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Nudge Social Selling: The Strength of Weak Ties

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This presentation covers some of the key trends in a new sales strategy called social selling, especially as it applies to business professionals who value their network.

Also Linkedin's Social Selling Index is broken down and best practices are reviewed to help you better grow relationships from your network of weak connections.

Published in: Sales
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Nudge Social Selling: The Strength of Weak Ties

  1. 1. Social Selling: The Strength of Weak Ties Paul Teshima Co-founder and CEO Nudge @pteshima neednudge.com neednudge.com All Rights Reserved Nudge Software Inc. 2014
  2. 2. neednudge.com All Rights Reserved Nudge Software Inc. 2014 3 “THE CURRENCY OF THE NEW COLLABORATIVE ECONOMY IS TRUST” - RACHEL BOTSMAN
  3. 3. neednudge.com All Rights Reserved Nudge Software Inc. 2014 4
  4. 4. How Social is B2B? Percentage of B2B companies actively using social media 41% Report 200% More The Best neednudge.com All Rights Reserved Nudge Software Inc. 2014 5 90% 53% 47% 33% But what about lead generation? 67% More Source: InsideView
  5. 5. neednudge.com All Rights Reserved Nudge Software Inc. 2014 6 84% of Executives Use Social Media in Their Buying Decisions “You cannot delegate trust” - Kathleen Schuab, IDC
  6. 6. How Many People Have More Than One Email Address? How Many People Have More Than One Linkedin Account? neednudge.com 7 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  7. 7. neednudge.com All Rights Reserved Nudge Software Inc. 2014 8 SOCIAL NETWORKS ARE EXPLODING
  8. 8. neednudge.com All Rights Reserved Nudge Software Inc. 2014 9 “Linkedin, a place where people I don’t know, endorse me for skills I do not have” - Max Valiquette
  9. 9. Linkedin is the Business Network neednudge.com All Rights Reserved Nudge Software Inc. 2014 10 313 million 600 million
  10. 10. The Strength of Weak Ties FACT: weak connections offer the best opportunities neednudge.com All Rights Reserved Nudge Software Inc. 2014 You can't meet them all, so you need to replace coffee with content Most social connections are weak
  11. 11. Today Business Professionals Must Learn How to Engage Their Weak Ties, To be Successful neednudge.com All Rights Reserved Nudge Software Inc. 2014
  12. 12. Social Selling and neednudge.com 13 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  13. 13. Why is Social Selling Important? neednudge.com All Rights Reserved Nudge Software Inc. 2014 14
  14. 14. Social Selling is Growing (SSI) Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  15. 15. What is the Social Selling Index? Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  16. 16. Create a Professional Brand Complete your profile Aim for 100% profile completeness Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Add rich content Slideshare deck, presentation video, etc. Showcase your skills Add skills and generate endorsements Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  17. 17. neednudge.com All Rights Reserved Nudge Software Inc. 2014 18 “ABCs – Always Be Connecting” “Give-to-Give” “A Fool with a Tool, Is Still a Fool”
  18. 18. Best Practice Establish Consistent Personal Branding neednudge.com All Rights Reserved Nudge Software Inc. 2014 19 Source: JillRowley.com
  19. 19. Best Practice Timely, Well Written Content Works neednudge.com All Rights Reserved Nudge Software Inc. 2014 20
  20. 20. Find the Right People Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Check who viewed you Your activity drives views of your profile. Engage with relevant people who look at you. Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  21. 21. Best Practice Leverage Your Past Experiences neednudge.com All Rights Reserved Nudge Software Inc. 2014 22
  22. 22. Engage With Insights Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Share valuable information Post relevant content that can help you become a trusted source of insight Engage with your network Share, like, and comment on content posted from your network Reach out to prospects Reach your prospects with InMails, connection requests, and other messages Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  23. 23. Best Practice Do Work and Be Authentic neednudge.com All Rights Reserved Nudge Software Inc. 2014 24
  24. 24. Build Strong Relationships Connect with contacts Connect with your network and with prospects after introductions Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect internally Your colleagues will be able to provide you warm introductions Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  25. 25. Best Practice Building Business Intimacy is Key In Building Trust neednudge.com All Rights Reserved Nudge Software Inc. 2014 26 Source: TrustedAdvisor.com
  26. 26. What’s Are the Challenges? neednudge.com 27 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  27. 27. Sales Still Has the Same Challenges 60% of buyer journey complete before ever interacting with sales 58% of pipeline stalls because value is not presented of selling content and resources never used Sales Sales benchmark benchmark index index Sales Sales benchmark benchmark index index IDC More content More SEO More demand gen More sales training More partners More automation neednudge.com All Rights Reserved Nudge Software Inc. 2014 90% More whitepapers More case studies More portals Earlier Relationships Higher Relationships Active Relationships
  28. 28. You Need to Invest in Growing the Right Relationships Early relationships position you as a trusted advisor neednudge.com All Rights Reserved Nudge Software Inc. 2014 Active relationships mean people read what you send Higher relationships help you position business value
  29. 29. Even Top Social Sellers Struggle with “Engaging with Insights” neednudge.com All Rights Reserved Nudge Software Inc. 2014 30
  30. 30. Most People Are Not Posting Their Lives in Social OR in the News neednudge.com All Rights Reserved Nudge Software Inc. 2014 31 313 million 600 million Posting Life in Social OR in the News
  31. 31. Using Content to Reach Out is Hard neednudge.com All Rights Reserved Nudge Software Inc. 2014 32
  32. 32. Nudge is a simple way of growing the right relationships from your network of weak connections neednudge.com All Rights Reserved Nudge Software Inc. 2014
  33. 33. What is a Nudge? A Nudge is a message to a person that combines RIGHT PERSON Who in your network should you nurture now? RIGHT TIME What has happened to make “now” important? neednudge.com All Rights Reserved Nudge Software Inc. 2014 RIGHT MESSAGE What content aligns with their interests?
  34. 34. neednudge.com All Rights Reserved Nudge Software Inc. 2014 35
  35. 35. In Summary • Social Media is already being used effectively in B2B • Social Selling is growing as a best practice for business professionals • Focus on these four elements 1. Create a professional brand 2. Find the right people 3. Engage with insights 4. Grow strong relationships • Building relationships is hard, especially from weak ties, but it can lead to the best opportunities • Use content instead of coffee to reach out neednudge.com All Rights Reserved Nudge Software Inc. 2014 36
  36. 36. neednudge.com All Rights Reserved Nudge Software Inc. 2014 37 Best Practice “The best way to go fast is to go slow” - Jill Konrath, best selling author and Top Sales Influencer
  37. 37. APPENDIX neednudge.com 38 neednudge.com All Rights Reserved Nudge Software Inc. 2014

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