how to use social media to automate leads (bauhaus)

How to Use Social Media to Automate Leads(and drive sales)

@S

KThEE

XPERT

Introduction

Thanks to Jessica Simpson and

her Conference Plus team for

creating the Ask the Expert

Series.

This presentation is supported

by a white paper titled

‘Social-to-Lead; A Self-

Sufficient Sales System’

available in by contacting

Doug Richards

[drichards@centriq.com]

2Centriq Training

http://www.centriq.com

3Centriq Training http://www.centriq.com

LEARNtoday you will

3 keys to mastering social technologycreate a Social-to-Lead machineGenerate New LeadsLeverage Network RelationshipsIdentify Decision MakersWarm up Cold CallsEstablish Online ExpertiseDistribute your Message to Social Media sitesTrack your competitorsTrack your customers…and how you can get started today

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about us

Doug Richards:

•20+ years in technology

•Certified Sandler Sales trainer

•Certified Cisco Sales Expert

•Futurist

•Centriq Social Business Evangelist

Centriq Training:

•22 years in IT training

•Over 320 years of combined IT

experience

•Multiple industry partners

•Our Social Business courses are

100% original content focused on

bridging the gap between

technology and the intelligence

business needs to thrive

what we bring to the table

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Social Media is

the new black

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Social media is everywhere!Best thing since the telephone!Everything you're doing is wrongYou'll die if you don't use it!Everyone else is doing it (so you should do it too)

[blah, blah, blah]

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the n

ew

bla

ckIt’s trendy to talk about how important Social Media, Social Networking & Social Computing is…

But where are the dollars?

How does this grow my pipeline?

Are my customers really using social media?

How long does this take?

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15 minutes a day will*:Increase lead flow by 1/day

Renewal/resell +15%New business +25%

*(at minimum)

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…you probably already know how important this is…but do you know how to get started?

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Questions

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APPLICATIONSApplications power social selling, but more than the application (sometimes called the platform) itself is the application – the use of technology - to solve a business problem or reduce the effort of a business

process.

This process is measured by ROE – Return On Effort.

I D E N T I T Y * L I S T E N * E F F E C T I V E M E S S A G I N G

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ApplicationsSkillsBehaviors

…equals SELF SUFFICIENT SELLING

identity, listen, effective messaging

participate, respond, reputation management

grow your network, prospecting, research

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1Key Concept: Crafting an online identity is the equivalent of creating your individual brand.

Online identity – the question isn’t if you need one (because you do). It is whether your online identity supports your goals, is in line with your persona and makes it easy for people to discover you.

Your identity should look at the complex factors and hidden opportunities involved in creating and continuously maintaining an effective individual online identity.

•Key Applications: LinkedIn, Jigsaw, Gist

•Key Skills: If you don't have an identity, create one, If you have one, perfect it, If you have multiple, unify them

•Key Behavior: Create an identity master file to replicate across 'free web real estate' for increased search engine visibility

Identity

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there are over 5400 free

social tools; every time you add your or your companies name you increase your chances of

being found

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Key Concept: Stop listening for sales opportunities - start listening for buying signals

Social media tools are transforming the fundamental nature of listening and how sales professionals interact with customers and prospects.

•Key Applications: Google Alerts, Google Reader, Gist, Jigsaw, LinkedIn, Twitter

•Key Skills: Use RSS feeds to automate your listening, cross-connect your networks

•Key Behaviors: Research and plan listening behaviors for all current and target accounts

Listen

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Key Concept: You can’t expect customers to just come to you. You need to reel them in by grabbing their attention first with an effective message sent as many times as they will listen. These days, that means adding social media to your messaging strategy. You must master how to build and maintain the foundation required to run a true social business broadcast machine that extends the reach of your message for little to no cost.

•Key Applications: Status Updates (LinkedIn, Google, Facebook, Twitter)

•Key Skills: Build a messaging strategy (Who, What, When, Where, How and Why)

•Key Behaviors: Top of mind awareness, daily updates, choose compelling topics

Messa

gin

g

effective

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Did you know?Twitter is limited to 140

characters because at its creation most cellular providers limited the text characters in an

SMS message to 160 (leaving room for a 20 character

signature)

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Questions

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SKILLSWe must acquire new skills to survive in the sales

profession. Our clients are often suspect of our intentions so we must consistently retool our

approach to selling.

Success with social selling skills is easy to define.

Don’t convince; connect

P A R T I C I P A T E * R E S P O N D * R E P U T A T I O N M A N A G E M E N T

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Key Concept: Participation is what drives social networks. If you don’t participate, you don’t grow. But how you participate is just as important as where. That’s why the information in this module is vitally important. Join us and gain a thorough understanding of the new rules for sharing your expertise and input and flourishing in a social world.

