AA-ISP & Nearstream Social Selling Webinar Deck


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AA-ISP & Nearstream Social Selling Webinar Deck

  1. 1. Social Selling for Inside Sales: How to Find & Convert Prospects from the Social Web Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  2. 2. Social media for sales overview <ul><li>Target individuals and keywords </li></ul><ul><li>Watch for early-stage buying signals </li></ul><ul><li>Participate as a peer </li></ul><ul><li>Teach sales & customer service reps to interact directly </li></ul><ul><li>Use tools to manage, assign, etc. </li></ul>
  3. 3. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  4. 4. Social selling starts with five questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about? What outcome are they seeking? </li></ul><ul><li>Where do you find them? </li></ul><ul><li>What or who influences them? </li></ul><ul><li>How do they want to engage and (eventually) buy? </li></ul>
  5. 5. What do customers care about?
  6. 6. The buying progression Solution Problem/Pain Objective/Outcome
  7. 7. Top sales reps – social tips <ul><li>Get new introductions from existing network </li></ul><ul><li>Get new introductions from others in their organization </li></ul><ul><li>Watch for buying signals across the social Web </li></ul><ul><li>Build deeper, early relationships with new prospects </li></ul><ul><li>Directly share information, become an expert, generate a following </li></ul>
  8. 8. Finding more sales on Twitter <ul><li>Follow your prospects </li></ul><ul><li>Follow your partners </li></ul><ul><li>Curate customer-centric content </li></ul><ul><li>Listen for buying signals </li></ul><ul><li>Watch and use hashtags </li></ul>
  9. 9. Finding more sales on LinkedIn <ul><li>Read the Daily Digest…daily </li></ul><ul><li>Join and participate in groups </li></ul><ul><li>Keep your profile up to date </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Give recommendations </li></ul><ul><li>Ask for specific referrals and introductions </li></ul>
  10. 10. Nine Social Selling Tools <ul><li>HootSuite </li></ul><ul><li>Nearstream </li></ul><ul><li>TweetAdder </li></ul><ul><li>Dlvr.it </li></ul><ul><li>Timely.is </li></ul><ul><li>UnTweeps </li></ul><ul><li>TextExpander or ActiveWords </li></ul><ul><li>Email Alerts </li></ul><ul><li>Morning Coffee </li></ul>
  11. 11. “ The leads are weak” - Shelley Levene in Glengarry Glen Ross Robert Pease Founder/CEO [email_address] 206.327.0397 www.nearstream.com
  12. 12. Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted Social is the future…the challenge is to engage at the right time for the right reason . Internet Email Phone Print Social 1950s 2012 + beyond
  13. 13. Future = “I want to buy something” Buyer “ I need…” “ Looking for…” “ Any recommendations…” Seller Offer/Answer True Context
  14. 14. Three Types of Social Demand Signals Need Questions to Influencer(s) Question Forums Demand Signal Type Possible Action(s) Engage or Analyze Participate or Sponsor Engage or Sponsor
  15. 15. Four Zones of Engagement Zone of Amazement Zone of Affection Zone of Indifference Zone of Disdain <ul><li>Response within 1-10 minutes </li></ul><ul><li>“ In the moment” </li></ul><ul><li>Be personal with actionable information (a link to an answer, an offer, etc.) </li></ul><ul><li>Response within 4 – 6 Hours </li></ul><ul><li>“ Right now” dynamics so response window is small </li></ul><ul><li>Over 6 hours to respond </li></ul><ul><li>Generic or out of context response </li></ul><ul><li>Direct sales tactics </li></ul><ul><li>No coverage </li></ul><ul><li>No response </li></ul><ul><li>No success </li></ul>
  16. 16. <ul><li>Avoid the frontal assault – don’t be a chump, always be helpful </li></ul><ul><li>Be personal and authentic </li></ul><ul><li>Always respond with a smile…no matter what. You do not control the conversation. </li></ul><ul><li>Always in public…build the echo chamber. Go off-line when the time is right. </li></ul><ul><li>Always transparent…both good and bad. Your advocates will stand up for you. </li></ul><ul><li>Point them somewhere like Facebook, Linkedin, or a user community that you host. You want them to connect & share….even about things unrelated to you. </li></ul><ul><li>“ Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers & prospects. </li></ul>Seven Rules of Social Engagement
  17. 17. Questions?