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Social Selling to the C-Suite - ESMA


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Presentation to the Executive Sales and Marketing Association. Focus is on defining what C-Suite executives care about, ways to reach them and improving messaging outreach to increase sales outcomes.

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Social Selling to the C-Suite - ESMA

  1. 1. ESMA – June 20, 2016
  2. 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. 3. 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
  4. 4. Today’s C-Suite buyers are digitally connected 84% of C-Suite executives said they use social media to make buying decisions They leverage social networks to support their buying decisions The average B2B buyer who uses social media for buying support…  Is more senior  Manages a larger budget  Purchases more frequently  Has a greater span of buying control than buyers not using social media Source: IDC Social Buying Study, February, 2014
  5. 5. Executive involvement in the buying cycle Front end… • Understand current issues • Establish objectives • Set the strategy Back end… • Plan implementation • Measure results
  6. 6. Generic pitches don’t work Broadcast messaging isn’t working and doing demo’s isn’t selling!
  7. 7. 72% of decision makers say the sales rep’s ability to help SOLVE business objectives is a major influence on their buying decision
  8. 8. To reach executives, sales behavior must change
  9. 9. That change includes… A change in mindset and the use of social channels combined with traditional selling methods to expand networks, develop relationships, reach executives, build pipeline and generate sales opportunities.
  10. 10. Let’s talk about why social selling can fail to produce results
  11. 11. It all starts with a strategy
  12. 12. Build your personal brand
  13. 13. Relevance of LinkedIn Key Finding: 63% of C-Suite Buyers used LinkedIn to support their purchase process within the past 12 months! Source: IDC Social Buying Study, February, 2014
  14. 14. Pull people to you Create value with relevant, educational content Challenge status quo Demonstrate how you solve problems
  15. 15. Generate leads
  16. 16. How Twitter fits No barrier to talking to an executive Worldwide repository of information Expanded influence
  17. 17. Informed sellers
  18. 18. “The greatest inhibitor to sales effectiveness is the inability to communicate a value message.” --SiriusDecisions
  19. 19. Engage executives at the right time and with the right message!
  20. 20. Watch for early stage buying signals Business problem questions Frustrated with a competitor’s solution Leadership changes New initiative announcements Mergers and acquisitions
  21. 21. Typical sales email guaranteed to be deleted Hi Barbara, Last week we hosted a webinar on sales training, and I see you attended. We’ve been helping companies in all industries and sizes do the following. • hold reps and managers more accountable • allow for a structured learning/training path which is consistent amongst all of your sales reps and new hires • be proactive in your trainings, versus reactive • shorten the ramp up time and effectiveness of your sales team For a brief demo I encourage you to view the presentation below. Should we talk?
  22. 22. Engage with relevance "Why You“ - I'm sharing (this article) with you because I thought of you when I read it. Here's are two reasons I think you’ll find it a benefit to read. "Why You Now!“ - Article context - Here's how I use this information as a resource for business leaders like you. “Call-to-action” - Propose 2 defined dates and times for a next step. Not a yes or no, but... "On Monday, August 3 at 1 p.m. or Tuesday, August 4 at 2 p.m. I'm free to talk further about XXXX best practices. Which date and time is best for a quick discussion?"
  23. 23. Know before you go Executives don’t want to educate you about their business Show you understand their business and their challenges Articulate the problem you solve
  24. 24. Steps to implement now Create your plan Improve your social presence Tailor your messaging Share value packed content Build social proof Measure and track activities
  25. 25. Social Selling to the C-Suite is a fast-paced, one- day workshop that helps professional salespeople integrate the use of social selling skills and business intelligence tools into the sales process to develop, maintain and leverage relationships with C-Suite executives. Go deeper with our workshop
  26. 26. Workshop focus Activity-rich - 70+% of time is spent on activities based on the salesperson’s environment Street-level content that your sales teams will use immediately Oriented towards the specific sales environments of the participants Uses your salespeople’s profiles, social media content and live sales situations so that they leave with updated profiles and content
  27. 27. Contact us to learn more Barbara Giamanco 404-647-4925 (c) 2015-2016 Social Centered Selling Do not reproduce without permission. All images licensed through iStockPhoto or Free Steve Bistritz 404-256-1801