Social Selling for Inside Sales: How to Find & Convert Prospects from the

Social WebMatt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

Social media for sales overview

• Target individuals and keywords

• Watch for early-stage buying signals

• Participate as a peer

• Teach sales & customer service reps to interact directly

• Use tools to manage, assign, etc.

Prospect Engagement Funnel

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New Customer

Drip MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn

Goal: Drive Registration

Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.

Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers

Referral & Tell-a-Friend OffersNetwork / Community Invites

New Opportunity Alerts1:1 with Existing CustomerIn-Market Events

Next Step Accelerator Ideas

Customer Targets (based on persona profiles)

Social selling starts with five questions

1. What/who are your targets?

2. What do they care about? What outcome are they seeking?

3. Where do you find them?

4. What or who influences them?

5. How do they want to engage and (eventually) buy?

What do customers care about?

The buying progression

SolutionProblem/Pain

Objective/Outcome

Top sales reps – social tips

1. Get new introductions from existing network

2. Get new introductions from others in their organization

3. Watch for buying signals across the social Web

4. Build deeper, early relationships with new prospects

5. Directly share information, become an expert, generate a following

Finding more sales on Twitter

• Follow your prospects

• Follow your partners

• Curate customer-centric content

• Listen for buying signals

• Watch and use hashtags

Finding more sales on LinkedIn

• Read the Daily Digest…daily

• Join and participate in groups

• Keep your profile up to date

• Ask and answer questions

• Give recommendations

• Ask for specific referrals and introductions

Nine Social Selling Tools

1. HootSuite

2. Nearstream

3. TweetAdder

4. Dlvr.it

5. Timely.is

6. UnTweeps

7. TextExpander or ActiveWords

8. Email Alerts

9. Morning Coffee

Q&A

Questions?