Social Selling Strategies: Creating a Culture for Success
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Today’s salesforce is ditching the phones and leveraging social media to find prospects and close deals. While Social Selling continues to drive higher revenue and increase pipeline, most organizations still do not have a social media strategy for their sales organization. Although companies understand why Social Selling is important, they don’t know how to make the change. It’s time for these organizations to implement a Social Selling culture before they get left behind.
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Social Selling Strategies: Creating a Culture for Success
- 1. SALES SOLUTIONS Social Selling Done Right: Strategies for Creating a Social Selling Culture #inSalesChat
- 2. SALES SOLUTIONS Today’s Speakers: 2 Carlos Gil Global Sr. Social Marketing Manager LinkedIn Sales Solutions www.linkedin.com/in/carlosgilonline Celina Guerrero Social Selling Trainer Social to Sales https://www.linkedin.com/in/celinaguerrero1 #inSalesChat Julio Viskovich VP, Marketing rFactr https://www.linkedin.com/in/socialselling Matt Heinz President Heinz Marketing https://www.linkedin.com/in/mattheinz
- 3. SALES SOLUTIONS 3 • All attendees are muted by default. Please type your questions into the chat panel and send them to all panelists. • Questions will be addressed at the end of webinar. • The webinar recording will be emailed out before the end of the week. • Tweet questions to @LinkedInSelling / #inSalesChat #inSalesChat Housekeeping Notes
- 4. SALES SOLUTIONS 4 • Speaker Introductions • How Sales Has Evolved • Creating a Trusted, Professional Brand • Focusing on the Right Prospects • Social Selling with Insights • Panel on Social Selling Culture • Q&A #inSalesChat Today’s Agenda
- 5. SALES SOLUTIONS are now involved in the average B2B buying decision people Boss Peer Direct report Business leader Cross-functional partner Corporate Executive Board 2013 – Winning The Consensus Purchase Your target buyer 5.4 Sales has evolved and the buying process has too. Today, decisions involve more people than ever before. #inSalesChat
- 6. SALES SOLUTIONS 75% of B2B buyers now use social media to be more informed on vendors International Data Corporation 2014 – Social Buying Meets Social Selling Decision makers rely on social media to choose between potential vendors Network referrals White papers Company websites Blog posts Company pages Your target buyers Social relationships #inSalesChat
- 7. SALES SOLUTIONS Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Building relationships with prospects and customers is different in this new economy #inSalesChat
- 8. SALES SOLUTIONS Billions of professional relationships 347M+ members 2B+ member updates per week LinkedIn has a wealth of information on the people & companies with whom you want to build relationships #inSalesChat
- 9. SALES SOLUTIONS Create a professional brand Find the right people Engage with insights Build strong relationships + 17% + 25% + 40% + 29% Social Selling Index + 26% Avg. increase in SSI seen by Sales Navigator customers in the first 3 months after activation. 3 Months After Activation LinkedIn helps your team improve at selling socially Our sales reps and customer success team partner with you to support your social selling initiatives. #inSalesChat
- 10. SALES SOLUTIONS Sales professionals with a high SSI… 1.6X faster to get promoted to VP 3X more likely to go to club 51% more likely to exceed quota Exceed Quota Go to Club Get Promoted Faster #inSalesChat
- 11. SALES SOLUTIONS Celina Guerrero Social Selling Trainer Social to Sales https://www.linkedin.com/in/celinaguerrero1
- 12. SALES SOLUTIONS Photo & Headline 12 Headline ● First word focus ● Action word ● Keywords ● 1st 50 characters #inSalesChat
- 13. SALES SOLUTIONS Connections & Summary 13 Summary ● Let people self-qualify ● Quantify value ● 1st 200 characters ● Get feedback Connections ● Know, Like, Trust ● Referrals #inSalesChat
- 14. SALES SOLUTIONS Recommendations 14 Recommendations ● Ask (Not only your boss) ● “Social proof” ● Reorder ● First 200-250 characters #inSalesChat
- 15. SALES SOLUTIONS Write Long Form Post 15 Long Form Post ● Deliver value ● Story tell ● Personal / professional ● FAQ ● Image / Title #inSalesChat
- 16. SALES SOLUTIONS Share Long Form Post 16 #inSalesChat
- 17. SALES SOLUTIONS Julio Viskovich VP, Marketing rFactr https://www.linkedin.com/in/socialselling
- 18. SALES SOLUTIONS 18 Advanced Search ● Granular searches with Boolean ● Tweak to return only relevant contacts ● Titles, keywords, name, company, industry, location are all free to use Saved Searches ● Save your best searches ● Get notified when new people are detected #inSalesChat Focus on the right people and companies
- 19. SALES SOLUTIONS Focus on the right people and companies #inSalesChat
- 20. SALES SOLUTIONS 20 Relationships Matter ● Look for social proximity ● Can your connections help accelerate the relationship? ● Referencing a mutual connection increases accepted requests and InMail’s up to 50% Groups ● Active Groups can be goldmines to get at bats and show value ● Groups allows you to message non 1st degree connections Focus on the right people and companies #inSalesChat
