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Digital Business Development: Pivot to social selling: customer engagement from within BY Yvonne Hansen AT KPMG Norway

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Slides from Yvonne's workshop at J. Boye's Aarhus16 conference in Aarhus on Wednesday 2-Nov-16.

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Digital Business Development: Pivot to social selling: customer engagement from within BY Yvonne Hansen AT KPMG Norway

  1. 1. Pivotingsocial selling Yvonne Hansen, Head of Digital, Marketing and Communication Dep. KPMG Norway November, 2016
  2. 2. 2© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Youcan’tjudgeadogbyit’shair
  3. 3. 3© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential
  4. 4. 4© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Traditionalsales Wherethesellertraditionally startedtheirprocess.
  5. 5. 5© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Modernsales Thesellerisinvolvedmuchlater intheprocess.
  6. 6. 6© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Socialselling
  7. 7. 7© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential • Don’tinterruptyourprospectswithcoldcallsandhardsell • Givethemusefulinsightsandlearntoknowthem • Eventuallytheywillcontactyou,andbeconvertedintocustomers Theideais…
  8. 8. 8© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Whyimportant?
  9. 9. 9© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential ”Buyershavechangedmorethepast10yearsthanthepast100"
  10. 10. 10© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential ”Buyersarelearningwithouttheseller"
  11. 11. 11© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential “75%usesocialmediatoacquireinformationaboutsuppliers” (McKinsey)
  12. 12. 12© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential "90%ofdecisionmakersinB2Bneverrespondstocoldcalls“ (McKinsey)
  13. 13. 13© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential "57%completetheirpurchasebeforespeakingtosales“ (McKinsey)
  14. 14. 14© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential KPMGmustbepresentondigitalplatforms!
  15. 15. 15© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential
  16. 16. 16© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Keyfactors • Commitment • Teamwork • Measuring
  17. 17. Challenges
  18. 18. 18© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential • Gapinknowledge • KPMGGlobalvsKPMGNoway Challenges
  19. 19. 19© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Expertonsocialselling
  20. 20. 20© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential
  21. 21. 21© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential
  22. 22. Risk?
  23. 23. 23© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential • Workinprogress • Gettherighttools • Makethemfeelconfident • Playontheircompetitivenature • Getresults Howwillwedoit?
  24. 24. 24© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential Babyboomershavetheexperienceneededbutistheleastlikelyto engage.Dowehavetowaitoutthisgenerationorisitpossibletoturn theirattitude?
  25. 25. Thankyou Twitter:@yvonnehansen E-mail:yvonne.hansen@kpmg.no LinkedIn:no.linkedin.com/in/yvonnehansen
  26. 26. 26© 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Document Classification: KPMG Confidential ForresterResearch,TheB2BSalesForceDigitalReboot, 2015 http://www.mckinsey.com/industries/high-tech/our-insights/transforming-the-business-through-social-tools https://hbr.org/2015/11/competing-on-customer-journeys CEB,WinningConsensus-Based Sales,2015 CSOInsights,Why AligningYourSocialStrategies IsKeyToSocialSellingPerformance, 2016 http://www.salesforlife.com/blog References
  27. 27. Document Classification: KPMG Confidential © 2016 KPMG AS, a Norwegian limited liability company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. The KPMG name and logo are registered trademarks or trademarks of KPMG International. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. kpmg.no/sosialemedier kpmg.com/app

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