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Enabling Social Selling - Why? How? 10 Lessons

Now that you are convinced about the power of Social Selling, how do you go about enabling Social Selling in our organisation? A 10 Step Journey with principles, method, tools, & tips & tricks to enable your sales colleagues/team-mates to do social selling! We take you through why social selling is so important and must be included in every sales planning discussion. Then we go into the hows of enabling social selling. Here we start with understanding the 6 X power of Linkedin features; dive into a 2 x2 matrix of the core processes of Social Selling & Sales Enablement; see where the importance is maximum; then draw out the new business processes for Social Selling Enablement & the metrics for sales success in Social Selling. Then we go into a forgotten part - Training - gamifying the training on the power of LinkedIn. Finally we end with the maxim of modifying tech to support processes & not the other way round - and using appropriate tech levers based on your size - large, mid & small,or startup.

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ENABLING
SOCIAL
SELLING
WHY? HOW? 10 LESSONS
KINGSHUK
HAZRA
leadstrategus
AGENDA
LeadStrategus
•
Sales Enablement (SE)
for SOCIAL SELLING
- WHY?
- HOW?
- 10 LESSONS
AGENDA
LeadStrategus
LeadStrategus
WHY?
Dale Carnegie had said it right 80 years back!
• Smile...
• Be a good listener. ...
• Talk in terms of the other person's interest. ...
• Become genuinely interested in other people...
• Make the other person feel important – and do it sincerely
• Remember a person's name is to him, the sweetest & most important sound
LeadStrategus
Question is – how do we
translate Dale Carnegie’s
eternal truths to the multi
colour, uber-stimuli
post social-media era?
LeadStrategus

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Enabling Social Selling - Why? How? 10 Lessons