- 21. SALES SOLUTIONS 21 Evaluate ● Current title/role accurate? ● Match buyer persona? ● Previous companies and experience ● Common ground? ● Contact and other information Focus on the right people and companies #inSalesChat
- 22. SALES SOLUTIONS Focus on the right people and companies #inSalesChat
- 23. SALES SOLUTIONS Matt Heinz President Heinz Marketing https://www.linkedin.com/in/mattheinz
- 26. SALES SOLUTIONS Engage Their Content! 26 #inSalesChat
- 27. SALES SOLUTIONS Individual Insights – The 3x3 Method 27 #inSalesChat
- 28. SALES SOLUTIONS Do’s & Don’ts of InMail 28 #inSalesChat
- 31. SALES SOLUTIONS What are best practices for moving your team away from cold calling and building a social selling culture? #inSalesChat
- 32. SALES SOLUTIONS What should sales leaders do to immediately get their teams social selling? #inSalesChat
- 33. SALES SOLUTIONS Thank you! Julio ViskovichCelina Guerrero Matt Heinz
- 34. SALES SOLUTIONS Questions? Twitter: @LinkedInSelling / #inSalesChat Email: salessolutions@linkedin.com Web: www.sales.linkedin.com
Editor's Notes
- Introduce your self and the process that you came to speak today.
- In the traditional sales model there is only one buyer, you have to find them and keep trying to contact them But many other people in company; decisions are not made in isolation Some of them influence the primary buyer; you have to identify who these influencers and other members of the buying committee According to the Corporate Executive Board there are 5.4 people involved in the average buying decision - meaning 4.4 influencers in a given buying decision, in addition to 1 purchaser
- B2B decision makers inform themselves in various ways when making a purchasing decision. Traditionally, these have included vendor websites, white papers and network referrals / recommendations. However, today, social media underpins all three of these sources (company pages on LinkedIn, blog posts, social relationships) – so its no surprise that 75% of B2B decision makers use social media to make informed purchases (according to research by IDC, International Data Corporation) And, use of social media increases with the seniority of the buyer – 84% of VP+ decision makers use social media when making a purchasing decision. If you’re not actively using social media to reach buyers, you could be missing 75% of the people out there.
- In this new normal, you have to cater your sales process to the way the buyer is now working. You need to : Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers
- LinkedIn has the information you need to adapt to this new normal. 300M + members and 2 new every second - so you can find the right person, or people, to focus on 2B + member updates per week - so you know what these people are talking about and what’s going on with them Billions of professional relationships - so you can reveal connection paths between your company and your target account that you can leverage for a warm introduction
- 1SSI leaders (>70) are 51% more likely to hit quota than SSI laggards (<30). Based on a global study LinkedIn ran in Q4 2013 of Q3 performance. 2LinkedIn sales reps with high SSI (>90) were 3X more likely to go to club based on quota-carrying reps that began before Jan. 1, 2013 across all regions. 3Directors with SSI > 70 were promoted 1.6X faster to VP than directors with SSI <30 among all Director to VP promotions in past 2 years based on analysis of data on LinkedIn profiles.
- Lead Builder is Sales Navigator’s advanced search functionality that will help you build a targeted lead list quickly. Simply by clicking on the search bar at the top center of Sales Navigator, your reps can type in their keywords and leverage the most common sales filters to quickly start building lead lists. For those of you with teams already leveraging LinkedIn.com, this will seem very familiar, but your teams won’t necessarily have access to saving these searches so they can pull them up even more efficiently later, then getting alerts from them as new people match their results each day. In this, they’ll have access to the whole LinkedIn network, with full visibility into their third degree along with profile unlocks available for anyone in the 4th degree and beyond.
- Lead Builder is Sales Navigator’s advanced search functionality that will help you build a targeted lead list quickly. Simply by clicking on the search bar at the top center of Sales Navigator, your reps can type in their keywords and leverage the most common sales filters to quickly start building lead lists. For those of you with teams already leveraging LinkedIn.com, this will seem very familiar, but your teams won’t necessarily have access to saving these searches so they can pull them up even more efficiently later, then getting alerts from them as new people match their results each day. In this, they’ll have access to the whole LinkedIn network, with full visibility into their third degree along with profile unlocks available for anyone in the 4th degree and beyond.