Social Selling - leveraging social media for enterprise sales

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Social Selling - leveraging social media for enterprise sales

  1. 1. SOCIAL SELLING February 6, 2014
  2. 2. PHILOSPOPHY
  3. 3. The Challenger Sale A Challenger is defined by the ability to do three things: • Teach • Tailor • Take control Build a pitch that leads to your solution, not with it.
  4. 4. The Challenger Sale Before even talking about your capabilities, teach customers about a problem they didn’t even know they had - one that you can solve better than your competitors.
  5. 5. Here is your challenge Your customer has changed the way they communicate with the world. What are you doing to change the way you communicate with them?
  6. 6. B TO B SOCIAL
  7. 7. BtoB Social
  8. 8. BtoB Social
  9. 9. BtoB Social
  10. 10. BtoB Invented Social • Support forums • Webinars • Message boards • User communities • 3:1 ROI on advertising
  11. 11. BtoB & BtoC Social The differences between B2C social and B2B social are also the strengths of B2B social: • Smaller audiences • More focused conversations • Higher revenue per conversion • Users more rational than emotional
  12. 12. BtoB Social
  13. 13. BtoB Social
  14. 14. BtoB Social
  15. 15. BtoB Social
  16. 16. Social role in BtoB funnel
  17. 17. Social role in BtoB funnel
  18. 18. BtoB Social – Path to success • Leverage spending to gain an advantage while it is still cheap • Move quickly • Content is cheap, attention is expensive, social is your medium of choice to arbitrage yourself to success
  19. 19. BtoB Social Channels
  20. 20. Communication channels VISION PLAN EVALUATE SELECT White Papers Analyst Reports Blogs Podcasts Solution Directory High-Level Collateral Detailed Collateral Demonstrations Webcasts Case Studies Industry / Company Websites Direct Mail / Email Campaigns Business Requirements Functional Requirements Source: KnowledgeStorm 2007 Short List
  21. 21. STORY 1
  22. 22. Story
  23. 23. Story
  24. 24. Story
  25. 25. Education
  26. 26. Global Social Media AOR http://Share.Cisco.com
  27. 27. STORY 2
  28. 28. Story 2
  29. 29. Story 2
  30. 30. Result 2
  31. 31. JOE’S TOOLS
  32. 32. Blog
  33. 33. LinkedIn
  34. 34. Twitter
  35. 35. Facebook
  36. 36. Google+
  37. 37. Slideshare
  38. 38. YouTube
  39. 39. DOES IT WORK?
  40. 40. Yes!
  41. 41. Yes! - now at 275+ Likes
  42. 42. Yes! – real time after post
  43. 43. Yes!
  44. 44. Yes! – social referrals by far biggest
  45. 45. Follow me: • http://JoeKoufman.com • http://AgencySparks.com
  46. 46. THANK YOU

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