An initial conceptual framework for looking at social selling.

1. Social Selling
Conceptual Framework

2. Assist in Re-invigorating the sales force
• By leveraging social media to
– Complement existing sales processes
– Expand revenue base from existing and new
customers
– Engender conversation and dialogue with key
customers.
– Co-create solutions
– Expand sales through social referral’s
– Help achieve scale with multiple accounts

3. Anatomy of a Super Salesman

4. Evolution of Selling

5. The aims of the Workshop
• TO EXPLAIN WHAT THE NATUREOF
SOCIAL SELLING IS.
• TO EXPLAIN THE FOUR PHASES OF
SOCIAL SELLING

6. What is Social Selling
Defined as: “connecting with your customers
one to one in real time. By using social media
and social networks the sales professional is
able to develop social friendship and trust to
encourage prospects to be customers or
further the sale”
Quote: Nigel Bairstow , June 2011

7. Traditional Selling Models - Less

8. New Social Selling - More

9. When to use Social Selling?
• Social selling is perfect for business to
business solution sales.
• It can be applied by any business to foster a
social climate of friendship and value
creation through knowledge transfer for
existing and new customers accounts.

10. Most people like sales people who
• Show concern for buyer’s needs.
• Listen attentively.
• Relate the capabilities of their product to providing
solutions to the buyer’s needs.
• Are friendly, confident and help the buyer to
purchase without being pushy.

11. Why should we use Social Selling?
• Quite simply it is the most effective way of
helping a buyer and seller make a purchase
decision that favours both parties.
• Social selling helps further the sale in your
favour in an unobtrusive way.
• It addresses the long protracted selling
cycles that plague B2B companies.
• It is based on high levels of interaction.

12. Is Social Selling always Appropriate?
Yes –for low-value decision purchases.
– Can foster social community around a low
priced B2C product.
– Can help drive business to your e-tail site.
Yes – for high-value decision purchases.
– Perfect for complex solutions in the B2B market
space.
– Facilitates sharing knowledge and expertise i.e.
Utilising your experts, sharing whitepapers and
information about your product / service
solution.

13. The Four Phases of Social Selling
1. Social Research
2. Social Interaction
3. Social Solution
4. Social Sales Commitment

14. Phase 1
Social Research
Information search
URL search
Prospect profiling
Audit of your content
Whitepapers
Podcasts
Training resources etc.

15. Phase 2
Social Interaction
Face to Face and or Online social
interaction
Ask problem questions
Ask Effect questions

16. Phase 3
Social Solution
Desire for solution
Meeting the customers need for a product or
service solution.
This is done collaboratively to develop the
best solution.

17. Phase 4
Social Sales Commitment
Meeting concerns
Appropriate sales commitment or just
further the sale.

18. Selling Skills Inventory
• Helps improve your collaborative selling
skills.
• Identify your Strengths and Weaknesses
• Identify areas of improvement

19. Summary
• Social selling is ideal for business solution selling.
• The four phase approach is a continuous feedback
approach.
• Its is a one to one selling approach that involves
continuous social interaction between buyer and
seller.
• Its goal is to always further the sale in a friendly
and non invasive way.

20. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard
http://www.b2bwhiteboard.com