1.
Social Selling
An Introduction
@SaniLeino
Social Selling
- An Introduction -
@SaniLeino

2.
Social Selling is one of the most
talked about topics amongst
sales & marketing professionals.
I started exploring the topic around 2010,
and thought I’d write down some of
the thoughts & lessons learned
about Social Selling.
Hope you enjoy,
BR. Sani

3.
My Social Selling Index - SSI

4.
What is the biggest challenge
around sales in the digital era?

5.
Salespeople are missing in their message delivery
There are plenty of bullets fired,
but they are not hitting the targets

6.
RevenueActivities
WHEN THE GOING GETS TOUGH, THE TYPICAL WAY IS TO FOCUS ON
INCREASING THE SALES ACTIVITY IN THE TRADITIONAL WAY.
IN MANY COMPANIES THIS STILL MEANS COLD CALLING
THE PROSPECTS LIKE IT’S STILL 1999.

7.
THIS LEADS TO SALES CALL OVERFLOW TO CXO’S.
AND IN THE WORST CASES ONLY 0,5 - 5%
OF COLD CALLS LEAD INTO A MEETING.
KELLER CENTER RESEARCH REPORT.

8.
THAT’S ICE COLD.

9.
CHANGE IS HAPPENING
MORE DRAMATICALLY THAN
EVER BEFORE.

10.
71 %
OF B2B BUYERS START THE PURCHASE
PROCESS WITH AN ONLINE SEARCH.
The Changing Face ofB2B Marketing - Think with Google

11.
57 %
OF THE BUYING PROCESS
IS COMPLETED WITHOUT
EVEN TALKING TO A SALES REP.
CORPORATE EXECUTIVE BOARD STUDY 1400 B2B DECISION MAKERS

12.
MOST RADICAL STATEMENTS ARGUE THAT
CUSTOMERS DO NOT NEED SALES PEOPLE

13.
PERSONALLY I BELIEVE THAT
CUSTOMERS DO NOT NEED SALES PEOPLE

14.
WE JUST HAVEN’T PAID ATTENTION
HOW CUSTOMERS LIKE TO BUY FROM US

15.
HOW WELL DO WE REALLY KNOW
THE CUSTOMER’S BUYING PROCESS?

16.
WE HAVE BEEN TAUGHT THAT THE
BUYING PROCESS GOES LIKE THIS

17.
WHEN THE STUDIES ACTUALLY SHOW
THAT A TYPICAL B2B BUYING PROCESS LOOKS MORE LIKE THIS…

18.
THE BUYING PROCESS HAS BECOME
MORE AND MORE COMPLEX

19.
B2B BUYING DECISIONS
INCLUDE 1-3 PEOPLE
55%
Demand Gen - B2B Buyer Behavioural Survay 2014

20.
B2B BUYING DECISIONS
INCLUDE 4-7 PEOPLE
37%
Demand Gen - B2B Buyer Behavioural Survay 2014

21.
One of the challenges to buyers is the information overload

22.
12
SEARCHES MADE BY B2B
INFLUENCERS PRIOR TO VISITING
A SPECIFIC BRAND'S SITE
Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

23.
TO ME IT’S EVIDENT THAT CUSTOMERS
STILL VALUE PROFESSIONAL SALES
PEOPLE WHO CAN HELP THEM IN THE
BUYING PROCESS.

24.
KEY TO SUCCESSFUL SELLING IS TO BECOME
A GUIDE IN THE CUSTOMER BUYING JOURNEY.

25.
LET’S LOOK AT
THE POSITIVE ASPECTS
OF SALES EVOLUTION.

26.
EXECUTIVES CAN BE REACHED
VIA SOCIAL CHANNELS.

27.
OF B2B DECISION MAKERS
ARE USING SOCIAL MEDIA TO MAKE
PURCHASING DECISIONS.
84 %
IDC White Paper: Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience

28.
INSIGHTFUL ONLINE CONTENT
HAS AN IMPORTANT ROLE
ON THE VENDOR SELECTION

29.
CMO Council Study
OF B2B DECISION MAKERS SAY THAT
ONLINE CONTENT HAS MAJOR OR AT
LEAST MODERATE IMPACT
ON VENDOR SELECTION.
87 %

30.
USING THE RIGHT CONTENT & CHANNEL MIX,
ON CAN ENGAGE THE CUSTOMER BETTER DURING BUYING PROCESS.

31.
61 %
OF B2B DECISION MAKERS SAID THAT
WINNING VENDORS DELIVERED A BETTER
MIX OF CONTENT APPROPRIATE FOR EACH
STAGEOF THE PURCHASING PROCESS.
Demand Gen - B2B Buyer Behavioural Survay 2014

