Digital Enterprise Festival Birmingham 13/04/17 - PAUL LEWIS B2B Social Selling Lead Pitney Bowes “Transforming Your Sales Organisation With Effective Social Selling”
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Social selling is no longer optional for your business. It’s a powerful strategy that can help sell your ideas, establish credibility, secure funding, attract talent and win customers.This session will address how to adapt to changing buying behaviours and build a successful social selling programme.
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Digital Enterprise Festival Birmingham 13/04/17 - PAUL LEWIS B2B Social Selling Lead Pitney Bowes “Transforming Your Sales Organisation With Effective Social Selling”
- 1. PAUL LEWIS SOCIAL SELLING LEAD, PITNEY BOWES Adapting to changing buying behaviours with social selling. BUILDASUCCESSFUL SOCIALSELLING PROGRAM @paul_a_lewis https://uk.linkedin.com/in/paullewis100
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- 4. 4 of decision makers say they never respond to cold outreach Source: Harvard Business Review 2015 - The Decision Making Process
- 5. 5 is not designed to replace telesales but augment it!
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- 7. 7 Social Networks Educate Engage Cold Calls Sales Demos Qualify Leads THE NEW SALES MODEL
- 8. 8 the buyer now holds the power
- 9. Pitney Bowes | PPT presentation template | Set Date with Header & Footer 9 of b2b buyers now use social media to be more informed on vendors.
- 10. Pitney Bowes | PPT presentation template | Set Date with Header & Footer 10 of the way through the buying process.
- 11. Pitney Bowes | PPT presentation template | Set Date with Header & Footer 11 people are now involved in the average b2b buying decision.
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- 14. New generations of customers prefer different channels of interaction Internet / Web Chat Social Media Electronic Messaging (e.g. email, SMS) Smartphone Application Telephone Generation Y (Millennials) (born 1981-1999) 24% (1st choice) 24% (1st choice) 21% (3rd choice) 19% (4th choice) 12% (5th choice) Generation X (born 1961-1980) 21% (3rd choice) 12% (4th choice) 28% (2nd choice) 11% (5th choice) 29% (1st choice) Baby Boomers (born 1945-1960) 7% (3rd choice) 2% (5th choice) 24% (2nd choice) 3% (4th choice) 64% (1st choice) Silent Generation (born before 1944) 2% (3rd choice) 1% (4th choice) 6% (2nd choice) 1% (5th choice) 90% (1st choice) Source: KPCP Internet Trends 2016
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- 18. 18 * Registered Members as of November 2016
- 19. 19 WHAT IS SOCIAL SELLLING ALL ABOUT?
- 21. Find someone on the executive team who buys into SOCIAL MEDIA& THE MODERN SALES PROCESS. They will help drive the program forward by generating AWARENESS and enforcing ACCOUNTABILITY. Seek out an EXECUTIVE SPONSOR
- 22. Identify a SMALL group of individuals who buy-in to the strategy; those who have a understanding of SOCIAL MEDIA. Explain the concept of SOCIAL SELLING and how it can be applied to SALES ENABLEMENT/LEAD GENERATION practices. Start off small…. BUILD A PILOT PROGRAM
- 23. Asocial selling program WILL FAIL if other business areas are not included - BUSINESS DEVELOPMENT, SALES OPERATIONS, CRM, MARCOMMS. Integrate with other business units ALIGN WITH OTHER DEPARTMENTS
- 24. Position yourself as a SUBJECT MATTER EXPERT, build your CREDIBILITY to become a TRUSTEDADVISOR. Optimize your LINKEDIN PROFILE andALIGN it to your ORGANIZATION and the VERTICAL MARKETS you focus on. Begin with ESTABLISH A PROFESSIONAL BRAND
- 25. Build your NETWORK, post CONTENT, LIKE, SHARE & COMMENT on others posts, join LINKEDIN GROUPS, FOLLOW COMPANIES, check WHO’S VIEWED YOUR PROFILE.... Begin with the basics TEACH THE ESSENTIALS
- 26. Invest in LINKEDIN SALES NAVIGATOR licenses to FIND RELEVANT PROSPECTS, SAVE LEADS & ACCOUNTS, STAY INFORMED in real-time and determine the WARMEST ROUTE to take to OPENA DIALOGUE and begin a process of ENGAGEMENT. LinkedIn Sales Navigator TAKE IT TO THE NEXT LEVEL
- 27. 27 Free LinkedIn Reach • Engage with 1st , 2nd , and 3rd degree connections + group members Sales Navigator Reach • Save accounts and leads • Build and save lists • Real-time intelligence on individuals + companies • Send messages to anyone via InMail • Leverage introduction requests PROSPECT 460M LINKEDIN MEMBERS
- 28. Train program members; create social selling resources, share BEST PRACTICES, host regular TEAM CALLS, showcase the program, publish top SSI SCORES. Training and development BUILD A SOCIAL SELLING ARMY
- 29. Record all leads and opportunities generated in your CRM – SYSTEM OF RECORD. GAMIFY your program by tracking SOCIAL SELLING INDEX (SSI) SCORES. Highlight SOCIAL SELLING CHAMPIONS and share success stories. Track your social selling program to highlight RoI MEASURE & REPORT
Editor's Notes
- Would you not prefer to respond to BUYING SIGNALS and TRIGGER EVENTS that IMMEDIATELY give you rapport, context, and engagement.
- Reason/result of this new market is a new kind of customer and buyer – preferred engagement method has shifted Need solutions which can accommodate all of these and enable moving between channels (cross, multi, omni channel – can include anectdote about meaning of these…) Plays right to our strength as it requires extensive CES capabilities (which we have ) but also Data, Insight and Location capabilities (which we have) -> key differentiator Also new channels and engagement methods spring up all the time – example video, example intelligent UI… Gen Y – 20-25% is mobile only