the six steps to social selling success
DESCRIPTION
This is an updated version of my "six imperatives of digital selling" deck, which uses the more common phrase, "social selling." There are also a few other minor updates.TRANSCRIPT
selling through digital channels:
is it right for you? to what degree?
The right answer is always about your customer
finding trigger events
sales intelligence
:: mike kunkle :: :: transforming sales results ::
x
the six steps to social selling success
that was then…
http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/
the six steps to social selling success 2 :: mike kunkle :: transforming sales results ::
this is now…
http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg
the six steps to social selling success 3 :: mike kunkle :: transforming sales results ::
social selling overview
http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422
the six steps to social selling success 4 :: mike kunkle :: transforming sales results ::
social selling overview the ticket for entry
the six steps questions
social selling overview
context
social selling = selling through digital channels
think “tool in my sales utility belt” – not “religion”
the semantics / “shock value” around cold calling
the six steps to social selling success 6 :: mike kunkle :: transforming sales results ::
social selling overview
advice
context and nuance trump absolutes
new doesn’t always replace old (additive)
take a balanced, practical approach
the six steps to social selling success 7 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
more context
the six steps to social selling success 9 :: mike kunkle :: transforming sales results ::
in 2012, 78.6% of sales people using social media to sell out performed those who weren’t using social for sales. of reps exceeding sales quota by more than 10%, social sellers were 23% more successful than their non-social peers. - Jim Keenan, A Sales Guy Consulting (report)
the lead to conversion rate for social selling is about 15%, at least five times greater than the average conversion prospecting success rate for marketing activities. - Sales Benchmark Index
high achievers were 2.5 times more likely to use social selling to close contracts than low achievers. - Dynamic Signal report
social selling overview
selling through digital channels
is social selling right for me? to what degree?
more context
the six steps to social selling success 10 :: mike kunkle :: transforming sales results ::
report link
social selling overview
selling through digital channels
is social selling right for me? to what degree?
the right answer is always about your customers
the six steps to social selling success 11 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
The potential impact of Social Selling varies greatly by industry.
Social Selling will be highly disruptive to some industries. Not so much to others.
If you are in an industry where social selling has high applicability, peddle faster.
If you are in an industry where social selling has low applicability, ignore it.
http://www.salesbenchmarkindex.com/bid/104840/Social-Selling-Applicability-by-Industry
the right answer is always about your customers
the six steps to social selling success 12 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
finding trigger events
sales intelligence
the right answer is always about your customers
where are they?
where are their influencers?
the six steps to social selling success 13 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
finding trigger events
sales intelligence
the right answer is always about your customers
blogs
the six steps to social selling success 14 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
finding trigger events
sales intelligence
the right answer is always about your customers
the six steps to social selling success 15 :: mike kunkle :: transforming sales results ::
ticket for entry – the 3 p’s
presence
profiles
participation
the six steps to social selling success 16 :: mike kunkle :: transforming sales results ::
ticket for entry – the 3 p’s
presence
profiles
participation
blogs
the six steps to social selling success 17 :: mike kunkle :: transforming sales results ::
ticket for entry – the 3 p’s
presence
profiles
participation
http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/
the six steps to social selling success 18 :: mike kunkle :: transforming sales results ::
presence
profiles
participation
ticket for entry – the 3 p’s
begin by sharing relevant content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
the six steps to social selling success 19 :: mike kunkle :: transforming sales results ::
presence
profiles
participation
ticket for entry – the 3 p’s
begin by sharing relevant content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
Oops!
the six steps to social selling success 20 :: mike kunkle :: transforming sales results ::
presence
profiles
participation
ticket for entry – the 3 p’s
begin by sharing relevant content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
Much better!
the six steps to social selling success 21 :: mike kunkle :: transforming sales results ::
presence
profiles
participation
ticket for entry – the 3 p’s
begin by sharing relevant content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
Much better!
