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Sales Meets Social Media
Implementing a Social Selling Strategy
Barbara Giamanco
Sales and Social Selling Author|Speaker|Advisor
After 25+ years in Sales, Barb understands the challenges that sales leaders and salespeople face. She carried a
bag, managed corporate sales teams, busted quota through the years selling to multiple customer types:
enterprise, mid-market, small medium business, distributors, retailers, and channel partner customers. She has
spent the last 10 years learning what works and what doesn’t when implementing social media as part of a
business and sales strategy.
With successful C-level background in Sales, Technology and Leadership Development, Barb’s experience speaks
for itself. She capped her corporate career at Microsoft, where she led sales teams and coached executives.
Through the years she has sold $1B in sales.
Barb’s book, The New Handshake: Sales Meets Social Media is the first book written about social selling. You
might also enjoy her Harvard Business Review article Tweet Me, Friend Me, Make Me Buy.
Barb is consistently recognized as a Top 25 Influential Leader in Sales, a Top 25 Sales Influencer on Twitter and
one of Top Sales World’s Top 50 Sales and Marketing Influencers for the 3rd year in a row.
@barbaragiamanco @salessmarts #socialselling
Why social selling
Elements of a strategic plan
Sales and marketing
alignment
Tools and training
Measurement and incentives
Sales disruption
90% of decision makers say they
NEVER respond to cold outreach
82% of prospects can be
REACHED via social networks.
75% of B2B buyers use social
media to RESEARCH vendors
57% of the buying journey
happens BEFORE a sales rep is
involved
Sources: CEB, Harvard Business Review, comScore, IDC
To accelerate
sales, sales
behavior must
change
That change must include…
A change in mindset and the
use of social channels
combined with traditional
selling methods to expand
networks, develop
relationships, generate
leads, conduct research and
drive revenue.
The ROI is clear
In 2014, 74% of salespeople who exceeded
their quota described themselves as “highly
effective” social media users or “better than
most”.
Socially savvy reps were 6.7 times more likely
to exceed quota than were salespeople with
rudimentary or no social media skills.
In 2012, 54% of sales reps closed a deal
because of social media. That number jumped
to 64% in 2014.
It all starts with a strategy
Executive sponsor from sales and
marketing organizations
Connected sales and marketing
Access to tools and social training
Scorecards and incentives
Keys to social selling program success
Break down silos
Sales
Sales
enablement
Marketing
Leadership commitment and accountability
Adoption plan and ongoing commitment to learning
Community, content, conversion
Strategic considerations
Target audience, core message
Social channels
Social media guidelines
Lead capture
Monitor, measure, track
Keep score
Expanded connections with targeted buyers
Number of net/new meetings
Search results
Profile views
Status updates viewed, liked, commented on
Increased influence score
Twitter retweets
And more…
Designing the program
Implement a learning curriculum
focused on two things:
 Providing salespeople the relevant sales skills that considers
current buyer behavior and expectations
 Teaching them the strategic use of technology and social
networks to support the sales process
Sales
Demonstrates by example,
drives execution and
accountability with sales teams
Enablement
Supports the adoption plan
and provides an environment
for ongoing learning
Marketing
Develops the content,
creates systems for sharing easily,
support social ambassadors
Without alignment…
Sellers do not adopt new
behaviors and revert to old
habits
No accountability for
consistent execution
Sales force isn’t provided
educational content or tools
needed to create new sales
opportunities
57% of the buying journey happens BEFORE a
sales rep is involved
Create value
through
education
Challenge status
quo
Demonstrate how
your solution
solves problems
Most sales training focuses on why us, why our solution
Add value with business insights
Remember that training is a process
Instructor led
Homework
Learning
library
Coaching
calls
Collaboration
tools
90% of learning is gone in
less than
30-days if ongoing
learning and reinforcement
mechanisms are not in
place
Customer story
Goal:
To provide sales and marketing with the necessary tools and training to
effectively engage with and influence potential buyers on social media.
