Tips and tricks for Social Selling

SOCIAL SELLING Tips, Tricks and Tactics

By Sharon Herrnstein,

Social Selling Master Trainer, WSI

©2013 WSI. All rights reserved.

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• Q&A session at the end

• Webinar is being recorded

Background to WSI Global Leader in Digital Marketing

Global knowledge and reach, but through local consultants

Businesses of all sizes and industries

World’s largest network of Digital marketers, over 1,500 consultants

Service more than 80 countries

Industry winning solutions

Corporate head office Toronto, Canada

Thought leaders- recently published a book!


Agenda for this Webinar

• Provide 3 great tips to “Running with Social Selling” • On the way demonstrating how easy Webinars are to use • A great way of receiving training “live” each week

• Low cost (no travelling or downtime)

• Highly effective – can ask questions “live” and re-visit recordings

• Towards the end, provide an overview of the WSI’s “Social Selling Mastery” Certification Program

• So if you are keen to, not just have some fun learning, but actually

“change your behaviours and have a permanent impact on your sales performance” you can find out how you can do that

over a 12 week period through the programme


Customers are crazy busy

Email has become less impactful

Average employee receives 147 emails/day, and deletes 48% immediately.

Cold call is DEAD!

You’re buyer isn’t listening!

CORE CHALLENGE

57% of a buyer’s journey is done,

BEFORE your sales reps involvement

Problem: Sales reps aren’t adding value during the “Deadzone”

Question: Are you a Pest or an Influencer?

Customers have immediate access to learning

WITH OR WITHOUT YOU!

Buyers find the most convenient suppliers.

Result: Your buyers will begin looking for answers to their questions…

AND the first to add value – wins!

65% of buyers choose the company that was first to add VALUE

92% of B2B buyers start their buying journey

online…

Predicts that 2014 will have Social integrated into buyers’ process.

That’s why you CAN’T be like them…

“No Value – sales rep” “Invisible – sales rep”

Goal for this morning

4 Tips to Running with Social Selling!

TIP #1

Master Job Change Alerts

Overcoming – “Single Threaded”

AVG employee changes 11 times in their career

Your network ISN’T about having 1 person from that customer,

it’s about the CONTACTS you have to “Socially Surround” that customer!

LinkedIn will give you 3 for FREE

“Advocate Marketing” Listening for your customers leaving to new companies

“Appointed Leaders into your hot accounts”

Listening few new champions inside named accounts

“Being Opportunistic”

Listening for new Decision-Makers starting you’re your territory

Advocate Marketing

Where have the top users of your solution moved too?

Past not Current

Appointed Leaders

Named accounts and/or hot prospects -

I want to develop relationships with. Have new

Decision-Makers or Champions been appointed?

Current

Being Opportunistic Are their new Decision-Makers or

Champions, starting at any company

in my city or industry, that make sense

for our solution?

Title(s)

Location

New Job Alerts & Follow-up Alerts

TIP #2 - Access your buyer for FREE


How to leverage groups for FREE

Find a buyer you want to develop a relationship with:

2nd degree connection

In Common:

You’re looking to share a common GROUP

Enter Group and Search Members

Click Here

Search Members

Use “Send Message”

Double Potent – will be emailed & LinkedIn Inbox

Deep Dive Search

“CIO”

Filter within your shared Group members

Filter through ALL

your LinkedIn Groups

for greater Opportunities

Tag your Prospects in “Contacts”

Roll-up of all

LinkedIn messages

Quickly design &

add a profile into

a Tag Folder

Access your Tagged Folders

Search your Tagged

folders for saved

prospects.

TIP #3

Sphere of Influence Selling

“Social Leverage


Current Employees

Past Employees

Competitors

Sell to the

same target market &

buyer persona

Vendors, Partners &

Clients

Focus your stories to attract only the companies & people that CARE!

A. Corporate Insights “Competitors”

Identify the decision-makers @ BrainJuicer

CLICK HERE

Break down the

company for your

key buyers.

Continue this Insights search for more buyers

B. Corporate Followers

The power of 1 compelling story

Potential buyers

Converted to clients

C. Isolate key buyers with their connections

Narrow down the list to

80 “VP Sales” that you

can concentrate on.

D. Leverage their past employment

E. University Alumni

F. Introductions

TIP – make it easy for

your introducer.

Write a compelling message.

Success: Tata Communications

Meetings Booked

#1 – Who at Tata is a 1st degree to a connection into his accounts.

#2 – Who within his network is a 500+ “Connector”

TIP: The weekend has high read & response

Sunday night is quiet while the decision-maker works.

Sent Saturday @ 6:30 p.m.

Responded on Saturday @ 8:40 p.m.

3,000 Employees

NO GATEKEEPER

TIP #4

Sharing Content throughout the Buyers Journey

Your buyer is one of learning & research

You’re a BRAND!

Helping customers navigate their complex buying journey

Sharing content options

Blogs have various Share button images

Click the Share button

Sharing with LinkedIn

To your 1st degree connections

To any of your 50 groups

Top any person(s)

Want more evidence?

23,000 Sales Reps

50% in 5 days

$800,000 in 120 Days

3.5 meetings

31 Meetings in 60 Days

What next? “WSI’s Social Selling Mastery” – Certification Program


Social Selling Mastery Program

• How is it implemented?


Instructor Led Training E-Learning Support

What will you or your team learn?

Samples: • Build Social profiles that attract buyers

• Find endless prospects that can be accessed for FREE

• Share ideas & best practices with your buyer – become a resource

• Build a systematic routine to leverage Social to your advantage

• Build alerts that ensure you’re first to new opportunities

• Drive new opportunities based on your companies existing success

stories

What will be the results from training?

• Open doors faster

• Control the buying process

• Make your competitors irrelevant

• Close deals you never though possible

What does the training rollout look like?

Sales Certification

1 Module each week

60 Minute Video Conference call with a live instructor

Social Selling Certified in 3 months!

Social Selling Mastery

Open Enrolment – Core 12 Sales Modules

Dive into coursework

A system for adoption!

Videos

Presentations

Guides

Assignments

Quiz

Video in the portal

Accountability - Quizzes

Accountability - Assignments

Upload screenshots,

links, etc. to provide

action.

Thank you!

Sharon Herrnstein, BA, MBA

Social Selling Master Trainer

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