Tips and tricks for B2B technology account managers and sales people who need to build relationships and understand their target accounts in more detail.

1. SOCIAL SELLING
TIPS & TRICKS ON HOW TO USE SOCIAL MEDIA AS PART
OF THE B2B TECHNOLOGY SALES CYCLE
SARAH GOODALL
Internal Communications & Social Media for SAP EMEA+India
Owner of Tribal Impact blog
Twitter: @tribalimpact
Blog: www.tribalimpact.com
Email: sarah.goodall@tribalimpact.com

2. HOW THE SALES PROCESS HAS
CHANGED
Engage Vendors
Develop RFI
Internal Analysis
Potential Solutions
RFP & Compare
Negotiate
Implement
Qualify
Build Relationship
Needs Analysis
Show Demo/Test
Sell Solution
Negotiate
Deliver
If All Went Well The
Customer Would Purchase
Buyers Now Less Reliant On
Vendors & Analysts
Researching Before They Enter
The ”Sales Cycle”
Decision Makers Turning To
Trusted Networks – Online Or
Offline
Customer View Vendor View

3. Social Media are
media for social
interaction, using
highly accessible
and scalable
publishing
techniques (Blogs,
Twitter, Facebook,
LinkedIn etc)
WHAT IS SOCIAL MEDIA?

4. HOW IS IT CHANGING SALES?

5. IT ISN’T JUST FOR KIDS...SENIOR
DECISIONS MAKERS ARE USING IT

6. ...THESE ARE THE TOOLS THEY’RE
USING

7. ...AND THIS IS HOW THEIR TEAMS
ARE USING SOCIAL MEDIA
TOOLBOX SURVEY

8.  Our Primary Audience Uses It
 Gain Customer Intelligence
 Identify New Sales Targets
 Develop Closer Relationships
 Shorten Buying Cycles
 Grow Your Prospect Base
 Build Your Personal Brand
SO WHAT IS SOCIAL SELLING?

9. Know
Your
Target
Build A
Network
ListenEngage
Extend
Network
5 STEP SOCIAL SELLING PROCESS

10. • Choose 2-3 Target
Accounts
• Decide On Audience
• E.g. HR, IT, Finance
• Find Who They Are
• LinkedIn Advance Search
• Find Their ”Pain Areas”
• Google, Twitter, LinkedIn Questions
STEP 1: KNOW YOUR TARGET

11. • Build Your LinkedIn Profile
• Create the basics – be searchable
• Create your ”Personal URL”
• Add to your email signature
• Invite People To Join You On LinkedIn
• Customers, Partners, Colleagues, Employees
• Happy? Know You?
• Find Your Targets
• How are you connected?
• Which Groups do they belong to?
• Interests? Education?
STEP 2: BUILD YOUR NETWORK

12. • Select ”Follow Company” on LinkedIn
• Latest personnel changes
• Check out interesting stats
• Join Relevant LinkedIn Groups
• Search by keyword e.g. retail technology
• Your Company Group? Join Up
• Monitor discussion topics
• Set up Google Alerts
• Follow customers, keywords & competitors
• Listen To Your Targets
• Do they have a Twitter account? Blog?
STEP 3: LISTEN

13. • Update Your LinkedIn ”Network Activity”
• News, Events, New Videos, Demos
• Invite Your Network To Join A Group
• E.g. Local Company Network?
• Respond To Group Discussions
• Add your opinion
• Create a discussion e.g. ”I heard this from several
clients – is this the general feeling?”
• LinkedIn Answers
• Answer 2 questions a week
• ”Saw this and thought of you!”
STEP 4: ENGAGE

14. • Get In The Habit
• Meet, Greet, Invite
• Make the invitation personal
• When accepting – send a message back!
• Good Job? Established Credibility?
• Ask for a recommendation
• Request an introduction
• Be Transparent
• Be Human...Not A Logo
• Be Open...You Will Reap Rewards
STEP 5: EXTEND YOUR NETWORK

15. • Be a person - not a logo
• Listen before you speak
• Introduce yourself – not an
elevator pitch
• Add value
• Ask questions – seek to learn
• Make it easy to connect with
you
• Be socially responsible – Follow
Company Guidelines
REMEMBER....
SOCIAL SELLING ETIQUETTE

16. • 14 Year In B2B Technology Marketing Communications
• From Global Matrix To Fast-Growing Start-Ups
• Including SAP, IBM, Hitachi, Glasshouse
• Passionate About People
• Inspired By Great Leaders
• Socially Networked
• Loves A Challenge
• Chartered Marketer
• Qualified Exec Coach - Intermediate (AoEC)
• Review References @ www.linkedin.com/in/sarahgoodall
ABOUT SARAH GOODALL