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NRF Social Media Briefing
With thanks to our sponsors Contracting PLUS
Johnny CampbellFounder & CEO, Social Talent
linkedin.com/in/johnnycampbell
@socialtalent @johnnycampbell
Work Smart & Live Happier :-)
1. Searching & Engaging on Facebook
2. Smart Social Selling for Recruiters
• Not everyone puts their job title on Facebook
• Users are more likely to like pages and join
groups
• If they’re a member of a group, they're
probably worth talking to
Thinking Like a Facebook User
bit.ly/fbsearchtool
Facebook Email Hack
• Want a quick way to contact people you
find on Facebook, without resorting to
Facebook Messenger?
Try this hack!
Smart Social Selling for Recruiters
1. Why Social Selling 2. Smart Prospecting 3. Smart Engagement 4. Smart Discovery 5. Smart Pricing
The Evolution of Business Development
The Evolution of Business Development
The Evolution of Business Development
95%of cold calls are ignoredof voice-mails are not listened to
1%of cold sales emails get responses
of all work time is wasted by poor prospecting
50%
But…
• Cold approaches to prospects through a referral
are 4X more likely to convert
• Efficient and strategic prospecting can improve
productivity by 200%
• Cold email approaches with social selling have an
average response rate of 65%
• By utilising the power of social media, harness
your personal network to become top-of-mind • Share valuable insights with a wide range of
customers using social networks • Build a reputation online that customers and
prospects trust • Social Selling reduces the cost of sale, and
maximises sale value
The Purpose of Social Selling
2. Smart Prospecting
Identifying Our Target Customers
• When searching for those who are the right
people to pitch to, it’s important to define their
persona: 1. What Company? 2. Who in that Company? 3. How do I Qualify them?
3. Smart Engagement
• It’s essential we get our first approach right • You’re up against so many competing pitches that
fail 99% of the time
The Essentials of Cold Approaches
What is Your Expectation?
• YOU ARE NOT GETTING A RESPONSE
FIRST TIME! Get used to it. • However, there are some ways you can
improve your likelihood of a response: ✓ Right timing ✓ Use multiple contact vectors ✓ Subject and Message optimisation ✓ Call to action ✓ Email Tracking tools
• You can phone prospects, email them, InMail,
tweet etc. • Using just one will result in failure. • You need to mix it up! • Your prospect will prefer email, but you can’t
hide behind email too • Combination of calling and emailing within a
short period is most effective
Contact Vectors
8It will take
approaches to land an appointment
1attempt is forgotten
3is considered annoying
8is persistent
✓ Phone ✓ Email ✓ LinkedIn InMail ✓ Social Media interaction (LinkedIn
comment, Tweet, FB Message) • You should use 4 of them at least twice each
Contact Vectors
4. Smart Discovery
• You should never start an assignment without a
discovery call! • Why? You cannot solve your prospect’s problem
without understanding their Why. Filling the job is
What they want you to do, Sourcing or Advertising
is How you will do it but you need to know Why
before you can go to market. • Always sell to Why. Don’t sell What or How.
Discovery is King!
WWWH: • Why? • When? • Who? • How?
Establishing WWWH
Formerly BANT (Budget, Authority, Need, Timing)
Establishing WHY?
• Traditionally, we start with What, How and then
Why • What do we sell • How does it work • Why does the customer need it
• Reversing this questioning is much more
compelling
Establishing WHY?
• This requires Discovery, the key to understanding
their Why - you can’t sell without it! • How do you quickly get to the customer’s Why? • Uncovering it through layered questioning is key • Every time you present a candidate or come back
with a solution offering, it is presented in terms of
your customer’s Why not your What or How!
5. Smart Pricing
Why you should always offer 3 options
16%
0%
84%
68%
0%
32%
Source: Dan Ariely, Predictably Irrational
Why you should always offer 3 options
Chateau Campbell
Vin du Lyon V
Cabernet Marseille
$4.15
$5.60
$5.85
Vin du Lyon V $5.60
Why you should always offer 3 options
• We don’t like extreme options. • “The Goldilocks Effect”/ Decoy Pricing • The most expensive offering should be disproportionately
more expense vs the marginal difference in features/
service/ offering • The least expensive offering should be a
disproportionately weak offering vs price difference • >3 options confuses the customer (paradox of choice)
Retained, 50% upfront, no guarantee
33% Upfront, 3 month guarantee
20% Upfront, 6 month guarantee
27%
29%
35%
33% Upfront, 3 month guarantee 29%
One last thing…the Premortem
How likely is it that this deal will go through?
• Prospective Hindsight—imagining that an event has
already occurred - increases the ability to correctly
identify reasons for future outcomes by 30%
The deal didn’t happen. Why do think it didn’t happen?
Source: Performing a Project Premortem, Gary Klein, HBR, 2007
Task: • Conduct a Premortem on your most important
prospects. • Write down all of the reasons why the deal failed • Outline a plan to make sure you’re not doing a
postmortem!
The Black Belt in
Social Selling is a
comprehensive
programme designed to
improve lead generation
and drive more revenue
for your business using
social media, digital
technology and
behavioural science.
Lead your competitors, Improve lead generation, Drive revenue, Propel your sales activities to the next level
This programme is a culmination of
numerous disciplines that intersect to bring
a wholly different approach to sales and social selling. Our platform will facilitate
on-demand learning and offer the opportunity for busy sales people to learn
whenever and wherever they want. We
change people’s behaviour through our real
time nudges
In a digital sales environment, we will teach
you the most contemporary tactics that
work for inbound sales and discovery,
through to outbound approaches and
onwards to your proposals. We can help to
propel your business into the next
generation of sales, all while creating a more
compelling offering for your clients and prospects.
What will I get?
Real Time Behavioural Learning Drive Business Results
FOR MORE INFORMATION CONTACT [email protected] OR SEARCH “SOCIAL TALENT”
Black BeltIn Social Selling
Go to socialtalent.net for a free trial
Social Talent has been in the
business of providing learning
solutions for professionals for 6
years. Our customers include:
Cisco, Oracle, Intel, Microsoft and
GlaxoSmithKline to name some of
the over 1,000 companies in 90
countries who use our online
solution. Our Social Selling Programme is designed to enable
your team to improve lead
generation and drive more revenue
for your business by effectively using social media, digital
technologies and behavioural
science . The platform facilitates
on-demand learning and offers the opportunity for busy sales people
to learn and get certified in their own time. Our solution’s
behavioural driven nudges enable
the delivery of learning as part of
the natural workflow of the sales person’s activities.
Johnny Campbell,CEO Social Talent
What will you learn?
Discover ways in which you can subtly shift the buyer towards recognising a mutually beneficial relationship that will grow the deal size, and term.
Learn how to find the direct contact details of your target customers, and bring data into the mix to ensure your message gets to them at the right time and with the right message
How you engage with social media, become an influencer to your network, and network online. From using LinkedIn like a pro, to creating original influencer content, to using Twitter and Facebook to further your reach.
How to search for prospects, qualify them and find direct contact details for your target customers.
Shape your personal brand online, and network with prospects and industry movers to influence buyers and motivators and keep your brand and products top of mind.
FOR MORE INFORMATION CONTACT [email protected] OR SEARCH “SOCIAL TALENT”
