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Business At The Speed of LikeNew Imperatives For Social Media
Sales Success
A Sales Performance International White Paper
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4 | Social Media for Sales
The smart use of social media channels will increase the chances
of converting a casual
follower into a paying customer. Conversely, posting randomly or
without a strategy may lead to
inconsistencies in your organizations branding and messaging.
Even worse, it may drive potential
customers away, causing them to seek other solution
providers.
Combining The Power of Social Media With Solution Selling
While there are many business-oriented social media training
programs available, very few focus
on sales. Even fewer align the use of social media with a proven
sales methodology.
To address these shortcomings, Sales Performance International
designed a new curriculum to
help sellers use social media tools to their advantage. The
workshop integrates social media usage
with the best practices of the highly effective Solution Selling
sales process and methodology.
This program educates sales professionals on how to apply a
Buyer 2.0 framework for business
Target
Listen
Network and Research
Create Demand
Manage and Nurture
In each of these areas, participants gain
a deeper understanding on the use of
key social media technologies including
LinkedIn, Twitter and InsideView, along
with techniques to support their personal
branding and prospect targeting efforts.
The training program complements the
release of Solution Selling 2.0, a holistic
buyer/seller framework that addresses
the impact of social media, dealing with
buyer pre-conceptions and the increased
demands for proof-of-value from sellers.
Adapting To The Reality of Socially Empowered Customers
The new paradigm in buyer empowerment creates an expanded set of
challenges for sales
professionals. The exchange of new ideas and insights is much
more rapid than ever before,
of prospects. Even if sellers are armed with innovative ideas to
help their customers, the shelf
life of uniqueness is shrinking quicklyby virtue of social media
sharing and the unprecedented
access to both information and individuals.
Therefore, sellers must master three distinct personas or roles
to correspond to prospects
behavioral buying phases and concerns. These personas include
Micro-Marketer, Situational
Figure 2
Target
Listen
Create
Demand
Network &
Research
Manage &
Nurture
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6 | Social Media for Sales
About the Author
Brandon Uttley is Social Media Product Manager at Sales
Performance International. Prior
to joining SPI, Uttley spent over 25 years in public relations
and marketing leadership roles,
including starting and managing three web development and online
marketing companies. He
Society of America and served as president of the PRSA Charlotte
chapter in 2009. He is a
frequent public speaker and a regular contributor to the top
social media site SocialFresh.com.
About Sales Performance International
to helping the worlds leading corporations elevate their sales
relationships and drive measurable,
sustainable revenue growth and operational sales performance
improvement.
Founded in 1988, SPI has been the leader in helping global
companies successfully transition
from selling products to marketing and selling high-value
solutions. With extensive sales
performance expertise, deep industry knowledge, global resources
and a proven track record,
SPI collaborates with clients to deliver strategic, operational
and tactical solutions.
SPI has assisted more than 1,000,000 sales and management
professionals in more than 50
countries and 14 languages achieve higher levels of
performance.
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