still selling like it's 1999? meet the modern buyer
TRANSCRIPT
ADAPT OR DIE BE REPLACED Become transparent, responsive, & collabora2ve or else risk being “leK in the dust” by compe22on
@jill_rowley #SocialSelling
Buying process has changed
Buyers are self-‐educa2ng via SEARCH & SOCIAL
@jill_rowley #SocialSelling
82% of the world’s online popula2on can be reached by SOCIAL NETWORKS
Source: insites-‐consul2ng.com
@jill_rowley #SocialSelling
Meet the Modern Buyer
Digitally-‐driven Socially-‐connected
Mobile Empowered
@jill_rowley #SocialSelling
Unlimited access to real-‐2me informa2on about your company, products, compe2tors, customers, industry
experts and influencers
Decision-makers are more knowledgeable.
Unlimited access to real-‐2me informa2on about your company, products, compe2tors, customers, industry
experts and influencers
"The best reps are not just present in social media, they position themselves as credible and influential sources in customer networks."
- Sales Executive Council
You need more tools!
Would you try to maintain your territory with only
hammer & nails? (Phone & Email)
@jill_rowley #SocialSelling
Social selling leverages your professional brand to fill your pipeline
with the right people, insights, and relaPonships.
#SocialSelling @jill_rowley
Use Social Networks to Find, Listen, Relate, Connect, Engage & Amplify your buyers and their
sphere of influence
@jill_rowley #SocialSelling
Content:
R E A D what your buyers are reading and share that content across
your Social Networks
@jill_rowley #SocialSelling
1. Buyer-‐centric LinkedIn profile
2. The Art of a LinkedIn Invite
3. Sphere of Influence training
4. LinkedIn groups
5. Advanced Search in LinkedIn
6. LinkedIn Contacts
7. LinkedIn Job Change alerts
8. Share content
@jill_rowley #SocialSelling
Establish a professional presence on LinkedIn with a complete profile Create a professional brand
Prospect efficiently with powerful search and research capabili2es Find the right people
Discover and share valuable informa2on to ini2ate or maintain a rela2onship Engage with insights
Expand your network to reach prospects and those who can introduce you to prospects Build strong relaPonships
Op2mizing LinkedIn
#SocialSelling @jill_rowley
Showcase your skills
Create a professional brand
Use the right tone What would prospects or customers want to know about you? Be descrip2ve. Tell your story.
Complete your profile Aim for 100% profile completeness
Add rich content Slideshare deck, presenta2on video, etc.
Add skills and generate endorsements
#SocialSelling @jill_rowley
Check who viewed you
Find the right people
View prospects View details of poten2al prospects in your 1st , 2nd , and 3rd degree networks
Expand your viewing Use Lead Recommenda2ons to find more prospects at your accounts
Your ac2vity drives views of your profile. Engage with relevant people who look at you.
ProacPvely search Use advanced search & Lead Builder to pinpoint people more efficiently
#SocialSelling @jill_rowley
Engage with insights
Reach out to prospects
Share valuable informaPon Post relevant content that can help you become a trusted source of insight
Stay in the know Join groups and follow your prospects, customers, and their compe2tors to keep up to date
Engage with your network Share, like, and comment on content posted from your network
Reach your prospects with InMails, connec2on requests, and other messages
#SocialSelling @jill_rowley
Build strong relaPonships
Focus on decision makers Focus on connec2ng to senior level people at your prospects and customers
Connect with contacts Connect with your network and with prospects aKer introduc2ons
Connect internally Your colleagues will be able to provide you warm introduc2ons
#SocialSelling @jill_rowley
ABC co
Create a professional brand
Performance on four key dimensions, each worth 25 points
Find the right people
Engage with insights
Build strong relaPonships
16
15
8
18
Social Selling Index 57
LinkedIn’s Social Selling Index measures adop2on of prac2ces on a 0-‐100 scale
#SocialSelling @jill_rowley
SSI leaders create 45% more opportuni2es per quarter
than SSI laggards.
SSI leaders are 51% more likely to hit quota
than SSI laggards.
45% more opportuni2es
51% more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on exis2ng business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is social selling important?
#SocialSelling @jill_rowley
Add a Professional Photo
• To edit your photo in LinkedIn: 1. Log onto LinkedIn 2. Choose Profile -‐> Edit Profile 3. Click on the camera icon 4. Upload a professional photo
(choose edit photo to replace your current photo)
5. Save changes
Represents your personal brand
#SocialSelling jill_rowley
1. Pick a simple and short username (this is your brand) 2. Create a personal profile 3. Upload a good picture (no eggheads!) 4. Include your LinkedIn URL in your bio 5. Listen first, find your voice 6. Follow influencers and experts in your field; Create lists 7. Share things that are useful and relevant to your followers 8. Do no just self-‐promote or share your stuff 9. Engage with your followers (@reply, RT and menPon) 10. Use #hashtags – example is #SFPRSummit #B2B #B2C
@jill_rowley #SocialSelling