Held presentation on Social Selling.

1. SOCIAL SELLING:
BUILDING DIGITAL RELATIONSHIPS,
NOT JUST PIPELINES
Jurgen Heyman
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2. “The purpose of the Sale is
not the Sale. It’s to create a
customer.”
Terry Jones, Founder of Kayak.com
2013 © SOLUTION SELLING, INC.
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3. CHANGING BUYER CHARACTERISTICS
◄ Comfortable using technology for research
◄ Leverage search engines and social networks
◄ Guide themselves through their buying process
◄ Tend to be impatient and risk-adverse
◄ Want to be in charge of their buying process
◄ Expect vendors to add value when engaged
2013 © SOLUTION SELLING, INC.
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4. THE SHIFT TO INSIDE SALES
“Inside Sales Jobs and Career Demand Up 54%” (2013)
2013 © SOLUTION SELLING, INC.
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5. New Buyer Paradigm
74%
of
C-­‐level
execu=ves
say
the
Internet
is
very
valuable
for
finding
informa=on
and
53%
say
they
prefer
to
locate
informa=on
themselves.
-­‐
Forbes
Insight
-­‐
The
Rise
of
the
Digital
C-­‐Suite
93%
of
buyers
begin
their
buying
process
using
the
internet
for
research.
-­‐
Marketo
72%
of
B2B
buyers
(last
year)
used
social
media
to
research
a
poten=al
solu=on
purchase.
-­‐
DemandGen
59%
engaged
with
a
peer
who
had
addressed
the
challenge.
37%
posted
ques=ons
on
social
networks
for
feedback.
2013 © SOLUTION SELLING, INC.
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6. Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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7. Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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8. TOP PERFORMING SELLERS ENJOY POSITIVE
ROI WITH SOCIAL SELLING
Current Performance Benefits of Social Selling
Aberdeen Group, June 2012
2013 © SOLUTION SELLING, INC.
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9. #socialselling
CUSTOMER PURCHASE DECISION
TIMELINE
9

10. #socialselling
S O C I A L C H A N N E L C R E AT E S
M E A N I N G F U L C O N V E R S AT I O N S
From scalable 1:M interactions to 1:1 relationships
10

11. #socialselling
SOCIAL SELLING
COMPONENTS
Strategy
Technologies
Training
11

12. #socialselling
FOLLOWING BIG BLUE’S LEAD
12

13. #socialselling
5
W AY S T O E M B R A C E
SOCIAL SELLING
1. Champion Social Selling from the top
down
2. Develop a strategic plan to include SM
across departments
3. Empower people throughout the
organization
4. Monitor & Measure results
5. Celebrate successes
©2013
InsideView
and
Solu=on
Selling,
Inc.
13

14. #socialselling
1. CHAMPION SOCIAL SELLING
FROM THE TOP DOWN
76% of executives
want their CEOs to
be social
Source: Weber Shandwick/KRC
Research
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15. 2013 © SOLUTION SELLING, INC.
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16. Social Media
Meghan Ennes
2013 © SOLUTION SELLING, INC.
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17. #socialselling
2 . D E V E L O P A S T R AT E G I C P L A N
A C R O S S D E PA R T M E N T S
Sales
Public Relations
Marketing
Human Resources
Legal
Operations
Customer Service
Plan
Create
Qualify
Prove
Close
17

18. #socialselling
3. EMPOWER PEOPLE
T H R O U G H O U T T H E O R G A N I Z AT I O N
60-75% of employees have not had formal social media training
18

19. #socialselling
4. MONITOR AND MEASURE
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20. 5 . C E L E B R AT E S U C C E S S
#socialselling
Credibility
Visibility
Value
Leads
Conversions
Wins
Team Quota Improved
Individual Quota Improved
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21. BUYER ENVIRONMENT IS DIFFERENT
PHA SE 0
PHA SE 1
PHASE 2
PHASE 3
PLANNING / LATENT
DETERMINING
NEEDS
EVALUATE
ALTERNATIVES
EVALUATE
RISK
1.0
TIME
2.0
•
•
•
•
80% of buyers find you
Buyers have a “hypothesis” already forming
Sellers need to validate or challenge buyer “vision”
“Situational fluency” is more critical than ever
2013 © SOLUTION SELLING, INC.
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22. T H R E E E M E R G I N G S A L E S “ P E R S O N A S ”
Phase
I:
Determine
Needs
Phase
0:
Latent
Phase
II:
Evaluate
Alterna@ves
Phase
III:
Evaluate
Risk
Time
Micro-­‐Marketer
Situa@onal
Expert
Risk
Manager
Today’s
Seller
must
be
able
to:
Today’s
seller
must
be
able
to:
Today’s
seller
must
be
able
to:
• Use
social
media
• Use
enabling
technology
• Show
thought-­‐leadership
• Seed
requirements
• Build
rela@onships
• Build
credibility
• Provide
value
• Recognize
where
the
buyer
is
• Iden@fy
how
they
got
there?
• Iden@fy
what
has
influenced
them?
• Apply
situa@onal
fluency
• Pre-­‐empt,
validate
or
challenge
the
buying
premise
• Lead,
educate
and
challenge
• Iden@fy
the
buyers
level
of
risk?
• Build
“buying
consensus”
• Proof-­‐of-­‐value
to
mi@gate
risk
• Highlight
risk
of
other
op@ons
• Reach
“win-­‐win”
outcomes
2013 © SOLUTION SELLING, INC.
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23. D E M A N D C R E AT I O N
How the “Micro-Marketer” Succeeds with Today’s Buyer
◄ Getting back to the “front”
◄ Establishing credibility
◄ Listening and idea “seeding”
2013 © SOLUTION SELLING, INC.
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24. Social Lead Generation
Twitter users are 24 % more
likely to make online
purchases, than average
Internet users - CNBC
What should I be
listening for on Social
Media?
•
•
•
•
•
•
•
©2013
©Solution Selling, Inc.
My Company
My Products
My Competitors
My Customers
My Executives
Industry Keywords
Google AdWords
2
4
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25. Jurgen Heyman
jheyman@be.spisales.com
jurhey
2013 © SOLUTION SELLING, INC.
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