Jim Ninivaggi, Service DirectorSales Enablement Strategies
Laz Gonzalez, Service DirectorChannel Management Strategies
Social Selling
Agenda
1. Social Buying Drives Social Selling2. Defining Social Selling3. The SiriusDecisions Social Selling Diagnostic Model
© 2014 SiriusDecisions. All Rights Reserved 5
SiriusPerspective:
A Continuous, Blended Conversation
① Loosening of the Status Quo
① Loosening of the Status Quo
VendorSelection
Phase
VendorSelection
Phase
Solution Phase
Solution Phase
Education PhaseEducation Phase
② Committing to Change
② Committing to Change
③ Exploring Possible Solutions
③ Exploring Possible Solutions
④ Committing to a Solution
④ Committing to a Solution
⑤ Justifying the Decision
⑤ Justifying the Decision
⑥ Making the Selection⑥ Making the Selection
Today’s buyer is doing more of their buying process online, marketing and sales need to align to have one conversation.
© 2014 SiriusDecisions. All Rights Reserved 6
SiriusPerspective:
Where Are B-to-B Buyers Going for Information? Our research shows that C-level buyers use online
resources early in their decision making process.
Rank #1
Rank #2
Rank #3
Rank #4
Rank #5
Rank #6
Internet search
Vendors’ Web sites
Ask my reports to research
Explore social channels
Online groups/associations
Call a peer
© 2014 SiriusDecisions. All Rights Reserved 7
SiriusPerspective:
Here Come the Digital Natives : Millennials (1984-2002) will continue to play a larger and
larger role in buying processes.
Fifty-six percent of college students who responded to a recent survey said they would either not accept a job offer from
a company that blocked access to social media in the workplace, or would join and attempt to sidestep the company
policy.
Business-to-Business Social Maturity Model
• Random acts of social• Reps left on their own to create
content
No Social Strategy
• Focus is on control• Little or no training
Implement Guidelines
•Social becomes part of sales process•Skills and tools training•Content is centralized for rep distribution
Social Enablement
• Use of social analytics tools• Proactive use of data• Reps leverage to engage
Advanced Social Listening
© 2014 SiriusDecisions. All Rights Reserved 10
SiriusPerspective:
Social Foundations: The SiriusDecisions’ MEAD Model Our MEAD model offers a framework for developing a
comprehensive social media strategy.
Awareness
Demand
Engagement
Monitor
MEAD Model
© 2014 SiriusDecisions. All Rights Reserved 11
SiriusPerspective:
Sales Foundation: Sales Competencies To enable social selling, a familiarity with core sales
competencies is required.
BEHAVIORS KNOWLEDGE
SKILLS PROCESS
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SiriusPerspective:
Social Selling Defined Social selling is the practice of incorporating social tools
and platforms into core sales competencies to increase sales productivity.
BEHAVIORS SKILLS PROCESS
AWARENESS
DEMAND
ENGAGE
MONITOR
KNOWLEDGE
What kinds of social
behaviors are we
trying to encourage?
How can social
increase and
rationalize required
knowledge?
What skills are
required for reps to
unlock the power of social?
How can social be integrated
into existing processes
to help reps perform better?
© 2014 SiriusDecisions. All Rights Reserved 13
SiriusPerspective:
Sales Productivity The intersection of efficiency and effectiveness.
Effectiveness (quality and results)
Eff
icie
ncy
(ca
pa
city
)
Sales Productivity
Yield Per Rep
© 2014 SiriusDecisions. All Rights Reserved 15
SiriusPerspective: Trendy social-selling techniques make assumptions about
sellers’ fluency with complicated topics.
Are Your Reps Subject Matter Experts?
VS.
© 2014 SiriusDecisions. All Rights Reserved 16
SiriusPerspective: By using social selling, sales makes assumptions about
the how socially active buyers are.
Are Your Buyers Social Butterflies?
VS.
© 2014 SiriusDecisions. All Rights Reserved 17
SiriusPerspective: Social selling requires that buyers and sellers be brought
together meaningfully through social channels.
Social-Selling Diagnostic
Sale
s kn
ow
ledg
e g
ap
Buyer engagement
Many social selling programs presumes
the presence of highly engaged social buyers and a low knowledge
gap
© 2014 SiriusDecisions. All Rights Reserved 18
SiriusPerspective: Use the SiriusDecisions Social Diagnostic Model to
understand where to focus your enablement efforts.
Social Selling Diagnostic
3. Low buyer engagement,
low sales knowledge gap
1. Low buyer engagement,
high sales knowledge gap
2. High buyer engagement,
high sales knowledge gap
4. High buyer engagement,
low sales knowledge gap
MONITOR ENGAGE
AWARENESS DEMANDSale
s kn
ow
ledg
e g
ap
Buyer engagement
Social Selling Framework
MONITOR
ENGAGE
AWARENESS
DEMAND
Listen, research and leverage social insights
Sharing content, strategic orchestration
Building your professional social brand
Creating client evangelists
MONITOR
ENGAGE
AWARENESS
DEMAND
USING SOCIAL AS PART OF BUILDING STRONG
CUSTOMER RELATIONSHIPS