B2B Social Selling Masterclass for Sales Leaders
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Every sales team has a few super sellers that outperform the rest. Why? These super sellers show the behaviours of social sellers, by making the conversation about their customer - and data shows that they achieve 31% higher quota attainment and 15% higher customer retention. So how can you transform your sales team’s performance through social selling? In this exclusive presentation Mike Blackadder, COO and Founder of Artesian Solutions, and Andy Sadler, VP Sales of Artesian Solutions, reveal how to master the art of social selling: Social Selling 101; the Rules of Engagement; and How to Transform your Sales Team. If you're in B2B sales or marketing, you don't want to miss this opportunity to learn how sales leaders are transforming the way their teams win business. Follow the conversation on @ArtesianS with hashtags #SocialSelling and #TheresAnotherWay Watch the presentation here: https://goo.gl/KzjyXF
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B2B Social Selling Masterclass for Sales Leaders
- 1. Mike Blackadder Founder and COOmike.blackadder@artesiansolutions.com B2B Social Selling Masterclass Andy Sadler VP Salesandy.sadler@artesiansolutions.com @ArtesianS #SocialSelling #TheresAnotherWay
- 2. This session Some history – is Social Selling a new thing? Social Selling – What, Why and How? Enabling and Measuring your team What next? Proprietary & Confidential ©2015 Artesian Solutions Limited 2
- 3. Want to hear the whole recorded presentation? We’ve included the video at the end of this deck for you Proprietary & Confidential ©2015 Artesian Solutions Limited 3
- 4. Question: “What do you think Social Selling is”? a) Using insights about a customer to create and maintain a connection b) Using Social Media to connect with customers c) Using LinkedIn to find mutual connections or interests d) A way to close deals e) All of the above Proprietary & Confidential ©2015 Artesian Solutions Limited
- 5. The Challenge we all face in B2B Selling How to put the customer at the heart of everything we do? Act as the 1930’s seller in 2015…. ..it’s all about engagement……….. Proprietary & Confidential ©2015 Artesian Solutions Limited 5
- 6. 1930s– Harold Proprietary & Confidential ©2015 Artesian Solutions Limited 6
- 7. 1996 - Andy Proprietary & Confidential ©2015 Artesian Solutions Limited 7
- 8. 2015 – Lucy Proprietary & Confidential ©2015 Artesian Solutions Limited 8
- 9. 80% 20% “Thinking of a typical meeting with a vendor sales team or person how would you characterise their agenda in your interactions” About the Seller About the Buyer Source: Forrester, Global Executive Buyer Insight Online Survey
- 10. Social? Social? Social Media? Socialising? LinkedIn? A social interaction organised around a common purpose Connecting with people in context
- 11. Social Selling in Action: Meet the Parents! Proprietary & Confidential ©2015 Artesian Solutions Limited How would you make this meeting go well? Research & Context
- 12. Proprietary & Confidential ©2015 Artesian Solutions Limited 14 Social Selling for Business
- 13. B2B Social Engagement : Three pillars15 Target more effectively Use insights to focus on the right things Connect with their agenda Understand your customers/prospects world. Share in context Use appropriate channels to build customer centered relationships
- 14. Social Listening, Every Day
- 15. Relationship Gives you a reason to connect, let them know they are important Eg: Winning an award Risk Highlights there may be areas for concern Eg: Announcement of job losses Sales Gives you an opportunity to sell or align a product to your customer Eg: They may be expanding, won a deal or had a management change Community Get to know your customer’s world and what's important to them Eg: Their competitors, customers and industry Triggers
- 16. Social Selling for Account Management Relationship Triggers Low touch Show an interest Front of mind Identify new opportunities One step ahead of the competition
- 17. Social Selling at the top of the funnel Proprietary & Confidential ©2015 Artesian Solutions Limited
- 18. Here’s one way to find new customers
- 20. Companies in Your Target Market Companies with your Sales Triggers Call me first!
