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Sales Solutions

“Transformation to Social Selling”

LinkedIn Confidential ©2013 All Rights Reserved
Agenda
        Presenters:
        •Ralf VonSosen
            •LinkedIn Sales Solutions, Head of Marketing

        •Craig Rosenberg
            •Industry Expert & Leader, Focus Expert Network

        Agenda:
           •Overview of Social Selling
           •Transformation to Social Selling
           •Making Social Selling Scalable
           •Q&A (send questions throughout)


LinkedIn Confidential ©2013 All Rights Reserved
How you
                                         doin?




What social selling is not.


 LinkedIn Confidential ©2013 All Rights Reserved   LINKEDIN SALES SOLUTIONS
What social selling is not.


                                                             Been out on the
                                                              course lately?




LinkedIn Confidential ©2013 All Rights Reserved                     LINKEDIN SALES SOLUTIONS   4
Transformation to Social Selling
Craig Rosenberg


May 2011
Why social selling? Your buyers are there
    175 million members in over 200 countries and territories.
As of June 30, 2012, business professionals are signing up to join
LinkedIn at a rate of approximately two new members per second.




                                                             Page 6
Why social selling? Your buyers are telling
you who they are
Never in the history of modern selling have we seen time where
prospects and customers publicly post and update information
                on their roles and responsibilities




                                                         Page 7
Why social selling? Your buyers are telling
you what they care about
Never in the history of modern selling have we seen time where
prospects and customers publicly post and update information
                on their roles and responsibilities
         AND what they care about and are working on




                                                         Page 8
Why social selling? Your buyers starting the
buyer process online
   75% of respondents to an IBM buyers survey
  said they were likely to use social media in the
    future as part of their purchasing decision.




                                                     Page 9
Buyers are buying by committee
―Decisions are not made by a single person in B2B models – they are made in
                 a chain-of-command or committee model. ―
                              Esteban Kolsky
                 http://estebankolsky.com/2012/07/question-why-are-you-in-social-channels/




                         Source: Marketing Sherpa B2B Marketing Benchmark Survey, August 2010




                                                                                                Page 10
Buyer decisions are getting longer and more
complex

                              awareness         consideration               purchase
level of buyer activity




                                                    “We have a
                                                      project”
                                   “I’m just
                                                                           “We’ve
                                downloading
                                                                            made a decision”
                                      stuff”
                                                            “We’ve
                                                             shortlisted
                                                             vendors”


                          “I’m just browsing”


                                                     time

                                                                                               Page 11
The first round of social selling: Chaos




                                           Page 12
Second round of social selling: Proven
 Productivity


1. We understand the goal of
    social selling
2. Organizations are adopting
3. We now have a framework for
   success




                                          Page 13
Social selling does not replace sales, it
enhances it



    ―Many of the social selling tenets are
          selling best practices‖
             Andy Rudin, Outside Technologies




                                                Page 14
Social media allows sales to create meaningful,
one-to-one business relationships




        And you don’t need to pick up the phone every time


                                                             Page 15
Social selling: not just for breakfast anymore

 1. According to Richardson/McCord Social Media in
    sales 65% of businesses report using social media
    in their sales efforts.
 2. 1,700 IBM North America inside reps have now
    been trained and enabled with tools for social
    selling, and the company is preparing to extend the
    initiative to overseas regions for some of its digital
    brands. The inside sales team now has a total of
    50,000 LinkedIn connections and has posted 20,000
    tweets..
 3. The IBM program drove 4x orders for product during
    their pilot quarter of social selling than during the
    same time the year before.
                                                             Page 16
Your social selling framework


 1.Standardize
 2.Self brand
 3.Listen and watch
 4.Deliver valuable insight
 5.Find
 6.Engage


                                Page 17
Three questions for every sales manager


 1.Where are our customers?*
 2.Where will my reps be most
   comfortable? *
 3.Where will my sales reps get the
   most value?


               *From Successful Social Selling by Matt Heinz (www.heinzmarketing.com)




                                                                                        Page 18
Create a standardized social platform


1. Designate one platform
   for sales reps to ―live
                               Secondary platform
   inside‖
2. Monitor other platforms
   when appropriate


                        Main platform



     In most cases, Linkedin will be the base for social operations

     •It is the place where the vast majority of social business activity happens
     •Unprecedented visibility into your customers and their organization



                                                                                    Page 19
The self-brand

• Buyers need to trust you
• Buyers need to know that you know the right people
• Buyers want to know you have are an expert in your
space
• Buyers want the best sales person (believe it or not)
• The most unique thing is not always the company or
the product; but it is always you




                                                          Page 20
Think like a marketer: Build a credible online
presence
•Complete profile including: photo, experience, skills, honors, and
recommendations.
•Stream of updates to relevant content
•Membership in relevant groups
•Connections