Your networks require your input and expertise to thrive.

Key Applications: LinkedIn Groups, Q&A, Facebook, Forums

Key Skills: Research to identify places to join, add new contacts as appropriate

Key Behaviors: Daily participation, connect with all current clients

Particip

ate

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Key Concept: Establishing yourself as an expert is the first step to gaining your audience’s trust – and business. Offline, you can write a book or speak at a conference. But online, you must concentrate on responding as a trusted expert to the questions and needs of your network. This module will introduce you to essential tips and strategies to help you establish expertise with your online community and become an authority who is recognized and respected and naturally attracts business. Strengthen trust and establish expertise. Make 10 deposits before asking to withdraw

Key Applications: LinkedIn Q&A, communities of practice (various)

Key Skills: Do your homework, become a trusted advisor

Key Behaviors: Once a day contribute something of value with no expectation of a return

Resp

ond

5

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Over

Over 80% over buyers (business-to-business and business-to-consumer)Respond that they buy from sale professionals they trust

Expertise is TRUST.

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Key Concept: Managing your online reputation in today’s digital world requires a brand new set of skills that many organizations do not understand, let alone possess. To stay on top of the game, there’s no silver bullet. You need a proactive plan to enhance your reputation, reactive methods to fix it and a practical strategy for feeding it. Learn the essential how-to’s in this module. Key Concept: Maintain trust, confidence and credibility by being proactive on the health of your reputation

Key Applications: LinkedIn recommendations, Twitter, Google, Merchant Circle

Key Skills: How to appropriately earn recommendations, fixing a broken reputation

Key Behaviors: Write a recommendation, add value to your network(s)

Manag

em

ent

reputation

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25

Questions

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BEHAVIORSIn selling nothing is more critical than effective

behaviors. Sales management has known this for decades – count calls and appointments to predict

results.

Social selling also counts. The size of your network, the number of leads in your pipeline, learning to avoid

‘analysis paralysis’.

(In Sales) ‘there is no try, only do’ - YODA

G R O W Y O U R N E T W O R K * P R O S P E C T I N G * R E S E A R C H

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Key Concept: Everything you’ve learned up to this point about growing your business network is limited by one thing – you. You only have so much time in the day to collect business cards, build relationships, deliver services and add value. But with social media, all this has changed. This module will show you how to grow your network by multiples with every action using the power of social media.

ROE = Return on Effort

Key Applications: LinkedIn, Jigsaw, Google, YouTube, Twitter, various

Key Skills: Connect your inbox, connect early and often

Key Behaviors: Balance quantity and quality, focus on cross-connecting

Netw

ork

Grow Your

7

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Key Concept: Prospecting is the life-blood of every sales organization. However, the days of dialing for dollars are long gone. There’s been a dramatic change in the way companies get their names and brands in front of decision-makers. And these new approaches can deliver a high return on investment with little extra effort – if you know how to apply them. Stop wasting your precious time cold-calling and networking. It’s time to learn how to get prospects to start calling you. Use all the tools you’ve mastered to create an automatic lead flow to your inbox

Key Applications: LinkedIn, Jigsaw, CRM (yours), Google, Twitter, YouTube

Key Skills: Earn points in Jigsaw, ask for what you need

Key Behaviors: Always prospect, set goals

Pro

spectin

g

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Key Concept: Researching leads can be a daunting job. While more organizations are turning to the Web to gather information, many who are still in the dark about how to conduct effective searches are taking advantage of only a fraction of all the Web can offer. This module is designed to help you really get into the game and start using the deep Web to find less discoverable information.

Search engines are the intersections of the web

Key Applications: Google, Wolfram Alpha, Jigsaw, LinkedIn

Key Skills: Research companies, individuals and industries quickly and easily

Key Behaviors: Less than 3 minutes of research will change the value of a lead

Rese

arch

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GOALS

Adding Social will impact your current sales process

Generate New LeadsLeverage Network RelationshipsIdentify Decision MakersWarm up Cold CallsEstablish Online ExpertiseDistribute your Message to Social Media sitesTrack your competitorsTrack your customers …you will need expertise in tools like: LinkedInTwitterJigsawYouTubeGoogle AlertsGistFacebookGoogle Reader

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Questions

Thank you for you attention todayFor more information please contact Doug Richards

drichards@centriq.com913.322.7033Linkedin.com/dougrichardsKCTwitter.com/dougrichards

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