Why you suck at social selling


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Why you suck at social selling and how to be an effective social seller.

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  • Tentative flow:Background - why they should care, why social selling mattersSocial selling basicsWorkshop activity (actually do the basics)Prospecting and gathering intelligence Be part of the conversations (how to find content, share and interact in social)LinkedIn Advanced Digital/social tools to help you (save time, be more effective)Get it on your schedule and next steps (workshop)
  • Source: BtoBonline.com
  • Consumers continue to spend more time on social networks than on any other category of sites—roughly 20 percent of their total time online via personal computer (PC), and 30 percent of total time online via mobile. (Nielsen)
  • Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/ Given a choice, customers will generally engage a supplier as late as they possibly can.Because they believe the supplier has nothing unique or valuable to contribute to the conversation.  If I reach out to a supplier, the thinking goes, all they’re going to do is ask me a bunch of questions, or drone on about their product or service.  It’s biased information, and it’s never really about helping me with my business, so much as selling theirs.  In a world of information accessibility, I simply don’t have to have that conversation – I can learn elsewhere.http://www.executiveboard.com/blogs/the-single-most-important-question-for-the-challenger-sale/
  • What are customers doing while they’re learning?
  • With ever-increasing knowledgeable buyers waiting longer to engage, sales has to transition from being a “product pusher” following a process, to an insight “provider” adding value to the buyers business. As the study states, sales must deliver “pointed insights and evidence that seek to challenge an entrenched point of view among potential customers.”
  • From TheChallenger Sales:While most reps focus on building customer relationships, the best focus on pushing customers' thinking, introducing new solutions to their problems and illuminating problems customers overlook.Specifically, they:Teach, Tailor, Take ControlWhile most reps are trying to master solutions selling, the best evaluate which accounts to prioritize and which specific buyers within those accounts to target.Specifically, they target:Accounts where their needs are still undefined; Individual buyers who are skeptical change agents -- called "Mobilizers" -- over friendly "Talkers"
  • The challenger:Offers the customer unique perspectivesHas strong two-way communication skillsKnows the individual customer’s value driversCan identify economic drivers of the customer’s businessIs comfortable discussing moneyCan pressure the customer.
  • Ultimately, social selling is about establishing your personal brand which perpetuates to establishing trust.
  • Name - First, last, and former names.Headline – This information will default to your current job title. You can change it to express your personal brand, or how you want to be known (e.g., Outstanding Client Service Professional). Please note that if your headline is the same as your current position, the current position will not display in the top section of your profile.Location and Industry- You can add your postal code to display your geographic region or city.Photo- You can add a professional photo of yourself. A professional photo makes your profile more memorable and 7 times more likely to be viewed.Contact Info - Your email, phone, IM, and address (only visible to connections), as well as your Twitter handle and web sites.
  • Summary - Information about your mission, accomplishments, and goals.We all know that first impressions count. As a matter of fact, when you meet somebody for the first time, your first impression is formed within 20 seconds maximum and that first impression is incredibly difficult to change at a subconscious level. But what about online interactions? It is absolutely crucial for you to think about the first impression your profile is sending off. When it come to your LinkedIn profile, your summary is one of the most important things that shape people's first impression of you. So here are the top ten essential tips for writing a KILLER LinkedIn summary: Tip #1 - Never leave your summary blankYou LinkedIn profile summary, is like your introduction. It's your elevator pitch. It's your chance to briefly tell your "story" right away. You don't want to leave it to your audience to guess who you are. Take the time to write a summary, it is just as important as any other introduction. Tip #2 - Make it personalThe last thing you want to do is sound like a boring cover letter. Tell stories. Share your accomplishments. Everyone likes a good story. Make it personal but not too personal. You want people to connect with your story while reading your summary. Tip #3 - Keep it professionalThis is important. Keep it professional (not boring). You want your summary to sound like yourself, but your professional self. Make sure anything you include is appropriate and that you are not sharing any sensitive information you're not supposed to share. Tip #4 - Use conversational toneOne way to keep it conversational is to record yourself talking, then transcribing that. After you are done writing your summary, read it out loud and make sure it sounds like something you would actually say in person. You want your summary to sound human and for some of your personality to shine through. Tip #5 - Showcase your expertise and backgroundYou want your audience to perceive you as someone credible that they would trust as an adviser to their business. That's why it is so important to highlight your background and expertise. Make sure you emphasize your expertise that is relevant to your current role. If you are someone with not as much experience, emphasize your qualities and your passion (see next tip). Tip #6 - Convey your passionWhat makes you get up in the mornings? Why did you choose the industry you are in? Communicate your passion and what makes you tick. Also, focus on your passion as it relates to helping customers with their business challenges and needs. Tip #7 - Use the right keywordsDon't forget to include keywords that others would search for when trying to find professionals like yourself. For instance, instead of just saying "security" you might want to include different variations in different sentences like "information security" or "IT security". Tip #8 - Communicate the value you (and your company) provide to customersHow is it that you are helping other companies? What is the value you (and IBM) bring to your clients? Talk about some of the business challenges and how you can help the customer. If it helps, think about it as why should a customer even meet with you in the first place. If you can't answer these questions, you might be in trouble as far as communicating your and IBM's value to customers. Tip #9 - Include a "call to action"Make it enticing for people to contact you or connect with you. You want to make it very clear that you are open to connecting with people. In your call to action make sure you address common business challenges you want to help customers solve. Tip #10 - Proofread and check for grammarThis one is probably common sense but you'd be amazed at how many people make spelling mistakes that go unfixed for a long time. So please, please, please make sure that no spelling or grammatical errors appear in your profile Summary – or ANYWHERE in your LinkedIn profile.
  • Media links can be added to the Summary, Education and Experience sections:Move your cursor over Profile at the top of your homepage and select Edit.Scroll down to the section you want to add content to and click the add media icon. The icon is a square with a plus sign. Note: You must use a compatible content provider for best results.Type or paste the link to your content into the Add a link field that appears. A picture of your content will then display with pre-filled Title and Description fields. Note: This may take several seconds. You can edit the content in these fields if you wish.Click Save.
  • Experience - Professional positions and experience, including jobs, volunteer posts, military, board of directors, nonprofit, or pro sports.Job hunting vs. networking mode. You can now add media to your experience as well.
  • Additional Information - Interests, personal details like your birthday or marital status, and advice for people who want to contact you.More things to have in common with people.
  • Make your profile public and customize privacy settings.
  • Recommendations - You can request professional recommendations and display them on your profile.Give to receive. Focus on those that really matter (quality over quantity). Make it easy for people to recommend you by telling them exactly for what you are asking them to recommend you for. Give them pointers and notes as if you were asking for a recommendation letter. Do the homework for them and give them enough info to work with.
  • Education - School and educational information.Alum network is a great resource and something you could have in common with prospects. Keep in mind that the more items you list, the greater the opportunity that your past schoolmates can locate and contact you.You can add media to education as well now.
  • Courses - Adding your body of coursework can help your education to stand out.
  • Skills & Expertise - A relevant list of skills on your profile will help others to understand your strengths and improve your ability to be found when opportunities present themselves. Your connections can endorse these skills.
  • Projects - Showcase the projects you've worked on, along with team members.Great way to tag colleagues and customers as “team members” and show people success stories.
  • Languages - Languages you understand or speak.
  • Honors & Awards - Show off your hard-earned awards.
  • Organizations - List the organizations or associations you've been a part of along with your role.Improve your ‘connectability’. Show all your affiliations in your profile - your past companies, educational institutions, and activities.
  • Volunteering & Causes – Organizations you support, and causes you care about.Something you can have in common with other people.
  • Certifications - Certifications, licensures, or clearances you've attained.
  • Publications - Publications that have featured your work.
  • Test Scores - List your scores on tests to highlight high achievement.
  • Patents - Any patents you've applied for or received.
  • Improve your LinkedIn Profile’s searchability.
  • Make your profile public and customize privacy settings.
  • Make your profile public and customize privacy settings.
  • Make your profile public and customize privacy settings.
  • Make your profile public and customize privacy settings.
  • Integrate with your Twitter account
  • Make sure you display your Twitter account on your LinkedIn profile. There are some great new features coming to LinkedIn.
  • Activity– What are you posting? How are you interacting with others on LinkedIn? Are you just spamming people? Are you adding value to the conversation or is it just self-promotion?
  • Increase your visibility. Add connections to increase probability of being seen.
  • Benefits for sellers in using Twitter
  • Benefits for sellers in using Twitter
  • Content can turn prospects into customers. You have to be strategic about it. Think of content and what you share as a seed and interactions as water.
  • You have to get to work.
  • Benefits for sellers in using Twitter
  • It’s about the meaningful interactions
  • It’s about the meaningful interactions
  • Make sure to take notes on their profile if you have LinkedIn premium. You can save them to a specific folder.
  • You must break through the clutter in order to be effective in social media. And there’s only one way to do that…
  • Just keep it simple. Dumb it down. Don’t complicate things. Don’t try to make it more complex than it already is.
  • Think of posts as storytelling, make them want to 'turn the page’
  • Look like you are giving, not selling
  • Be accessible and responsiveHelp others for the sake of helping othersBe a connector (it’s not just who you’re connected to but who you connect)Say ‘thank you’ and ‘congrats’
  • When responding/interacting, add value to the conversation and an unique POV
  • Ask questions and provide answers
  • You want to become their trusted advisorInteresting articlesInsightful videos from YouTubeInformation about upcoming eventsFunny/fun stuff to make your followers smileThings that reflect you and your personalityThings you enjoy and do (make it personal, but not too personal)Presentations, white papers and reports (not behind registration)Blog posts (yours and from people you follow)Pictures and infographicsQuotes, thoughts and insights (no links)Keep self-promotion to 20% or less
  • Think about them, not about youAlways have a clear audience in mind. What are they interested in? What do they care about?Share what your target audience might find interesting.
  • Be consistentThink before you post
  • Why you suck at social selling

    1. 1. Why you suck at social selling How to be an effective social seller By Marcel Santilli, Social Media Leader at IBM *Opinions are my own*
    2. 2. What am I doing WRONG?
    3. 3. Are you that guy?
    4. 4. …or this guy?
    5. 5. Maybethis guy…
    6. 6. You get the point right?
    7. 7. I’m too busy.
    8. 8. I just don’t have time.
    9. 9. I don’t know where to start.
    10. 10. Coldcalling?
    11. 11. No one is paying attention.
    12. 12. It’s only for teenagers.
    13. 13. I just don’t see the value.
    14. 14. Here are some stats that will blow your mind.
    15. 15. 3 in 5IT decision makers use social media to learn about new products and technologies.
    16. 16. 86%Business technologydecision-makers thatuse social media forprofessional
    17. 17. 1 in 5 minutes online is spent on social networks.
    18. 18. 91% of mobile users keep their devices within arms reach 100% of the time.
    19. 19. 57% of sales process is completeby the time sales is engaged.
    20. 20. What does that really mean?
    21. 21. Decision-makers aremore knowledgeable.
    22. 22. Customers are googling your namebefore you walk in the door…
    23. 23. When they get a voicemail orbefore a conference call…
    24. 24. Even when they getan email from you.
    25. 25. But here’s the good news…
    26. 26. Technologieshave changed.
    27. 27. But human nature has NOT.
    28. 28. Most of what you know offline applies online.
    29. 29. Social selling is not hard but it’s not easy.
    30. 30. What type ofseller are you?
    31. 31. Bartender…
    32. 32. …or personal trainer?
    33. 33. "The best reps are not just present in socialmedia, they position themselves as crediblend influential sources in customer networks." - Sales Executive Council
    34. 34. It all comes down to trust.
    35. 35. Let’s start with the basics.
    36. 36. It’s starts withfirst impressions.
    37. 37. What does your profile say about you?
    38. 38. Do you have the basics right?
    39. 39. Use summary as your elevator pitch.
    40. 40. You can now add media.
    41. 41. Show your experience to add credibility.
    42. 42. Include additional info about yourself.
    43. 43. Manage your recommendations.
    44. 44. Ask for recommendations.
    45. 45. Include your education.
    46. 46. Courses help your education stand out.
    47. 47. Include skills for people to endorse you.
    48. 48. Talk about important projects.
    49. 49. Let people know you speak other languages.
    50. 50. Show off your hard-earned awards.
    51. 51. Use organizations to show your affiliations.
    52. 52. Volunteering shows what you care about.
    53. 53. Certifications add even more credibility.
    54. 54. Let people know what you have published.
    55. 55. Highlight important test scores.
    56. 56. Display any patents you have.
    57. 57. Improve searchability.
    58. 58. Edit your public profile.
    59. 59. Customize what people can see.
    60. 60. Customize your public profile URL.
    61. 61. ADD LINKEDIN PROFILE TO:1. Business card2. Email signature3. Other public profiles
    62. 62. Make sure others can see your activity.
    63. 63. What people see when you visit their profile.
    64. 64. What people see when you visit their profile.
    65. 65. Integrate with your Twitter account.
    66. 66. Adding your Twitter account.
    67. 67. What are you posting on LinkedIn?
    68. 68. Get mobile! Download the app
    69. 69. How to build your network
    70. 70. WHO YOU SHOULD CONNECT WITH:1. People you went to school with2. Your personal network (friends)3. Colleagues and partners4. Customers/partners you have met in person5. Those in your professional contact list6. Those in your phone’s contact list7. People you may know
    71. 71. 3 ways to quickly add connections.123
    72. 72. EVERY WEEK YOU SHOULD ADD:1. Anyone you had a meeting with2. People you met at social events3. New colleagues you interacted with4. People you interacted with in other networks5. Significant email contact6. Relevant contacts that have seen your profile7. People you may know
    73. 73. Let’s talk about Twitter!
    74. 74. What’s the real value in Twitter for sellers?
    75. 75. BENEFITS OF USING TWITTER:1. See what’s going on with your customers and their competitors2. Interact and connect with influencers in your industry/segment3. Discover content and learn4. Become more influential in your area
    76. 76. REALITY CHECK:1. Most c-level executives are not active on Twitter. But people that influence them are.2. There’s a whole lot of noise on Twitter, if you’re going to add to it don’t bother.3. If you don’t even have the basics down on LinkedIn, focus on that before thinking about Twitter.4. It takes work and time before you can see results on Twitter. You’re not going to become influential overnight.
    77. 77. What does your profile say about you?
    78. 78. You have to walkbefore you can fly.
    79. 79. Setting up your profile.
    80. 80. Pick a username that’s easy to remember.
    81. 81. Use an email that most people know you by.
    82. 82. Language and time zone.
    83. 83. Try to use the similar picture across profiles.
    84. 84. Use a header that’s meaningful.
    85. 85. Include full name so people can find you.
    86. 86. Location… it’s about searchability.
    87. 87. Link to LinkedIn profile for more info.
    88. 88. Make it count! Elevator pitch in 160 characters.
    89. 89. Customize your profile’s design.
    90. 90. It’s about what you share and how you interact.
    91. 91. Content can turn prospects into customers.
    92. 92. But it takes work.
    93. 93. WHAT TO SHARE:1. Interesting articles and blog posts2. Thought leadership content related to your area of expertise3. Videos (YouTube, Vimeo, TED)4. Useful presentations and whitepapers (Slideshare)5. Insights (people love stats) and quotes6. General business and leadership tips and advice7. Keep self-promotion and marketing to 20% or less8. Infographics and images
    94. 94. WAYS TO INTERACT ON LINKEDIN:1. Like someone’s activity2. Share a post3. Comment on a post4. Endorse someone’s skill(s)5. Recommend a colleague, partner or customer6. Join a group7. Start or engage in a discussion in a group8. Send someone a direct message or share a link9. Visit someone’s profile10. Ask for an introduction or recommendation
    95. 95. WAYS TO INTERACT ON TWITTER:1. Retweet2. Favorite someone’s tweet3. Respond to a tweet4. Mention someone5. Follow6. Add to a list7. Share your own thoughts
    96. 96. LISTS TO CREATE ON TWITTER:1. Thought leaders and influencers for your area of expertise (experts, analysts, etc)2. News and official sources of information3. Your customers’ official accounts4. Your customer’s competitors5. Your company’s competitors6. Colleagues7. Business partners8. Customers9. Prospects
    97. 97. What you can do with LinkedIn Premiumand some advanced features
    98. 98. Advanced search features
    99. 99. Advanced search features
    100. 100. WHAT TO LOOK FOR IN PROFILES:1. Recommendations they gave other people2. Recommendations received3. Recent activity4. Experience5. People also viewed6. People like them7. How you are connected to them8. Things in common you have with them9. Visit someone’s profile10. Ask for an introduction or recommendation
    101. 101. Here are some toolsthat might help you.
    102. 102. Bufferapp.com
    103. 103. Hootsuite.com
    104. 104. GetPocket.com
    105. 105. RSSOwl RSSOwl.org
    106. 106. Klout.com
    107. 107. Bitly.com
    108. 108. Flipboard.com
    109. 109. IFTTT.com
    110. 110. Refollow.com
    111. 111. Make it part of your routine!
    112. 112. It’s still about trust-based relationships.
    113. 113. Challenge their thinking.
    114. 114. You have to break through120 the clutter.
    115. 115. Your content has to beAWESOME.
    116. 116. and NOT… BORING.
    117. 117. Keep it simple.123
    118. 118. 124
    119. 119. Be unexpected.125
    120. 120. Tell a story.126
    121. 121. 127 Appeal to emotion.
    122. 122. Be factual and concrete…128
    123. 123. 129 and credible.
    124. 124. 1 Provide practical solutions.30
    125. 125. 131 Selflessly help others.
    126. 126. Connect people.
    127. 127. 13 Share ideas…3
    128. 128. 13 …and insights.4
    129. 129. 135
    130. 130. Ask the right questions.
    131. 131. Just be yourself.137
    132. 132. …and don’t forget to build relationships. Make customers LOVE you.138
    133. 133. ? Got it139
    134. 134. Think about… how do people search for information?140
    135. 135. You want to be part of their trusted network.141
    136. 136. Be strategic but always add value.142
    137. 137. 14 Always look at things through customer’s eyes.3
    138. 138. It’s all about finding just the right…144 balance.
    139. 139. And that’s how you become an effective social seller.145
    140. 140. Thank you. Connect with me Linkedin: http://linkedin.com/in/marcelsantill Twitter: http://twitter.com/santilliTo download this presentation:http://ibm.co/socialselling