effective social selling - social selling mastery for sales and marketing

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1 Minds&More ACADEMY 2017 Building Social Selling Mastery + Content Management in Your Organization For Sales professionals : Better position your Brand / Find and progress prospects & buyers via social media / social selling to get and accelerate more revenues For Marketing professionals : Effective Content management / tactics to contribute to the sales funnel and help sales in their social engagement with customers

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1

Minds&More

ACADEMY

2017

Building Social Selling Mastery

+ Content Management in Your Organization

For Sales professionals: Better position your Brand / Find and progress prospects

& buyers via social media / social selling to get and accelerate more revenues

For Marketing professionals: Effective Content management / tactics to contribute

to the sales funnel and help sales in their social engagement with customers

2

57%of the buying

journey is done

BEFORE a sales

rep is involved.

5.4people are now

involved in the

average B2B

buying decision.

75%of B2B buyers now

use social media

to research

vendors.

90%of decision makers

say they never

respond to cold

outreach.

74%of buyers choose

the sales rep that

was FIRST to add

value and insight.

The reality of the Modern Buyer

The Opportunity for Sales Leaders

3

State of Sales survey asked more then 2,300 global sales leaders about their priorities, challenges, metrics, and strategies for the year.

Top 3 Sales Objectives

Top 3 Sales Success Metrics

Top Commercial ChallengesAcquire new customers

Grow the value of existing customers

Create deeper customer relationships

Amount of new revenue

Number of new customers

Amount of recurring revenue

2. Countering increased market competitionand ensuring differentiate ourselves

1. Sophisticated customers pervading the market

Customer connections take priority.

Growth matters most.

58%

47%

46%

55%

80%

57%

56%

35%

Where increasingly the buyer’s journey done online – hence where sales and marketing needs to influence this journey

SOCIAL SELLING AND SOCIAL ENGAGEMENT BENEFITS FOR SALES AND MARKETING TEAMS

4

MarketingDevelops the systems & content that createsopportunities for sales

Content per buyer’s journey

Enablement

Establishes the environment for

continuous learning &development

SalesDrives action &accountability

to the sales teamSpeed to

moreRevenuesUnify Sales

& Marketing

BENEFITS

METRICS WE USE TO CORRELATE LEARNING TO REVENUE

5

% Social Selling Learning Program Completion

€ 6,000,000

€5,000,000

€ 4,000,000

€ 3,000,000

€ 2,000,000

€ 1,000,000

€ 0.00

100%

80%

60%

40%

20%

0%

Contracts Won

Total Open

Pipe/funnel in €

100%

Completion

€ 1.524.457

€ 5.338.974

>70%

Completion

€1.300.383

€ 4.678.675

>40%

Completion

€981.603

€ 3.846.141

Case study we did for

an ICT player, after 6

months

After 6 months, 75 sales professionals, average deal of €25KFunnel of 5,3 Million Euros. Closed 1.5 Million Euros.

THE OPPORTUNITY IS CONVERT YOUR CORE PERFORMERS INTO HIGH ACHIEVERS

6

15% = Laggards 70% = Core Performers15% = High Achievers

Build capabilities so social related activities deliver impact for your business

Stage 1: Status Quo (No to limited social selling, no content management, …)

Stage 2: Random Acts of Social (sales, marketing, limited leadership)

Stage 3: Business Case: Social Selling Kickstarter

Stage 4: Deploy to Scale – Mastery level

Stage 5: Sales & Marketing Fully Integrated

and mature capabilities

USE AN ALIGNED APPROACH (MARKETING, SALES TEAMS) ON SOCIAL SELLING AND SOCIAL ENGAGEMENT

7

For Marketing Professionals For Sales Professionals

Approach: Align and execute the relevant marketing and sales activitiesIntegrated approach to build the brand, accelerate ‘speed to revenues’ and get more revenues

Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the

social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life)

Marketing ‘CODE’ Sales ‘FEED’

SOCIAL SELLING MASTERY® FOR SALES AND FOR MARKETINGWITH FIRST THREE MONTHS A WEEK BY WEEK INTERACTION

8Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the social selling

mastery designed for marketing & sales professionals (Distributors of Sales for Life)

