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THE NEW SALES PLAYBOOKDarrell AmyChief Innovation OfficerDealer Marketing
Larry LevineSocial Sales CoachSocial Sales Academy
SALES FUNNEL
HOW DO YOU FILL THE SALES FUNNEL?
30-60-90
TWO TYPES OF PROSPECTS
SEARCHINGMarketing
NOT SEARCHINGSales
RELATIONSHIPFUNNEL
LEADFUNNEL
TWO PROSPECT FUNNELS
FILLING THE FUNNEL:THE OLD SALES PLAYBOOK
Buyers are 57% of the way through the decision making process before engaging with a sales rep or vendor.Corporate Executive BoardHarvard Business Review, June 2012
Survey of 1,600 mid-sized business decision makers
THE BUYER CHANGED
BUYER 2.0
Researches Online
1. Empowered with information2. Afraid of making bad decisions3. Pressed for time
• The modern consumer is digitally driven, socially connected and mobile empowered.
• Unlimited access to real-time information about your company, products, competitors & customers
Google & LinkedIn have forever changed the sales process.
MEET THE NEWEST MEMBERS OF YOUR SALES TEAM
NEW SALES PLAYBOOK
THE PROBLEM
OLD SCHOOL NEW SCHOOL
THE NEW SALES PLAYBOOKSEARCHING
MarketingNOT SEARCHING
Sales
RELATIONSHIPFUNNEL
LEADFUNNEL
LARRY LEVINESalesHow to Fill Your Relationship Funnel
MY STORY• 28 years in the industry• Los Angeles sales “rat race”• Zero account base• 2014 Results
– $650,000 in net new business
– $1,600,000 pipeline leveraging LinkedIn relationships
www.linkedin.com/in/larrylevine1992
KNOW
LIKE
TRUST
NOT SEARCHINGSales
RELATIONSHIPFUNNEL
“The two keys to success are:(1) building relationships and (2) changing the way people think”
Social selling can accomplish both
“1937”
THE POWER OF YOUR NETWORK
177 FINANCE DIRECTORS!
LET’S DO SOME SIMPLE MATHThree Accounts per Week 3 current clientsFive Second Degree Connections 15 new prospectsOne Month 60/monthOne Year 720/year
10% Appointment Ratio 72/year6 new sales appointments per month
SOCIAL SELLING DEFINED
Using social networks to leverage your personal brand to fill your relationship funnel.
NOT SEARCHINGSales
RELATIONSHIPFUNNEL
THE KEY TO WINNING IN SOCIAL IS NOT TO ADOPT A SEPARATE STRATEGY FOR IT BUT TO LOOK AT THE EXISTING SALES STRATEGY AND INTEGRATE SOCIAL INTO IT.
NEW SALES PLAYBOOK
OLD SCHOOL NEW SCHOOL
DailyHabits
Killer Profile
PILLARS OF SOCIAL SELLING SUCCESS
Social Selling Skills
HEADLINE
BusinessHead Shot
(First Impression)
PersonalURL
Headline: What You Do(Not Your Title)
CONTACT INFORMATIONPhone Number
TwitterDealer Website/Blog
Trust = Credibility + Connection
WHO does this rep know that I know?
WHAT does this rep know that could help
my business?
“77% of people who are going to interact with you will check you out on LinkedIn first.” Entrepreneur Magazine
It is about bringing your personal brand to the marketplace to parallel your business brand
RESEARCHFind companies and contacts in your territory.
FOLLOWLearn about your prospect
CONNECTSend a personalized invitation.
NURTUREBuild relationship with content
MEETAsk for a conversation.
THE SOCIAL SELLING PROCESS
NURTURING RELATIONSHIPS
Content Drives Conversation
• 2009 met with CFO – just entered into agreement
• Mined connections – led to IT Manager and Staff Accountant (Connected)
• 2013 found out Kiwanis friend was a docent
• Set up 90 day campaign• (4) KM C554e’s
MARKETINGDarrell AmyHow to Build a Lead Funnel
KNOW
LIKE
TRUST
MARKETING ROLE
SEARCHINGGet Found OnlineWith ReferencesAnd Helpful Info
NOT SEARCHING
Provide content for sales reps to share
Sharable Content
94% of buying decisions begin online
Digital content IS becoming a deal breaker for consumers who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
GET FOUND
CREATE LOTS OF CONTENT• Blog at least once a
week• Share on social networks
WHAT TYPE OF CONTENT?1. Who is your target?2. What are their challenges?3. Where do they consume
content?
SALES
SALES
LINKEDINCOACHING
MARKETING
MARKETING
57%
IN PERSON
DIGITAL PROSPECTING
DIGITAL MARKETING
ONLINE
BLOGWRITING
SOCIALMEDIA
SEARCHENGINES
WEBSITEDESIGN
WHAT NOW?Implementing the New Sales Playbook
SALES-FILL RELATIONSHIP FUNNEL1. Optimize LinkedIn Profiles2. Master Social Sales Skills3. Share Content4. Drive Conversation
NOT SEARCHINGSales
RELATIONSHIPFUNNEL
MARKETING-FILL LEAD FUNNEL1. Create Lots of Content2. Get Found Online3. Provide Content for Sales to
Share
SEARCHINGMarketing
LEADFUNNEL
QUESTIONS?
Darrell AmyChief Innovation OfficerDealer [email protected] x.101
Larry LevineSocial Sales CoachSocial Sales [email protected] x. 302
![[Prospect-Facing] Sales & Marketing Alignment Playbook](https://img.pdfslide.net/doc/110x75/627a7a8b73b5b60f3843492a/prospect-facing-sales-amp-marketing-alignment-playbook.jpg)