                                                                      Page 21
Always be connecting

•Create a core
competency and
process in your sales
team around building
their networks
•Sales managers
should monitor and
reward network building




                          Page 22
Sales Person PI: Watch and listen


1.Know your customer and their
  organization
2.Follow them
3.Watch them interact

       ―Effective use of sales intelligence increases revenue
         productivity per sales rep by 17%‖ CSO Insights




                                                                Page 23
Account planning has gone virtual

Old Days                             Today
Day long account planning sessions   Minutes-long account planning
―Sell high‖                          Triangulate
Manual account investigations to     Real-time visibility into organizations
determine relevant decision makers
Cold calls                           Referrals




                                                                               Page 24
Listen and learn

1. Follow companies
2. Look for personal updates, profile changes, and updates
3. Watch them interact in groups and forums



"At the rep level, social media is less about
tweeting than it is about listening, reading
and knowing what people are talking
about. That's what lets them better tailor
their contributions to the discussion.‖
Douglas Hannan, IBM
http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-
b2b-leads-social-media?page=1




                                                                            Page 25
Deliver valuable insight


 Answer the following question: Why
     would a buyer follow you?

  The answer is NOT: ―Because they
   can’t wait for you to hard-sell them‖
   Provide value to their day-to-day
              challenges

                                           Page 26
Five ways to deliver insight


1. Status updates with content
2. Personal content deliveries via
   Inmail (―Jim, I thought of
   you when I read this‖)
3. Offer to make connections
4. Group conversations
5. Use the ―like‖ feature

                                     Page 27
How to scale content with sales

1.   Provide them with content
   •     Marketing should provide content
   •     Self-tools like RSS feeds
2.   Allow them to and encourage adding their own spin
3.   Manage and optimize their insights




                                                         Page 28
Four rules to sales insight


1.     Don’t talk about yourself
2.     Don’t pitch
3.     Help and provide value
4.     If you build it, they will
       come

     ―I really think of myself as that information concierge and really have become a content connoisseur in really
     understanding what is required from an education perspective to get that future advocate to purchase and to
     become an advocate of our company, our product and my personal brand as well.‖ Jill Rowley, Eloqua sales
     and social selling expert

     http://www.heinzmarketing.com/2012/06/social-selling-in-action-qa-with-eloquas-top-salesperson-part-1-of-5/




                                                                                                                      Page 29
Opportunity generation


 Old Days                                                        Today
 Purchased lists                                                 Ability to find the right people with the
                                                                 right role with the right challenges
 Calling the admin and asking around                             Advanced search techniques allow you
                                                                 to find the people you want to talk to
 ―Columbo-style‖ interrogations of                               Unprecedented pre-call sales
 prospects                                                       intelligence
 Open with pitch about you                                       Open with pitch about them
 Seek and find people needing help                               Buyers publicly asking for help in
                                                                 Groups, Forums, and Q/A

     "If we didn't do this kind of social listening, we wouldn't know about a lot of these
     opportunities until it was too late to get considered. Social media let us engage
     earlier with our clients—hopefully, earlier than our competition.― Hannan, IBM

     http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=4


                                                                                                              Page 30
Engagement



  ―Delivering relevant, timely, and
  meaningful messages to prospects
    and clients has NEVER been
                 easier‖




                                      Page 31
Pre-call research: How sales manager teach
today’s social sales person
1. Study contacts and
   companies
2. Read their blogs, Linkedin
   updates, Twitter feeds
3. Search for business
   problems aka don’t ask
   them about the golf trip with
   their buddies
4. Use playbooks based on
   buying personas
                                         Page 32
―Someone you don’t know has a problem‖

1.  Via listening, the sales rep finds a person
    with a challenge
2. Deliver valuable content or help make a
    connection.
3. Content playbooks tell sales reps what
    internal content should be passed along
4. Two paths:
  •    Early in sales cycle: connect and nurture
  •    Late in sales cycle: engage directly


                                                   Page 33
Social Selling 2.0

1.           Institutionalize it
2.           Train sales
3.           Build for scale
4.           Share success stories
5.           Make it part of day-to-day sales life
6.           Optimize
We really wanted to make social selling part of the basic way we sell. We didn't
want our reps spending five minutes a day tweeting and then going back to
their 'real' job.― Douglas Hannan, IBM
http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=1




                                                                                                         Page 34
Thank You!
        •Craig Rosenberg
                 •Funnelholic.com
                 •@Funnelholic
                 •http://www.linkedin.com/craigrosenberg

        •Ralf VonSosen
                 •rvonsosen@linkedin.com
                 •@rvonsosen
                 •Linkedn Sales Solutions, Head of Marketing

