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Semelhante a Social Selling Executive Round Table For LinkedIn Sydney (20)
Social Selling Executive Round Table For LinkedIn Sydney
- 1. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Sales
Transformation
Executive
Round
Table,
August
2015
January, 2015
Tony
J
Hughes
#1 Asia-Pacific
- 2. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
50%
45%
The
Secret
Will
be
Revealed
Pipeline
Hit
Quota
- 3. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Is
B2B
Selling
Becoming
Harder?
- 4. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Empowered
buyers
armed
with
research
Commoditisation
of
seller
‘solutions’
Differentiation
becoming
more
difPicult
Distrust
of
ROI
claims
and
sales
messages
More
decision
makers
(>5)
and
harder
to
get
to
Consensus
based
decision
making
(lots
who
can
say
‘no’)
Digital
distraction
and
information
overload
Automated
clutter
preventing
cut-‐through
The
drive
for
more
value
from
fewer
suppliers
Trends
in
B2B
Selling
- 5. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
___%
of
sales
people
fail
to
hit
target
in
B2B
selling?
Why
Transformation
Is
Needed
40%
Source:
Corporate
Executive
Board
2012
TAS
Group
research
revealed
66%!
- 6. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Why
Transformation
Is
Needed
___%
of
sales
engagements
fail
to
meet
expectations?
85%
Source:
Forrester
Research
2012
95%
of
decision-‐makers
expect
insight
from
seller.
Yet
86%
fail
to
differentiate
CEB,
2012
- 7. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
- 8. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
B2B
Sales
People
Must
Evolve
“By
2020,
85%
of
interactions
between
businesses
will
be
executed
without
human
intervention.”
Source:
Gartner
Research,
2014
- 9. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Talks about outcomes
and managing risks
Talks about product
and competition
Responsive and
customer advocate
Field sales not required.
Phone, web or channel
What’s The Conversation?
“22%
of
B2B
sales
roles
in
the
USA
will
be
gone
by
2020.
The
only
area
that
will
have
any
growth
is
at
the
top
end
where
there
are
longer
sales-‐
cycles
and
complexity.”
Source:
Andy
Hoar
at
Forrester
Research
-‐
Death
of
a
(B2B)
Salesman,
April
2015.
surveyed
236
buyers
B2B
Sales
People
Must
Evolve
- 10. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
(Consultants)(Explainers)
(Navigators)(Order Takers)
Employment Prospects
• Order
Takers:
33%
Job
loss
• Explainers:
25%
Job
loss
• Navigators:
15%
Job
loss
• Consultants:
10%
Job
gain
• Only
25%
of
B2B
actively
sell
online
today!
Yet
cost
of
sale
reduces
from
$24.50
to
$1.50.
Source:
Andy
Hoar
at
Forrester
Research
-‐
Death
of
a
(B2B)
Salesman,
April
2015.
surveyed
236
buyers
B2B
Sales
People
Must
Evolve
-25% +10%
-33% -15%
- 11. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
How
Are
You
Transforming?
- 12. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic Tactical
Research, target and plan (alignment rather than evangelism)
Prepare fully, arrive early and engage at most senior levels
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Top-down proactive
Focus is on price
Comply with process
No access to power
Features & functions
Time pressure
Bottom-up reactive
Implement
& Manage
Research / Target / Insights / Value Differentiate Alignment (B2B2C)
DePining
B2B
Reactive
Selling
©
2014
Tony
Hughes
−
www.RSVPselling.com
- 13. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Research, target and plan (alignment rather than evangelism)
Prepare fully, arrive early and engage at most senior levels
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Top-down proactive
Implement
& Manage
DePining
B2B
Buyer
In
Control
©
2014
Tony
Hughes
−
www.RSVPselling.com
- 14. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Implement
& Manage
DePining
B2B
Strategic
Selling
©
2014
Tony
Hughes
−
www.RSVPselling.com
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
Trigger Events?
- 15. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic = Top-down Proactive and Talk The Language of Leaders
Research, segment, target and plan (alignment rather than evangelism)
Social listening based on profiling from win reviews
Prepare fully, arrive early and engage at most senior levels (social research)
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Implement
& Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
DePining
B2B
Strategic
Selling
©
2014
Tony
Hughes
−
www.RSVPselling.com
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
- 16. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
What do buyers look for before they look for you?
Implement
& Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
B2B
Strategic
Social
Selling
©
2014
Tony
Hughes
−
www.RSVPselling.com
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
- 17. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Triggers
and
Journey
Mapping?
- 18. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
The
Way
We
Sell
Is
…
… just as important as what we sell
- 19. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Company and Brand
Impact
Product and Service
Delivery
Value-to-Price Ratio Sales Experience
Percentage
of
Contribu0on
to
Customer
Loyalty
53%
9%
19%
19%
Basis
of
Competitive
Selection
Source:
Corporate
Execu0ve
Board,
The
Challenger
Sale,
2012.
(n=5,000+
purchasing
organiza0ons)
?
?
?
?
“Offers
unique,
valuable
perspec0ve
on
the
market”
“Helps
me
navigate
alterna0ves”
“Helps
me
avoid
poten0al
land
mines”
“Educates
me
on
new
issues
and
outcomes”
- 20. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
50%
45%
The
Secret
to
Better
Performance
- 21. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
The
‘Social
Selling’
Misnomer
- 22. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Trigger
Event
Emotional
Favorite
Select &
Negotiate
Consider
Change
Research
Market
Traditional
Sales
Vs
Social
Selling
Traditional Sales
Cold calls, blast and spam
Interrupt and pitch (‘telling selling’)
Discover, qualify and solutions
Push & deal with objections
Propose, demo & close
Implement
& Manage
From Interrupt and Push
to Attract and Engage
- 23. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Trigger
Event
Emotional
Favorite
Select &
Negotiate
Consider
Change
Research
Market
Traditional
Sales
Vs
Social
Selling
Implement
& Manage
Social Selling
Social Listening and research
Education and insights (publish)
Engage in context with relevance
Understand and collaborate
Confirm and negotiate
Social
media
is
like
teen
sex.
Everyone
wants
to
do
it
but
nobody
knows
how.
Avinash
Kauskik,
Google
- 24. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Social
Selling
Framework
- 25. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Social
Selling
DePined
Social
Selling
DeMined:
The
strategy
and
process
of
building
quality
networks
online
that
accelerate
the
speed
of
business
and
efPiciency
of
selling.
It
is
achieved
with
human
engagement
through
social
listening,
social
publishing,
social
research,
social
engagement,
and
social
collaboration.
- 26. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Killer
Factor:
Physical
&
Online
- 27. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
DePining
and
Creating
Trust
Change
the
conversation
to
lead
with
why
- 28. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Why
Social
Matters
Social Publishing Case Study
- 29. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
<100
vs
>200,000
- 30. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Why
Not
Embrace
Social
Selling?
- 31. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Why
Transformation
Is
Needed
- 32. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Thanks
and
Connect
in
LinkedIn
- 33. ©
2015
Tony
J
Hughes
−
Find
me
in
LinkedIn
or
at
www.RSVPselling.com
Sales
Transformation
Executive
Round
Table,
August
2015
January, 2015
Tony
J
Hughes
#1 Asia-Pacific