The 4.5 power steps for social media sales
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Developing lead generation and demand generation using social technologies and social marketing strategies in a B2B sales environment.
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The 4.5 power steps for social media sales
- 1. The 4.5 Social Media Power Steps for Sales Richard C. Brasser The Targeted Group February 3, 2011 ©2011 The Targeted Group
- 2. Today’s Presenter: Richard Brasser The Targeted Group President and CEO Contact: Twitter: @socmedia365 LinkedIn: Linkedin.com/in/brasser Gvoice: 646.719.0619 Email: rbrasser@targetedgroup.com www.thetargetedgroup.com 866-738-8768
- 3. The Targeted Group’s Clients
- 4. How we USUALLY justify social media Ask a few people in crowd Facebook tops Google for weekly traffic in the US 34% of bloggers post opinions about products and brands Twitter has 190 million users, generating 65 million tweets and over 800,000 search queries per day 35 hours of video is uploaded to YouTube every minute The fastest growing segment on Facebook is 55-65 year olds 25% of search results for the world’s top 20 largest brands are links to user-generated content There are over 200 Million Blogs Social Media is the #1 activity on the Web
- 6. For those who are just getting started… We won’t leave you in the Dark
- 7. Social Media Portal for Intuit Partners Check it out: Resources to get up to speed in a hurry Visit: www.thetargetedgroup.com/intuit
- 8. What we will DISCUSStoday
- 9. Enable you to promote and differentiate yourselves in the market
- 10. Help youconnect with your prospects
- 11. Look at how othersare having success
- 12. Provide tangible steps and action items to achieve quantifiable results
- 13. MakeMoreSALES
- 14. We’re listening and we’re here to help What we’ve heard about your current challenges…
- 15. You wonder where to start?
- 16. Need to educate prospects
- 17. Time Management Conundrum Truism: Salespeople will only spend time on things that produce results The key is focus
- 18. LinkedIn: 2003 to Today
- 19. How Social Media Has Changed
- 20. Over 91% of B2B buyers are already using social media tools, often to research and execute purchases 86% of B2B firms are using social media B2B marketing spending on social networking sites is predicted to rise 43.3%
- 21. Shift from fuzzy KPIs…
- 22. LinkedIn: 44 years old Quora: 31 years old Facebook: 38 years old (61% are 35 or over) Twitter: 39 years old (64% are 35 or over) Social Marketing is the #1 budgetary priority in 2011 – Forrester Research …To Hard Data 47% of internet users ages 50-64are now using social networking sites
- 23. Don’t reinvent the wheel You already know how to do this!
- 24. We are back to how things have always been! Social commerce has been the predominant model for thousands of years
- 25. Top 4.5 Ways B2B Sales Professionals and Marketers are Using Social Media
- 27. Improve Prospecting
- 30. Increase Referrals I am accountable for this guy. You can trust him.
- 32. Quick Example: Connecting With Visa Corporate
- 33. Lead Generation For Intuit Partners Power Steps Improve Prospecting 2. Gather Information 3. Increase Referrals Ask For Recommendations
- 34. 2. Demand Generation
- 35. Build Awareness and Facilitate Discovery
- 37. 70% - 75% response rate for introductions
- 39. Demand Generation For Intuit Partners Power Steps Build Awareness 2. Facilitate Discovery 3. Position Relevance “Sell The Stack”
- 40. Relationship Development Nurture Leads
- 41. 300 connections on LinkedIn means that you are two steps away from 5.5 million people! Expand Your Network Do you connect on LinkedIn with every person you meet? Have you already sent me a LinkedIn request?
- 42. Build it into your everyday process and it will pay huge dividends!
- 43. Engage Prospects
- 44. Become Part of the Conversation
- 46. Transform from a SALES person
- 47. To a person
- 49. Case Study: How LinkedIn Answers turned into a $250,000 contract
- 50. Thought Leadership For Intuit Partners Power Steps Nurture Leads 2. Create Conversations 3. Discover Commonalities Expand Your Network
- 51. 4. Differentiation and Building Brand Image
- 52. We understand your activation hurdles
- 53. Help your company look: Current Fresh Professional Consistent
- 55. Case Study: Avaya Make it easy and Make it valuable
- 56. Differentiation Tools For Intuit Partners Power Steps Create a Polished Profile 2. Customization is Key 3. Content Creation Schedule
- 57. 4.5 The “Secret Door”
- 58. A Quick Story From Our World
- 59. The Future of Social Networking and Sales 7/10 kids that are in kindergarten right now… will work in a career that doesn’t exist today! What is your future and how will your role change?
