the six imperatives of digital selling success by mike kunkle

selling through digital channels:

is it right for you? to what degree?

The right answer is always about your customer

finding trigger events

sales intelligence

:: mike kunkle :: :: transforming sales results ::

may 2014

digital selling success

that was then…

digital selling success 2

http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/

:: mike kunkle :: transforming sales results ::

this is now…

http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg

digital selling overview

http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422

digital selling success 4 :: mike kunkle :: transforming sales results ::

digital selling overview the ticket for entry

six imperatives

context

yes, digital selling = social selling

think “tool in my sales utility belt” – not “religion”

the semantics / “shock value” around cold calling

advice

context and nuance trump absolutes

new doesn’t always replace old (additive)

take a balanced, practical approach

selling through digital channels

is it right for me? to what degree?

the right answer is always about your customers

The potential impact of Social Selling varies greatly by industry.

Social Selling will be highly disruptive to some industries. Not so much to others.

If you are in an industry where social selling has high applicability, peddle faster.

If you are in an industry where social selling has low applicability, ignore it.

http://www.salesbenchmarkindex.com/bid/104840/Social-Selling-Applicability-by-Industry

sales intelligence

where are they?

where are their influencers?

sales intelligence

ticket for entry

presence

profiles

participation

ticket for entry

presence

profiles

participation

http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

presence

profiles

participation

ticket for entry

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

presence

profiles

participation

ticket for entry

begin by sharing relevant content in your field and

building relevant contacts

blog comments

tweets

shares

discussions

professors competitor companies

analyst companies

analysts

customers prospective customers

researchers engineers other

experts

centers of influence

presence

profiles

participation

ticket for entry

consider automation

six imperatives of digital selling

conduct research

make a connection

generate awareness

create interest

build relationships

convert r2r / revenue

research

awareness

interest relationship

connection

revenue

research

awareness

connection

revenue

research

awareness

connection

revenue

research

awareness

connection

revenue

nurture cycle

research

awareness

interest

connection

revenue relationship

nurture cycle

research

awareness

connection

revenue

nurture cycle

research

awareness

connection

revenue

nurture cycle

research

awareness

interest

connection

nurture cycle

research

awareness

interest

connection

nurture cycle

trigger

sales cycle

research

awareness

connection

revenue

nurture cycle acquisition sales cycle

trigger

one :: research

look familiar?

one :: research

look familiar?

… are the same you use to research prospects & clients

the tools to decide whether you should focus on digital selling…

one :: research

social research review profiles (LinkedIn and other social sites)

see who they’re connected to

note LinkedIn groups and discussions

observe which companies they follow

watch status updates and comments

beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more

one :: research

social research review profiles (LinkedIn and other social sites)

see who they’re connected to

note LinkedIn groups and discussions

observe which companies they follow

watch status updates and comments

beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more

observe their social / digital footprint

two :: connect

move from research to connect

follow their digital footprint – be where they are

listen, observe, and learn about them

look for “hinges” or commonalities

reach out to connect

be part of their world / multiple touch points

note: not saying solicit through multiple channels

two :: connect

how to connect

follow on Twitter

leap from Twitter to LinkedIn

leverage hinges / commonalities

use LinkedIn open group discussions

ask for LinkedIn referrals / introductions

comment on blogs / tweets / discussions

conferences / trade shows / associations

see http://www.mikekunkle.com/connect

unless there is a trigger event, do not “sell” yet

two :: connect

how to connect

follow on Twitter

leap from Twitter to LinkedIn

leverage hinges / commonalities

use LinkedIn open group discussions

ask for LinkedIn referrals / introductions

comment on blogs / tweets / discussions

conferences / trade shows / associations

see http://www.mikekunkle.com/connect

unless there is a trigger event, do not “sell” yet.

get on their radar

three :: awareness

http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html

three :: awareness

move from connect to awareness

sales perspective: multiple digital touches

learning perspective: value of spaced repetition

interact

be “social,” share, like, RT, help, pay it forward

share relevant content based on your research

perception: credibility, trust, valuable resource

three :: awareness

move from connect to awareness

sales perspective: multiple digital touches

learning perspective: value of spaced repetition

interact

be “social,” share, like, RT, help, pay it forward

share relevant content based on your research

perception: credibility, trust, valuable resource

be known / develop your reputation

four :: interest

move from awareness to interest

don’t follow the hungry herd / don’t pounce

social = subtle

don’t be anti-selling, either

the great “sell vs. help debate”

gauge interest in your “awareness campaign”

likes, comments, downloads, shares, questions, emails, responses

watch for triggers… challenges, opportunities, issues, changes, questions, signals

four :: interest

move from awareness to interest

don’t follow the hungry herd / don’t pounce

social = subtle

don’t be anti-selling, either

the great “sell vs. help debate”

gauge interest in your “awareness campaign”

likes, comments, downloads, shares, questions, emails, responses

watch for triggers… challenges, opportunities, issues, changes, questions, signals

observe reactions / gauge interest

five :: relationships

not linear

starts before “connect” / never ends

“business dating” / nurturing

sincerity, authenticity, transparency & ethics matter

grow organically (unless triggered)

