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the six steps to social selling success

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This is an updated version of my "six imperatives of digital selling" presentation. This one uses the more common phrase, "social selling." There are also a few other minor updates.

The presentation covers how to determine whether social selling is right for you now, the ticket to entry (the three p's) that you need to do now, either way, and if social selling is right for you... I offer six steps to social selling success that I've seen work very effectively.

Publicada em: Vendas, Mídias sociais
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the six steps to social selling success

  1. 1. 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 :: x the six steps to social selling success
  2. 2. that was then… http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/ the six steps to social selling success 2:: mike kunkle :: transforming sales results ::
  3. 3. this is now… http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg the six steps to social selling success 3:: mike kunkle :: transforming sales results ::
  4. 4. social selling overview http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422 the six steps to social selling success 4:: mike kunkle :: transforming sales results ::
  5. 5. social selling overview the ticket for entry the six steps questions
  6. 6. social selling overview context social selling = selling through digital channels think “tool in my sales utility belt” – not “religion” the semantics / “shock value” around cold calling the six steps to social selling success 6:: mike kunkle :: transforming sales results ::
  7. 7. social selling overview advice context and nuance trump absolutes new doesn’t always replace old (additive) take a balanced, practical approach the six steps to social selling success 7:: mike kunkle :: transforming sales results ::
  8. 8. social selling overview selling through digital channels is social selling right for me? to what degree? more context the six steps to social selling success 9:: mike kunkle :: transforming sales results :: in 2012, 78.6% of sales people using social media to sell out performed those who weren’t using social for sales. of reps exceeding sales quota by more than 10%, social sellers were 23% more successful than their non-social peers. - Jim Keenan, A Sales Guy Consulting (report) the lead to conversion rate for social selling is about 15%, at least five times greater than the average conversion prospecting success rate for marketing activities. - Sales Benchmark Index high achievers were 2.5 times more likely to use social selling to close contracts than low achievers. - Dynamic Signal report
  9. 9. social selling overview selling through digital channels is social selling right for me? to what degree? more context the six steps to social selling success 10:: mike kunkle :: transforming sales results :: report link
  10. 10. social selling overview selling through digital channels is social selling right for me? to what degree? the right answer is always about your customers the six steps to social selling success 11:: mike kunkle :: transforming sales results ::
  11. 11. social selling overview selling through digital channels is social selling right for me? to what degree? 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 the right answer is always about your customers the six steps to social selling success 12:: mike kunkle :: transforming sales results ::
  12. 12. social selling overview selling through digital channels is social selling right for me? to what degree? finding trigger events sales intelligence the right answer is always about your customers where are they? where are their influencers? the six steps to social selling success 13:: mike kunkle :: transforming sales results ::
  13. 13. social selling overview selling through digital channels is social selling right for me? to what degree? finding trigger events sales intelligence the right answer is always about your customers blogs the six steps to social selling success 14:: mike kunkle :: transforming sales results ::
  14. 14. social selling overview selling through digital channels is social selling right for me? to what degree? finding trigger events sales intelligence the right answer is always about your customers the six steps to social selling success 15:: mike kunkle :: transforming sales results ::
  15. 15. ticket for entry – the 3 p’s presence profiles participation the six steps to social selling success 16:: mike kunkle :: transforming sales results ::
  16. 16. ticket for entry – the 3 p’s presence profiles participation blogs the six steps to social selling success 17:: mike kunkle :: transforming sales results ::
  17. 17. ticket for entry – the 3 p’s presence profiles participation http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/ the six steps to social selling success 18:: mike kunkle :: transforming sales results ::
  18. 18. presence profiles participation ticket for entry – the 3 p’s begin by sharing relevant content in your field and building relevant contacts blog comments tweets shares discussions posts RTs likes the six steps to social selling success 19:: mike kunkle :: transforming sales results ::
  19. 19. presence profiles participation ticket for entry – the 3 p’s begin by sharing relevant content in your field and building relevant contacts blog comments tweets shares discussions posts RTs likes Oops! the six steps to social selling success 20:: mike kunkle :: transforming sales results ::
  20. 20. presence profiles participation ticket for entry – the 3 p’s begin by sharing relevant content in your field and building relevant contacts blog comments tweets shares discussions posts RTs likes Much better! the six steps to social selling success 21:: mike kunkle :: transforming sales results ::
  21. 21. presence profiles participation ticket for entry – the 3 p’s begin by sharing relevant content in your field and building relevant contacts blog comments tweets shares discussions posts RTs likes Much better! owners competitor companies ceo / presidents analysts customers prospective customers procurement managers application engineers researchers/ professors centers of influence tool & die moldmakers others like them plant managers the six steps to social selling success 22:: mike kunkle :: transforming sales results ::
  22. 22. presence profiles participation ticket for entry – the 3 p’s consider automation the six steps to social selling success 23:: mike kunkle :: transforming sales results ::
  23. 23. six steps to social selling success conduct research make a connection generate awareness create interest build relationships convert r2r / revenue the six steps to social selling success 24:: mike kunkle :: transforming sales results ::
  24. 24. six steps to social selling success research awareness interestrelationship connection revenue
  25. 25. six steps to social selling success research awareness interestrelationship connection revenue
  26. 26. six steps to social selling success research awareness interestrelationship connection revenue
  27. 27. six steps to social selling success research awareness interestrelationship connection revenue nurture cycle
  28. 28. six steps to social selling success research awareness interest connection revenue relationship nurture cycle
  29. 29. six steps to social selling success research awareness interestrelationship connection revenue nurture cycle
  30. 30. six steps to social selling success research awareness interestrelationship connection revenue nurture cycle
  31. 31. six steps to social selling success research awareness interest connection revenue relationship nurture cycle
