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Social Selling - An Introduction

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Social selling is the process of developing relationships as part of the sales process. One can use different digital & social tools to engage the customer more during the sales process. So after all it's about understanding the customer better, instead of pushing your message with force. Welcome to 21st century selling.

Published in: Business
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Social Selling - An Introduction

  1. 1. Social Selling
 An Introduction @SaniLeino Social Selling 
 - An Introduction - @SaniLeino
  2. 2. 
 
 Social Selling is one of the most 
 talked about topics amongst 
 sales & marketing professionals. 
 
 I started exploring the topic around 2010, 
 and thought I’d write down some of 
 the thoughts & lessons learned 
 about Social Selling. 
 
 Hope you enjoy, 
 
 BR. Sani
 

  3. 3. My Social Selling Index - SSI
  4. 4. What is the biggest challenge 
 around sales in the digital era?
  5. 5. Salespeople are missing in their message delivery There are plenty of bullets fired, 
 but they are not hitting the targets
  6. 6. RevenueActivities WHEN THE GOING GETS TOUGH, THE TYPICAL WAY IS TO FOCUS ON 
 INCREASING THE SALES ACTIVITY IN THE TRADITIONAL WAY. 
 
 IN MANY COMPANIES THIS STILL MEANS COLD CALLING 
 THE PROSPECTS LIKE IT’S STILL 1999.
  7. 7. THIS LEADS TO SALES CALL OVERFLOW TO CXO’S. AND IN THE WORST CASES ONLY 0,5 - 5%
 OF COLD CALLS LEAD INTO A MEETING. KELLER CENTER RESEARCH REPORT.
  8. 8. THAT’S ICE COLD.
  9. 9. CHANGE IS HAPPENING 
 MORE DRAMATICALLY THAN 
 EVER BEFORE.
  10. 10. 71 % OF B2B BUYERS START THE PURCHASE 
 PROCESS WITH AN ONLINE SEARCH. The Changing Face ofB2B Marketing - Think with Google
  11. 11. 57 % OF THE BUYING PROCESS 
 IS COMPLETED WITHOUT 
 EVEN TALKING TO A SALES REP. CORPORATE EXECUTIVE BOARD STUDY 1400 B2B DECISION MAKERS
  12. 12. MOST RADICAL STATEMENTS ARGUE THAT CUSTOMERS DO NOT NEED SALES PEOPLE
  13. 13. PERSONALLY I BELIEVE THAT CUSTOMERS DO NOT NEED SALES PEOPLE
  14. 14. WE JUST HAVEN’T PAID ATTENTION HOW CUSTOMERS LIKE TO BUY FROM US
  15. 15. HOW WELL DO WE REALLY KNOW 
 THE CUSTOMER’S BUYING PROCESS?
  16. 16. WE HAVE BEEN TAUGHT THAT THE 
 BUYING PROCESS GOES LIKE THIS
  17. 17. WHEN THE STUDIES ACTUALLY SHOW 
 THAT A TYPICAL B2B BUYING PROCESS LOOKS MORE LIKE THIS…
  18. 18. THE BUYING PROCESS HAS BECOME 
 MORE AND MORE COMPLEX
  19. 19. 
 
 B2B BUYING DECISIONS INCLUDE 1-3 PEOPLE 55% Demand Gen - B2B Buyer Behavioural Survay 2014
  20. 20. 
 
 B2B BUYING DECISIONS INCLUDE 4-7 PEOPLE 37% Demand Gen - B2B Buyer Behavioural Survay 2014
  21. 21. One of the challenges to buyers is the information overload
  22. 22. 12
 
 SEARCHES MADE BY B2B INFLUENCERS PRIOR TO VISITING A SPECIFIC BRAND'S SITE Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
  23. 23. TO ME IT’S EVIDENT THAT CUSTOMERS 
 STILL VALUE PROFESSIONAL SALES PEOPLE WHO CAN HELP THEM IN THE BUYING PROCESS.
  24. 24. KEY TO SUCCESSFUL SELLING IS TO BECOME A GUIDE IN THE CUSTOMER BUYING JOURNEY.
  25. 25. LET’S LOOK AT 
 THE POSITIVE ASPECTS 
 OF SALES EVOLUTION.
  26. 26. EXECUTIVES CAN BE REACHED
 VIA SOCIAL CHANNELS.
  27. 27. OF B2B DECISION MAKERS 
 ARE USING SOCIAL MEDIA TO MAKE PURCHASING DECISIONS. 84 % IDC White Paper: Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience
  28. 28. INSIGHTFUL ONLINE CONTENT 
 HAS AN IMPORTANT ROLE 
 ON THE VENDOR SELECTION
  29. 29. CMO Council Study 
 
 OF B2B DECISION MAKERS SAY THAT ONLINE CONTENT HAS MAJOR OR AT LEAST MODERATE IMPACT ON VENDOR SELECTION. 87 %
  30. 30. USING THE RIGHT CONTENT & CHANNEL MIX, 
 ON CAN ENGAGE THE CUSTOMER BETTER DURING BUYING PROCESS.
  31. 31. 61 %
 
 OF B2B DECISION MAKERS SAID THAT WINNING VENDORS DELIVERED A BETTER MIX OF CONTENT APPROPRIATE FOR EACH STAGEOF THE PURCHASING PROCESS. Demand Gen - B2B Buyer Behavioural Survay 2014
  32. 32. SALES COWBOYS 
 LET US ENTER
 THE ERA OF…
  33. 33. Social Selling