Social Selling Mastery® for

Marketing Professionals

• Duration: 7 weeks

Goal:• Build your ‘insights factory’ (to create

content, organize, distribute & expand)• Review existing digital assets and develop

a content plan and production schedule• Ensure digital and content assets fit with

the buyer’s journey and review feedback• Define and use content related metrics• Align with Sales teams to empower them

for the Buying Journey & get conversions

• Duration: 9 weeks

Goal:• Build brand / positioning and get prospects • Grow the network and generate leads• Making buyers think differently through

content and get desired behaviours• Nurture prospects through social

engagement and related tactics• Leverage past success to meet future buyers• Grow the sales funnel and execute social

tactics to get new sales wins

Social Selling Mastery® for

Sales Professionals

In addition for where we do in-company / specific programs

Leadership track • Duration: Kick off and conduct several sessions with leadership team

Goal:• Align on the change journey and roles & responsibilities of leadership team• Setting Up Your Measurements &KPI’s • Sales & Marketing Alignment

Align roles for leading and coaching the organization during the change from the Social Selling initiative

SOCIAL SELLING & CONTENT MASTERY® PROGRAM FOR MARKETING

9Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the

social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life)

Delivered by

Minds&More locally

Includes

1 Year access to learning services

Kick off : virtual or face to face

Week 1: Welcome to Social Selling 7 and Insights Factory

Week 2: Benchmark digital assets and Content Plan (Mapping Content to the Buyer’s Journey)

Week 3: Create Content(Organizing Your Content Library)

Week 4: Create Content(Understand Asset Best Practices)

Week 5: Organize Content Effectively

Week 6: Discover Earlier - Inbound & Outbound Strategies

Week 7: Evaluate Engagement(Creating Metrics & Feedback Systems)

Social Selling Mastery® for

Marketing Professionals 7 Weeks

EXAMPLE OF WHAT COVERED IN THE SOCIAL SELLING & CONTENT MASTERY® PROGRAM FOR MARKETING

10

SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMS

11

Week 2: Build Your Brand

Week 3: Find & Identify Buyers (Advanced Search)

Week 4: Find & Identify Buyers (Sphere of Influence)

Week 5: Educate Buyers Online

Week 7: Develop & Grow Your Social Networks

Week 6: Engage With Insights

Week 8: Learn Your Daily Social Selling Routine

Week 9: Complete Certification Exam

Week 1: Welcome to Social Selling 9 Pre-Work

Minds&More is the exclusive distributor for BENELUX, France and has certified trainers in the

social selling mastery designed for marketing & sales professionals (Distributors of Sales for Life)

Delivered by

Minds&More locally

Includes

1 Year access to learning

services

Kick off : virtual or face to face

Social Selling Mastery® for

Sales Professionals 9 Weeks

SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMSOVERVIEW OF THE MODULES

12

Module 1: Welcome to Social Selling 9 Pre-Work

- What is social selling

- Overview of approach and types of results to expect

- Details of the program – how to get best results from social selling activities

- What expected per participant for this to be succesful

Module 2: Build Your Brand

- Importance to create your personal brand, well positioned in the market

- How to ensure prospect/customers find use

- How to build presence across social networks (be it Linkedin, Twitter, …)

- Review activities and exercises per participant to be done

Module 3: Find & Identify Buyers (Advanced Search)

- How to find prospects / customer contacts

- How to profile your contacts and see what is important to them / what we need to know

- How to prepare to start to have discussions with them and leverage social assets

*MS = Médias Sociaux

- How to find relevant information on prospects/Accounts (via online sources / social network)

- How to ensure bring context to each interaction with the prospect/customer

- Develop the relationship and generate engagement from the prospect/customer

Module 4: Find & Identify Buyers (Sphere of Influence)

SOCIAL SELLING MASTERY® PROGRAM FOR SALES TEAMSOVERVIEW OF THE MODULES

13

- How to position as an expert in your domain / activities

- How to remain ‘top of mind’ during the buyer’s journey

- Learn how to publish and share content across channels, adapted to your expertise

- How to evolve to an approach from ‘one to many’ to ‘1 on 1’

- Discover and used different techniques part of social selling and engagement

- Ensure bring relevant context with your insights

*MS = Médias Sociaux

Module 5: Educate Buyers Online

Module 6: Engage With Insights

- Discover how to grow and expand your network / reach and leads

- Apply the methodology and tactics

- Share best practices on ‘networking’

- Learn how to create your ‘daily routine’ and how to do this in an efficient & effective manner

- Tactics to manage buyer’s journey, and sales opportunities gained by social selling & engagement

- How to track sales funnel, related KPIs and convert your sales opportunities

Module 7: Develop & Grow Your Social Networks

Module 8: Learn Your Daily Social Selling Routine

Module 9: Complete Certification

WE USED LEARNING BEST PRACTICESKIRKPATRICK EVALUATION MODEL

14

ROI

Results

Impact

Learning

Satisfaction

Did the training investment provide a positive return on investment?

