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Social Selling Executive Round Table For LinkedIn Sydney

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This was the presentations delivered for LinkedIn Sydney by Tony J Hughes on Strategic Social Selling

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Social Selling Executive Round Table For LinkedIn Sydney

  1. 1.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Sales  Transformation                                            Executive  Round  Table,  August  2015   January, 2015 Tony  J  Hughes   #1 Asia-Pacific
  2. 2.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   50%  45%   The  Secret  Will  be  Revealed   Pipeline   Hit   Quota  
  3. 3.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Is  B2B  Selling  Becoming  Harder?  
  4. 4.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Empowered  buyers  armed  with  research   Commoditisation  of  seller  ‘solutions’   Differentiation  becoming  more  difPicult   Distrust  of  ROI  claims  and  sales  messages   More  decision  makers  (>5)  and  harder  to  get  to     Consensus  based  decision  making  (lots  who  can  say  ‘no’)   Digital  distraction  and  information  overload   Automated  clutter  preventing  cut-­‐through   The  drive  for  more  value  from  fewer  suppliers   Trends  in  B2B  Selling  
  5. 5.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   ___%  of  sales  people  fail  to  hit  target  in  B2B  selling?   Why  Transformation  Is  Needed     40%  Source:  Corporate  Executive  Board  2012                        TAS  Group  research  revealed  66%!  
  6. 6.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Transformation  Is  Needed     ___%  of  sales  engagements  fail  to  meet  expectations?   85%  Source:  Forrester  Research  2012   95%  of  decision-­‐makers  expect  insight   from  seller.  Yet  86%  fail  to  differentiate   CEB,  2012  
  7. 7.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com  
  8. 8.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   B2B  Sales  People  Must  Evolve   “By  2020,  85%  of  interactions   between  businesses  will  be   executed  without  human   intervention.”    Source:  Gartner  Research,  2014  
  9. 9.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Talks about outcomes and managing risks Talks about product and competition Responsive and customer advocate Field sales not required. Phone, web or channel What’s The Conversation? “22%  of  B2B  sales  roles  in  the   USA  will  be  gone  by  2020.   The  only  area  that  will  have   any  growth  is  at  the  top  end   where  there  are  longer  sales-­‐ cycles  and  complexity.”     Source:  Andy  Hoar  at  Forrester  Research  -­‐ Death  of    a  (B2B)  Salesman,  April  2015.   surveyed  236  buyers   B2B  Sales  People  Must  Evolve  
  10. 10.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   (Consultants)(Explainers) (Navigators)(Order Takers) Employment Prospects •  Order  Takers:  33%  Job  loss   •  Explainers:  25%  Job  loss   •  Navigators:  15%  Job  loss   •  Consultants:  10%  Job  gain     •  Only  25%  of  B2B  actively   sell  online  today!  Yet  cost  of   sale  reduces  from  $24.50  to   $1.50.   Source:  Andy  Hoar  at  Forrester  Research  -­‐ Death  of    a  (B2B)  Salesman,  April  2015.   surveyed  236  buyers   B2B  Sales  People  Must  Evolve   -25% +10% -33% -15%
  11. 11.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   How  Are  You  Transforming?  
  12. 12.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic Tactical Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Focus is on price Comply with process No access to power Features & functions Time pressure Bottom-up reactive Implement & Manage Research / Target / Insights / Value Differentiate Alignment (B2B2C) DePining  B2B  Reactive  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com  
  13. 13.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Implement & Manage DePining  B2B  Buyer  In  Control    ©  2014  Tony  Hughes  −  www.RSVPselling.com  
  14. 14.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Implement & Manage DePining  B2B  Strategic  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation Trigger Events?
  15. 15.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic = Top-down Proactive and Talk The Language of Leaders Research, segment, target and plan (alignment rather than evangelism) Social listening based on profiling from win reviews Prepare fully, arrive early and engage at most senior levels (social research) Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) DePining  B2B  Strategic  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
  16. 16.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization What do buyers look for before they look for you? Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) B2B  Strategic  Social  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
  17. 17.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Triggers  and  Journey  Mapping?  
  18. 18.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   The  Way  We  Sell  Is  …     … just as important as what we sell
  19. 19.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Company and Brand Impact Product and Service Delivery Value-to-Price Ratio Sales Experience Percentage  of  Contribu0on  to  Customer  Loyalty   53%   9%   19%   19%   Basis  of  Competitive  Selection   Source:  Corporate  Execu0ve  Board,  The  Challenger  Sale,  2012.  (n=5,000+  purchasing  organiza0ons)              ?                                ?                                                ?                                ?                                     “Offers  unique,  valuable  perspec0ve  on  the  market”   “Helps  me  navigate  alterna0ves”   “Helps  me  avoid  poten0al  land  mines”   “Educates  me  on  new  issues  and  outcomes”    
  20. 20.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   50%  45%   The  Secret  to  Better  Performance    
  21. 21.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   The  ‘Social  Selling’  Misnomer  
  22. 22.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional  Sales  Vs  Social  Selling   Traditional Sales Cold calls, blast and spam Interrupt and pitch (‘telling selling’) Discover, qualify and solutions Push & deal with objections Propose, demo & close Implement & Manage From Interrupt and Push to Attract and Engage
  23. 23.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional  Sales  Vs  Social  Selling   Implement & Manage Social Selling Social Listening and research Education and insights (publish) Engage in context with relevance Understand and collaborate Confirm and negotiate Social  media  is  like  teen  sex.   Everyone  wants  to  do  it  but   nobody  knows  how.   Avinash  Kauskik,  Google  
  24. 24.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Social  Selling  Framework  
  25. 25.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Social  Selling  DePined   Social  Selling  DeMined:  The  strategy  and  process  of  building  quality  networks   online  that  accelerate  the  speed  of  business  and  efPiciency  of  selling.  It  is   achieved  with  human  engagement  through  social  listening,  social  publishing,   social  research,  social  engagement,  and  social  collaboration.    
  26. 26.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Killer  Factor:  Physical  &  Online  
  27. 27.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   DePining  and  Creating  Trust     Change  the  conversation  to  lead  with  why  
  28. 28.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Social  Matters     Social Publishing Case Study
  29. 29.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   <100  vs  >200,000  
  30. 30.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Not  Embrace  Social  Selling?  
  31. 31.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Transformation  Is  Needed  
  32. 32.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Thanks  and  Connect  in  LinkedIn  
  33. 33.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Sales  Transformation     Executive  Round  Table,  August  2015   January, 2015 Tony  J  Hughes   #1 Asia-Pacific

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