rep university - making social work for you
Post on 18-Sep-2014
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DESCRIPTION
Social media provides sales reps (both inside and independent) the opportunity to become more influential and powerful brand ambassadors in their territories for the lines they represent.The sales rep role will continue to include traditional aspects, but in our view, it will also include the role of a local territory influencer to the table for branding and product. Why? Sales reps not only own the retail relationship, they are authentically immersed in the local and regional environments that they serve on behalf of their vendors. Social media offers the ability to connect the two for the enterprising sales rep, interested in being indispensable to vendors that employ them.TRANSCRIPT
Wednesday, August 11, 2010
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What does PR have to do with you?
Wednesday, August 11, 2010
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We have a lot in common.
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PR is another form of sales.
We just call on a different “door.”
Wednesday, August 11, 2010
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So Let’s Talk About Our
Vendors. ...
• In addition to sales quotas and pressure
tactics. ...
• Vendors give you tools to help you sell
• Nationally, they invest in marketing and PR
Wednesday, August 11, 2010
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Regional Selling Tools
• Traditionally comprise vendor co-op
promotional budgets for reps:
• Co-op ad dollars
• In-person athlete appearances
• Grassroots events
• Clinic swag, etc.
Wednesday, August 11, 2010
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Add Social To That ...
• Vendors are investing more in social
media as a new form of marketing and
communications
• Why?
Wednesday, August 11, 2010
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Add Social To That ...
• E-Commerce -- many vendors are (or will
be) selling direct
• Social media helps online shoppers find
brands and products
• It helps them connect with a younger
consumer
• SEO (Search Engine Optimization)
Wednesday, August 11, 2010
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And. ...
• Connecting with the customer on a more
personal level
• We’re here today because that’s the
opportunity for you as reps in regional
territories
Wednesday, August 11, 2010
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Before we look forward, let’s look back...
Wednesday, August 11, 2010
• Facebook is stupid.
• No time.
• Retailers aren’t doing it.
• There’s no way to measure its
effect on sales.
• In person visits are all it takes.
Top 5 Social Obstacles
Wednesday, August 11, 2010
THE PAST ...
Sales reps, just like PR reps, have been hired for their relationships within retail territories
Wednesday, August 11, 2010
Welcome
FUTUREto the
Going forward, you'll need those
relationships, but you'll also need to have
INFLUENCE in your territory.
Wednesday, August 11, 2010
INFLUENCE ...
Just like a sale, influence can and will be
tracked and rated. It will be a measurable of
our success to our vendors.
Wednesday, August 11, 2010
! Today is about discussing our future as sales reps. ...
! You need to be an influencer to survive; we'll show
you why and how.
Wednesday, August 11, 2010
! Sale’s people advice
! Word of mouth
! Consumer demand
! Peer to peer consumer reviews
! Reputation
Paradigm Shift ...
Welcome
FUTUREto the
Wednesday, August 11, 2010
We are SALES people. We’re here to help you overcome the top 5 obstacles to a
successful social strategy ...
STARTING NOW.
Wednesday, August 11, 2010
Obstacle #1
!Social media is stupid.
!Facebook is for kids.
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Demographics
Demographics show that we’re
in the sweet spot.
Wednesday, August 11, 2010
Wednesday, August 11, 2010
• More than 500 million active users
• 50% of users log on in any given day
• Average user has 130 friends
• People spend more than 500 billion
minutes/month on Facebook
• Average user is connected to 60
pages, groups and events
• More than 30 billion piece of content
(links, news stories, blog posts,
photos, etc.) shared each month
• 150,000 websites “Like” the new
Facebook button
Wednesday, August 11, 2010
Social
MEDIA
Obstacle #2 - No Time.
Wednesday, August 11, 2010
Social
MEDIA
Neither did we but our
jobs have changed, too.
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Obstacle #3 - “My
retailers aren’t
doing it.”
Wednesday, August 11, 2010
Social Tools Outdoor Retailers
Employ
• 53% using Facebook
• 18% using Twitter
• 5% using Linked-In
• 36% “little or no use”
*2009 SNEWS Outdoor Retailer Survey
Wednesday, August 11, 2010
Beyond the Buy
" How do reps fit in?
" How do end consumers use Social?
Wednesday, August 11, 2010
How do end consumers use social?
• Consumers can now research and find
a highly targeted endorsement from
trusted people or groups online...!
• That trust is social influence.!
• If built authentically and consistently,
social influence creates sales
Wednesday, August 11, 2010
What do end consumers want?
• 70% want access to experts and support via social media channels and trust company information provided to them via social networks
• 57% feel company outreach via social media would improve their loyalty to that company
• Most feel that companies should be monitoring social media for customer feedback
• 50% use social media at least once a
day
Wednesday, August 11, 2010
To feel part of the tribe...
