Rep University - Making Social Work for You

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Social media provides sales reps (both inside and independent) the opportunity to become more influential and powerful brand ambassadors in their territories for the lines they represent.

The sales rep role will continue to include traditional aspects, but in our view, it will also include the role of a local territory influencer to the table for branding and product. Why? Sales reps not only own the retail relationship, they are authentically immersed in the local and regional environments that they serve on behalf of their vendors. Social media offers the ability to connect the two for the enterprising sales rep, interested in being indispensable to vendors that employ them.

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Rep University - Making Social Work for You

  1. 1. Wednesday, August 11, 2010
  2. 2. University Sales Rep What does PR have to do with you? Wednesday, August 11, 2010
  3. 3. University Sales Rep We have a lot in common. Wednesday, August 11, 2010
  4. 4. University Sales Rep PR is another form of sales. We just call on a different “door.” Wednesday, August 11, 2010
  5. 5. University So Let’s Talk About Our Vendors. ... Sales Rep • In addition to sales quotas and pressure tactics. ... • Vendors give you tools to help you sell • Nationally, they invest in marketing and PR Wednesday, August 11, 2010
  6. 6. University Regional Selling Tools Sales Rep • Traditionally comprise vendor co-op promotional budgets for reps: • Co-op ad dollars • In-person athlete appearances • Grassroots events • Clinic swag, etc. Wednesday, August 11, 2010
  7. 7. University Add Social To That ... Sales Rep • Vendors are investing more in social media as a new form of marketing and communications • Why? Wednesday, August 11, 2010
  8. 8. University Add Social To That ... Sales Rep • E-Commerce -- many vendors are (or will be) selling direct • Social media helps online shoppers find brands and products • It helps them connect with a younger consumer • SEO (Search Engine Optimization) Wednesday, August 11, 2010
  9. 9. University And. ... Sales Rep • Connecting with the customer on a more personal level • We’re here today because that’s the opportunity for you as reps in regional territories Wednesday, August 11, 2010
  10. 10. University Sales Rep Before we look forward, let’s look back... Wednesday, August 11, 2010
  11. 11. Top 5 Social Obstacles • Facebook is stupid. • No time. • Retailers aren’t doing it. • There’s no way to measure its effect on sales. • In person visits are all it takes. Wednesday, August 11, 2010
  12. 12. THE PAST ... Sales reps, just like PR reps, have been hired for their relationships within retail territories Wednesday, August 11, 2010
  13. 13. Going forward, you'll need those relationships, but you'll also need to have INFLUENCE in your territory. Welcome to the FUTURE Wednesday, August 11, 2010
  14. 14. INFLUENCE ... Just like a sale, influence can and will be tracked and rated. It will be a measurable of our success to our vendors. Wednesday, August 11, 2010
  15. 15. ! Today is about discussing our future as sales reps. ... ! You need to be an influencer to survive; we'll show you why and how. Wednesday, August 11, 2010
  16. 16. Paradigm Shift ... ! Sale’s people advice ! Word of mouth ! Consumer demand ! Peer to peer consumer reviews ! Reputation Welcome to the FUTURE Wednesday, August 11, 2010
  17. 17. We are SALES people. We’re here to help you overcome the top 5 obstacles to a successful social strategy ... STARTING NOW. Wednesday, August 11, 2010
  18. 18. Obstacle #1 !Social media is stupid. !Facebook is for kids. Wednesday, August 11, 2010
  19. 19. Wednesday, August 11, 2010
  20. 20. Demographics Demographics show that we’re in the sweet spot. Wednesday, August 11, 2010
  21. 21. Wednesday, August 11, 2010
  22. 22. • More than 500 million active users • 50% of users log on in any given day • Average user has 130 friends • People spend more than 500 billion minutes/month on Facebook • Average user is connected to 60 pages, groups and events • More than 30 billion piece of content (links, news stories, blog posts, photos, etc.) shared each month • 150,000 websites “Like” the new Facebook button Wednesday, August 11, 2010
  23. 23. Social MEDIA Obstacle #2 - No Time. Wednesday, August 11, 2010
  24. 24. Social MEDIA Neither did we but our jobs have changed, too. Wednesday, August 11, 2010
  25. 25. Wednesday, August 11, 2010
  26. 26. Wednesday, August 11, 2010
  27. 27. Wednesday, August 11, 2010
  28. 28. Obstacle #3 - “My retailers aren’t doing it.” Wednesday, August 11, 2010
  29. 29. Social Tools Outdoor Retailers Employ • 53% using Facebook • 18% using Twitter • 5% using Linked-In • 36% “little or no use” *2009 SNEWS Outdoor Retailer Survey Wednesday, August 11, 2010
  30. 30. Beyond the Buy " How do reps fit in? " How do end consumers use Social? Wednesday, August 11, 2010
  31. 31. How do end consumers use social? • Consumers can now research and find a highly targeted endorsement from trusted people or groups online...! • That trust is social influence.! • If built authentically and consistently, social influence creates sales Wednesday, August 11, 2010
  32. 32. What do end consumers want? • 70% want access to experts and support via social media channels and trust company information provided to them via social networks • 57% feel company outreach via social media would improve their loyalty to that company • Most feel that companies should be monitoring social media for customer feedback • 50% use social media at least once a day Wednesday, August 11, 2010