owners competitor companies
ceo / presidents
analysts
customers prospective customers
procurement managers
application engineers
researchers/ professors
centers of influence
tool & die moldmakers
others like them
plant managers
the six steps to social selling success 22 :: mike kunkle :: transforming sales results ::
presence
profiles
participation
ticket for entry – the 3 p’s
consider automation
the six steps to social selling success 23 :: mike kunkle :: transforming sales results ::
six steps to social selling success
conduct research
make a connection
generate awareness
create interest
build relationships
convert r2r / revenue
the six steps to social selling success 24 :: mike kunkle :: transforming sales results ::
six steps to social selling success
research
awareness
interest relationship
connection
revenue
six steps to social selling success
research
awareness
interest relationship
connection
revenue
six steps to social selling success
research
awareness
interest relationship
connection
revenue
six steps to social selling success
research
awareness
interest relationship
connection
revenue
nurture cycle
six steps to social selling success
research
awareness
interest
connection
revenue relationship
nurture cycle
six steps to social selling success
research
awareness
interest relationship
connection
revenue
nurture cycle
six steps to social selling success
research
awareness
interest relationship
connection
revenue
nurture cycle
six steps to social selling success
research
awareness
interest
connection
revenue relationship
nurture cycle
six steps to social selling success
research
awareness
interest
connection
revenue relationship
nurture cycle
trigger
sales cycle
six steps to social selling success
research
awareness
interest relationship
connection
revenue
nurture cycle acquisition sales cycle
trigger
one :: research
the six steps to social selling success 35 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
one :: research
look familiar?
the six steps to social selling success 36 :: mike kunkle :: transforming sales results ::
one :: research
look familiar?
… are the same you use to research prospects & clients
the tools to decide whether you should focus on social selling…
the six steps to social selling success 37 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 38 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 39 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 40 :: mike kunkle :: transforming sales results ::
observe their social / digital footprint
two :: connect
the six steps to social selling success 41 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
two :: connect
move from research to connect
follow their digital footprint – be where they are
listen, observe, and learn about them
look for connectors or commonalities
reach out to connect
be part of their world / multiple touch points
note: not saying solicit through multiple channels
the six steps to social selling success 42 :: mike kunkle :: transforming sales results ::
two :: connect
how to connect
follow on Twitter
leap from Twitter to LinkedIn
leverage connectors / commonalities
use LinkedIn open group discussions
ask for LinkedIn referrals / introductions
comment on blogs / tweets / discussions
conferences / trade shows / associations
see http://www.mikekunkle.com/connect
unless there is a trigger event, do not “sell” yet
the six steps to social selling success 43 :: mike kunkle :: transforming sales results ::
two :: connect
connections: additional advice
the six steps to social selling success 44 :: mike kunkle :: transforming sales results ::
do don’t customize your invites (avoid mobile invites)
pounce (you’ll see this again & again from me)
leverage introductions or groups ask for “feedback on your product”
use “connectors” or shared experience
try to set an appointment
make it about them, not you respond with a company/product dump
make it natural & human, not “salesy”
add to your newsletter or email marketing
two :: connect
connections: additional advice
the six steps to social selling success 45 :: mike kunkle :: transforming sales results ::
do don’t customize your invites (avoid mobile invites)
pounce (you’ll see this again)
leverage introductions ask for “feedback on your product”
use “connectors” or shared experience
try to set an appointment
make it about them, not you respond with a company/product dump
make it natural & human, not “salesy”
add to your newsletter or email marketing
get on their radar
three :: awareness
http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html
the six steps to social selling success 46 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
three :: awareness
move from connect to awareness
sales perspective: multiple digital touches
learning perspective: value of spaced repetition
interact
be “social,” share, like, RT, help, pay it forward
share relevant content based on your research
perception: credibility, trust, valuable resource
the six steps to social selling success 48 :: mike kunkle :: transforming sales results ::
three :: awareness
move from connect to awareness
sales perspective: multiple digital touches
learning perspective: value of spaced repetition
interact
