The document provides tips for cultivating, responding to, and closing clients in the process of selling social media services. It discusses determining client intentions, experience levels, and objectives in order to map appropriate responses. The tips sections outline specific strategies for each stage of the sales cycle, including sharing knowledge, demonstrating capabilities, and proposing action plans tailored to clients' business goals and concerns. The document emphasizes active listening, understanding client desires, and living the "cycle of selling" as key ways to succeed in social media sales.

1. Selling Social

2. Hearing what’s neededActive listening

3. Client IntentionOur clients have different levels of experience and understanding…I know I need a social media program but have little experienceI know I need a social media program and have experienceExperienceI am considering a social media program but have little experienceI am considering a social media program and have experienceCommitment

4. Client IntentionFirst, we need to determine where they are at…I know I need a social media program but have little experienceI know I need a social media program and have experienceWHERE ARE YOUR CLIENTS TODAY?ExperienceI am considering a social media program but have little experienceI am considering a social media program and have experienceCommitment

5. Who is your client?Then, we establish their primary objectives…

6. Social Media StrategistsBecause as strategists, we can deliver…Source: Altimeter Group, 20116

7. Successful Work with Ogilvy PartnersIf not on our own, then with the help of our Ogilvy counterparts

8. [PHOTO HERE]Actions speak louder…Living the ‘cycle’

9. Selling MomentsWe should be selling at every step of the way…Continuous Learning

10. Educational PresentationsCULTIVATINGPresent Capabilities

11. Respond RFI/RFP

12. Deliver SOW/Proposal

13. Idea

14. ScopeRESPONDINGCLOSINGDeliver Early Success

15. Deliver Business Impact

16. Continuous LearningThe Cycle of Selling…but how do we do this?RespondingCultivatingClosing

17. Tips for CultivatingWe start by sharing knowledge and resources…Send whitepapers

18. Send single slides of key data

19. Write and send a blog post

20. Invite them to events like WOMMA

21. Offer training workshops/seminars (paid vs. investment)Tips for RespondingThis is followed by displaying our capabilities…Demonstrate Conversation Impact

22. Do a small Conversation Map including Consumer Intent Modeling sample

23. Show a few Influencer profiles & segmentation graphic

24. Demonstrate the Engagement Framework

25. Show search ranking for thought leadership topicsTips for ClosingFinally, we raise their confidence level and propose a plan of actionEvery project plan starts with business objective and communication goals (what we deliver)

26. “Right-size” the Digital Influence Strategy elements

27. Always respond within 24 hours

28. Offer pilot programs with near-term results

29. Answer their driving concernsUnderstand how to sellThree ways to succeed

30. 1. Practice “active listening”Determine client concerns and desires…

31. 2. “Map” client intentions and respondDecide upon an appropriate response for each item…Save moneyIncrease salesReduce riskBoost awarenessBecome InfluentialLearn Social MediaIntentionResponse

32. 3. Live the “Cycle of Selling”Cultivate your relationship, respond to new issues, and close CultivatingRespondingClosing

33. And now…The hot seat

34. Client ConcernsWhat they sayWhat they meanHow MANY BLOG POSTS WILL THIS GENERATE?Is it going to work and how will we measure success?

35. Client ConcernsWhat they sayWhat they meanIf share of voice is 60% and favorability is 90% can I expect to convert 50% of my target?Is this actually going to translate into an increase in sales?

36. Client ConcernsWhat they sayWhat they meanI WANT TO USE SOCIAL MEDIA TO DRIVE TRAFFIC TO MY NEW WEBSITEI need to raise awareness of our new campaign

37. Client ConcernsWhat they sayWhat they meanI don’t know much about that whole online thing, but I want to try to be innovative and do things we haven’t done beforeLET’S DO SOMETHING WITH QUORA!

38. Client ConcernsWhat they sayWhat they meanI don’t fully trust your local credentials yet!DO YOU HAVE PEOPLE IN CHINA?

39. Client ConcernsWhat they sayWhat they meanSOCIAL MEDIA IS UNCONTROLLABLE, I DON’T WANT TO BE THE NEXT HORROR STORYI’m not familiar with social media and a bit afraid of using it. I need your help!

40. Client ConcernsWhat they sayWhat they meanWhat you’ve proposed seems too ambitious for our brand RIGHT NOWI don’t want to risk my career or: I don’t have the budget

41. Client ConcernsWhat they sayWhat they meanWHAT WILL THE SOCIAL MEDIA ROI BE ON MY CAMPAIGN?I need to answer to my superiors and they need to see tangible results!

42. Thank you!