You

Goal

Step 1 Understand the changes in corporate procurement and select to open the right doors for you

Step 3 Ask questions until you really understand their value

Step 5Maintain your sales process and measure Social Selling results

Step 4 Learn & Practice content development for Social Selling

Step 2 Understand Buyers Persona & Motivation

5 steps to making your sales

SOCIAL SELLINGPart1

Introduction

Agenda

The objective for the session, is to review 4 new additional ways to modernize your

sales process:

1.Understanding the New Buyer

2.Using Social Selling to Get in Deals Early 3.Modernizing Your Sales Process

4.The New ‘A’ Player Sales Rep Today’s module focuses on bullet #2: Social Selling.

•

Ignoring a conversation doesn’t make it stop.

The Case for Social SellingYou may be wondering if social selling is relevant for you. Here are some statistics from trusted sources that are worth your consideration:

4.4% - email open rates (source: Google). Batch and blast email campaigns don’t work. Your buyers (and you) are saturated with emails every day. If you think you can outshout hundreds of others via email, good luck.

1-3% - cold calling appointment rate (source: American Association for Inside Sales Professionals). When was the last time you answered your desk phone? An unknown call to your mobile phone? If you’re ONLY spending on tele-prospecting, you’re certainly challenged by the below………..

84% - # of B2B decision makers who begin their buying process with a referral (source: Edelman Trust Barometer). Ask yourself what you did the last time you entered the market with a need. Maybe a new sales or marketing leader. A potential venture capital or private equity firm. Did you take a cold call? Respond to a recruiter’s email? Or, did you pick up the phone and call someone you know for help?

The value of reps who can sell socially is growing

Understanding Buyers & Purchase Advocates

Your industry's have shifted. Your customers are smarter. They are more educated. Most importantly, they are time starved. They only have time to meet with people they know and trust.

• Ask some of your existing clients about the last 3 meetings they took with a sales rep.

• They were likely referred to your client by someone or something they trust, not a cold call.

• Our sales team also needs the ability to sell this way.

•

Will it get easier?

Introduction to Social Selling

A Solution is in Plain Sight• The number 1 platform for B2B social selling

is LinkedIn. Why?

• Over 300M subscribers

• A self-updated database with more accurate information than any other database

• A direct route to decision makers who purchase your products

Prospecting Best Practices - steps 1 - 5

Step 1: Approach the Right Doors

Determine your team’s 100 dream prospects (and fewer for an individual)

Map out possible entry points or relationships you can leverage to reach them

Determine buying centers in each prospect

Target your vertical based on YOUyour experience, knowledge and passion

Step 2: Buyer Centric Messaging Map out your Buyers & Purchase

Advocates by verticals Develop Persona for each with the

following componentso Role Summaryo Fearso Personal Objectiveso Business Objectives o Scorecard Metrics

All messaging should be created to speak to the Personas

Think educating vs. selling to help buyers purchase

Research – Research - ResearchStep 3: Use Social Listening

Follow these Buyers using LinkedIn and other social channels.

Determine what they find important by looking at the following:o LinkedIn endorsements – what do

they want to be known for?o Content they publish – what are

they talking about?o Groups they belong to – how can

you be relevant to them?

Content is KING & includes visuals

Step 4: Refine Writing Skills Outline writing guidelines

Show current state writing examples – emails, LI invitations, content

Provide best practices to reference audit writing samples

Test copy results – iterate and use what works

Learn & Engage in multiple social media and platforms

Step 5: Incorporate Social Selling

Start simple with LinkedIn Build out networks by adding buyers Leverage connections to get introduced to buyers Broadcast quick wins via chatter, email, meetings,

etc. Publish best practices to spread learning Track metrics around each of the 5 steps listed. Build momentum by broadcasting quick wins realized from the execution of each.

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In Closing - go Social