- 60. The Future NOW of Sales Systems
- 63. Stay In Touch: Richard Brasser The Targeted Group President and CEO Contact: Twitter: @socmedia365 LinkedIn: Linkedin.com/in/brasser Gvoice: 646.719.0619 Email: rbrasser@targetedgroup.com www.thetargetedgroup.com/intuit www.thetargetedgroup.com 866-738-8768
Notes de l'éditeur
- Formatting jacked up sorry will fix! Title Change??
- Review: What are we going to do today?We don’t have a lot of time. This session could easily be a week long.So, we had to draw a few lines to make sure we provided the right amount of value.This is for sales organizations and sales people that want to leverage some of the best social networking tools but don’t know how to start.It is not for seasoned social networking juggernauts that are looking for specific new strategies to enhance their current efforts.We have several programs offered on Market Leaders that are designed to provide expert help for partners that are already using social networking and want to improve…more on that later.We are going to review a few of the best tools for sales, give examples and case studies and offer several key steps to get in the game.But first, we have to cover one critical question…
- Assuming no experts… hang tight but this is intended to be rather basic
- Portal for reference
- We know at the end of the day you’re judged by sales but if you have more people to talk to --- you win.Sales will take care of themselves if you have a bigger audience. SM is great to help do that.
- Need to educate prospects
- Time Management. Sales people spend time on things that help sales. BUT it’s important to consider what tactics sales people use in relation to their knowledge of how to use each tool.Remember, you would have said 15 years ago that you didn’t have time or weren’t interested in using a lot of the tools you find critical today. Ex. Email, web conferencing, web video
- There are a lot of tools out there.Technology Review Slide: Resources are very beneficial if your company has the sophistication behind it. However, very specific tools have been found to have the most impact when applied as an individual sales representative. Today’s strategies will primarily focus on those tools that can aid you as an individual, primarily LinkedIn and Twitter. BUT it’s important to remember that there are resources available to you if you do not have the background and education yet.
- How SM Has Changed
- Over 91% of B2B buyers are already using Social Media tools, often to research andexecute purchases – Source: Forrester 86% of B2B firms are using social media. (May 2010)B2B marketing spending on social networking sites is predicted to rise 43.3% (from March 2010)
- Fuzzy KPI – KG will find funny kpi phrases.
- To hard dataMeasurement Tools, Social CRM: Definition, Future, Tools to help you get there.
- Important to remember, we are not reinventing the wheel here.What drives social networking is the same thing that drives sales --- it is HUMAN
- Why do you think social business will be important to the retail commom?or the same reasons social business was important 200 years ago. Social business isn’t new. If the village shoe maker wanted to stay in business he needed to understand the needs and preferences of his customers. He also needed to know first-hand what made them happy. In turn, his customers would either spread positive or negative word of mouth. None of that has changed it’s only been digitalized. The mass media era, beginning around the 1920’s was really just a fad – a blip that lasted less than a century. In every other time in history, businesses succeeded by connecting personally with their customers. We’re simply returning to that.
- Top 4 ways …
- Lead Gen
- Verify Leads: Do an advanced search on LinkedIn or Jigsaw to ensure your lead has an appropriate role and level of decision-making authority.
- Look at company profile pictures. Company pages on LinkedIn provide users with information including a company description, current employees, related companies and other key statistics.
- Gather Information:The next step is following your leads, literally, to gather more information. Use LinkedIn’s advanced search to look at individual profiles to find their twitter handles, blog sites, and other social media usernames.Then, go check them out. Go to their twitter account and see if there is a reason to connect. For example, if you sell back-up systems and you see a prospect send a tweet about their system crashing, wouldn’t that be the perfect time to reach out with your pitch? If you’ve already identified your prospect as a decision maker in the prospecting step, you have a perfect opportunity to reach out. What better way to get a read on your prospect’s latest news, interests, and pet peeves than following them in real-time?
- Increase Referrals and LeadsThere is an inherent Authenticity and Accountability with Referrals. This is the true aspect of social media empowering human connections.
- Recommendations make your LinkedIn profile more dynamic and personal than the fairly static information and carry a lot of weight for you in the business world. So much that one man even build most of his business off of referrals — most of which, he says, have come through recommendations on LinkedIn. Sasha used LinkedIn to grow his new company’s profits without placing a single advertisement. He describes his recommendations on LinkedIn as “an authenticity protocol”, by which professional contacts come to him pre-qualified by the network. His profile has 53 glowing recommendations, which Sasha attributes to gaining new clients such as Adobe, IBM, Microsoft, Pepsi, and Yahoo.
