why you suck at social selling

Why you suck at social sellingHow to be an effective social seller

By Marcel Santilli, Social Media Leader at IBM*Opinions are my own*

What am I doing WRONG?

Are you that guy?

…or this guy?

Maybe this guy…

You get the point right?

I’m too busy.

I just don’t have time.

I don’t know where to start.

Cold calling?

No one is paying attention.

It’s only for teenagers.

I just don’t see the value.

Here are some stats that will blow your

mind.

3 in 5 IT decision makers use social media to

learn about new products and technologies.

86%Business technology decision-makers that use social media for professional reasons.

1 in 5 minutes online is spent on social networks.

91% of mobile users keep their devices within arm's reach 100% of

the time.

57% of sales process is complete by the time sales is engaged.

What does that really mean?

Decision-makers are more knowledgeable.

Customers are googling your name before you walk in the door…

When they get a voicemail or before a conference call…

Even when they get an email from you.

But here’s the good news…

Technologies have changed.

But human nature has NOT.

Most of what you know offline applies

online.

Social selling is not hard but it’s not easy.

What type of seller are

you?

Bartender…

…or personal trainer?

"The best reps are not just present in social media, they position themselves as

credible and influential sources in customer networks."

- Sales Executive Council

It all comes down to trust.

Let’s start with the

basics.

It’s starts with first impressions.

What does your profile say about you?

Do you have the basics right?

Use summary as your elevator pitch.

You can now add media.

Show your experience to add credibility.

Include additional info about yourself.

Manage your recommendations.

Ask for recommendations.

Include your education.

Courses help your education stand out.

Include skills for people to endorse you.

Talk about important projects.

Let people know you speak other languages.

Show off your hard-earned awards.

Use organizations to show your affiliations.

Volunteering shows what you care about.

Certifications add even more credibility.

Let people know what you have published.

Highlight important test scores.

Display any patents you have.

Improve searchability.

Edit your public profile.

Customize what people can see.

Customize your public profile URL.

ADD LINKEDIN PROFILE TO:

1. Business card2. Email signature3. Other public profiles

Make sure others can see your activity.

What people see when you visit their profile.

What people see when you visit their profile.

Integrate with your Twitter account.

Adding your Twitter account.

What are you posting on LinkedIn?

Get mobile! Download the app

How to build your network

WHO YOU SHOULD CONNECT WITH:

1. People you went to school with

2. Your personal network (friends)

3. Colleagues and partners

4. Customers/partners you have met in person

5. Those in your professional contact list

6. Those in your phone’s contact list

7. People you may know

1

2

3

3 ways to quickly add connections.

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

Let’s talk about Twitter!

What’s the real value in Twitter for sellers?

BENEFITS OF USING TWITTER:

1. See what’s going on with your customers and their competitors

2. Interact and connect with influencers in your industry/segment

3. Discover content and learn

4. Become more influential in your area

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.

What does your profile say about you?

You have to walk before you can fly.

Setting up your profile.

Pick a username that’s easy to remember.

Use an email that most people know you by.

Language and time zone.

Try to use the similar picture across profiles.

Use a header that’s meaningful.

Include full name so people can find you.

Location… it’s about searchability.

Link to LinkedIn profile for more info.

Make it count! Elevator pitch in 160 characters.

Customize your profile’s design.

It’s about what you share and how you interact.

Content can turn prospects into customers.

But it takes work.

WHAT TO SHARE:

1. Interesting articles and blog posts

2. Thought leadership content related to your area of expertise

3. Videos (YouTube, Vimeo, TED)

4. Useful presentations and whitepapers (Slideshare)

5. Insights (people love stats) and quotes

6. General business and leadership tips and advice

7. Keep self-promotion and marketing to 20% or less

8. Infographics and images

WAYS TO INTERACT ON LINKEDIN:

1. Like someone’s activity

2. Share a post

3. Comment on a post

4. Endorse someone’s skill(s)

5. Recommend a colleague, partner or customer

6. Join a group

7. Start or engage in a discussion in a group

8. Send someone a direct message or share a link

9. Visit someone’s profile

10.Ask for an introduction or recommendation

WAYS TO INTERACT ON TWITTER:

1. Retweet

2. Favorite someone’s tweet

3. Respond to a tweet

4. Mention someone

5. Follow

6. Add to a list

7. Share your own thoughts

LISTS TO CREATE ON TWITTER:

1. Thought leaders and influencers for your area of expertise (experts, analysts, etc)

2. News and official sources of information

3. Your customers’ official accounts

4. Your customer’s competitors

5. Your company’s competitors

6. Colleagues

7. Business partners

8. Customers

9. Prospects

What you can do with LinkedIn Premium and some advanced features

Advanced search features

Advanced search features

WHAT TO LOOK FOR IN PROFILES:

1. Recommendations they gave other people

2. Recommendations received

3. Recent activity

4. Experience

5. People also viewed

6. People like them

7. How you are connected to them

8. Things in common you have with them

9. Visit someone’s profile

10.Ask for an introduction or recommendation

Here are some tools that might

help you.

Bufferapp.com

Hootsuite.com

GetPocket.com

RSSOwl.org

RSSOwl

Klout.com

Bitly.com

Flipboard.com

IFTTT.com

Refollow.com

Make it part of your routine!

It’s still about trust-based relationships.

Challenge their thinking.

120

You have to break through the clutter.

Your content has to beAWESOME.

and NOT…

BORING.

123

Keep it simple.

124

125

Be unexpected.

126

Tell a story.

127

Appeal to emotion.

128

Be factual and concrete…

129

and credible.

130

Provide practical solutions.

131

Selflessly help others.

Connect people.

133

Share ideas…

134

…and insights.

135

Ask the right questions.

137

Just be

yourself.

138

…and don’t forget to build relationships.

Make customers LOVE you.

139

Got it?

140

how do people search for information?Think about…

141

You want to be part of their trusted network.

142

Be strategic but always add value.

143

Always look at things through customer’s eyes.

144

It’s all about finding just the right…

balance.

145

And that’s how you become an effective social seller.

Thank you.

Connect with me

Linkedin: http://linkedin.com/in/marcelsantilli

Twitter: http://twitter.com/santilli

To download this presentation: http://ibm.co/socialselling