- 21. Sounds like a lot of effort? It's impossible to keep on top of everything and the great thing about this is that it does it for me gives me a compelling reason to contact my customers and prospects Sent a quick email of congratulations and within two minutes I had two responses thanking me We would not have known about this without the system. Powerful stuff. fantastic at cutting through the noise The client called me right away to talk through the situation I can quickly focus on what's important and of value to me The market insights could completely change the way we engage I would never have come across that unless I'd spent hours searching the web helped add to my credibility
- 22. Proprietary & Confidential ©2015 Artesian Solutions Limited 25 Social Selling activity could be measured?
- 23. Team Challenges 15% are world beaters 70% are average performers 15% are new hires or on their way out the door Proprietary & Confidential ©2015 Artesian Solutions Limited
- 24. Leadership motivation Proprietary & Confidential ©2015 Artesian Solutions Limited
- 25. Leadership motivation Proprietary & Confidential ©2015 Artesian Solutions Limited Make me look great
- 26. WHAT IF… we could measure Social Selling activity?
- 27. Proprietary & Confidential ©2015 Artesian Solutions Limited
- 28. Impact of Social Selling Engagement 400%Increase in Sales IBM reported a 4x increase in sales in the first quarter of a social selling pilot Source: IBM 45%More Opportunities Social Selling leaders create 45% more opportunities per quarter Source: LinkedIN 15%Higher Customer Retention 15% Higher Customer Retention Source: Aberdeen 31%Higher Quota Attainment 31% Higher Quota Attainment Source: Aberdeen
Notes de l'éditeur
- Objective is to scope out the audience’s knowledge Correct answer is All of the above If any of the others wins then we can talk about how each of them are good, but if you can put them all together then its extremely impactful.
- Very little insight available…. Engagement coverage = local Door knocking ; “Known” Engagement topics - “How are the kids” & “See you next week” Engagement speed = “see you next month” Engagement Knowledge = Seller has all the power Engagement Blockers = physical locks on doors Customers = are cherished & very loyal Sellers = Very loyal sellers (one man company) Trust = Buyer / Seller high trust
- Insight still limited but Sales approach develops.. Engagement coverage = National / International , Know a few people but little time - Sales forces “on the road” Engagement topics - “we have a product you must see”…”we are cheaper, better etc” Engagement style - Cold calling to data “sets” & Lots of product pitches “education” Engagement Speed = “call you tomorrow” & “in the post Engagement Blockers = Gate keepers start to appear Engagement Knowledge = Seller still has all the power Customers = are cherished but now have many more options Sellers = more fluid open market Trust = Buyer / Seller high trust
- Unlimited data / insight… Engagement coverage = National / International / invisible - Mobile sales force / Digital - Know very few people (do people care?) Engagement topics - must be about them, their business & their challenges Engagement style – inbound & outbound but has to be eminence based Engagement blockers - Gates (physical & digital) are EVERYWHERE Engagement Speed = “instant ” Engagement Knowledge = Buyer has all the power Customers = often complain treated like a new name (“you don’t know me”) Sellers - High attrition on seller & buyer side Trust = Buyer / Seller very low trust
- Intro to Mike to talk about Social Selling (Andy will be back later to talk about how to help large sales teams update their behaviours)
- Hope is that they will say The Buyer, so we can directly compare that with the survey on the next page. If The Seller is selected, we can say that this is backed up by the research, and then use the Word Cloud to show the impact
- If they selected “Buyer” in the question slide, say that this contradicts what Buyers think they are getting. If they selected “Seller” then say that this is backed up by the research, but the research then went on to say that they were not satisfied with the engagement. One of the other findings was that almost a third, 31%, felt that their seller was only waiting for a key word or two before launching into a prepared sales pitch. And Customer Engagement starts with focusing calls and meetings on their agenda, not ours. This will require a change in behaviour, the data tells us that sellers are typically leading with their agenda and customers are not satisfied by this; Forrester conduct an annual executive buyer survey. Each year, they ask the question ‘ Thinking of a typical sales meeting …’ Only about 20% of executives feel the sales agenda is focused on their needs while the other 80% is focused to varying degrees on the seller's objective. One of the other findings was that almost a third, 31%, felt that their seller was only waiting for a key word or two before launching into a prepared sales pitch. Customer engagement requires a change in behaviour and behaviour is very difficult to change unless we measure it. As Drucker, Deming and other management thinkers suggest ‘We can’t manage what we can’t measure’
- The truth is that Social Selling is all about a Social Contract – Connecting with people “in context”.