Planning:
Worked with sales and marketing leaders to assess sales and social
media skills. Customized content to include real-world selling scenario’s.
Program incorporated key strategic selling elements based on
Challenger Sale methodology that the company was using.
Tools:
LinkedIn, InsideView, Twitter, Hootsuite
Training:
8 hours of instructor led, virtual sessions that were recorded
6 months of small group, 1-hour coaching sessions
6 monthly 1-hour management sessions
Social Ambassadors – social content
provided to the sales organization
Training, tools, accountability
Start with “why social” and “how to get
started” sessions
Sales leaders must be active in social
Identify sales champions and highlight
their best practices
Leverage vendors to lead training
sessions
Deliver training in manageable chunks
over a specific time period
Build 1:1 or 1:few coaching model
Scorecards
and Incentives
Determine
goals/objectives
Hold sellers accountable
–program consisted of
scorecards (pre and post
6 week training course)
Build in incentives to get
people excited
Final thoughts
Buyer behavior and expectations have
changed… sales must adapt
Integrating social media into sales
process is not an option
Sales leaders must be involved on social
themselves
Sales and marketing must be in alignment
Measure and track – celebrate successes
Let’s connect
Barbara Giamanco, Sales and Social Selling Advisor
404-647-4925
barbara.giamanco@scs-connect.com
www.linkedin.com/in/barbaragiamanco
www.twitter.com/barbaragiamanco
227 Sandy Springs Place
Suite D333
Atlanta, GA 30328
Website: www.scs-connect.com
Blog: www.barbaragiamanco.com
(c) 2015 Social Centered Selling Do not reproduce without permission. All images licensed through iStockPhoto

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Implementing a Social Selling Strategy

  • 1. Sales Meets Social Media Implementing a Social Selling Strategy
  • 2. Barbara Giamanco Sales and Social Selling Author|Speaker|Advisor After 25+ years in Sales, Barb understands the challenges that sales leaders and salespeople face. She carried a bag, managed corporate sales teams, busted quota through the years selling to multiple customer types: enterprise, mid-market, small medium business, distributors, retailers, and channel partner customers. She has spent the last 10 years learning what works and what doesn’t when implementing social media as part of a business and sales strategy. With successful C-level background in Sales, Technology and Leadership Development, Barb’s experience speaks for itself. She capped her corporate career at Microsoft, where she led sales teams and coached executives. Through the years she has sold $1B in sales. Barb’s book, The New Handshake: Sales Meets Social Media is the first book written about social selling. You might also enjoy her Harvard Business Review article Tweet Me, Friend Me, Make Me Buy. Barb is consistently recognized as a Top 25 Influential Leader in Sales, a Top 25 Sales Influencer on Twitter and one of Top Sales World’s Top 50 Sales and Marketing Influencers for the 3rd year in a row. @barbaragiamanco @salessmarts #socialselling
  • 3. Why social selling Elements of a strategic plan Sales and marketing alignment Tools and training Measurement and incentives
  • 4. Sales disruption 90% of decision makers say they NEVER respond to cold outreach 82% of prospects can be REACHED via social networks. 75% of B2B buyers use social media to RESEARCH vendors 57% of the buying journey happens BEFORE a sales rep is involved Sources: CEB, Harvard Business Review, comScore, IDC
  • 6. That change must include… A change in mindset and the use of social channels combined with traditional selling methods to expand networks, develop relationships, generate leads, conduct research and drive revenue.
  • 7. The ROI is clear In 2014, 74% of salespeople who exceeded their quota described themselves as “highly effective” social media users or “better than most”. Socially savvy reps were 6.7 times more likely to exceed quota than were salespeople with rudimentary or no social media skills.
  • 8. In 2012, 54% of sales reps closed a deal because of social media. That number jumped to 64% in 2014.
