Social Selling - An Introduction

‘SOCIAL SELLING’ – AN INTRODUCTIONANDREW MOLONEY - @AJMOLONEY

GEMALTO PARTNER SUMMIT, BUDAPEST, MARCH 7-9 2016

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‘SOCIAL’ SELLING IN 2016

•What Is It?

•Why Bother?

• How do I do it?

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WHICH ONE ARE YOU?

• A Social Media “God/ Goddess”

• I’m on social media but only in my personal life

• I have accounts, I’m just not sure why…

• It’ll never catch on, why can’t we just phone each other!

DON’T PANIC!

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‘“ALL SELLING IS SOCIAL. ALWAYS HAS BEEN. ALWAYS WILL BE.”’

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“PEOPLE BUY FROM PEOPLE”

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“SOCIAL” HAS CHANGED THE BUYING PROCESS

SALES (AND MARKETING) IS CHANGING

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THE SHIFT TO “CONTENT MARKETING”

Source: www.aragil.com#GemaltoPKO

Photo Credit: Sharon Drummond via http://compfight.com https://creativecommons.org/licenses/by-nc-sa/2.0/

IT'S MORE THAN JUST SALES AND MARKETING...

• The best business relationships are interlocked at all "strata" of the organisation

• Happy customers:• can work with you in the way that works for them• feel you listen attentively and respond quickly• feel like they are "on the inside" of your team

•MORE about your people, LESS your budget and brand..

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WHAT ARE THE IMPLICATIONS?

• BE CONNECTED

• BE INFORMED

• BE AN EXPERT

• BE REFERRED

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JUST IMAGINE A COCKTAIL PARTY...

BE CONNECTED…

BE INFORMED…

SOCIAL IS ABOUT LISTENING, NOT JUST SPEAKING

• Use Social platforms to actively monitor:• Customers• Prospects• Markets• Competitors• Influencers

The People AND the Organisation.

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BE AN EXPERT...

BE REFERRED...

‘WARM’ REFERRALS INCREASE THE ODDS OF SALES SUCCESS 2X-4X

Source: 5 Opportunities to Profit From Social Selling, CustomerThink

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WHERE DO I START?

IF ALL SOCIAL NETWORKS WERE CREATED EQUALLY…

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WHICH PLATFORMS GENERATE LEADS AND SALES?

source: State of Digital Marketing Report 2012, WebMarketing123

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WHERE TO FOCUS?

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GETTING GOING ON TWITTER

Find your #Hashtags

Retweet some great content

Reply to and join a

conversation

Follow some new people

Set up a twitter

“watch list”

Learn from your Competitors

Engage with your

Influencers

YOUR OWN PRESENCE ON LINKEDIN

• Your own network is likely well targeted and powerful

• Keep your profile current and active• Recommend, comment, share

• Give corporate messaging your own “voice”.

• Take the time to listen.

• Participate and influence in relevant groups

LINKEDIN FOR SALES - THE “FREE” WAY

• Stay in touch without lifting the phone

• Look for “inflection” points to leverage

• Demonstrate customer domain expertise

• Be a “real person”• congratulate, recommend, empathise, share

personal experience

Many “weak” relationships are better than a few strong ones*

Source http://knowledge.insead.edu/blog/insead-blog/why-i-connect-with-strangers-on-linkedin-3676

GROUPS AND DISCUSSIONS

• All strata of the business can help to “sell”

• Join a group or start a group

• Source of market intelligence and research

• “extend the tail” of events and meetings• on-going conversation

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Great article..

Great to finally meet..

I’ll be attending..

It’s a shame that...

Wondering what you

think about..

Need a recommendation for..

Always amazed by..

Today’s news reminded me that..

BUT WHAT WILL I SAY?

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LINKEDIN “SALES NAVIGATOR” - FOR SALES TEAMS

• Suggests relevant accounts based on recent activity

• Import and sync accounts from Salesforce.com

• Opens up all possible LI member profiles, not just 2nd/3rd level

• TeamLink - see who on your team is connected to your prospects.

• Data ownership - Maintain control of all the data within a team account.

• Reporting - Team admins can see team usage data.

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MONITOR YOUR ACCOUNTS/ SEARCH FOR LEADS

DOES SOCIAL SELLING WORK?

source: http://www.forbes.com/sites/markfidelman/2013/05/19/study-78-of-salespeople-using-social-media-outsell-their-peers/

●Social Media users exceeded quota 23% more often than non-social media users

●Non-Social Media users also missed their quota 15% more often

●78% of Sales People using Social Media Outsold their Peers

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BUT IT ONLY GOES SO FAR…

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STILL NEED SOCIAL SELLING ‘DECRYPTING’?

• Come by the NEMA Encryption Machine Pod in the breaks

• Questions Answered

• Tweets Sent

• ‘Selfies’ taken

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THANK YOU!

Andrew Moloney@AJMoloneyandrew@artisansouthwest.co.ukuk.linkedin.com/andrewmoloney+44 (0)117 318 2530

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