        •LinkedIn Sales Solutions
                 •Website: http://sales.linkedin.com
                 •Slideshare: http://www.slideshare.net/linkedin-sales-solutions
                 •@LinkedInSelling
                 •LinkedIn Group: LinkedIn Sales Solutions

LinkedIn Confidential ©2013 All Rights Reserved
Sales Solutions

“Transformation to Social Selling”

LinkedIn Confidential ©2013 All Rights Reserved

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Rosenberg linkedin webinar_9-10-12(2)

  • 1. Sales Solutions “Transformation to Social Selling” LinkedIn Confidential ©2013 All Rights Reserved
  • 2. Agenda Presenters: •Ralf VonSosen •LinkedIn Sales Solutions, Head of Marketing •Craig Rosenberg •Industry Expert & Leader, Focus Expert Network Agenda: •Overview of Social Selling •Transformation to Social Selling •Making Social Selling Scalable •Q&A (send questions throughout) LinkedIn Confidential ©2013 All Rights Reserved
  • 3. How you doin? What social selling is not. LinkedIn Confidential ©2013 All Rights Reserved LINKEDIN SALES SOLUTIONS
  • 4. What social selling is not. Been out on the course lately? LinkedIn Confidential ©2013 All Rights Reserved LINKEDIN SALES SOLUTIONS 4
  • 5. Transformation to Social Selling Craig Rosenberg May 2011
  • 6. Why social selling? Your buyers are there 175 million members in over 200 countries and territories. As of June 30, 2012, business professionals are signing up to join LinkedIn at a rate of approximately two new members per second. Page 6
  • 7. Why social selling? Your buyers are telling you who they are Never in the history of modern selling have we seen time where prospects and customers publicly post and update information on their roles and responsibilities Page 7
  • 8. Why social selling? Your buyers are telling you what they care about Never in the history of modern selling have we seen time where prospects and customers publicly post and update information on their roles and responsibilities AND what they care about and are working on Page 8
  • 9. Why social selling? Your buyers starting the buyer process online 75% of respondents to an IBM buyers survey said they were likely to use social media in the future as part of their purchasing decision. Page 9
  • 10. Buyers are buying by committee ―Decisions are not made by a single person in B2B models – they are made in a chain-of-command or committee model. ― Esteban Kolsky http://estebankolsky.com/2012/07/question-why-are-you-in-social-channels/ Source: Marketing Sherpa B2B Marketing Benchmark Survey, August 2010 Page 10
  • 11. Buyer decisions are getting longer and more complex awareness consideration purchase level of buyer activity “We have a project” “I’m just “We’ve downloading made a decision” stuff” “We’ve shortlisted vendors” “I’m just browsing” time Page 11
  • 12. The first round of social selling: Chaos Page 12
  • 13. Second round of social selling: Proven Productivity 1. We understand the goal of social selling 2. Organizations are adopting 3. We now have a framework for success Page 13
  • 14. Social selling does not replace sales, it enhances it ―Many of the social selling tenets are selling best practices‖ Andy Rudin, Outside Technologies Page 14
  • 15. Social media allows sales to create meaningful, one-to-one business relationships And you don’t need to pick up the phone every time Page 15
  • 16. Social selling: not just for breakfast anymore 1. According to Richardson/McCord Social Media in sales 65% of businesses report using social media in their sales efforts. 2. 1,700 IBM North America inside reps have now been trained and enabled with tools for social selling, and the company is preparing to extend the initiative to overseas regions for some of its digital brands. The inside sales team now has a total of 50,000 LinkedIn connections and has posted 20,000 tweets.. 3. The IBM program drove 4x orders for product during their pilot quarter of social selling than during the same time the year before. Page 16
  • 17. Your social selling framework 1.Standardize 2.Self brand 3.Listen and watch 4.Deliver valuable insight 5.Find 6.Engage Page 17
  • 18. Three questions for every sales manager 1.Where are our customers?* 2.Where will my reps be most comfortable? * 3.Where will my sales reps get the most value? *From Successful Social Selling by Matt Heinz (www.heinzmarketing.com) Page 18
  • 19. Create a standardized social platform 1. Designate one platform for sales reps to ―live Secondary platform inside‖ 2. Monitor other platforms when appropriate Main platform In most cases, Linkedin will be the base for social operations •It is the place where the vast majority of social business activity happens •Unprecedented visibility into your customers and their organization Page 19
  • 20. The self-brand • Buyers need to trust you • Buyers need to know that you know the right people • Buyers want to know you have are an expert in your space • Buyers want the best sales person (believe it or not) • The most unique thing is not always the company or the product; but it is always you Page 20
  • 21. Think like a marketer: Build a credible online presence •Complete profile including: photo, experience, skills, honors, and recommendations. •Stream of updates to relevant content •Membership in relevant groups •Connections Page 21
