Enabling Social Selling - Why? How? 10 Lessons

ENABLING SOCIAL SELLING

WHY? HOW? 10 LESSONS KINGSHUK

HAZRA leadstrategus

AGENDA

LeadStrategus

• Sales Enablement (SE) for SOCIAL SELLING - WHY? - HOW? - 10 LESSONS

AGENDA

LeadStrategus

LeadStrategus

WHY?

Dale Carnegie had said it right 80 years back!

• Smile... • Be a good listener. ... • Talk in terms of the other person's interest. ... • Become genuinely interested in other people... • Make the other person feel important – and do it sincerely • Remember a person's name is to him, the sweetest & most important sound

LeadStrategus

Question is – how do we translate Dale Carnegie’s eternal truths to the multi colour, uber-stimuli post social-media era?

LeadStrategus

In a world where emails don’t work, Privacy laws are getting stringent, Truecaller is used to block calls, Social reach-outs - before they become ubiquitous – Are today’s golden Arrows

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LeadStrategus

IMPORTANCE of SELLING on Social media can never be

overstated 1

In most industries, Customers never accessible - are now a connection request away on Linkedin – with time-stamp of when they read your message

Ideology

Job of Sales Enablement is like commanding an aircraft carrier – people remember you when things go wrong; when

things go right, people laud the fighter pilots

LeadStrategus

...you are responsible for many moving parts, and each quarter something new gets added!

In post social world – Sales Enablement just got even more tougher

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HOW?

LeadStrategus

HOW? • - HOW? - Understand - Visualize - Metrics - Process - Training - Gamification - Integration

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2 Understand how the

Powerful Features of LINKEDIN & SOCIAL SELLING Affect Sales & Marketing

LinkedIn

Contacts database

Personal Messaging

Discover & Connect

Publishing Insights &

Intelligence

CRM Smarketing

automation?

LeadStrategus • For more training on using Linkedin for sales, watch this space or get in touch @kingshukhazra

3

Start by understanding LinkedIn - probably the most powerful sales tool since the telephone.

LINKEDIN’s Discovery,

Connect , Publishing, & Intelligence, functionality

must bE AT THE CORE

LeadStrategus Social Selling Framework LeadStrategus Framework for Social Selling - https://www.slideshare.net/kingshukhazra/how-to-be-a-social-selling-superstar-82304627

Understand the steps of Social Selling

https://www.slideshare.net/kingshukhazra/how-to-be-a-social-selling-superstar-82304627
















CRM & SMARKETING AUTOMATION

OUTREACH, INFLUENCE & PROGRESS

INTELLIGENCE

CONFIGURE, PRICE, QUOTE

KNOWLEDGE CREATION & MGMT

REVIEW, FEEDBACK & MEASUREMENT

LeadStrategus Framework for Social Selling LeadStrategus

We began by creating a 2x2 matrix of Social

Selling components vs.

Sales Enablement processes…

Map Social Selling into Sales Enablement

Software used across entire Social journey CRM & SMARKETING

AUTOMATION

Bid Engine

Social Selling in Sales Enablement


INTELLIGENCE




Content from Inbound onwards

Pipeline Progression

Intelligence capture

Measure & feedback


Tremendously CRM & SMARKETING

AUTOMATION

Which SE processes would need to change because of Social Selling?


INTELLIGENCE




Significantly

Significantly

Significantly

Somewhat


No single system today captures how Content & multiple social touches influences sales pipeline


How would the SE processes change because of Social Selling?


INTELLIGENCE




Multi-format multiple content production, spread, & sunset

Better targeting, better intelligence is a constant challenge – more so post social

Picking account intelligence on social media is a skill. Make sure that AEs are trained in

understanding & interpreting signals More visibility allows better

decisions



Which LinkedIn features need to mapped into SE Core?


INTELLIGENCE

CONFIGUTE, PRICE, QUOTE



Contacts database

Messaging Discover &

Connect Publishing Market Insights

CRM Smarketing?

???

POWERFUL

SIGNIFICANT

SIGNIFICANT

LeadStrategus LeadStrategus Framework for Social Selling

LeadStrategus

4 Visualise YOUR Social + Digital selling metrics

first

LeadStrategus

There’s a free online tool that tells you your score on how you stand on Social Selling and keeps changing as your progress across the journey? Anyone knows it?

https://www.linkedin.com/sales/ssi

Start with LinkedIn SSI for keeping scores



Draw out the to-be Process second

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5

START

Send Email + Snailmail+ LinkedIn

invite to respondent

Any response?

Chase for First

Appointment

Yes

No

CALL/meet - collect info. on BANTS, Decision matrix; get buy-in for demo/trial

with respondent

Got 1st

appo.?

Yes

No

Collected info &

respondent agreed to

demo/trial?

No

O1

Yes

L 1 : S U S P E C T S TA G E

L 2 : P R O S P E C T S TA G E

L 3 : L E A D Q L F C T N . S TA G E

O P P 1 S TA G E

Chase for teleresponse

Sample Sales Process map

“They lost their way? Oh! But I gave them the Navigator”

Sadly tech. tools are necessary but not sufficient!

LeadStrategus

6 TRAINING Your Sales

Team into SOCIAL SELLING & DIGITAL SELLING can

have 10X ROI

Eternal training - Eternal tinkering, ARE the only competitive advantage

LeadStrategus

LeadStrategus

However, in the multi colour, uber-stimuli post social-media era traditional training is not enough – you need to measure scores & present back in a wholesome manner!

Don’t just give them the tools – train ‘em. