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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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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

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