- Case Study: Paul Solitario and Visa Corporate
- Create a polished profile – 100%. Just as you prospect others and look at their information, they will look at yours. Give them “social proof” that you are the real deal. Make sure it is filled out and get recommendations, it helps you shineConnect --- and reconnect. You never know when someone’s new position might be in an area that could turn into a leadDo your homework. Find your prospects online using business-focused SN tools.Join groups where your prospects gather and become a thought leader. And write well thought out comments or feedback on blogs and discussion forumsShare news. If you have a big product launch or joint venture, for example, notify your contacts through a profile update. It’s that “keeping up” process that spark conversations – which can then lead to prospective clients, partnerships, and even contracts.6. Ask for introductions and referrals.7. Use information gathered to turn a cold call into a warm call. You share a common thread– college, work experience, group, etc. Even if you can’t find a direct connection, sending a message via a social networking platform is better than a cold email because it implies a business context through an established network of trust.8. Become a Value Provider: Help your prospect solve a need by seeking out what their needs are.9. Strengthen your network. Take the time to build valuable relationships and keep them up.10. Pay it forward: Help others by making introductions yourself, just as they helped you.
- Apple that stands out
- Tom uses social networking tools to verify leads, make connections, and grow his network. Now, 50-65% of leads in current pipeline are a direct result from SN tools.Some of his tips:Tom knew that he was going to be in Chicago for business and wanted to connect with someone at a company headquartered there, but did not have any direct relationships with anyone that he knew of. He knew he couldn’t just call up the headquarters directory and reach a VP, so he leveraged LinkedIn’s Advanced Search tool. By entering the company name and location then sorting the results by relationship, Tom was able to view the leads that had a mutual connection with his network. Tom sent a quick internal message to that connection asking how well they know his new lead as well as asks for an introduction, and right away, he received an introduction and glowing recommendation to his lead.Tom receives a 70-75% response rate with an actual introduction using this method. Which is almost unheard of when trying to connect with top level executives.Tom notes, however, that his success relies on the fact that he has built up a strong network, and it is very important to take the time to do things to keep your network strong. Reach out and touch base with your network every so often to stay top of mind. This plays a huge role when asking for an introduction or referral. If you have a strong relationship with your common connection, they are much more likely to give you a glowing review and increase the temperature of your lead almost immediately.
- Image of intuit products
- Create a polished profile – 100%. Just as you prospect others and look at their information, they will look at yours. Give them “social proof” that you are the real deal. Make sure it is filled out and get recommendations, it helps you shineConnect --- and reconnect. You never know when someone’s new position might be in an area that could turn into a leadDo your homework. Find your prospects online using business-focused SN tools.Join groups where your prospects gather and become a thought leader. And write well thought out comments or feedback on blogs and discussion forumsShare news. If you have a big product launch or joint venture, for example, notify your contacts through a profile update. It’s that “keeping up” process that spark conversations – which can then lead to prospective clients, partnerships, and even contracts.6. Ask for introductions and referrals.7. Use information gathered to turn a cold call into a warm call. You share a common thread– college, work experience, group, etc. Even if you can’t find a direct connection, sending a message via a social networking platform is better than a cold email because it implies a business context through an established network of trust.8. Become a Value Provider: Help your prospect solve a need by seeking out what their needs are.9. Strengthen your network. Take the time to build valuable relationships and keep them up.10. Pay it forward: Help others by making introductions yourself, just as they helped you.
- Grow your network. The opportunities are there!A person with 300 1st degree Connections on LinkedIn really has a network of 5.5 Million people.Speaker at a recent convention. I LI him during his talk. Everyone else stood in line to say hello and get his card. He responded to my LI request within 5 minutes of leaving and we have an ongoing conversation. Leverage that!!!
- Fit in process to use tools to leverage LIRB put pic of Outlook 2010 in use..
- Engage Prospects:Use one of the biggest social sites to your advantage by joining relevant LinkedIn Groups. Relevant groups offer topics, articles and conversations that your prospects care about and opens the door for identifying new prospects with specific interests.
- Become a part of the conversation.Does your firm know a lot about what your customers need? Do you understand a lot of the problems and pitfalls? Are you sharing that knowledge? Twitter, slideshare, blog, linkedIn questions, Become heard!B2B offerings tend to be complex Sales cycles are long and buyers will spend a lot of time upfront researching for the best solution.So why not be a part of that process? With social networking, you can share knowledge and educate prospects to help facilitate faster sales cycles. You can communicate instantly and build trust and credibility at the same time to help increase sales in a shorter time.