Did the training have a measurableimpact on performance?

Did the learners behavior change as aResult of the training?

Did Knowledge transfer occur?

Did the learners enjoy the training?

INVESTMENT – PUBLIC PROGRAM SOCIAL SELLING MASTERY®SALES

15

€1,500

per Sales

Professional

Social Selling Mastery® SALES

Public Enrolment Service

Inclusions:

● Access to the 9 week live Virtual Instructor

led Sales training program

● 1 Year Learning Management System

Access - all curriculum updates inclusive

● 1 Year Daily Coaching “Ask the Expert”:

Live subject matter expert coaching

available daily

Training sessions given by certified

trainers from Minds&More on this

methodology

Session exist in

• French

• Dutch

• English

Sessions as of February 2017

available – visit minds&more

Academy web sitehttps://mindsandmore.biz/en/academy-section/

INVESTMENT – PUBLIC PROGRAM SOCIAL SELLING MASTERY®MARKETING

16

Social Selling Mastery® MARKETING

Public Enrolment Service

Inclusions:

● Access to the 7 week live Virtual Instructor

led Marketing & Content training program

● 1 Year Learning Management System

Access - all curriculum updates inclusive

● 1 Year Daily Coaching “Ask the Expert”:

Live subject matter expert coaching

available daily

€1,500

per Sales

Professional

Training sessions given by certified

trainers from Minds&More on this

methodology

Session exist in

• French

• Dutch

• English

Sessions as of February 2017

available – visit minds&more

Academy web sitehttps://mindsandmore.biz/en/academy-section/

INVESTMENT – DEDICATED FOR A COMPANYNON PUBLIC (COMPANY SPECIFIC PROGRAMS)

17

Fixed price per

program

Social Selling Mastery®

For minimum 12 people:

● Leadership program (included)

● Based on what selected:

● SALES: Access to the 9 week live Virtual

Instructor led Sales training program

● MARKETING: Access to the 7 week live Virtual

Instructor led Sales training program

● 1 Year Learning Management System Access - all

curriculum updates inclusive

● 1 Year Daily Coaching “Ask the Expert”: Live subject

matter expert coaching available daily

Pricing based on

number of

professionals & level

of custom

Opportunistic

• Mission/Vision• Business Strategy• Commercial Planning• Sales & Marketing Alignment• Organisation Design• Change Leadership

• Sales Process• Account

Management• Sales

Management• Social Selling

Strategy & Transformation

Marketing (7P‘s) Performance

Sales Performance

EXPERT RESOURCING

Through our network of Seasoned ProfessionalsMarketing 7 P’s

Project ManagersBusiness Managers

Interim Management

Search & Recruitment

In Company Trajectories –

training / learning

Public Trainings and Virtual Learning &

application programs &

ACADEMY

Annual Sales & Marketing

Performance Summit

Periodic Events

Lectures & Webinars

FLEXIBLE SERVICE SOLUTIONS TO HELP DRIVE GROWTH

18

• Product/Portfolio Mgmt, NPD, Innovation• Promotion, Marcom, Direct Mktg, GTM• Pricing, value based pricing & profitability• Place, Channel, Indirect, Segments• People, Team, Organisation• Process, Customer Focus & Xp, CRM• Physical Environment, Sales/Staff

CONSULTING

Minds&More is the exclusive distributor for BENELUX, France and has certified

trainers in the social selling mastery designed for marketing and sales professionals

(Distributors of Sales for Life)

MINDS&MORE cvbaPark Hill OfficeJan Emiel Mommaertslaan 16b1831 Diegem

www.mindsandmore.biz Tel: +32 (0)2 704 49 40

Pieterjan Kempynck, PartnerMobile: +32 (0)477 700 541Email: [email protected]

Francois Delvaux, PartnerMobile: +32 (0)495 242 986Email: [email protected]

Benny Van Calster, PartnerMobile: +32 (0)475 633 483Email: [email protected]

Myriam Vangenechten, PartnerMobile: +32 (0)477 508 640Email: [email protected]

Pascale Hall, PartnerMobile: + 32 (0) 472 445 983Email: [email protected]

Grégoire Vanderveken, PartnerMobile: +32 (0)495 582 221Email: [email protected]

Thomas Donck, PartnerMobile: +32 (0)494 566 844Email: [email protected]