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Social selling & the role of the sales manager

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Social selling & the role of the sales manager

  1. 1. Social Selling Case & the role of the Sales Manager https://be.linkedin.com/in/kurtghijsbrecht @GhijsbrechtKurt
  2. 2. The sustainable Communication Production House Integrated publishing production solutions provider for offline and online marketing & corporate communication.
  3. 3. marketing operations organisation optimisation software engine More info: www.mooose.be
  4. 4. REFERENCES
  5. 5. GOOD OLD TRADITIONS…
  6. 6. SETTING THE SCENE Source:
  7. 7. 6.8 Source:
  8. 8. Multi-threaded 5% Single-threaded 68% Sales deals at BNL companies What percentage of deals in the Benelux are multi-threaded? 6+ connections 1 connection Source
  9. 9. Account rep People Moving Jobs Source:
  10. 10. 1 in 4What is the likelihood a decision-maker leaves their position within a year? Source:
  11. 11. 1 in 3What about your reps? Source:
  12. 12. What happens when you combine the job movement of your reps with that of your customers? Source:
  13. 13. 53%of our deals are at risk Source:
  14. 14. Is Social Selling the answer? Source:
  15. 15. WHAT DID WE DO?  LinkedIn & Sales Navigator as a first step  From single to multi-threaded  Provide content across channels (offline & online)  Start inmailing & calling
  16. 16. THE ROLE OF THE SALES MANAGER Set Goals & define success Create a Plan Track Progress Stay Motivated Improve your results
  17. 17. SET GOALS & DEFINE SUCCESS 1. What isyour business need?:  More Qualified leads  Bigger sales pipeline  Increase customer retention 2. How willyou define success?  Impact on sales results ( in €, bigger pipeline, …)  Use SSI also as a measuring tool by focusing on the 4building blocks : • Create a professional brand • Find the right people • Engage with insights • Build strong relationships
  18. 18. SET GOALS & DEFINE SUCCESS 3. What kind of goals? Start SMART  Number of connections (av.= 930)  Number of connection requests • Customers (no brainer!) • Prospects (10/week + increase gradually)  Connection at Key accounts • 6,8 B2B decision makers, SO??  Network leverage – “the network of your network” • “get introduced”  LinkedIn group participation • sales team segmented by branch  Engagement Rate • Evaluate the amount of content shared by rep
  19. 19. CREATE A PLAN 1. Create Buy-In  LookforaSponsor • Your boss  Involve Marcom from the beginning • You will need them!  Budget? • Marketing, sales, communication? Get aligned! 2. Educate & train your people  WORKING TIME –requirements toimplement  Etiquette, best practices, tips & trics,  LinkedIn helps its customers!
  20. 20. CONTENT
  21. 21. TRACK PROGRESS HOW? • Profile complete? • Receiving endorsements? • Publishing posts? • Daily logging in? • Inmail response rate >10% • Connecting to VP’s? • Are people engaging with your posts? • Is your acceptance rate for connection request >20%? • Viewing your profile & vice versa? • Using LinkedIn Search? This is the heavy part but so important if you want to be successful!
  22. 22. TRACK IMPACT ON YOUR BUSINESS  Share successes  Evaluatetheprogram+Goals  Bigger pipeline?  Differences between reps!  Consider speeding up or slowing down  Weekly SSI dashboard
  23. 23. OUR RESULTS?  Team:5xSales&marketingmanager  Connections: • Total 1st degree network 4.776 • 736 connections on average (659 – 2.300) • Evolution (2016) January 1st – December 31th : 4.776 connections  5.889 =+4/day  SSI • IndividualAveragelast3months:82/79/78/43/39/34  And the EURO’s • Use of Sales Navigator generated 150k extra turnover after 1 year
  24. 24. STAY MOTIVATED What will you see?:  Fear  Falling back in day-to-day routines  Resistance  … The sales managers job is to:  Promote confidence  Coach & train  Keeping the eyes on the “price” (goals)  Celebrate Top social reps
  25. 25. IMPROVE YOUR RESULTS The extra step? Recruit socially engaged reps Make social media part of the reps routine
  26. 26. KEY TAKEAWAYS Social selling = mindset = change Make really sure you have a PLAN! Involve marcom Train, motivate & celebrate Track real results

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