...Aggregation of far-flung
communities with similar
interests
Wednesday, August 11, 2010
Peer to Peer
• Peer to Peer versus Magazine Reviews
• Role of community as customer service
• Here’s your opportunity
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Wednesday, August 11, 2010
Obstacle #4 - Social
Doesn’t Equal Sales
Wednesday, August 11, 2010
Connection = Influence
Wednesday, August 11, 2010
"Conversations about brands, products and
services are increasingly woven into the
interactions of social networks as a means to
connect with others, and these conversations
have great influence even though people aren't
consciously asking about brand opinions."
- Shiv Singh, Razorfish
Fluent Social Influence Report
Wednesday, August 11, 2010
The Retail Buyer
We’ve had interesting discussions with
our clients in the past few months
about what they are hearing from
stores they want to open for their
brand and products
Wednesday, August 11, 2010
The Retail Buyer
• Buyers assume that customer service,
on-time delivery and the correct price/
feature mix will be in place
• What are they demanding now?
Wednesday, August 11, 2010
The Retail Buyer
• “How will you directly make my consumers
aware of your products and your brand?”
• They are not talking about advertising, they
are talking about social media marketing
Wednesday, August 11, 2010
The Retail Buyer
• Regionally, sales reps can bring visibility on
behalf of their vendors
• You build it and own it - they can borrow it
• It’s your Social Capital
Wednesday, August 11, 2010
Influence = InfluenceThe more trust and social capital you have
within your community, the greater your
influence on the buy
Wednesday, August 11, 2010
Retailers and Social Media
Online product research is driving more in-
store sales than online sales.
– source eMarketer
Wednesday, August 11, 2010
Community and social media tools US
online retailers employ or plan to employ
• 91% Facebook
• 85% Customer Reviews
• 80% Twitter publishing
• 72% Blogs
• 71% Facebook connect
• 60% Social listening tools
• 51% Q&A
• 49% Videos
Wednesday, August 11, 2010
Online Buzz Drives Off-Line Sales
Wednesday, August 11, 2010
Online and offline social media/
WOM activities of US Internet
users• Helping a friend or family member make a
decision about a product purchase
• Sharing advice (offline and in person)
based on info found online
• Posting online ratings of reviews and
products/services
• Proactively recommending someone
make a particular purchase
• Contributing to online forums
Source: emarketer.com
Wednesday, August 11, 2010
Obstacle #5 - In person visits is all it takes
What about when you’re not in the store?
Wednesday, August 11, 2010
Obstacle #5 - In person visits is all it takes
Social is the new silent seller.
Wednesday, August 11, 2010
Obstacle #5 - In person visits is all it takes
• Social influence should strengthen relationships and knowledge
of your buyers and shop sales floor personnel
• Social is the new silent seller/Point-of-Purchase (POP) but not
physical
Wednesday, August 11, 2010
Wednesday, August 11, 2010
How can reps employ social to sell more?
Influence the influencers
Wednesday, August 11, 2010
How can reps employ social to sell more?
• Become an influencer in your region through an active online presence
• Become a hub, or at least a main spoke
• Improve awareness, access, trust and sales through connections and context
Wednesday, August 11, 2010
How can reps employ social to sell more?
How?
Wednesday, August 11, 2010
How can reps employ social to sell more?
Baby Steps
Wednesday, August 11, 2010
Step 1 - Commit
You’re either social or you’re not
Wednesday, August 11, 2010
Step 2 - Focus
•Start with your true fans...Target the influencers
•Know your audience.
•From where does your buyer, customer get their regional
news and entertainment about camping, hiking, climbing,
paddling...
•Forums/Communities?
•Facebook page?
•Blog?
•Pick 2 to start
Wednesday, August 11, 2010
Step 3 - Listen
• Surfer in a new local line-up
• Italian in an Irish Pub
• Respect
Wednesday, August 11, 2010
Step 4 - Participate
• Be of service - CS, Sales
• Answer questions, offer advice and
opinion
• Be modest, honest, transparent
Wednesday, August 11, 2010
Step 4 - Participate
• Leverage manufacturer’s marketing
investment with color commentary
! Ads as photos
! Re-post athlete blogs
! Pass along “news”
Wednesday, August 11, 2010
Increase Influence
• Become the go-to source for knowledge and advice
• You already have it, put it to use
Wednesday, August 11, 2010
To conclude. ...
• Social media continues to gain penetration
and influence across all demographics
• Online buzz drives off-line sales
• Vendors are investing in social media
strategies
• You can leverage these investments through
context in your regions
• You can drive both online buzz and off-line
sales
• There are no real obstacles if social media is a
priority
Wednesday, August 11, 2010
Wednesday, August 11, 2010