  • 1. ENABLING SOCIAL SELLING WHY? HOW? 10 LESSONS KINGSHUK HAZRA leadstrategus
  • 3. • Sales Enablement (SE) for SOCIAL SELLING - WHY? - HOW? - 10 LESSONS AGENDA LeadStrategus
  • 5. Dale Carnegie had said it right 80 years back! • Smile... • Be a good listener. ... • Talk in terms of the other person's interest. ... • Become genuinely interested in other people... • Make the other person feel important – and do it sincerely • Remember a person's name is to him, the sweetest & most important sound LeadStrategus
  • 6. Question is – how do we translate Dale Carnegie’s eternal truths to the multi colour, uber-stimuli post social-media era? LeadStrategus
  • 7. In a world where emails don’t work, Privacy laws are getting stringent, Truecaller is used to block calls, Social reach-outs - before they become ubiquitous – Are today’s golden Arrows LeadStrategus
  • 8. LeadStrategus IMPORTANCE of SELLING on Social media can never be overstated1 In most industries, Customers never accessible - are now a connection request away on Linkedin – with time-stamp of when they read your message
  • 9. Ideology Job of Sales Enablement is like commanding an aircraft carrier – people remember you when things go wrong; when things go right, people laud the fighter pilots LeadStrategus
  • 10. ...you are responsible for many moving parts, and each quarter something new gets added! In post social world – Sales Enablement just got even more tougher LeadStrategus
  • 12. LeadStrategus HOW? • - HOW? - Understand - Visualize - Metrics - Process - Training - Gamification - Integration
  • 13. LeadStrategus 2 Understand how the Powerful Features of LINKEDIN & SOCIAL SELLING Affect Sales & Marketing
  • 14. LinkedIn Contacts database Personal Messaging Discover & Connect Publishing Insights & Intelligence CRM Smarketing automation? LeadStrategus • For more training on using Linkedin for sales, watch this space or get in touch @kingshukhazra 3 Start by understanding LinkedIn - probably the most powerful sales tool since the telephone. LINKEDIN’s Discovery, Connect , Publishing, & Intelligence, functionality must bE AT THE CORE
  • 15. LeadStrategus Social Selling FrameworkLeadStrategus Framework for Social Selling - https://www.slideshare.net/kingshukhazra/how-to-be-a-social-selling-superstar-82304627 Understand the steps of Social Selling
  • 16. CRM & SMARKETING AUTOMATION OUTREACH, INFLUENCE & PROGRESS INTELLIGENCE CONFIGURE, PRICE, QUOTE KNOWLEDGE CREATION & MGMT REVIEW, FEEDBACK & MEASUREMENT LeadStrategus Framework for Social Selling LeadStrategus We began by creating a 2x2 matrix of Social Selling components vs. Sales Enablement processes… Map Social Selling into Sales Enablement
  • 17. Software used across entire Social journey CRM & SMARKETING AUTOMATION Bid Engine Social Selling in Sales Enablement OUTREACH, INFLUENCE & PROGRESS INTELLIGENCE CONFIGURE, PRICE, QUOTE KNOWLEDGE CREATION & MGMT REVIEW, FEEDBACK & MEASUREMENT Content from Inbound onwards Pipeline Progression Intelligence capture Measure & feedback LeadStrategus Framework for Social Selling LeadStrategus
  • 18. Tremendously CRM & SMARKETING AUTOMATION Which SE processes would need to change because of Social Selling? OUTREACH, INFLUENCE & PROGRESS INTELLIGENCE CONFIGURE, PRICE, QUOTE KNOWLEDGE CREATION & MGMT REVIEW, FEEDBACK & MEASUREMENT Significantly Significantly Significantly Somewhat LeadStrategus Framework for Social Selling LeadStrategus
  • 19. No single system today captures how Content & multiple social touches influences sales pipeline CRM & SMARKETING AUTOMATION How would the SE processes change because of Social Selling? OUTREACH, INFLUENCE & PROGRESS INTELLIGENCE CONFIGURE, PRICE, QUOTE KNOWLEDGE CREATION & MGMT REVIEW, FEEDBACK & MEASUREMENT Multi-format multiple content production, spread, & sunset Better targeting, better intelligence is a constant challenge – more so post social Picking account intelligence on social media is a skill. Make sure that AEs are trained in understanding & interpreting signals More visibility allows better decisions LeadStrategus Framework for Social Selling LeadStrategus
  • 20. CRM & SMARKETING AUTOMATION Which LinkedIn features need to mapped into SE Core? OUTREACH, INFLUENCE & PROGRESS INTELLIGENCE CONFIGUTE, PRICE, QUOTE KNOWLEDGE CREATION & MGMT REVIEW, FEEDBACK & MEASUREMENT Contacts database Messaging Discover & Connect Publishing Market Insights CRM Smarketing? ??? POWERFUL SIGNIFICANT SIGNIFICANT LeadStrategus LeadStrategus Framework for Social Selling
  • 21. LeadStrategus 4 Visualise YOUR Social + Digital selling metrics first
  • 22. LeadStrategus There’s a free online tool that tells you your score on how you stand on Social Selling and keeps changing as your progress across the journey? Anyone knows it?
  • 24. Draw out the to-be Process second LeadStrategus 5
  • 25. START Send Email + Snailmail+ LinkedIn invite to respondent Any respo nse? Chase for First Appointment Yes No CALL/meet - collect info. on BANTS, Decision matrix; get buy-in for demo/trial with respondent Got 1st appo. ? Yes No Collected info & respondent agreed to demo/trial ? No O1 Yes L 1 : S U S P E C T S TA G E L 2 : P R O S P E C T S TA G E L 3 : L E A D Q L F C T N . S TA G E O P P 1 S TA G E Chase for teleresponse Sample Sales Process map
  • 26. “They lost their way? Oh! But I gave them the Navigator”
  • 27. Sadly tech. tools are necessary but not sufficient!
  • 28. LeadStrategus 6 TRAINING Your Sales Team into SOCIAL SELLING & DIGITAL SELLING can have 10X ROI
  • 29. Eternal training - Eternal tinkering, ARE the only competitive advantage LeadStrategus
  • 30. LeadStrategus However, in the multi colour, uber-stimuli post social-media era traditional training is not enough – you need to measure scores & present back in a wholesome manner!
  • 31. Don’t just give them the tools – train ‘em. Don’t just train ‘em – engage them by gamifying it! 7 LeadStrategus
  • 32. Last but not the least - Engineer Tech to support Processes – not Engineer PROcesses to support tech (SW) LeadStrategus 8 Visualise goal, Create with metrics,Design sales flows, Train for success, Gamify your training; Integrate with tech @ the end
  • 33. There are 4 levels of integration _ - NEW Software - EAI - Chrome Extension Addons - MobIle App e.g. Ifttt, Zapier... LeadStrategus 9
  • 34. Everything else being equal: - Large firms do new SW + EAI, - SMEs do new S/W, - Start-ups do App/Chrome Extension 10 LeadStrategus
  • 35. • - IMPORTANCE OF Social in Sales cant be overstated - Sales enablement is UNsexy – social sales enablement more so - MAP social selling into SE - UNDERSTAND linkedin - CREATE social metrics FIRST - build process SECOND - Training has 10x ROI - GAMIFIED TRAINING – killer app - integrate with appropriate TECH at END SUMMARY LeadStrategus
  • 37. HAPPY SOCIAL SELLING! Explore More Such Ideas: www.pinterest.com/kingshukhazra/ Interact With Us: www.leadstrategus.com/ Tweet to: @kingshukhazra LeadStrategus