The document discusses how the sales process has changed due to digital technologies and empowered buyers. It introduces the "new sales playbook" which focuses on building relationships through social networks rather than old school outbound sales tactics. The new playbook involves sales filling their "relationship funnel" through social selling techniques like optimizing LinkedIn profiles and sharing helpful content. Meanwhile, marketing fills the "lead funnel" by creating content to get found online and providing material for sales to engage prospects with. The presentation provides tips for social selling and content marketing strategies to engage buyers throughout the purchasing process.
7. Buyers are 57% of the way through
the decision making process before
engaging with a sales rep or vendor.
Corporate Executive Board
Harvard Business Review, June 2012
Survey of 1,600 mid-sized business decision makers
The Buyer Changed
9. • The modern consumer is digitally
driven, socially connected and mobile
empowered.
• Unlimited access to real-time
information about your company,
products, competitors & customers
16. My Story
• 28 years in the industry
• Los Angeles sales “rat race”
• Zero account base
• 2014 Results
• $650,000 in net new business
• $1,600,000 pipeline leveraging
LinkedIn relationships
www.linkedin.com/in/larrylevine1992
22. Let’s Do Some Simple Math
Three Accounts per Week 3 current clients
Five Second Degree Connections 15 new prospects
One Month 60/month
One Year 720/year
10% Appointment Ratio 72/year
6 new sales appointments
per month
23. Social Selling Defined
Using social networks to
leverage your personal brand
to fill your relationship funnel.
NOT SEARCHING
Sales
RELATIONSHIP
FUNNEL
24. THE KEY TO WINNING IN SOCIAL IS NOT TO ADOPT A SEPARATE
STRATEGY FOR IT BUT TO LOOK AT THE EXISTING SALES
STRATEGY AND INTEGRATE SOCIAL INTO IT.
NEW SALES
PLAYBOOK
OLD SCHOOL NEW SCHOOL
30. Trust = Credibility + Connection
WHO does this rep
know that I know?
WHAT does this rep
know that could help
my business?
31. “77% of people who are going
to interact with you will check
you out on LinkedIn first.”
Entrepreneur Magazine
It is about bringing your personal
brand to the marketplace to parallel
your business brand
32.
33. RESEARCH
Find companies and
contacts in your
territory.
FOLLOW
Learn about your
prospect
CONNECT
Send a personalized
invitation.
NURTURE
Build relationship with
content
MEET
Ask for a
conversation.
The Social Selling Process
35. • 2009 met with CFO – just entered
into agreement
• Mined connections – led to IT
Manager and Staff Accountant
(Connected)
• 2013 found out Kiwanis friend was
a docent
• Set up 90 day campaign
• (4) KM C554e’s
38. 94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers who are looking for information
online. Companies that aren’t there with answers to prospects’ questions will fall off the
radar, while brands that anticipate questions and provide useful resources will win brand
awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
More from the IDC Study:
Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers.
Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
Engage with prospects
Reply to questions posed
DO NOT SELL – be useful to them
It’s “what you know” and “who you know”
LinkedIn gives you both!