1. 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 5
Maintain
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 SELLING
Part1
Introduction

2. 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.

3. •
Ignoring a conversation
doesn’t make it stop.

4. The Case for Social Selling
You 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

5. 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.

6. •
Will it get easier?

7. Introduction to Social Selling

8. 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

9. 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

10. Target your vertical based on YOU
your experience, knowledge and passion
Step 2:
Buyer Centric Messaging
Map out your Buyers & Purchase
Advocates by verticals
Develop Persona for each with the
following components
o Role Summary
o Fears
o Personal Objectives
o Business Objectives
o Scorecard Metrics
All messaging should be created
to speak to the Personas
Think educating vs. selling to help buyers

11. Research – Research - Research
Step 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?

12. 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

13. 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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15. In Closing - go Social