Getting started with Social Selling

GETTING STARTED
WITH SOCIAL SELLING
by Nick Frost (@Thinker on Twitter)

© 2017 ALL RIGHTS RESERVED ● NICK FROST ● @Thinker on Twitter
• THE WHAT AND WHY OF SOCIAL SELLING
• SIMPLE TOOLS AND THE BASICS TO GET STARTED
• IDENTIFY THE TEAM’S TOP LINKEDIN SOCIAL
SELLING INDEX SCORES
• HOW TO SUPPORT EACH OTHER IN SOCIAL
SELLING (CONTENT, TIPS, MENTORSHIP)
2
WHAT WE’LL COVER:

WHAT IS SOCIAL SELLING?
3

© 2017 ALL RIGHTS RESERVED ● NICK FROST ● @Thinker on Twitter 4
Social selling is the process of researching,
connecting, and interacting with prospects and
customers on social media networks - for
Mattermark, LinkedIn and Twitter are the best.

Social selling is:
• Endorsing a customer on LinkedIn.
• Running LinkedIn searches for outbound targets
• Sharing the company’s latest blog post on Twitter,
LinkedIn, Facebook, etc.
• Studying prospects on LinkedIn and Twitter before
a meeting.
• Following key accounts on Twitter and LinkedIn.
• Joining and engaging with relevant threads in
LinkedIn Groups
• and much more…

The major 🔑 to social selling = being engaged with
your customers and prospects on social media.

Social selling is not:
• Delivering the hard sell on LinkedIn.
• Closing deals on Twitter.
• A replacement for talking to prospects.
• A magic bullet for making quota.
• Being “creepy” by engaging TOO much.

WHY SOCIAL SELLING?
8

Instead of a hard closing tactic, social selling
more closely resembles lead nurturing.
Therefore, social selling isn’t for reps seeking
quick wins or a silver bullet.
Salespeople have to be willing to put in the time
and effort to engage with their target buyers on
an ongoing basis, and even then, there’s no
guarantee that their efforts will pay off.
WHY SOCIAL SELLING?

Through commenting on, liking, and sharing
prospects’ and customers’ posts, salespeople
create relationships with buyers and boost their
credibility by taking an interest in what they’re
interested in.
Building rapport on social media makes your
live interactions more meaningful and personal.
WHY SOCIAL SELLING?

Aberdeen Group’s research found:
• Teams sell more with social selling: 64% of sales
teams that use social selling hit quota, compared to
49% that don’t.
• Reps hit quota with social selling: 46% of sales
reps using social selling achieve quota, 38% who
aren’t, don’t.
• Renewal rates increase with social selling: Sales
reps who use social selling report a 55% customer
renewal rate and a sales forecast accuracy of 54%.
WHY SOCIAL SELLING?

Major 🔑 = social selling makes the
selling process more powerful.
WHY SOCIAL SELLING?

HOW?
You have to be genuinely interested in
learning from sales and SaaS thought leaders.
More knowledge increases your awareness of
trends, key players, and sharing what you
read helps you be seen as a thought leader.

THE HOW OF SOCIAL SELLING?
14

HOW?
Major 🔑 = your social media is essentially a drip
campaign for your prospects and customers.

The Basics
ADVICE FROM THE EXPERTS
Set 20 minutes aside to look for ways to network and
meet new people on social media. Social connections
can help inﬂuence deals and customer happiness
down the road. Socially surround your connections —
connect with them in multiple ways on multiple
networks. After you’ve made solid connections with one
person on multiple social networks, take a look through
the prospect’s followers and see who else you can
connect with. As long as you aren’t stepping over the
line into creepy territory, you’ll be able to build
relationships pretty easily on social media.
– @Jill_Rowley, Social Selling Evangelist

Listening & Engaging
Take time to listen to what people are saying in
your industry through Twitter hashtags. Get a
pulse on what your buyers are saying and
leverage that to start a conversation. Start off
engaging in 5 conversations daily as your KPI.
– @JackKosakowski1, Global Head of B2B Sales Strategy, The
Creation Agency

Dig Into The Data
“Who’s viewed your proﬁle” on LinkedIn is a
goldmine for helping you make connections with
people who already demonstrate an interest in your
personal brand. Monitor these and send
personalized emails.
Leverage LinkedIn to create personas based on
activity, groups they participate in and, topics of
interest. Look for correlating behaviors and deﬁning
attributes that align with your target buyers to
establish propensity to engage, and even buy.
– @KokaSexton, CEO of Social Selling Labs, previously at LinkedIn

SIMPLE TOOLS AND STEPS TO GET STARTED
19

1. Optimize your social media proﬁles.
2. Join LinkedIn groups and other relevant forums.
3. Set up social listening alerts.
4. Subscribe to blogs, newsletters, and podcasts.

• Post a professional picture.
• Write your positioning statement.
• Link to your company’s Twitter account (Example:
Sales Rep @company).
• List your LinkedIn proﬁle.
• Include hashtags that your buyers follow.
• Offer a mini insight.
Optimize your social media proﬁles: Twitter

• Have a current, hi-res picture.
• Make your headline a mini value proposition. Don’t just use
your title. “Who do you help, and how do you help them?”
• Write a 3X3 summary. Reiterate your value proposition in
the ﬁrst, and provide some social proof in the second, and
a call to action in the third.
• Write the experience section with an emphasis on how you
enabled customers to improve their businesses.
• Seek recommendations from close customers to increase
your credibility.
Optimize your social media proﬁles: LinkedIn

Join LinkedIn groups and other relevant forums.
Find groups that
are relevant to
your target
prospects and
current customers.
- Go to the
LinkedIn proﬁle of
your prospects,
scroll down, and
see the groups
they’re in.

Tools:
- Download Twitter app
- Download LinkedIn app
- Use IFTTT.com to connect RSS feeds from
Mattermark sales posts, and sales blogs you trust
to automatically post to your LinkedIn and Twitter.

12 step plan every morning:
1. Find content to share
2. Share it to social networks
3. Check on who’s viewed your LinkedIn proﬁle
4. Send a connection request to any target buyers who looked at your
proﬁle
5. Look at who liked or commented on your posts
6. Send connection requests to people who engaged with your
content
7. Review LinkedIn alerts
8. Organize “hot” buyers in a LinkedIn folder
9. Share content with hot buyers
10. Review any additional trigger event alerts
11. Respond to messages
12. Create a handful of new conversations

MEASURE HOW YOU’RE DOING
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• Start off engaging in 5 conversations daily as
your KPI.
• Watch the interactions on your posts to see
what is getting traction. Use this to determine
what you should continue sharing.
• Tracking your LinkedIn Social Selling Index
Score

Go to linkedin.com/sales/ssi to see your score

LET’S WIN TOGETHER!
• Ask each other how you use social media.
• Learn from their best practices to up your game
• Engage with each others content to increase traction
Major 🔑 = winning as a team.

LET’S WIN TOGETHER!
Thanks for reading!
Reach me on Twitter @Thinker if you have
questions, comments, or just wanna say hi 😀

Getting started with Social Selling

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