  32. 32. six steps to social selling success research awareness interest connection revenue relationship nurture cycle trigger sales cycle
  33. 33. six steps to social selling success research awareness interestrelationship connection revenue nurture cycleacquisition sales cycle trigger
  34. 34. one :: research the six steps to social selling success 35:: mike kunkle :: transforming sales results :: .six steps to social selling success
  35. 35. one :: research look familiar? the six steps to social selling success 36:: mike kunkle :: transforming sales results ::
  36. 36. one :: research look familiar? … are the same you use to research prospects & clients the tools to decide whether you should focus on social selling… the six steps to social selling success 37:: mike kunkle :: transforming sales results ::
  37. 37. one :: research social research social listening 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 search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more the six steps to social selling success 38:: mike kunkle :: transforming sales results ::
  38. 38. one :: research social research social listening 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 the six steps to social selling success 39:: mike kunkle :: transforming sales results ::
  39. 39. one :: research social research social listening 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 the six steps to social selling success 40:: mike kunkle :: transforming sales results :: observe their social / digital footprint
  40. 40. two :: connect the six steps to social selling success 41:: mike kunkle :: transforming sales results :: .six steps to social selling success
  41. 41. two :: connect move from research to connect follow their digital footprint – be where they are listen, observe, and learn about them look for connectors or commonalities reach out to connect be part of their world / multiple touch points note: not saying solicit through multiple channels the six steps to social selling success 42:: mike kunkle :: transforming sales results ::
  42. 42. two :: connect how to connect follow on Twitter leap from Twitter to LinkedIn leverage connectors / 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 the six steps to social selling success 43:: mike kunkle :: transforming sales results ::
  43. 43. two :: connect connections: additional advice the six steps to social selling success 44:: mike kunkle :: transforming sales results :: do don’t customize your invites (avoid mobile invites) pounce (you’ll see this again & again from me) leverage introductions or groups ask for “feedback on your product” use “connectors” or shared experience try to set an appointment make it about them, not you respond with a company/product dump make it natural & human, not “salesy” add to your newsletter or email marketing
  44. 44. two :: connect connections: additional advice the six steps to social selling success 45:: mike kunkle :: transforming sales results :: do don’t customize your invites (avoid mobile invites) pounce (you’ll see this again) leverage introductions ask for “feedback on your product” use “connectors” or shared experience try to set an appointment make it about them, not you respond with a company/product dump make it natural & human, not “salesy” add to your newsletter or email marketing get on their radar
  45. 45. three :: awareness http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html the six steps to social selling success 46:: mike kunkle :: transforming sales results :: .six steps to social selling success
  46. 46. 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 the six steps to social selling success 48:: mike kunkle :: transforming sales results ::
  47. 47. 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 the six steps to social selling success 49:: mike kunkle :: transforming sales results ::
  48. 48. four :: interest the six steps to social selling success 50:: mike kunkle :: transforming sales results :: .six steps to social selling success
  49. 49. 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 the six steps to social selling success 51:: mike kunkle :: transforming sales results ::
  50. 50. 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 the six steps to social selling success 52:: mike kunkle :: transforming sales results ::
  51. 51. five :: relationships the six steps to social selling success 53:: mike kunkle :: transforming sales results :: .six steps to social selling success
  52. 52. 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 ommon: interests, goals, people, problems ehavior: pay it forward, give / share, connect others, stewardship / leadership / go-give. five :: relationships the six steps to social selling success 54:: mike kunkle :: transforming sales results ::
  53. 53. 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 five :: relationships the six steps to social selling success 55:: mike kunkle :: transforming sales results ::
  54. 54. 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 five :: relationships credibility / respect / trust the six steps to social selling success 56:: mike kunkle :: transforming sales results ::
  55. 55. six :: revenue http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif the six steps to social selling success 57:: mike kunkle :: transforming sales results :: .six steps to social selling success
  56. 56. six :: revenue http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif the six steps to social selling success 58:: mike kunkle :: transforming sales results ::
  57. 57. 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… the six steps to social selling success 59:: mike kunkle :: transforming sales results ::
  58. 58. 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 the six steps to social selling success 60:: mike kunkle :: transforming sales results ::
  59. 59. 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 the six steps to social selling success 61:: mike kunkle :: transforming sales results ::
  60. 60. six :: revenue unleash your army of advocates every good sales rep has clients behind them the six steps to social selling success 62:: mike kunkle :: transforming sales results ::
  61. 61. 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?” the six steps to social selling success 63:: mike kunkle :: transforming sales results ::
  62. 62. closing thoughts :: summary other considerations for social 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) the six steps to social selling success 64:: mike kunkle :: transforming sales results ::
  63. 63. questions | discussion
  64. 64. 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 21 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 the thoughts, opinions and content expressed here are my own the six steps to social selling success 66:: mike kunkle :: transforming sales results ::
  65. 65. a p p e n d i x :: transforming sales results :: :: mike kunkle :: :: the six steps to social selling success ::
  66. 66. 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://www.slideshare.net/jillrowley/social-selling-jill-rowleys-wakeup-call-deck 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/ the six steps to social selling success 68:: mike kunkle :: transforming sales results ::
  67. 67. appendix – links other social selling resources (continued) http://blogs.salesforce.com/company/2014/05/free-e-book-the-smart-guide-to-social-selling-.html 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 http://www.slideshare.net/linkedin-sales-solutions/social-selling-impact-aberdeen-report-2013 https://community.dynamics.com/crm/b/crmconnection/archive/2013/10/14/social-selling-has- become-mission-critical.aspx the six steps to social selling success 69:: mike kunkle :: transforming sales results ::

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