How To Use Social Media To Automate Leads (Bauhaus)


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This presentation was delivered via Conference Plus as part of their \'Ask the Expert\' Series. An archived version with audio is available from the Conference Plus website

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How To Use Social Media To Automate Leads (Bauhaus)

  1. 1. How to Use Social Media to Automate Leads(and drive sales)<br />
  2. 2. Introduction<br />@SKThEEXPERT<br />Thanks to Jessica Simpson and her Conference Plus team for creating the Ask the Expert Series.<br />This presentation is supported by a white paper titled ‘Social-to-Lead; A Self-Sufficient Sales System’ available in by contacting Doug Richards []<br />2<br />Centriq Training<br />
  3. 3. LEARN<br />3<br />Centriq Training<br />3 keys to mastering social technology<br />create a Social-to-Lead machine<br />Generate New Leads<br />Leverage Network Relationships<br />Identify Decision Makers<br />Warm up Cold Calls<br />Establish Online Expertise<br />Distribute your Message to Social Media sites<br />Track your competitors<br />Track your customers<br />…and how you can get started today<br />today you will <br />
  4. 4. 4<br />about us<br />
  5. 5. Doug Richards:<br /><ul><li>20+ years in technology
  6. 6. Certified Sandler Sales trainer
  7. 7. Certified Cisco Sales Expert
  8. 8. Futurist
  9. 9. Centriq Social Business Evangelist</li></ul>Centriq Training:<br /><ul><li>22 years in IT training
  10. 10. Over 320 years of combined IT experience
  11. 11. Multiple industry partners
  12. 12. Our Social Business courses are 100% original content focused on bridging the gap between technology and the intelligence business needs to thrive</li></ul>what we bring to the table<br />5<br />
  13. 13. 6<br />Social Media is <br />the new black<br />
  14. 14. 7<br />Social media is everywhere!<br />Best thing since the telephone!<br />Everything you're doing is wrong<br />You'll die if you don't use it!Everyone else is doing it (so you should do it too)<br /> [blah, blah, blah]<br />
  15. 15. 8<br />It’s trendy to talk about how important Social Media, Social Networking & Social Computing is…<br />But where are the dollars? <br />the new black<br />How does this grow my pipeline? <br />Are my customers really using social media? <br />How long does this take? <br />
  16. 16. 9<br />15 minutes a day will*:<br />Increase lead flow by 1/day<br />Renewal/resell +15%<br />New business +25%<br />*(at minimum)<br />
  17. 17. 10<br />…you probably already know how important this is…but do you know how to get started?<br />
  18. 18. 11<br />Questions<br />
  19. 19. 12<br />APPLICATIONS<br />IDENTITY * LISTEN * EFFECTIVE MESSAGING<br />Applications power social selling, but more than the application (sometimes called the platform) itself is the application – the use of technology - to solve a business problem or reduce the effort of a business process. <br />This process is measured by ROE – Return On Effort.<br />
  20. 20. 13<br />Applications<br />Skills<br />Behaviors<br />identity, listen, effective messaging<br />participate, respond, reputation management<br />grow your network, prospecting, research<br />…equals SELF SUFFICIENT SELLING<br />
  21. 21. 1<br />14<br />Key Concept: Crafting an online identity is the equivalent of creating your individual brand.<br />Online identity – the question isn’t if you need one (because you do). It is whether your online identity supports your goals, is in line with your persona and makes it easy for people to discover you.<br />Your identity should look at the complex factors and hidden opportunities involved in creating and continuously maintaining an effective individual online identity.<br />•Key Applications: LinkedIn, Jigsaw, Gist<br />•Key Skills: If you don't have an identity, create one, If you have one, perfect it, If you have multiple, unify them<br />•Key Behavior: Create an identity master file to replicate across 'free web real estate' for increased search engine visibility<br />Identity<br />
  22. 22. 15<br />there are over 5400 free social tools; every time you add your or your companies name you increase your chances of being found<br />
  23. 23. 16<br />2<br />Key Concept: Stop listening for sales opportunities - start listening for buying signals<br />Social media tools are transforming the fundamental nature of listening and how sales professionals interact with customers and prospects.<br />•Key Applications: Google Alerts, Google Reader, Gist, Jigsaw, LinkedIn, Twitter<br />•Key Skills: Use RSS feeds to automate your listening, cross-connect your networks<br />•Key Behaviors: Research and plan listening behaviors for all current and target accounts<br />Listen<br />
  24. 24. 17<br />effective<br />3<br />Key Concept: You can’t expect customers to just come to you. You need to reel them in by grabbing their attention first with an effective message sent as many times as they will listen. These days, that means adding social media to your messaging strategy. You must master how to build and maintain the foundation required to run a true social business broadcast machine that extends the reach of your message for little to no cost.<br />•Key Applications: Status Updates (LinkedIn, Google, Facebook, Twitter)<br />•Key Skills: Build a messaging strategy (Who, What, When, Where, How and Why)<br />•Key Behaviors: Top of mind awareness, daily updates, choose compelling topics<br />Messaging<br />
  25. 25. 18<br />Did you know?<br />Twitter is limited to 140 characters because at its creation most cellular providers limited the text characters in an SMS message to 160 (leaving room for a 20 character signature)<br />
  26. 26. 19<br />Questions<br />
  27. 27. 20<br />SKILLS<br />PARTICIPATE * RESPOND * REPUTATION MANAGEMENT<br />We must acquire new skills to survive in the sales profession. Our clients are often suspect of our intentions so we must consistently retool our approach to selling. <br />Success with social selling skills is easy to define. <br />Don’t convince; connect<br />
