The Key to Social Selling is Being Social
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We had a chance to sit down with Carlos Gil, the Social Media Manager from LinkedIn, to have a chat around the uprise in social selling. We picked his brain for tips, best practices, and guidance for what he's seen be successful. At the same time, Insightpool CEO Devon Wijesinghe weighs in on some success stories around how he's used social for selling, and the value of building relationships. Get a free trial of Insightpool Sales Platform here: http://bit.ly/1zhSvcr For the audio from this live presentation: https://www.youtube.com/watch?v=75mjGXgk9Qo
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The Key to Social Selling is Being Social
- 1. Webinar: The Key to Social Selling is Social, Not Selling #SocialSelling
- 2. Devon Wijesinghe CEO of Insightpool @DevonWijesinghe Speakers Co-founded Insightpool in 2012, and has led the company from two to 60 employees, acquired a Silicon Valley start-up, Next Principles, and is currently revolutionizing marketing and sales across social. #SocialSelling
- 3. Carlos Gil Senior Social Marketing Manager at Linkedin @CarlosGil83 Speakers A recognizable social media thought leader and speaker who has been invited to speak at Social Media Marketing World, Internet Retail Conference and Expo, amongst other industry events. #SocialSelling
- 4. ““B2B buyersB2B buyers complete 57%complete 57% of the buying decisionof the buying decision before they are willing tobefore they are willing to talk to a sales rep.”talk to a sales rep.” #SocialSelling
- 6. ““2/3 of companies2/3 of companies have no socialhave no social media strategymedia strategy for theirfor their salessales organizationsorganizations..”” #SocialSelling
- 7. ““93% of sales executives have93% of sales executives have not received any formalnot received any formal training on social selling.”training on social selling.” #SocialSelling
- 8. Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy. -Hubspot Social Selling? #SocialSelling
- 9. Social Selling is simply the process of helping social buyers become customers. -SAP Social Selling? #SocialSelling
- 10. How can you truly connect the dots to actual deals closed? #SocialSelling
- 11. Sales Teams Need to Adapt to Social Selling #SocialSelling
- 12. #SocialSelling
- 13. #SocialSelling
- 14. #SocialSelling
- 15. #SocialSelling
- 16. #SocialSelling
- 17. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships. #SocialSelling
- 18. LinkedIn Social Selling Leveraging your professional brand to fill your pipeline with the right people, insights, and relationships. #SocialSelling
- 19. 7575%% of B2B Buyers use social media toof B2B Buyers use social media to make purchasing decisionsmake purchasing decisions #SocialSelling
- 20. 84%84% Of C-Level and VP-level buyers use social media for B2B purchase decisions #SocialSelling
- 21. 9595%% Of B2B decision-makers expect newOf B2B decision-makers expect new or different insights from salesor different insights from sales professionalsprofessionals #SocialSelling
- 22. 5X5X More likely to engage with salesMore likely to engage with sales professionals via warm introductionprofessionals via warm introduction than cold outreach.than cold outreach. #SocialSelling
- 23. Social media is similar to a cocktail party. There’s a lot of side conversations in between the noise. #SocialSelling
- 24. Historically, business deals were done on the golf course. Today, LinkedIn is the bridge between sales professionals and buyers. #SocialSelling
- 25. Average spend of non-social buyers Average spend of social buyers Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 #SocialSelling
- 26. Social buyers also make 61% more purchases on average than buyers who don’t use social # of purchases made by non-social buyers # of purchases made by social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 #SocialSelling
- 27. B2B Purchasers- Likelihood to Engage We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…? 5X5X 5X5X 5X5X 4X4X 3.7X3.7X More likely to engage vs. cold outreach #SocialSelling
- 28. Sales professionals can partner more effectively with social buyers by increasing social proximity, presence, and capital Social proximity Grow social networks and contribute to conversations. Social presence Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented. Social capital Do your social homework to ensure relevancy before you reach out and facilitate peer- to-peer recommendations. #SocialSelling
- 29. To engage effectively, sales professionals need to understand the difference in mindset across social platforms 1 2 3 4 5 Socialize Stay in touch Be entertained Kill time Share content Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career 29Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012 Personal Networks Professional Networks “Invest Time”“Spend Time” #SocialSelling
- 30. Trusted by your prospects and customers Informed on key updates at your target accounts Focused on the right people and companies • Buyers have 22X more favorable impression if sales professionals are introduced vs. if they reach out cold. • 92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry. • 85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge. • 86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry. • #1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company. • B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company. #SocialSelling
- 31. What makes social sellers more successful? LSS ©2013 LinkedIn Corporation. All Rights Reserved. Lead with insight Use social media as critical channel Personally own lead generation Targeted Search Social Profile Warm Introduction #SocialSelling
- 32. The 4 Pillars of LinkedIn Social Selling #SocialSelling
- 33. Showcase your skills Create a professional brand Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Complete your profile Aim for 100% profile completeness Add rich content Slideshare deck, presentation video, etc. Add skills and generate endorsements #SocialSelling
- 34. Add Rich Media to your Profiles Leverage your profiles to distribute content. •Add value through your profile •Every time you update this your network is notified •Be viewed as a credible thought leader #SocialSelling
- 35. Check who viewed you Find the right people View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Your activity drives views of your profile. Engage with relevant people who look at you. Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently #SocialSelling
- 36. Find the Right People Single thread Multi-thread Leaves company Changes role DEAL LOST DEAL CLOS ED Something happens to the contact! #SocialSelling
- 37. Engage with insights Reach out to prospects Share valuable information Post relevant content that can help you become a trusted source of insight Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Engage with your network Share, like, and comment on content posted from your network Reach your prospects with InMails, connection requests, and other messages #SocialSelling