32.
SALES COWBOYS
LET US ENTER
THE ERA OF…

33.
Social Selling

34.
FROM ALWAYS BE CLOSING

35.
TO ALWAYS BE HELPING

36.
Be a sales concierge.
Help.
Serve.
Show the way.
@SaniLeino

37.
http://www.slideshare.net/BrianLipp/theexecutiveguidetosocialsellingsuccess-salesforlifecom

38.
STUDY
Is the threat of sales evolution actually a treat to salespeople?
WSI Academy

39.
Social Activity Layer
THE SOCIAL SELLING SALES PROCESS
Sales Process
@SaniLeino

40.
THE REAL PURPOSE
OF SOCIAL SELLING?

41.
To build trust

42.
Trust cannot be built
just by relying on processes.

43.
Trust is built through
human interaction.

44.
After all sales is just (commercial)
interaction between human beings.
SALES = H2H

45.
How I Started to do Social Selling?

46.
IN 2O10, I ANALYSED ALL MY DEALS
RESULTS WERE REALLY AN EYE OPENER.
Slide to unlock potential

47.
3RD DEGREE* CONNECTIONS RESULTED:
80 % CAME VIA SOCIAL MEDIA
*INBOUND LEADS FROM PEOPLE THAT I DID NOT EVEN KNOW BEFORE.
24 % OF € VALUE FROM ALL SALES
19 % OF AMOUNT FROM ALL SALES

48.
WHAT WOULD HAPPEN IF THE
ACTIONS AROUND SOCIAL
WOULD BE PLANNED
AND MEASURED
PROPERLY
I ASKED MYSELF A QUESTION
THIS IS HOW & WHEN I STARTED DOING..
?

49.
Social Selling

50.
Just like everything else, Social Selling is no easy sales fairytale

51.
Social Selling also requires systematic work & practise
No Pain.
No Fame.

52.
Create your own social reach-out method
Eat. Meet. Tweet. Repeat.

53.
ALSO
CREATE
YOUR OWN
“HONEY JARS”
BLOG
STUDY
GUIDE
INTRODUCE, SHARE KNOWLEDGE, EDUCATE

54.
REMEMBER TO RESPECT THE
“HONEY BEES”. CREATE CONTENT
THAT KEEPS THEM FLYING BACK.

55.
BULLSHIT IS BULLSHIT
ALSO IN THE DIGITAL WORLD.

56.
SOCIAL SELLING IS ABOUT LISTENING TO CUSTOMER FIRST
AND TELLING YOUR INSIGHTFUL THOUGHTS SECOND.

57.
BEFORE YOU TURN UP THE VOLUME,
MAKE SURE THAT THE CUSTOMER LIKES THE MUSIC.
@SaniLeino

58.
Find your way in
by making the kind of music
what the customer already
likes to listen.
Many customers are already “using headphones”
with Active Noice Cancelling.
@SaniLeino

59.
FREE TIP:
NEVER COLD CALL AGAIN.

60.
THERE IS NO REASON TO DO COLD CALLS
WHEN YOU CAN MAKE PRE-HEATED ONE’S.

61.
STOP THE HIP SHOOTING
WITH A MACHINE GUN*
*EXCEPT IF YOUR PERSONAL BRAND OR LEFT BICEP
IS AS STRONG AS TERRY CREWS’S HERE,
THEN YOU CAN DO WHAT EVER YOU LIKE.
SOCIAL TOOLS & MEDIAS OFFER SO MUCH
INFORMATION IN ADVANCE, SO WE CAN

62.
PRAISE + RELEVANCE + TIMING
+ EXAMPLE + REFERENCE + CLEAR SUGGESTION.
= 80-90 % PULL
THE FORMULA OF A PERFECT CONTACT:

63.
THE SOCIAL SELLING LANDSCAPE
HOW DIFFERENT PLATFORMS
WOULD COMPARE TO REAL LIFE SITUATIONS

64.
Twitter is like a coctail bar
smart casual mingling

65.
LinkedIn is like a conference roomwith a coffee.
More ’business’, but with a person of trust.

66.
FACEBOOK IS LIKE
AN AFTERWORK BEER
WITH A FRIEND

67.
INSTAGRAM IS LIKE
AN ONLINE MAGAZINE
FOR THINGS YOU LOVE
TO BE SHARED WITH
YOUR FRIENDS.

68.
OH, AND THEN THERE IS GOOGLE+

69.
WHEN TO START?

70.
YESTERDAY

71.
PLANT A TREE
BUT AS YOU KNOW:
THE BEST TIME TO
PLANT A TREE WAS
20 YEARS AGO.
THE SECOND BEST
TIME IS NOW.
-CHINESE PROVERB
“The best time to plant a tree was 20 years ago.
The second best time is now.”
- Chinese Proverb

72.
Create Twitter ja LinkedIn accounts Add them to your email signatureStart following influencers
around your field Make yourself a simple goal
and remember to measure Start sharing and creating content!
Br. @SaniLeino
How to Start?`
Thank you for
your time!