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SOCIAL SELLINGFebruary 6, 2014
PHILOSPOPHY
The Challenger Sale
A Challenger is defined by the ability to do three things:
• Teach• Tailor• Take control
Build a pitch that leads to your solution, not with it.
The Challenger Sale
Before even talking about your capabilities, teach customers about a problem they didn’t even know they had - one that you can solve better than your competitors.
Here is your challenge
Your customer has changed the way they communicate with the world.
What are you doing to change the way you communicate with them?
B TO B SOCIAL
BtoB Social
BtoB Social
BtoB Social
BtoB Invented Social
• Support forums• Webinars• Message boards• User communities• 3:1 ROI on advertising
BtoB & BtoC Social
The differences between B2C social and B2B social are also the strengths of B2B social:
• Smaller audiences• More focused conversations• Higher revenue per conversion• Users more rational than emotional
BtoB Social
BtoB Social
BtoB Social
BtoB Social
Social role in BtoB funnel
Social role in BtoB funnel
BtoB Social – Path to success
• Leverage spending to gain an advantage while it is still cheap
• Move quickly
• Content is cheap, attention is expensive, social is your medium of choice to arbitrage yourself to success
BtoB Social Channels
Communication channels
Analyst Reports
Solution Directory
High-Level Collateral
Detailed Collateral
Webcasts
Case Studies
Industry / Company Websites
Direct Mail / Email Campaigns
VISION PLAN EVALUATE SELECT
Business Requirements Short ListFunctional Requirements
Demonstrations
White Papers
Blogs
Podcasts
Source: KnowledgeStorm 2007
STORY 1
Story
Story
Story
Education
Global Social Media AOR
http://Share.Cisco.com
STORY 2
Story 2
Story 2
Result 2
JOE’S TOOLS
Blog
Google+
Slideshare
YouTube
DOES IT WORK?
Yes!
Yes! - now at 275+ Likes
Yes! – real time after post
Yes!
Yes! – social referrals by far biggest
Follow me:
• http://JoeKoufman.com
• http://AgencySparks.com
THANK YOU
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