  33. 33. To feel part of the tribe... ...Aggregation of far-flung communities with similar interests Wednesday, August 11, 2010
  34. 34. Peer to Peer • Peer to Peer versus Magazine Reviews • Role of community as customer service • Here’s your opportunity Wednesday, August 11, 2010
  35. 35. Wednesday, August 11, 2010
  36. 36. Wednesday, August 11, 2010
  37. 37. Wednesday, August 11, 2010
  38. 38. Obstacle #4 - Social Doesn’t Equal Sales Wednesday, August 11, 2010
  39. 39. Connection = Influence Wednesday, August 11, 2010
  40. 40. "Conversations about brands, products and services are increasingly woven into the interactions of social networks as a means to connect with others, and these conversations have great influence even though people aren't consciously asking about brand opinions." - Shiv Singh, Razorfish Fluent Social Influence Report Wednesday, August 11, 2010
  41. 41. The Retail Buyer We’ve had interesting discussions with our clients in the past few months about what they are hearing from stores they want to open for their brand and products Wednesday, August 11, 2010
  42. 42. The Retail Buyer • Buyers assume that customer service, on-time delivery and the correct price/ feature mix will be in place • What are they demanding now? Wednesday, August 11, 2010
  43. 43. The Retail Buyer • “How will you directly make my consumers aware of your products and your brand?” • They are not talking about advertising, they are talking about social media marketing Wednesday, August 11, 2010
  44. 44. The Retail Buyer • Regionally, sales reps can bring visibility on behalf of their vendors • You build it and own it - they can borrow it • It’s your Social Capital Wednesday, August 11, 2010
  45. 45. Influence = Influence The more trust and social capital you have within your community, the greater your influence on the buy Wednesday, August 11, 2010
  46. 46. Retailers and Social Media Online product research is driving more in- store sales than online sales. – source eMarketer Wednesday, August 11, 2010
  47. 47. Community and social media tools US online retailers employ or plan to employ • 91% Facebook • 85% Customer Reviews • 80% Twitter publishing • 72% Blogs • 71% Facebook connect • 60% Social listening tools • 51% Q&A • 49% Videos Wednesday, August 11, 2010
  48. 48. Online Buzz Drives Off-Line Sales Wednesday, August 11, 2010
  49. 49. Online and offline social media/ WOM activities of US Internet users • Helping a friend or family member make a decision about a product purchase • Sharing advice (offline and in person) based on info found online • Posting online ratings of reviews and products/services • Proactively recommending someone make a particular purchase • Contributing to online forums Source: emarketer.com Wednesday, August 11, 2010
  50. 50. Obstacle #5 - In person visits is all it takes What about when you’re not in the store? Wednesday, August 11, 2010
  51. 51. Obstacle #5 - In person visits is all it takes Social is the new silent seller. Wednesday, August 11, 2010
  52. 52. Obstacle #5 - In person visits is all it takes • Social influence should strengthen relationships and knowledge of your buyers and shop sales floor personnel • Social is the new silent seller/Point-of-Purchase (POP) but not physical Wednesday, August 11, 2010
  53. 53. Wednesday, August 11, 2010
  54. 54. How can reps employ social to sell more? Influence the influencers Wednesday, August 11, 2010
  55. 55. How can reps employ social to sell more? • Become an influencer in your region through an active online presence • Become a hub, or at least a main spoke • Improve awareness, access, trust and sales through connections and context Wednesday, August 11, 2010
  56. 56. How can reps employ social to sell more? How? Wednesday, August 11, 2010
  57. 57. How can reps employ social to sell more? Baby Steps Wednesday, August 11, 2010
  58. 58. Step 1 - Commit You’re either social or you’re not Wednesday, August 11, 2010
  59. 59. Step 2 - Focus • Start with your true fans...Target the influencers • Know your audience. • From where does your buyer, customer get their regional news and entertainment about camping, hiking, climbing, paddling... • Forums/Communities? • Facebook page? • Blog? • Pick 2 to start Wednesday, August 11, 2010
  60. 60. Step 3 - Listen • Surfer in a new local line-up • Italian in an Irish Pub • Respect Wednesday, August 11, 2010
  61. 61. Step 4 - Participate • Be of service - CS, Sales • Answer questions, offer advice and opinion • Be modest, honest, transparent Wednesday, August 11, 2010
  62. 62. Step 4 - Participate • Leverage manufacturer’s marketing investment with color commentary ! Ads as photos ! Re-post athlete blogs ! Pass along “news” Wednesday, August 11, 2010
  63. 63. Increase Influence • Become the go-to source for knowledge and advice • You already have it, put it to use Wednesday, August 11, 2010
  64. 64. To conclude. ... • Social media continues to gain penetration and influence across all demographics • Online buzz drives off-line sales • Vendors are investing in social media strategies • You can leverage these investments through context in your regions • You can drive both online buzz and off-line sales • There are no real obstacles if social media is a priority Wednesday, August 11, 2010
  65. 65. Wednesday, August 11, 2010

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