  • 22. Always be connecting •Create a core competency and process in your sales team around building their networks •Sales managers should monitor and reward network building Page 22
  • 23. Sales Person PI: Watch and listen 1.Know your customer and their organization 2.Follow them 3.Watch them interact ―Effective use of sales intelligence increases revenue productivity per sales rep by 17%‖ CSO Insights Page 23
  • 24. Account planning has gone virtual Old Days Today Day long account planning sessions Minutes-long account planning ―Sell high‖ Triangulate Manual account investigations to Real-time visibility into organizations determine relevant decision makers Cold calls Referrals Page 24
  • 25. Listen and learn 1. Follow companies 2. Look for personal updates, profile changes, and updates 3. Watch them interact in groups and forums "At the rep level, social media is less about tweeting than it is about listening, reading and knowing what people are talking about. That's what lets them better tailor their contributions to the discussion.‖ Douglas Hannan, IBM http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds- b2b-leads-social-media?page=1 Page 25
  • 26. Deliver valuable insight Answer the following question: Why would a buyer follow you? The answer is NOT: ―Because they can’t wait for you to hard-sell them‖ Provide value to their day-to-day challenges Page 26
  • 27. Five ways to deliver insight 1. Status updates with content 2. Personal content deliveries via Inmail (―Jim, I thought of you when I read this‖) 3. Offer to make connections 4. Group conversations 5. Use the ―like‖ feature Page 27
  • 28. How to scale content with sales 1. Provide them with content • Marketing should provide content • Self-tools like RSS feeds 2. Allow them to and encourage adding their own spin 3. Manage and optimize their insights Page 28
  • 29. Four rules to sales insight 1. Don’t talk about yourself 2. Don’t pitch 3. Help and provide value 4. If you build it, they will come ―I really think of myself as that information concierge and really have become a content connoisseur in really understanding what is required from an education perspective to get that future advocate to purchase and to become an advocate of our company, our product and my personal brand as well.‖ Jill Rowley, Eloqua sales and social selling expert http://www.heinzmarketing.com/2012/06/social-selling-in-action-qa-with-eloquas-top-salesperson-part-1-of-5/ Page 29
  • 30. Opportunity generation Old Days Today Purchased lists Ability to find the right people with the right role with the right challenges Calling the admin and asking around Advanced search techniques allow you to find the people you want to talk to ―Columbo-style‖ interrogations of Unprecedented pre-call sales prospects intelligence Open with pitch about you Open with pitch about them Seek and find people needing help Buyers publicly asking for help in Groups, Forums, and Q/A "If we didn't do this kind of social listening, we wouldn't know about a lot of these opportunities until it was too late to get considered. Social media let us engage earlier with our clients—hopefully, earlier than our competition.― Hannan, IBM http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=4 Page 30
  • 31. Engagement ―Delivering relevant, timely, and meaningful messages to prospects and clients has NEVER been easier‖ Page 31
  • 32. Pre-call research: How sales manager teach today’s social sales person 1. Study contacts and companies 2. Read their blogs, Linkedin updates, Twitter feeds 3. Search for business problems aka don’t ask them about the golf trip with their buddies 4. Use playbooks based on buying personas Page 32
  • 33. ―Someone you don’t know has a problem‖ 1. Via listening, the sales rep finds a person with a challenge 2. Deliver valuable content or help make a connection. 3. Content playbooks tell sales reps what internal content should be passed along 4. Two paths: • Early in sales cycle: connect and nurture • Late in sales cycle: engage directly Page 33
  • 34. Social Selling 2.0 1. Institutionalize it 2. Train sales 3. Build for scale 4. Share success stories 5. Make it part of day-to-day sales life 6. Optimize We really wanted to make social selling part of the basic way we sell. We didn't want our reps spending five minutes a day tweeting and then going back to their 'real' job.― Douglas Hannan, IBM http://chiefmarketer.com/social/ibms-social-selling-computer-giant-finds-b2b-leads-social-media?page=1 Page 34
  • 35. Thank You! •Craig Rosenberg •Funnelholic.com •@Funnelholic •http://www.linkedin.com/craigrosenberg •Ralf VonSosen •rvonsosen@linkedin.com •@rvonsosen •Linkedn Sales Solutions, Head of Marketing •LinkedIn Sales Solutions •Website: http://sales.linkedin.com •Slideshare: http://www.slideshare.net/linkedin-sales-solutions •@LinkedInSelling •LinkedIn Group: LinkedIn Sales Solutions LinkedIn Confidential ©2013 All Rights Reserved
  • 36. Sales Solutions “Transformation to Social Selling” LinkedIn Confidential ©2013 All Rights Reserved

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