  • 9. It all starts with a strategy
  • 10. Executive sponsor from sales and marketing organizations Connected sales and marketing Access to tools and social training Scorecards and incentives Keys to social selling program success
  • 11. Break down silos Sales Sales enablement Marketing Leadership commitment and accountability Adoption plan and ongoing commitment to learning Community, content, conversion
  • 12. Strategic considerations Target audience, core message Social channels Social media guidelines Lead capture Monitor, measure, track
  • 13. Keep score Expanded connections with targeted buyers Number of net/new meetings Search results Profile views Status updates viewed, liked, commented on Increased influence score Twitter retweets And more…
  • 14. Designing the program Implement a learning curriculum focused on two things:  Providing salespeople the relevant sales skills that considers current buyer behavior and expectations  Teaching them the strategic use of technology and social networks to support the sales process
  • 15. Sales Demonstrates by example, drives execution and accountability with sales teams Enablement Supports the adoption plan and provides an environment for ongoing learning Marketing Develops the content, creates systems for sharing easily, support social ambassadors
  • 16. Without alignment… Sellers do not adopt new behaviors and revert to old habits No accountability for consistent execution Sales force isn’t provided educational content or tools needed to create new sales opportunities
  • 17. 57% of the buying journey happens BEFORE a sales rep is involved Create value through education Challenge status quo Demonstrate how your solution solves problems Most sales training focuses on why us, why our solution
  • 18. Add value with business insights
  • 19. Remember that training is a process Instructor led Homework Learning library Coaching calls Collaboration tools 90% of learning is gone in less than 30-days if ongoing learning and reinforcement mechanisms are not in place
  • 20. Customer story Goal: To provide sales and marketing with the necessary tools and training to effectively engage with and influence potential buyers on social media. Planning: Worked with sales and marketing leaders to assess sales and social media skills. Customized content to include real-world selling scenario’s. Program incorporated key strategic selling elements based on Challenger Sale methodology that the company was using. Tools: LinkedIn, InsideView, Twitter, Hootsuite Training: 8 hours of instructor led, virtual sessions that were recorded 6 months of small group, 1-hour coaching sessions 6 monthly 1-hour management sessions
  • 21. Social Ambassadors – social content provided to the sales organization
  • 22. Training, tools, accountability Start with “why social” and “how to get started” sessions Sales leaders must be active in social Identify sales champions and highlight their best practices Leverage vendors to lead training sessions Deliver training in manageable chunks over a specific time period Build 1:1 or 1:few coaching model
  • 23. Scorecards and Incentives Determine goals/objectives Hold sellers accountable –program consisted of scorecards (pre and post 6 week training course) Build in incentives to get people excited
  • 24. Final thoughts Buyer behavior and expectations have changed… sales must adapt Integrating social media into sales process is not an option Sales leaders must be involved on social themselves Sales and marketing must be in alignment Measure and track – celebrate successes
  • 25. Let’s connect Barbara Giamanco, Sales and Social Selling Advisor 404-647-4925 barbara.giamanco@scs-connect.com www.linkedin.com/in/barbaragiamanco www.twitter.com/barbaragiamanco 227 Sandy Springs Place Suite D333 Atlanta, GA 30328 Website: www.scs-connect.com Blog: www.barbaragiamanco.com (c) 2015 Social Centered Selling Do not reproduce without permission. All images licensed through iStockPhoto

Editor's Notes

  1. Engage right time, right message Be visible, add value during the buying process Establish relationships with multiple players involved in the buying journey
  2. Sales and marketing must work together… Ask questions like: -who is our target buyer -what problem do we solve for them -what do they care about -what social channels are they using -what is our core message -do our people need training -what is the process for handing off content to salespeople
  3. Are our sales and marketing goals aligned? Who is our target audience and what do they care about? What social channels are our prospects likely to be engaging in? Have we created and clearly communicated social communication guidelines to our sales people? What’s our training plan? How do we make it easy for sales people to track their online connections and conversations as part of our current CRM process? Do we have a process for capturing leads that come from non-traditional sources like Twitter? How do we define success and what will we monitor, measure and track?
  4. Talk about spreading out the training and the reason why that is more impactful.
  5. Heavy use of Yammer inside the company for internal sales collaboration, social media help and reinforcement