- There is an interesting relationship between tactics salespeople use during the sales process.EXPLAIN DIAGRAMWhen utilized correctly, social networking can make a huge impact and help you nurture your leads into sales.B2B relationships and transactions are typically high-touch and are mainly establishedthrough direct contact with customers. The sale is often focused on a long process of relationship building. With social networking, you can interact with prospects and customers during the entire process. The inherent two way conversation that comes from social networking brings a highly personal dimension to the sale.
- Transform from a Salesperson
- To a person
- Discover Commonalities to become human. Look at their profile. Did you go to the same college? Are a member of the same organizations? Some kind of connection goes a long way and you can easily find that information using social networking tools.
- Example:Steven Shimek, a Senior VP at a Public Relations firm in Los Angeles, used LinkedIn to expand his circle of influenceHe began answering questions on LinkedIn Answers. This led to multiple business developments for his company, including 20 leads in the past year, one of which turned into a 250,000 contract.Steven replies to business questions posted on LinkedIn Answers and advocates drafting a response “in such a way that it showcases his company’s capabilities.” By posting a qualified, valuable answer to business questions, he builds relationships that often turn into business opportunities, and, quarter million contracts, in Steven’s case. Avaya example from Atlanta – doubled the registrations
- Create a polished profile – 100%. Just as you prospect others and look at their information, they will look at yours. Give them “social proof” that you are the real deal. Make sure it is filled out and get recommendations, it helps you shineConnect --- and reconnect. You never know when someone’s new position might be in an area that could turn into a leadDo your homework. Find your prospects online using business-focused SN tools.Join groups where your prospects gather and become a thought leader. And write well thought out comments or feedback on blogs and discussion forumsShare news. If you have a big product launch or joint venture, for example, notify your contacts through a profile update. It’s that “keeping up” process that spark conversations – which can then lead to prospective clients, partnerships, and even contracts.6. Ask for introductions and referrals.7. Use information gathered to turn a cold call into a warm call. You share a common thread– college, work experience, group, etc. Even if you can’t find a direct connection, sending a message via a social networking platform is better than a cold email because it implies a business context through an established network of trust.8. Become a Value Provider: Help your prospect solve a need by seeking out what their needs are.9. Strengthen your network. Take the time to build valuable relationships and keep them up.10. Pay it forward: Help others by making introductions yourself, just as they helped you.
- Use video, pictures, content, etc.
- Screenshot of SM engine dashboardPut stats for what partners like about it, makes it easier, etc.
- Create a polished profile – 100%. Just as you prospect others and look at their information, they will look at yours. Give them “social proof” that you are the real deal. Make sure it is filled out and get recommendations, it helps you shineConnect --- and reconnect. You never know when someone’s new position might be in an area that could turn into a leadDo your homework. Find your prospects online using business-focused SN tools.Join groups where your prospects gather and become a thought leader. And write well thought out comments or feedback on blogs and discussion forumsShare news. If you have a big product launch or joint venture, for example, notify your contacts through a profile update. It’s that “keeping up” process that spark conversations – which can then lead to prospective clients, partnerships, and even contracts.6. Ask for introductions and referrals.7. Use information gathered to turn a cold call into a warm call. You share a common thread– college, work experience, group, etc. Even if you can’t find a direct connection, sending a message via a social networking platform is better than a cold email because it implies a business context through an established network of trust.8. Become a Value Provider: Help your prospect solve a need by seeking out what their needs are.9. Strengthen your network. Take the time to build valuable relationships and keep them up.10. Pay it forward: Help others by making introductions yourself, just as they helped you.
- Great at selling once you get in the door, but need to build relationship first.Social Networking can help!“The Secret Door”
- Example: Imavex and SONY Case Study – Jowang
- Where Social Networking is going and are you prepared?
- Social CRM : DefinitionProcess to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the internet, social networks, and digital channels
- Q&A
- Review: What are we going to do today?We don’t have a lot of time. This session could easily be a week long.So, we had to draw a few lines to make sure we provided the right amount of value.This is for sales organizations and sales people that want to leverage some of the best social networking tools but don’t know how to start.It is not for seasoned social networking juggernauts that are looking for specific new strategies to enhance their current efforts.We have several programs offered on Market Leaders that are designed to provide expert help for partners that are already using social networking and want to improve…more on that later.We are going to review a few of the best tools for sales, give examples and case studies and offer several key steps to get in the game.But first, we have to cover one critical question…