1.
Jim Ninivaggi, Service Director
Sales Enablement Strategies
Laz Gonzalez, Service Director
Channel Management Strategies
Social Selling

2.
Agenda
1. Social Buying Drives Social Selling
2. Defining Social Selling
3. The SiriusDecisions Social Selling Diagnostic Model

3.
New Buying Behaviors

4.
© 2014 SiriusDecisions. All Rights Reserved 5
SiriusPerspective:
A Continuous, Blended Conversation
① Loosening of the Status
Quo
Vendor
Selection
Phase
Solution
Phase
Education
Phase
② Committing to Change
③ Exploring Possible
Solutions
④ Committing to a
Solution
⑤ Justifying the Decision
⑥ Making the Selection
Today’s buyer is doing more of their buying process online, marketing
and sales need to align to have one conversation.

5.
© 2014 SiriusDecisions. All Rights Reserved 6
SiriusPerspective:
Where Are B-to-B Buyers Going for Information?
Our research shows that C-level buyers use online resources early in
their decision making process.
Rank #1
Rank #2
Rank #3
Rank #4
Rank #5
Rank #6
Internet search
Vendors’ Web sites
Ask my reports to research
Explore social channels
Online groups/associations
Call a peer

6.
© 2014 SiriusDecisions. All Rights Reserved 7
SiriusPerspective:
Here Come the Digital Natives
: Millennials (1984-2002) will continue to play a larger and larger role in
buying processes.
Fifty-six percent of college students who responded to a recent survey
said they would either not accept a job offer from a company that
blocked access to social media in the workplace, or would join and
attempt to sidestep the company policy.

7.
Business-to-Business Social Maturity Model
• Random acts of social
• Reps left on their own to create content
No Social
Strategy
• Focus is on control
• Little or no training
Implement
Guidelines
• Social becomes part of sales process
• Skills and tools training
• Content is centralized for rep distribution
Social
Enablement
• Use of social analytics tools
• Proactive use of data
• Reps leverage to engage
Advanced Social
Listening

8.
Defining Social Selling

9.
© 2014 SiriusDecisions. All Rights Reserved 10
SiriusPerspective:
Social Foundations: The SiriusDecisions’ MEAD Model
Our MEAD model offers a framework for developing a comprehensive
social media strategy.
Awareness
Demand
Engagement
Monitor
MEAD Model

10.
© 2014 SiriusDecisions. All Rights Reserved 11
SiriusPerspective:
Sales Foundation: Sales Competencies
To enable social selling, a familiarity with core sales competencies is
required.
BEHAVIORS KNOWLEDGE
SKILLS PROCESS

11.
© 2014 SiriusDecisions. All Rights Reserved 12
SiriusPerspective:
Social Selling Defined
Social selling is the practice of incorporating social tools and platforms
into core sales competencies to increase sales productivity.
BEHAVIORS SKILLS PROCESS
AWARENESS
DEMAND
ENGAGE
MONITOR
KNOWLEDGE
What kinds
of social
behaviors
are we
trying to
encourage?
How can
social
increase
and
rationalize
required
knowledge?
What skills
are
required for
reps to
unlock the
power of
social?
How can
social be
integrated
into existing
processes
to help reps
perform
better?

12.
© 2014 SiriusDecisions. All Rights Reserved 13
SiriusPerspective:
Sales Productivity
The intersection of efficiency and effectiveness.
Effectiveness (quality and results)
Efficiency(capacity)
Yield Per Rep

13.
The SiriusDecisions Social Selling Diagnostic
Model

14.
© 2014 SiriusDecisions. All Rights Reserved 15
SiriusPerspective: Trendy social-selling techniques make assumptions about sellers’
fluency with complicated topics.
Are Your Reps Subject Matter Experts?
VS.

15.
© 2014 SiriusDecisions. All Rights Reserved 16
SiriusPerspective: By using social selling, sales makes assumptions about
the how socially active buyers are.
Are Your Buyers Social Butterflies?
VS.

16.
© 2014 SiriusDecisions. All Rights Reserved 17
SiriusPerspective: Social selling requires that buyers and sellers be brought together
meaningfully through social channels.
Social-Selling Diagnostic
Salesknowledgegap
Buyer engagement
Many social selling
programs presumes the
presence of highly
engaged social buyers
and a low knowledge gap

17.
© 2014 SiriusDecisions. All Rights Reserved 18
SiriusPerspective: Use the SiriusDecisions Social Diagnostic Model to understand where
to focus your enablement efforts.
Social Selling Diagnostic
3. Low buyer
engagement,
low sales
knowledge gap
1. Low buyer
engagement, hi
gh sales
knowledge gap
2. High buyer
engagement,
high sales
knowledge gap
4. High buyer
engagement, lo
w sales
knowledge gap
MONITOR ENGAGE
AWARENESS DEMAND
Salesknowledgegap
Buyer engagement

18.
Social Selling Framework
MONITOR
ENGAGE
AWARENESS
DEMAND
Listen, research and
leverage social insights
Sharing content, strategic
orchestration
Building your professional
social brand
Creating client evangelists
MONITOR
ENGAGE
AWARENESS
DEMAND
USING SOCIAL AS PART OF
BUILDING STRONG CUSTOMER
RELATIONSHIPS