SOCIAL SELLING:
BUILDING DIGITAL RELATIONSHIPS,
NOT JUST PIPELINES

Jurgen Heyman

1
“The purpose of the Sale is
not the Sale. It’s to create a
customer.”
Terry Jones, Founder of Kayak.com

2013 © SOLUTION S...
CHANGING BUYER CHARACTERISTICS

◄  Comfortable using technology for research
◄  Leverage search engines and social network...
THE SHIFT TO INSIDE SALES

“Inside Sales Jobs and Career Demand Up 54%” (2013)

2013 © SOLUTION SELLING, INC.

4
New Buyer Paradigm

74%	
  of	
  C-­‐level	
  execu=ves	
  say	
  the	
  Internet	
  is	
  very	
  
valuable	
  for	
  find...
Social Media

Meghan Ennes
2013 © SOLUTION SELLING, INC.

6
Social Media

Meghan Ennes
2013 © SOLUTION SELLING, INC.

7
TOP PERFORMING SELLERS ENJOY POSITIVE
ROI WITH SOCIAL SELLING
Current Performance Benefits of Social Selling

Aberdeen Gro...
#socialselling	
  

CUSTOMER PURCHASE DECISION
TIMELINE

9
#socialselling	
  

S O C I A L C H A N N E L C R E AT E S
M E A N I N G F U L C O N V E R S AT I O N S
From scalable 1:M ...
#socialselling	
  

SOCIAL SELLING
COMPONENTS

Strategy

Technologies

Training

11
#socialselling	
  

FOLLOWING BIG BLUE’S LEAD

12
#socialselling	
  

5

W AY S T O E M B R A C E
SOCIAL SELLING
1.  Champion Social Selling from the top
down
2.  Develop a...
#socialselling	
  

1. CHAMPION SOCIAL SELLING
FROM THE TOP DOWN
76% of executives
want their CEOs to
be social
Source: We...
2013 © SOLUTION SELLING, INC.

15
Social Media

Meghan Ennes
2013 © SOLUTION SELLING, INC.

16
#socialselling	
  

2 . D E V E L O P A S T R AT E G I C P L A N
A C R O S S D E PA R T M E N T S
Sales

Public Relations
...
#socialselling	
  

3. EMPOWER PEOPLE
T H R O U G H O U T T H E O R G A N I Z AT I O N

60-75% of employees have not had f...
#socialselling	
  

4. MONITOR AND MEASURE

19
5 . C E L E B R AT E S U C C E S S

#socialselling	
  

Credibility
Visibility
Value

Leads
Conversions
Wins

Team Quota I...
BUYER ENVIRONMENT IS DIFFERENT
PHA SE 0

PHA SE 1

PHASE 2

PHASE 3

PLANNING / LATENT

DETERMINING
NEEDS

EVALUATE
ALTERN...
T H R E E E M E R G I N G S A L E S “ P E R S O N A S ” 	
  
Phase	
  I:	
  
Determine	
  	
  
Needs	
  

Phase	
  0:	
  
...
D E M A N D C R E AT I O N
How the “Micro-Marketer” Succeeds with Today’s Buyer
◄  Getting back to the “front”
◄  Establis...
Social Lead Generation
Twitter users are 24 % more
likely to make online
purchases, than average
Internet users - CNBC

Wh...
Jurgen Heyman
jheyman@be.spisales.com
jurhey

2013 © SOLUTION SELLING, INC.