- Heres a non-business example of social selling in action. Your partner takes you to meet their parents for the first time. What do you do to prepare? Dress smart Big up your achievements All are important, but remember that people love to talk about themselves – you would also do some research to understand their career or interests What football team, tennis player or sportsmen do they follow What industry do they work in? What are the challenges facing that industry? A little research to make the conversation about them leaves a better impression than if its all about you.
- Now lets flip it back to business. We’ve already heard about the 80/20 research so we know we’re not doing a good job. How can we do better?
- We’ve been doing this for a while – we have 25k paying subscribers and we talked to them about the behaviours in Artesian which make a difference. We looked deeper into the patterns of usage data and by categorising activity into 3 social selling behaviours we have defined what we believe GOOD looks like From our research and that of other industry analysts and commentators these categories are Using artesian to intelligently guide me to target on the right things Using artesian to allow me to listen and connect, frequently using the customers agenda as my main thrust Thirdly using artesian to share and collaborate internally and externally to find new ways to influence and build relationships Target connect and share The new algorithm we have created calculates your score and gives you coaching as to how you can improve Social selling isn’t compulsory but as you will learn today – it works and increasingly is what your customers expect from you ie they expect you to know about them, about their business and about their business challenges in advance of your meeting
- What insights can you use to make these connections? They are around us all the time! EXAMPLES
- To RE-CAP; The Artesian service has the ability to provide you with triggers so that you can proactively engage with your customer, colleagues and prospects with more relevance and contect. To them. Become a Trusted Advisor
- The most obvious use for this is for account managers – lots of accounts, hard to keep track of them all. You can read the beneftis – I won’t read them all But the same concepts are true for customers with long sales cycles – having a reason to call
- What about the top of the funnel?
- So how do we get to them sooner? Well, we could do it the old way – call 70 a day on the hope that 1 of them would pick up.
- Or send out a Spray and Pray email campaign and hope for 0.2% response
- So in addition to providing great insights we want to do more to encourage the right behaviours We looked deeper into the patterns of usage data and by categorising activity into 3 social selling behaviours we have defined what we believe GOOD looks like From our research and that of other industry analysts and commentators these categories are Using artesian to intelligently guide me to target on the right things Using artesian to allow me to listen and connect, frequently using the customers agenda as my main thrust Thirdly using artesian to share and collaborate internally and externally to find new ways to influence and build relationships Target connect and share The new algorithm we have created calculates your score and gives you coaching as to how you can improve Social selling isn’t compulsory but as you will learn today – it works and increasingly is what your customers expect from you ie they expect you to know about them, about their business and about their business challenges in advance of your meeting
- Ibm 7 Sellers in IBM, B2B Cloud Services, North America Territory, listening and engaging through Twitter and LinkedIn Social sellers have lower customer churn and more quota attainment Source: Aberdeen, 2012, Social Selling, Leveraging the Power of Social Media on B2B Sales Enablement http://www.slideshare.net/linkedin-sales-solutions/social-selling-impact-aberdeen-report-2013 Sales Effectiveness - Customer renewal 48% versus 55% - Total Team Attainment of Sales Quota 49% versus 64% 54% who used social media tracked their social media usage back to at least one closed deal. (source: Social Media and Sales Quota Survey) And those that have evolved or are evolving into social sellers are being successful Sales Forecast Accuracy 42% versus 54*%