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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
Lauren Mullenholz Insights Leader, LinkedIn
The Science of Social Selling: Measuring adoption and results with LinkedIn
Alexander Low - @JLL_Law Head of Client Development Office Agency, JLL
#salesconnect
How have others seized the opportunity?
Measurement Education Exec Alignment
SOCIAL
Success Stories Social SelIing Index (SSI)
ADOPTION
Pipeline & Revenue
ROI
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
SSI Defined
Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82
The components of social selling
Create a professional
brand
Find the right
people
Engage with insights
Build strong relationships
100
The impact of SSI
New clients
Meetings secured
Opportunities generated
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
How do we really look?
It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
ANZ
30.0
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.1
SSI by Region
ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI by Region
United Kingdom
30.7
France
23.0
The Netherlands
31.8
SSI by Country
United Kingdom
+27%
France
+33%
The Netherlands
+29%
SSI by Country
Tech and professional services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
But retail, manufacturing, and auto are growing quickly
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18 -’19 ’20+ ’16 -’17
Tech/Media
Professional Services
Retail, Auto,
Manufacturing
34
2015
21
2015
SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB
27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32% +32%
+34%
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18 -’19 ’20+ ’16 -’17
SMB
ENT, Mid Market
31
2015
27
2015
Globally there’s room on the adoption curve
All Sales Professionals
Median: 22 SC Attendees
Median: 63
0 100
Leaderboard
1 93
2 92.8
3 92.7
4 92.5
5 92.1
6 91.7
7 91.5
8 91.4
9 90.3
10 89.9
Richard van der Blom
Alan Crean
Xavier Monty Wendy van Gilst
Oliver S. Bauer
Ben Savage
Marcus Leathwood
Jordi Gili
Craig Evans
Paul Lewis
19.2
23.1 24.3 24.3
Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HREmployees)
JLL UK SocialSellers
50.6
24.8
from belief to adoption
JLL’s SSI compared to competitors:
Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE
SS
I
44% 46%
10%
0% 1%
33%
62%
5%
0-20 21-45 46-69 70+
JLL’s journey: creating a competitive advantage
5X Over
Focus shifts to more sophisticated techniques as SSI scores increase
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-20
21-69
70+
SS
I Bu
cke
ts
Professional Brand
Professional Brand
Professional Brand Right People
Right People
Right People
Insights
Insights
Insights
Relationships
Relationships
Relationships
Ahead of the competition in all SSI components
1.3x Establish a
professional brand
1.9x Finding the right
people
2.3x Engaging with
insights
3.4x Establishing relationships
From SSI to outcomes
2.5x 3.2x Profile views from decision makers
Business decision maker connections
JLL vs. competitors…
Are you presenting at a breakout session?
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
JLL’s story: selling internally as a starting point
53% of customer loyalty driven from sales experience
• Rep offers unique, valuable perspectives on the market
• Rep helps me navigate alternatives • Rep helps me avoid potential land mines • Rep educates me on new issues and
outcomes
• Supplier is easy to buy from • Supplier has widespread support across
organization
53%
Source: CEB
Buying decision making process
57%
Learn Define Needs
Assess Options
Make Decision
Result
Source: CEB
35.0
40.0
45.0
50.0
55.0
8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15
SS
I
From belief to adoption
JLL’s social selling story
Initial Investment & Training
Initial Coms & Gamification
Additional Training
50.6
0
1
2
3
4
5
6
7
8
9
10
1 11 21 31 41 51 61 71 81 91 101
Pre Sales Navigator
August 2015
JLL’s social selling story From belief to adoption
Nu
mb
er
of
Sa
les
Na
vig
ato
r U
sers
Median 50.8 SSI
Median 36.4 SSI
User success stories
34.7
78.3
125% Increase in SSI
since becoming a SN user
When I first joined, we tended to do quite a lot of cold calling. We don't do as much of
that anymore. We’ve got many more avenues where you can get warmer leads
and warmer introductions.
Dan Brown, Business Development
Dashboards are used to consistently measure behavior and leaderboards drive adoption
The SSI free dashboard is generating organic interest
50.7
36.9
12.7 11.1
22.7
13.8
10.0
8.5
5.3
3.4
Pre-Sales Navigator vs. August 2015
JLL has implemented SSI and seen impressive results
14% Increase in
establising a professional
brand
18% Increase in finding the right people
54% Increase in
engaging with insights
64% Increase in
establishing relationships
33% Increase
in SSI
JLL employees establish themselves as thought leaders
Measuring soft ROI: employee engagement
Social engagement
Sharing content
Behavior around CRM
Breaking down silos
ROI at JLL
£0
£50,000
£100,000
£150,000
£200,000
£250,000
£300,000
David and Dan
Re
ven
ue
in P
ou
nd
s
£1M+ in pipeline
£250,000 Closed
Unlock your company network
This is the new talent solutions – any sales organization that doesn’t have this is behind the
competition
Competitive advantage concept
Tool + sales skills
You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success
©2015 LinkedIn Corporation. All Rights Reserved.
The evidence is very clear for social selling
Changing customer buying behaviour
57%
of the buying journey is done BEFORE a sales rep is involved.
54%
of people are now involved in the average B2B
buying decision.
75%
of B2B buyers now use social media
to research vendors.
90%
of decision makers say they never
respond to cold outreach.
74%
of buyers choose the sales rep that was FIRST to add value and insight.
Key drivers of customer loyalty
Source: CEB
53% 19% 9% 19%
Sales experience
Company and brand
impact
Product and service delivery
Value-to-price ratio
2005 2009 2012 2015
15 Handicap
10 Handicap
8 Handicap
17 Handicap
User success stories
I think my increase in SSI was probably saving my contacts, creating some leads
and then actually using it on a really regular basis.
Alana Gilpin, Customer Relationship Manager
SSI score
49
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