25
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Social Selling

  1. 1. SOCIAL SELLING: BUILDING DIGITAL RELATIONSHIPS, NOT JUST PIPELINES Jurgen Heyman 1
  2. 2. “The purpose of the Sale is not the Sale. It’s to create a customer.” Terry Jones, Founder of Kayak.com 2013 © SOLUTION SELLING, INC. 2
  3. 3. CHANGING BUYER CHARACTERISTICS ◄  Comfortable using technology for research ◄  Leverage search engines and social networks ◄  Guide themselves through their buying process ◄  Tend to be impatient and risk-adverse ◄  Want to be in charge of their buying process ◄  Expect vendors to add value when engaged 2013 © SOLUTION SELLING, INC. 3
  4. 4. THE SHIFT TO INSIDE SALES “Inside Sales Jobs and Career Demand Up 54%” (2013) 2013 © SOLUTION SELLING, INC. 4
  5. 5. New Buyer Paradigm 74%  of  C-­‐level  execu=ves  say  the  Internet  is  very   valuable  for  finding  informa=on  and  53%  say  they   prefer  to  locate  informa=on  themselves.     -­‐  Forbes  Insight  -­‐  The  Rise  of  the  Digital  C-­‐Suite     93%  of  buyers  begin  their   buying  process  using  the   internet  for  research.   -­‐  Marketo   72%  of  B2B  buyers  (last  year)   used  social  media  to  research  a   poten=al  solu=on  purchase.   -­‐  DemandGen   59%  engaged  with  a  peer  who  had  addressed  the  challenge.   37%  posted  ques=ons  on  social  networks  for  feedback.   2013 © SOLUTION SELLING, INC. 5
  6. 6. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 6
  7. 7. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 7
  8. 8. TOP PERFORMING SELLERS ENJOY POSITIVE ROI WITH SOCIAL SELLING Current Performance Benefits of Social Selling Aberdeen Group, June 2012 2013 © SOLUTION SELLING, INC. 8
  9. 9. #socialselling   CUSTOMER PURCHASE DECISION TIMELINE 9
  10. 10. #socialselling   S O C I A L C H A N N E L C R E AT E S M E A N I N G F U L C O N V E R S AT I O N S From scalable 1:M interactions to 1:1 relationships 10
  11. 11. #socialselling   SOCIAL SELLING COMPONENTS Strategy Technologies Training 11
  12. 12. #socialselling   FOLLOWING BIG BLUE’S LEAD 12
  13. 13. #socialselling   5 W AY S T O E M B R A C E SOCIAL SELLING 1.  Champion Social Selling from the top down 2.  Develop a strategic plan to include SM across departments 3.  Empower people throughout the organization 4.  Monitor & Measure results 5.  Celebrate successes ©2013  InsideView  and  Solu=on  Selling,  Inc.   13
  14. 14. #socialselling   1. CHAMPION SOCIAL SELLING FROM THE TOP DOWN 76% of executives want their CEOs to be social Source: Weber Shandwick/KRC Research 14
  15. 15. 2013 © SOLUTION SELLING, INC. 15
  16. 16. Social Media Meghan Ennes 2013 © SOLUTION SELLING, INC. 16
  17. 17. #socialselling   2 . D E V E L O P A S T R AT E G I C P L A N A C R O S S D E PA R T M E N T S Sales Public Relations Marketing Human Resources Legal Operations Customer Service Plan Create Qualify Prove Close 17
  18. 18. #socialselling   3. EMPOWER PEOPLE T H R O U G H O U T T H E O R G A N I Z AT I O N 60-75% of employees have not had formal social media training 18
  19. 19. #socialselling   4. MONITOR AND MEASURE 19
  20. 20. 5 . C E L E B R AT E S U C C E S S #socialselling   Credibility Visibility Value Leads Conversions Wins Team Quota Improved Individual Quota Improved 20
  21. 21. BUYER ENVIRONMENT IS DIFFERENT PHA SE 0 PHA SE 1 PHASE 2 PHASE 3 PLANNING / LATENT DETERMINING NEEDS EVALUATE ALTERNATIVES EVALUATE RISK 1.0   TIME 2.0   •  •  •  •  80% of buyers find you Buyers have a “hypothesis” already forming Sellers need to validate or challenge buyer “vision” “Situational fluency” is more critical than ever 2013 © SOLUTION SELLING, INC. 21
  22. 22. T H R E E E M E R G I N G S A L E S “ P E R S O N A S ”   Phase  I:   Determine     Needs   Phase  0:   Latent   Phase  II:   Evaluate   Alterna@ves   Phase  III:   Evaluate     Risk   Time   Micro-­‐Marketer   Situa@onal  Expert   Risk  Manager     Today’s  Seller  must  be  able  to:       Today’s  seller  must  be  able  to:       Today’s  seller  must  be  able  to:     • Use  social  media   • Use  enabling  technology     • Show  thought-­‐leadership   • Seed  requirements   • Build  rela@onships     • Build  credibility     • Provide  value   • Recognize  where  the  buyer  is   • Iden@fy  how  they  got  there?   • Iden@fy  what  has  influenced  them?   • Apply  situa@onal  fluency   • Pre-­‐empt,  validate  or  challenge  the   buying  premise   • Lead,  educate  and  challenge   • Iden@fy  the  buyers  level  of  risk?   • Build  “buying  consensus”   • Proof-­‐of-­‐value  to  mi@gate  risk   • Highlight  risk  of  other  op@ons   • Reach  “win-­‐win”  outcomes   2013 © SOLUTION SELLING, INC. 22
  23. 23. D E M A N D C R E AT I O N How the “Micro-Marketer” Succeeds with Today’s Buyer ◄  Getting back to the “front” ◄  Establishing credibility ◄  Listening and idea “seeding” 2013 © SOLUTION SELLING, INC. 23
  24. 24. Social Lead Generation Twitter users are 24 % more likely to make online purchases, than average Internet users - CNBC What should I be listening for on Social Media? •  •  •  •  •  •  •  ©2013 ©Solution Selling, Inc. My Company My Products My Competitors My Customers My Executives Industry Keywords Google AdWords 2 4 24
  25. 25. Jurgen Heyman jheyman@be.spisales.com jurhey 2013 © SOLUTION SELLING, INC. 25

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