when possible, move at their pace

humor, empathy, social debt, dot connections

common: interests, goals, people, problems

behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver

not linear

starts before “connect” / never ends

“business dating” / nurturing

sincerity, authenticity, transparency & ethics matter

grow organically (unless triggered)

when possible, move at their pace

humor, empathy, social debt, dot connections

common: interests, goals, people, problems

behavior: pay it forward, give / share, connect others, stewardship / leadership / go-giver

credibility / respect / trust

six :: revenue

http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif

six :: revenue

helping, guiding, serving, solving, adding value

making quota, achieving goals, staying employed

finding the buyers with problems you solve

value creation and influence to win deals

converting r2r or relationships to revenue

http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif

professional selling is…

six :: revenue

convert r2r – move into a sales cycle

magnetize buyers to you, but reach out, too

partner with marketing (nurturing, content, mql)

watch for problems you solve – reach out then

look for triggers to enter the buying cycle early

share insights to create opportunity

use “favorable introductions” to begin sales conversations

leverage the social debt, credibility, respect, and trust you gained in previous steps

six :: revenue

convert r2r – move into a sales cycle

magnetize buyers to you, but reach out, too

partner with marketing (nurturing, content, mql)

watch for problems you solve – reach out then

look for triggers to enter the buying cycle early

share insights to create opportunity

use “favorable introductions” to begin sales conversations

leverage the social debt, credibility, trust and respect you gained in previous steps

value creation / account acquisition

six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

six :: revenue

unleash your army of advocates

every good sales rep has clients behind them

social savvy reps have clients in front of prospects

“Dave, I caught your message about [topic] in [LinkedIn group]. I worked with [client name / company] to help resolve [that issue] for her and [deliver this value]. Would it be helpful to speak with [name] about her experience?”

closing thoughts :: summary

other considerations for digital selling

stealth mode you can hide activity on LinkedIn, hide your connections, avoid commenting to prospects in groups (until you’re ready to make a public connection)

if not managed well, social media can be a huge time drain for little return

focus on outcomes

manage your time

use automation to free time for research and engagement

continue to learn from others (see appendix resources)

about mike

mike is a training and organization effectiveness leader with special expertise in sales force transformation.

after his initial years on the frontline in sales and sales management, he spent the next 19 years as a corporate manager or consultant, leading departments and projects with one purpose – improve sales results.

today, in his role as commercial training & development manager for GE Capital’s equipment finance platform, mike uses his in expertise in best-in-class learning strategies, methods, processes, and change leadership to develop the capabilities of sales representatives and sales managers to drive business results.

mike freely shares his own sales transformation methodology, speaking at conferences and writing online (see http://slidesha.re/PerfLevers082011 and http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at <mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or on various social media sites.

linkedin twitter google+ slideshare

let’s get connected!

http://www.mikekunkle.com/about-me

digital selling success :: mike kunkle :: transforming sales results :: 56

the thoughts and opinions expressed here are my own

a p p e n d i x

:: transforming sales results ::

:: mike kunkle ::

may 2014

:: digital selling success :: :: six imperatives of digital selling ::

appendix – links

building a linkedin profile http://www.salesforlife.com/sales-resources/9-steps-to-a-winning-linkedin-profile-for-sales-professionals/

http://topdogsocialmedia.com/linkedin-marketing-infographic/

http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/

other social selling resources http://funnelholic.vidcaster.com/k5kbb/the-guide-to-social-selling-strategy-how-to-use-social-to-crush-your-number/

http://wurlwind.co.uk/sales-applications/social-media/linkedin-for-personal-and-company-lead-generation/

http://www.salesforlife.com/sales-resources/

http://business.linkedin.com/sales-solutions/c/14/3/7-ways-sales-professionals-drive-revenue-with-social-selling.html

http://www.eloqua.com/resources/grande-guides/grande-guide-to-social-selling.html

http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/

http://blogs.salesforce.com/company/2014/05/free-e-book-the-smart-guide-to-social-selling-.html

appendix – links

other social selling resources (continued) http://www.slideshare.net/linkedin-sales-solutions/linkedin-foolproof-guide-to-social-selling

http://learnmore.insideview.com/TheUltimateGuide_Twitter.html

http://blog.hubspot.com/marketing/questions-social-selling-answered-linkedin-evernote-hubspot-qa

http://www.exacttarget.com/blog/10-smart-social-selling-tips-for-2014/

http://www.marketingprofs.com/podcasts/2014/24906/social-selling-jill-rowley-marketing-smarts

http://www.businessesgrow.com/2014/03/20/social-selling/

http://wurlwind.co.uk/2013/01/sales-productivity-and-social-selling-how-to-increase-benefits-and-reduce-time-ff56/

http://blog.introhive.com/blog/2014/04/03/social-selling-20-quick-yet-essential-tips-you-should-know/

http://marketingthink.com/10-ways-to-get-found-more-easily-on-linkedin-social-selling-advice/

http://marketingthink.com/what-does-twitter-success-look-like/

http://www.marketingprofs.com/charts/2014/25107/how-people-use-linkedin-infographic

the six imperatives of digital selling success by mike kunkle

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