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Transformation to Social SellingCraig RosenbergMay 2011
Why social selling? Your buyers are there175 million members in over 200 countries and territories.As of June 30, 2012, business professionals are signing up tojoin LinkedIn at a rate of approximately two new members persecond. Page 6
Why social selling? Your buyers are tellingyou who they areNever in the history of modern selling have we seen time whereprospects and customers publicly post and update information on their roles and responsibilities Page 7
Why social selling? Your buyers are tellingyou what they care aboutNever in the history of modern selling have we seen time whereprospects and customers publicly post and update information on their roles and responsibilities AND what they care about and are working on Page 8
Why social selling? Your buyers starting thebuyer process online 75% of respondents to an IBM buyers survey said they were likely to use social media in the future as part of their purchasing decision. Page 9
Buyers are buying by committee“Decisions are not made by a single person in B2B models – they are made in a chain-of-command or committee model. “ Esteban Kolsky http://estebankolsky.com/2012/07/question-why-are-you-in-social-channels/ Source: Marketing Sherpa B2B Marketing Benchmark Survey, August 2010 Page 10
Create a standardized social platform1. Designate one platform for sales reps to “live Secondary platform inside”2. Monitor other platforms when appropriate Main platform In most cases, Linkedin will be the base for social operations •It is the place where the vast majority of social business activity happens •Unprecedented visibility into your customers and their organization Page 19
The self-brand• Buyers need to trust you• Buyers need to know that you know the right people• Buyers want to know you have are an expert in yourspace• Buyers want the best sales person (believe it or not)• The most unique thing is not always the company orthe product; but it is always you Page 20
Think like a marketer: Build a credible onlinepresence•Complete profile including: photo, experience, skills, honors, andrecommendations.•Stream of updates to relevant content•Membership in relevant groups•Connections Page 21
Always be connecting•Create a corecompetency andprocess in your salesteam around buildingtheir networks•Sales managersshould monitor andreward network building Page 22