. The Good, the Bad, and the Ugly @jill_rowley #SocialSelling
  34. 34. Your Headlineisn’t just your title @jill_rowley #SocialSelling
  35. 35. Your LinkedIn Summary is about YOU @jill_rowley #SocialSelling
  36. 36. Don’t be a QUOTA CRUSHER @jill_rowley #SocialSelling
  37. 37. Quota crusher vs.buyer-centric profile VS. @jill_rowley #SocialSelling
  38. 38. Recommendations Establish Credibility @jill_rowley #SocialSelling
  39. 39. The Art of a LinkedIn Invite @jill_rowley #SocialSelling
  40. 40. Join Groups on LinkedIn @jill_rowley #SocialSelling
  41. 41. Use Your Alumni Network @jill_rowley #SocialSelling
  42. 42. Get mobile! Download the app @jill_rowley #SocialSelling
  43. 43. How can I measure how well I’ve adopted social selling? @jill_rowley #SocialSelling
  44. 44. ABC co Create a professional brand Performance on four key dimensions, each worth 25 points Find the right people Engage with insights Build strong relationships 16 15 8 18 Social Selling Index 57 LinkedIn’s Social Selling Index measures adoption of practices on a 0-100 scale @jill_rowley #SocialSelling
  45. 45. SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is Social Selling important? @jill_rowley #SocialSelling
  46. 46. TWITTER @jill_rowley #SocialSelling
  47. 47. Why bother with Twitter? • Monthly Active Users = 271 million • In the U.S. the number of Adult Twitter users is 34.7 million • Twitter has 211 million monthly mobile users • Twitter has added 53 million users in the last 12 months Twitter is: what’s happening now Twitter is not: a place to share lunch photos @jill_rowley #SocialSelling
  48. 48. 1. Pick a simple and short username (this is your brand) 2. Create a personal profile 3. Upload a good picture (no eggheads!) 4. Include your LinkedIn URL in your bio 5. Listen first, find your voice 6. Follow influencers and experts in your field; Create lists 7. Share things that are useful and relevant to your followers 8. Do no just self-promote or share yourstuff 9. Engage with your followers (@reply, RT and @jill_rowley #SocialSelling
  49. 49. Is this a good Twitter profile? @jill_rowley #SocialSelling
  50. 50. Personal Branding on Twitter @jill_rowley #SocialSelling
  51. 51. Twitter: Starts with Listening @jill_rowley #SocialSelling
  52. 52. Twitter Lists:Social Selling @jill_rowley #SocialSelling
  53. 53. 78% Salespeople using social media outsell their peers @jill_rowley #SocialSelling
  54. 54. The ABCs of Social Selling –Always Be Connecting @jill_rowley | #SocialSelling
  55. 55. @jill_rowleywww.linkedin.com/in/jill_rowley Let’s CONNECT @jill_rowley #SocialSelling

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