Short presentation to introduce the Social Selling and how can help to grow ?

1. SOCIAL SELLING
Thank you to Sophie Attia, « The Social Selling book »

2. Social selling is an option ?
• In the European context of digitalization :Dentalgooddeal, Area, DrStrong, Style
Italiano, Uveneer FB group,…
• In the European context of the GDPR ( General Data Protection Regulation )
• People should be allow to control their data and the use
• General Right of opposition to be prospected or profiled
• Right to be forgotten
• …
• And our French local rules about advertising and anti-corruption law
• Gifts, incentives for dentists/salesreps are forbidden
• Outbound marketing activities are almost forbidden
• Communication has to use pure technical description, certain words
are prohibited («precise balance», …), no clinical cases,… Need to
adapt adv pages, catalog, brochures,…
• No Ultradent Social media pages, just Opalescence pages (FB,
Instragram) addressed to consumer
• Ultradent.fr website blocked – need to register as French dentists

3. What is social selling ?
• Social Selling is the process of developing relationships
as part of the sales process.
• Today this often takes place via social networks such
as LinkedIn, Twitter, Facebook, and Pinterest, but can take
place either online or offline.
Examples of social selling techniques include sharing
relevant content, interacting directly with potential buyers
and customers, personal branding, and social listening

4. What is social selling ?
• Social Selling is how your sales team use the social network to be
connected with their customers or prospects and bring value to them
• Social Network include in the sales process
• Social Selling is a Customer Centric Approach
• Social Selling is aware that customers are Prosumers. Connected, Digital
and informed :
• 92% of buyers look on google or social network
• 57% of the process of purchase is realized before meeting a seller*
* Source IFOP WINCOR NIXDORF 2014

5. • It is over the time to meet frequently clients
• Sales Team are reduced today
• Sales Team have biggest territories
• Customer preferes to be in touch with a person than a brand
Use your sales team to increase the presence,
to create leads and sales opportunities

6. « Don’t try to sale, but have good conversation with people »*
• Outbound Marketing is less efficient than in the past , even forbidden/ restricted
• Promote your brand in the way of a « community manager » is not enough anymore
• Today, Outbound Marketing push offers in an unappropriate way
• Use your sales team to develop InBound Marketing . Prospects are attracted by contents and
looked for informations.
* Richard Branson, CEO Virgin. http://theimarketingcafe.com/social-media/social-media-marketing-the-richard-branson-way

7. FORGET TO SALE,
WELCOME
RELATION SHIP
« There is clearly an alignment of
sales and marketing. Today each
of our commercial has to lead his
community locally »
Eric Decroix, Président
Transgourmet – DCF, Lyon
September 2016

8. • The traditional method runs out
• Only 8% of sales come today from event or direct
marketing or cold calls. 1
• Recall <1%
• Who capt new customers with a simple email ?
Email opening 25%. 2
1 Siecledigital.-fr,July 2016
2 L.Minsky,K.A. Quesenberry « how B2B sales can Benefit from Social Selling »,
Harvard Business Review,Hbr.org,Nov 8 2016
Who is strill trying the
door-to-door method ?

9. « The Social Selling is for the sale that the
vacuum cleaner is for the housework. We
continue to use a broom. » Michaël Aguilar
Social Selling is
required !

10. How ?
• The PEPSI method*
• Profil
• Extension of your Network
• Publication
• Stimulation
• Indicator
Source www.idsa.fr, 2017

11. FOCUS ON
The two main sensitive points are Publication
and Indicators to monitore the social selling
activities

12. Publication
Stop OubBound and think InBound Marketing
• Content of your company provided by the marketing
team ( Company, event, service, products, offers, ... )
25% of your publication
• News about your market 65% of the content. Use tool to
find content, newspaper, etc..
• Personnal , funny, emotion etc… 10% give the
authenticity of your presence

13. Monitoring
• Turnover on social network
customers Versus others
• Number of appointments generated
• Sales perfomance of active sales rep
Vs Non active sales rep
• Number of leads opened
• Number of generated sales
opportunities
• Social Selling Index

14. Monitoring

15. How to be successful ?
Marketing & Sales
Hand in hand