Embed Size (px)
Citation preview
Webinar: The Key to Social Selling is Social, Not Selling
#SocialSelling
Devon WijesingheCEO of Insightpool
@DevonWijesinghe
Speakers
Co-founded Insightpool in 2012, and has led the company from two to 60 employees, acquired a Silicon Valley start-up, Next Principles, and is currently revolutionizing marketing and sales across social.
#SocialSelling
Carlos GilSenior Social Marketing
Manager at Linkedin@CarlosGil83
Speakers
A recognizable social media thought leader and speaker who has been invited to speak at Social Media Marketing World, Internet Retail Conference and Expo, amongst other industry events.
#SocialSelling
““B2B buyers B2B buyers complete 57% complete 57% of the buying decision of the buying decision before they are willing to before they are willing to talk to a sales rep.”talk to a sales rep.”
#SocialSelling
#SocialSelling
““2/3 of companies 2/3 of companies have no social have no social media strategy media strategy for their for their sales sales organizationsorganizations..””
#SocialSelling
““93% of sales executives have 93% of sales executives have not received any formal not received any formal training on social selling.”training on social selling.”
#SocialSelling
Social selling is when salespeople use social media to interact directly with their prospects.
Salespeople will provide value by answering prospect questions and offering thoughtful content
until the prospect is ready to buy.-Hubspot
Social Selling?#SocialSelling
Social Selling is simply the process of helping social buyers become customers.
-SAP
Social Selling?#SocialSelling
How can you truly connect the dots to actual deals closed?
#SocialSelling
Sales Teams Need to Adapt to Social Selling
#SocialSelling
#SocialSelling
#SocialSelling
#SocialSelling
#SocialSelling
#SocialSelling
LinkedIn Sales Solutions Mission
Connect the world’s buyers and sellers to build
relationships.
#SocialSelling
LinkedIn Social Selling
Leveraging your professional brand to fill your pipeline with the right people, insights, and
relationships.
#SocialSelling
7575%%of B2B Buyers use social media to of B2B Buyers use social media to
make purchasing decisionsmake purchasing decisions
#SocialSelling
84%84%Of C-Level and VP-level
buyers use social media for B2B purchase decisions
#SocialSelling
9595%%Of B2B decision-makers expect new Of B2B decision-makers expect new
or different insights from sales or different insights from sales professionalsprofessionals
#SocialSelling
5X5XMore likely to engage with sales More likely to engage with sales
professionals via warm introduction professionals via warm introduction than cold outreach.than cold outreach.
#SocialSelling
Social media is similar to a cocktail party. There’s a lot of side conversations in between the noise.
#SocialSelling
Historically, business deals were done on the golf course. Today, LinkedIn is the bridge between sales professionals and buyers.
#SocialSelling
Average spend of non-social buyers
Average spend of social buyers
Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 #SocialSelling
Social buyers also make 61% more purchases on average than buyers who don’t use social
# of purchases made by non-social buyers
# of purchases made by social
buyersSource: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 #SocialSelling
B2B Purchasers- Likelihood to Engage
We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…?
5X5X
5X5X
5X5X
4X4X
3.7X3.7XMore likely to engage vs.
cold outreach
#SocialSelling
Sales professionals can partner more effectively with social buyers by increasing social proximity,
presence, and capital
Social proximit
yGrow social networks and
contribute to conversations.
Social presenc
eManage a professional identity that is credible,
authentic, accurate, information-rich, and
service oriented.
Social capital
Do your social homework to ensure relevancy
before you reach out and facilitate peer-to-peer
recommendations.#SocialSelling
To engage effectively, sales professionals need to understand the difference in mindset across social platforms
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
29Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012
Personal Networks Professional Networks
“Invest Time”“Spend Time”
#SocialSelling
Trustedby your prospects
and customers
Informedon key updates at
your target accounts
Focusedon the right people
and companies
• Buyers have 22X more favorable impression if sales professionals are introduced vs. if they reach out cold.
• 92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry.
• 85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge.
• 86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry.
• #1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company.
• B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company.
#SocialSelling
What makes social sellers more successful?
LSS
©2013 LinkedIn Corporation. All Rights Reserved.
Lead with insight
Use social media as critical channel
Personally own lead generation
Targeted
Search
Social Profile
WarmIntroduction
#SocialSelling
The 4 Pillars of LinkedIn Social Selling
#SocialSelling
Showcase your skills
Create a professional brand
Use the right toneWhat would prospects or customers want to know about you? Be descriptive. Tell your story.
Complete your profileAim for 100% profile completeness
Add rich contentSlideshare deck, presentation video, etc.
Add skills and generate endorsements
#SocialSelling
Add Rich Media to your Profiles
Leverage your profiles to distribute content.
•Add value through your profile•Every time you update this your network is notified•Be viewed as a credible thought leader
#SocialSelling
Check who viewed you
Find the right people
View prospectsView details of potential prospects in your 1st , 2nd , and 3rd degree networks
Expand your viewingUse Lead Recommendations to find more prospects at your accounts
Your activity drives views of your profile. Engage with relevant people who look at you.
Proactively searchUse advanced search & Lead Builder to pinpoint people more efficiently
#SocialSelling
Find the Right PeopleSingle thread
Multi-thread
Leaves company
Changes role
DEAL LOST
DEALCLOS
ED
Something happens to the contact!
#SocialSelling
Engage with insights
Reach out to prospects
Share valuable informationPost relevant content that can help you become a trusted source of insight
Stay in the knowJoin groups and follow your prospects, customers, and their competitors to keep up to date
Engage with your networkShare, like, and comment on content posted from your network
Reach your prospects with InMails, connection requests, and other messages
#SocialSelling
Build strong relationships
Focus on decision makersFocus on connecting to senior level people at your prospects and customers
Connect with contactsConnect with your network and with prospects after introductions
Connect internallyYour colleagues will be able to provide you warm introductions
#SocialSelling
What to talk about?
LSS
©2013 LinkedIn Corporation. All Rights Reserved.
Discover Actionable Insights
#SocialSelling
Sales reps that that exceed quota have their updates engaged 98% more
39%39%more engagementmore engagement
98%98%Engagements receivedEngagements received
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why sharing is important?
#SocialSelling
Prospects don't want to be sold to. Instead, they want to be
engaged.
41#SocialSelling
Most sales pitches are ignored because of one simple, yet crucial detail – the pitch
#SocialSelling
What do you want to be known for?
#SocialSelling
“Stop, Collaborate, and Listen” ~ Vanilla Ice
#SocialSelling
The key to social selling is being social vs. simply being on social
media.
#SocialSelling
How Insightpool Uses Social Selling
#SocialSelling
Join us Next Week!Webinar 4/28: Social Selling at Scale
with Insightpool’s New Sales Platform
#SocialSelling
Q&AThank You
#SocialSelling
#SocialSelling