  28. 28. 21<br />4<br />Key Concept: Participation is what drives social networks. If you don’t participate, you don’t grow. But how you participate is just as important as where. That’s why the information in this module is vitally important. Join us and gain a thorough understanding of the new rules for sharing your expertise and input and flourishing in a social world. <br />Your networks require your input and expertise to thrive.<br />Key Applications: LinkedIn Groups, Q&A, Facebook, Forums<br />Key Skills: Research to identify places to join, add new contacts as appropriate<br />Key Behaviors: Daily participation, connect with all current clients<br />Participate<br />
  29. 29. 22<br />5<br />Key Concept: Establishing yourself as an expert is the first step to gaining your audience’s trust – and business. Offline, you can write a book or speak at a conference. But online, you must concentrate on responding as a trusted expert to the questions and needs of your network. This module will introduce you to essential tips and strategies to help you establish expertise with your online community and become an authority who is recognized and respected and naturally attracts business. <br />Strengthen trust and establish expertise. Make 10 deposits before asking to withdraw<br />Key Applications: LinkedIn Q&A, communities of practice (various)<br />Key Skills: Do your homework, become a trusted advisor<br />Key Behaviors: Once a day contribute something of value with no expectation of a return<br />Respond<br />
  30. 30. 23<br />Over<br />Over 80% over buyers (business-to-business and business-to-consumer)<br />Respond that they buy from sale professionals they trust<br />Expertise is TRUST.<br />
  31. 31. 24<br />reputation<br />6<br />Key Concept: Managing your online reputation in today’s digital world requires a brand new set of skills that many organizations do not understand, let alone possess. To stay on top of the game, there’s no silver bullet. You need a proactive plan to enhance your reputation, reactive methods to fix it and a practical strategy for feeding it. Learn the essential how-to’s in this module. <br />Key Concept: Maintain trust, confidence and credibility by being proactive on the health of your reputation<br />Key Applications: LinkedIn recommendations, Twitter, Google, Merchant Circle<br />Key Skills: How to appropriately earn recommendations, fixing a broken reputation<br />Key Behaviors: Write a recommendation, add value to your network(s)<br />Management<br />
  32. 32. 25<br />Questions<br />
  33. 33. 26<br />BEHAVIORS<br />GROW YOUR NETWORK * PROSPECTING* RESEARCH<br />In selling nothing is more critical than effective behaviors. Sales management has known this for decades – count calls and appointments to predict results.<br />Social selling also counts. The size of your network, the number of leads in your pipeline, learning to avoid ‘analysis paralysis’.<br />(In Sales) ‘there is no try, only do’ - YODA<br />
  34. 34. 27<br />GrowYour<br />7<br />Key Concept: Everything you’ve learned up to this point about growing your business network is limited by one thing – you. You only have so much time in the day to collect business cards, build relationships, deliver services and add value. But with social media, all this has changed. This module will show you how to grow your network by multiples with every action using the power of social media.<br />ROE = Return on Effort <br />Key Applications: LinkedIn, Jigsaw, Google, YouTube, Twitter, various<br />Key Skills: Connect your inbox, connect early and often<br />Key Behaviors: Balance quantity and quality, focus on cross-connecting<br />Network<br />
  35. 35. 28<br />8<br />Key Concept: Prospecting is the life-blood of every sales organization. However, the days of dialing for dollars are long gone. There’s been a dramatic change in the way companies get their names and brands in front of decision-makers. And these new approaches can deliver a high return on investment with little extra effort – if you know how to apply them. Stop wasting your precious time cold-calling and networking. It’s time to learn how to get prospects to start calling you. <br />Use all the tools you’ve mastered to create an automatic lead flow to your inbox<br />Key Applications: LinkedIn, Jigsaw, CRM (yours), Google, Twitter, YouTube<br />Key Skills: Earn points in Jigsaw, ask for what you need<br />Key Behaviors: Always prospect, set goals<br />Prospecting<br />
  36. 36. 29<br />9<br />Key Concept: Researching leads can be a daunting job. While more organizations are turning to the Web to gather information, many who are still in the dark about how to conduct effective searches are taking advantage of only a fraction of all the Web can offer. This module is designed to help you really get into the game and start using the deep Web to find less discoverable information.<br />Search engines are the intersections of the web<br />Key Applications: Google, Wolfram Alpha, Jigsaw, LinkedIn<br />Key Skills: Research companies, individuals and industries quickly and easily<br />Key Behaviors: Less than 3 minutes of research will change the value of a lead<br />Research<br />
  37. 37. Adding Social will impact your current sales process<br />Generate New Leads<br />Leverage Network Relationships<br />Identify Decision Makers<br />Warm up Cold Calls<br />Establish Online Expertise<br />Distribute your Message to Social Media sites<br />Track your competitors<br />Track your customers<br /> <br />…you will need expertise in tools like:<br /> <br />LinkedIn <br />Twitter<br />Jigsaw<br />YouTube<br />Google Alerts<br />Gist<br />Facebook<br />Google Reader<br />GOALS<br />
  38. 38. 31<br />Questions<br />
  39. 39. Thank you for you attention today<br />For more information please contact Doug Richards<br /><br />913.322.7033<br /><br /><br />Thanks to Conference Plus<br />Follow Centriq Training on Facebook<br /><br /><br />