be “social,” share, like, RT, help, pay it forward
share relevant content based on your research
perception: credibility, trust, valuable resource
be known / develop your reputation
the six steps to social selling success 49 :: mike kunkle :: transforming sales results ::
four :: interest
the six steps to social selling success 50 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
four :: interest
move from awareness to interest
don’t follow the hungry herd / don’t pounce
social = subtle
don’t be anti-selling, either
the great “sell vs. help debate”
gauge interest in your “awareness campaign”
likes, comments, downloads, shares, questions, emails, responses
watch for triggers… challenges, opportunities, issues, changes, questions, signals
the six steps to social selling success 51 :: mike kunkle :: transforming sales results ::
four :: interest
move from awareness to interest
don’t follow the hungry herd / don’t pounce
social = subtle
don’t be anti-selling, either
the great “sell vs. help debate”
gauge interest in your “awareness campaign”
likes, comments, downloads, shares, questions, emails, responses
watch for triggers… challenges, opportunities, issues, changes, questions, signals
observe reactions / gauge interest
the six steps to social selling success 52 :: mike kunkle :: transforming sales results ::
five :: relationships
the six steps to social selling success 53 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
not linear
starts before “connect” / never ends
“business dating” / nurturing
sincerity, authenticity, transparency & ethics matter
grow organically (unless triggered)
when possible, move at their pace
humor, empathy, social debt, dot connections
ommon: interests, goals, people, problems
ehavior: pay it forward, give / share, connect others, stewardship / leadership / go-give.
five :: relationships
the six steps to social selling success 54 :: mike kunkle :: transforming sales results ::
not linear
starts before “connect” / never ends
“business dating” / nurturing
sincerity, authenticity, transparency & ethics matter
grow organically (unless triggered)
when possible, move at their pace
humor, empathy, social debt, dot connections
common: interests, goals, people, problems
behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver
five :: relationships
the six steps to social selling success 55 :: mike kunkle :: transforming sales results ::
not linear
starts before “connect” / never ends
“business dating” / nurturing
sincerity, authenticity, transparency & ethics matter
grow organically (unless triggered)
when possible, move at their pace
humor, empathy, social debt, dot connections
common: interests, goals, people, problems
behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver
five :: relationships
credibility / respect / trust
the six steps to social selling success 56 :: mike kunkle :: transforming sales results ::
six :: revenue
http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif
the six steps to social selling success 57 :: mike kunkle :: transforming sales results ::
. six steps to social selling success
six :: revenue
http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif
the six steps to social selling success 58 :: mike kunkle :: transforming sales results ::
six :: revenue
helping, guiding, serving, solving, adding value
making quota, achieving goals, staying employed
finding the buyers with problems you solve
value creation and influence to win deals
converting r2r or relationships to revenue
http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif
professional selling is…
the six steps to social selling success 59 :: mike kunkle :: transforming sales results ::
six :: revenue
convert r2r – move into a sales cycle
magnetize buyers to you, but reach out, too
partner with marketing (nurturing, content, mql)
watch for problems you solve – reach out then
look for triggers to enter the buying cycle early
share insights to create opportunity
use “favorable introductions” to begin sales conversations
leverage the social debt, credibility, respect, and trust you gained in previous steps
the six steps to social selling success 60 :: mike kunkle :: transforming sales results ::
six :: revenue
convert r2r – move into a sales cycle
magnetize buyers to you, but reach out, too
partner with marketing (nurturing, content, mql)
watch for problems you solve – reach out then
look for triggers to enter the buying cycle early
share insights to create opportunity
use “favorable introductions” to begin sales conversations
leverage the social debt, credibility, trust and respect you gained in previous steps
value creation / account acquisition
the six steps to social selling success 61 :: mike kunkle :: transforming sales results ::
six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
the six steps to social selling success 62 :: mike kunkle :: transforming sales results ::
six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
social savvy reps have clients in front of prospects
“Dave, I caught your message about [topic] in [LinkedIn group]. I worked with [client name / company] to help resolve [that issue] for her and [deliver this value]. Would it be helpful to speak with [name] about her experience?”