- 38. Build strong relationships Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect with contacts Connect with your network and with prospects after introductions Connect internally Your colleagues will be able to provide you warm introductions #SocialSelling
- 39. What to talk about? LSS ©2013 LinkedIn Corporation. All Rights Reserved. Discover Actionable Insights #SocialSelling
- 40. Sales reps that that exceed quota have their updates engaged 98% more 39%39%more engagementmore engagement 98%98%Engagements receivedEngagements received Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why sharing is important? #SocialSelling
- 41. Prospects don't want to be sold to. Instead, they want to be engaged. 41 #SocialSelling
- 42. Most sales pitches are ignored because of one simple, yet crucial detail – the pitch #SocialSelling
- 43. What do you want to be known for? #SocialSelling
- 44. “Stop, Collaborate, and Listen” ~ Vanilla Ice #SocialSelling
- 45. The key to social selling is being social vs. simply being on social media. #SocialSelling
- 46. How Insightpool Uses Social Selling #SocialSelling
- 47. Join us Next Week! Webinar 4/28: Social Selling at Scale with Insightpool’s New Sales Platform #SocialSelling
- 49. #SocialSelling
Notes de l'éditeur
- So, enough about LinkedIn. Why are we here today? If you think about buyer and seller relationships…it used to be very 1:1, face to face relationships where sales reps were limited to the ‘who they knew’ and referrals from existing customers. With the advent of technology like the internet, buyers can find lots of information about what they need. Buyers are increasingly relying on the internet to do their own research. Technology also made it easier for sales professionals to bombard buyers (with emails, with phone calls). However….we’ve veered too far. Let me share with you a staggering fact… 50% of B2B decision-makers /influencers say they aren’t the right person to contact about new business when sales reps contact them. That’s 1 out of every 2 people. I want to take a step back and start thinking about…how…the dynamic between sellers and buyers have somewhat changed. [key takeaway: we want to bring 1:1 relationships to scale] Family-run company As companies have become less intimate and less personal, companies realized that, in order to compete, they had to try to maintain the level of trust that a family-run company had with his or her customers. That led to massive investments in brands – Wal-Mart, Oracle. They have built brands so that you know they’re high quality, reliable, etc. Every customer couldn’t know and trust the owner but every customer could know and trust the brand, the thinking went. But in the new economy, constant connectivity, someone somewhere knows someone somewhere…and this leads…to personalized relationships…done at scale.
- With so many offers to choose from, we found that B2B buyers were 5X more likely to engage with sales professionals who were introduced to them through someone in their professional network.
- Recall that buyers have access to the same information that you do on the Internet to find information about products/services. They need you to help them solve business challenges and problems that arise. They need you to educate them on what’s new in the industry and what their competitors are doing.
- With so many offers to choose from, we found that B2B buyers were 5X more likely to engage with sales professionals who were introduced to them through someone in their professional network.
- APAC (perception that the stat is only global) MAP of Regions and Stats distributed Do these vary by industry? --This trend is consistent among all industry segments Throughout this survey, we refer to&nbsp;engage&nbsp;as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). We use&nbsp;cold&nbsp;to describe unexpected outreach from someone you don&apos;t know and is uninformed of you or your company.&nbsp;Suppose a sales or business professional from another company is trying to reach out to your company about a new product, service or tool. How likely are you to&nbsp;engage with this person if they...
- New research reveals how to engage in the right mindset to build relationships on social platforms Global research from TNS shows stark differences between mindsets on personal vs professional networks and shows the value for brands of connecting in a professional context Your target may not be receptive to a deeper relationship on Twitter or Facebook. On personal networks, people are spending time. On professional networks, they’re investing time The top reasons people told us they use professional networks is to ‘Maintain professional identity.’ Professional identity is a hugely important part of people’s lives, filled with aspiration and emotion about Goals, Achievement, Progress ‘Make useful contacts’. . We heard directly from respondents: “I network because I’m constantly looking to grow in my field of work…to help me achieve my goals.” These goals are about providing for their family, achieving financial security, being able to send their kids to college, and even to buy that house on the hill. ‘Keep up to date for your career’ indicating that people are purposeful on professional networks. (making contacts that turn into relationships hat help land the next sale, next job etc) There is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests. Inasmuch as they think about brands, they are much more likely to expect brands that help them Meet their entertainment needs, follow their personal interests, and express their personality Professional networks users, however, crave insights and want content that can help them: build for the future – info related to their work and careers and updates from brands they are interested in. (company launches, people movements, join group) Improve themselves professionally, (techniques, best practices, relevant articles - how to conduct an interview, LinkedIn Today!) Make business decisions, and (product review, whitepapers) Gain advice/recommendations., (thought leadership) Users are 26% more interested in receiving updates from brands on professional platforms than on personal networks. It’s clear from the research that people use personal and professional networks to maintain two identities, simultaneously for different things. As a marketer you need to understand this, to ensure you’re speaking to the right audience at the right time. Brands who deliver value against the professional mindset can see powerful results. Brands who don’t engage in a professional context are missing out on a core mindset of their targets.
- Challenger – Value Proposition - A new way Objective – Improvement in probability of being a high performer Own lead generation Lead with insights rather than product Use social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
- These are the four pillars. Learn to live by these to be successful. Let’s go into detail.
- Eloqua increased engagement with targets by 30%...big part of that is via multi-threading. http://www.slideshare.net/linkedin-sales-solutions/eloqua-linkedinsales-nav igator-case-study Edit spacing bottom
- Challenger – Our Solution Objective – create comfort on the depth of information you could use to build rapport with the potential contacts Activity feed. Updates, presentations videos