  34. 34. FROM ALWAYS BE CLOSING
  35. 35. TO ALWAYS BE HELPING
  36. 36. Be a sales concierge. Help. Serve. Show the way. @SaniLeino
  37. 37. http://www.slideshare.net/BrianLipp/theexecutiveguidetosocialsellingsuccess-salesforlifecom
  38. 38. STUDY Is the threat of sales evolution actually a treat to salespeople? WSI Academy
  39. 39. Social Activity Layer THE SOCIAL SELLING SALES PROCESS Sales Process @SaniLeino
  40. 40. THE REAL PURPOSE 
 OF SOCIAL SELLING?
  41. 41. To build trust
  42. 42. Trust cannot be built
 just by relying on processes.
  43. 43. Trust is built through human interaction. 

  44. 44. After all sales is just (commercial) interaction between human beings. SALES = H2H
  45. 45. How I Started to do Social Selling?
  46. 46. IN 2O10, I ANALYSED ALL MY DEALS RESULTS WERE REALLY AN EYE OPENER. Slide to unlock potential
  47. 47. 3RD DEGREE* CONNECTIONS RESULTED: 80 % CAME VIA SOCIAL MEDIA *INBOUND LEADS FROM PEOPLE THAT I DID NOT EVEN KNOW BEFORE. 24 % OF € VALUE FROM ALL SALES 19 % OF AMOUNT FROM ALL SALES
  48. 48. WHAT WOULD HAPPEN IF THE 
 ACTIONS AROUND SOCIAL 
 WOULD BE PLANNED 
 AND MEASURED
 PROPERLY
 I ASKED MYSELF A QUESTION THIS IS HOW & WHEN I STARTED DOING.. ?
  49. 49. Social Selling

  50. 50. Just like everything else, Social Selling is no easy sales fairytale
  51. 51. Social Selling also requires systematic work & practise No Pain. 
 No Fame.
  52. 52. Create your own social reach-out method Eat. Meet. Tweet. Repeat.
  53. 53. ALSO
 CREATE 
 YOUR OWN 
 “HONEY JARS” BLOG STUDY GUIDE INTRODUCE, SHARE KNOWLEDGE, EDUCATE
  54. 54. REMEMBER TO RESPECT THE 
 “HONEY BEES”. CREATE CONTENT 
 THAT KEEPS THEM FLYING BACK.
  55. 55. BULLSHIT IS BULLSHIT 
 ALSO IN THE DIGITAL WORLD.
  56. 56. SOCIAL SELLING IS ABOUT LISTENING TO CUSTOMER FIRST AND TELLING YOUR INSIGHTFUL THOUGHTS SECOND.
  57. 57. BEFORE YOU TURN UP THE VOLUME, 
 MAKE SURE THAT THE CUSTOMER LIKES THE MUSIC. @SaniLeino
  58. 58. Find your way in 
 by making the kind of music what the customer already 
 likes to listen. Many customers are already “using headphones” 
 with Active Noice Cancelling. @SaniLeino
  59. 59. FREE TIP: 
 
 NEVER COLD CALL AGAIN.
  60. 60. THERE IS NO REASON TO DO COLD CALLS
 WHEN YOU CAN MAKE PRE-HEATED ONE’S.
  61. 61. STOP THE HIP SHOOTING 
 WITH A MACHINE GUN* *EXCEPT IF YOUR PERSONAL BRAND OR LEFT BICEP 
 IS AS STRONG AS TERRY CREWS’S HERE, 
 THEN YOU CAN DO WHAT EVER YOU LIKE. SOCIAL TOOLS & MEDIAS OFFER SO MUCH INFORMATION IN ADVANCE, SO WE CAN
  62. 62. PRAISE + RELEVANCE + TIMING 
 + EXAMPLE + REFERENCE + CLEAR SUGGESTION. = 80-90 % PULL THE FORMULA OF A PERFECT CONTACT:
  63. 63. THE SOCIAL SELLING LANDSCAPE HOW DIFFERENT PLATFORMS 
 WOULD COMPARE TO REAL LIFE SITUATIONS
  64. 64. Twitter is like a coctail bar smart casual mingling
  65. 65. LinkedIn is like a 
conference roomwith a coffee. More ’business’, 
but with 
a person of trust.
  66. 66. FACEBOOK IS LIKE AN AFTERWORK BEER 
 WITH A FRIEND
  67. 67. INSTAGRAM IS LIKE 
 AN ONLINE MAGAZINE 
 FOR THINGS YOU LOVE 
 TO BE SHARED WITH 
 YOUR FRIENDS.
  68. 68. OH, AND THEN THERE IS GOOGLE+
  69. 69. WHEN TO START?
  70. 70. YESTERDAY
  71. 71. PLANT A TREE BUT AS YOU KNOW: THE BEST TIME TO 
 PLANT A TREE WAS 
 20 YEARS AGO. 
 THE SECOND BEST 
 TIME IS NOW. -CHINESE PROVERB “The best time to plant a tree was 20 years ago. 
 The second best time is now.” - Chinese Proverb
  72. 72. Create Twitter ja LinkedIn accounts 

Add them to your email signatureStart following influencers 
 around your field

Make yourself a simple goal 
 and remember to measure

Start sharing and creating content!

 
Br. @SaniLeino How to Start?` Thank you for 
 your time!

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