the six steps to social selling success 63 :: mike kunkle :: transforming sales results ::
closing thoughts :: summary
other considerations for social selling
stealth mode you can hide activity on LinkedIn, hide your connections, avoid commenting to prospects in groups (until you’re ready to make a public connection)
if not managed well, social media can be a huge time drain for little return
focus on outcomes
manage your time
use automation to free time for research and engagement
continue to learn from others (see appendix resources)
the six steps to social selling success 64 :: mike kunkle :: transforming sales results ::
questions | discussion
about mike
mike is a training and organization effectiveness leader with special expertise in sales force transformation.
after his initial years on the frontline in sales and sales management, he spent the next 21 years as a corporate manager or consultant, leading departments and projects with one purpose – improve sales results.
today, in his role as commercial training & development manager for GE Capital’s equipment finance platform, mike uses his in expertise in best-in-class learning strategies, methods, processes, and change leadership to develop the capabilities of sales representatives and sales managers to drive business results.
mike freely shares his own sales transformation methodology, speaking at conferences and writing online (see http://slidesha.re/PerfLevers082011 and http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at <mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or on various social media sites.
linkedin twitter google+ slideshare
let’s get connected!
http://www.mikekunkle.com/about-me
the thoughts, opinions and content expressed here are my own
the six steps to social selling success 66 :: mike kunkle :: transforming sales results ::
a p p e n d i x
:: transforming sales results ::
:: mike kunkle ::
:: the six steps to social selling success ::
appendix – links
building a linkedin profile http://www.salesforlife.com/sales-resources/9-steps-to-a-winning-linkedin-profile-for-sales-professionals/
http://topdogsocialmedia.com/linkedin-marketing-infographic/
http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/
http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/
other social selling resources http://funnelholic.vidcaster.com/k5kbb/the-guide-to-social-selling-strategy-how-to-use-social-to-crush-your-number/
http://www.slideshare.net/jillrowley/social-selling-jill-rowleys-wakeup-call-deck
http://wurlwind.co.uk/sales-applications/social-media/linkedin-for-personal-and-company-lead-generation/
http://www.salesforlife.com/sales-resources/
http://business.linkedin.com/sales-solutions/c/14/3/7-ways-sales-professionals-drive-revenue-with-social-selling.html
http://www.eloqua.com/resources/grande-guides/grande-guide-to-social-selling.html
http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/
the six steps to social selling success 68 :: mike kunkle :: transforming sales results ::
appendix – links
other social selling resources (continued) http://blogs.salesforce.com/company/2014/05/free-e-book-the-smart-guide-to-social-selling-.html
http://www.slideshare.net/linkedin-sales-solutions/linkedin-foolproof-guide-to-social-selling
http://learnmore.insideview.com/TheUltimateGuide_Twitter.html
http://blog.hubspot.com/marketing/questions-social-selling-answered-linkedin-evernote-hubspot-qa
http://www.exacttarget.com/blog/10-smart-social-selling-tips-for-2014/
http://www.marketingprofs.com/podcasts/2014/24906/social-selling-jill-rowley-marketing-smarts
http://www.businessesgrow.com/2014/03/20/social-selling/
http://wurlwind.co.uk/2013/01/sales-productivity-and-social-selling-how-to-increase-benefits-and-reduce-time-ff56/
http://blog.introhive.com/blog/2014/04/03/social-selling-20-quick-yet-essential-tips-you-should-know/
http://marketingthink.com/10-ways-to-get-found-more-easily-on-linkedin-social-selling-advice/
http://marketingthink.com/what-does-twitter-success-look-like/
http://www.marketingprofs.com/charts/2014/25107/how-people-use-linkedin-infographic
http://www.slideshare.net/linkedin-sales-solutions/social-selling-impact-aberdeen-report-2013
https://community.dynamics.com/crm/b/crmconnection/archive/2013/10/14/social-selling-has-become-mission-critical.aspx
the six steps to social selling success 69 :: mike kunkle :: transforming sales results ::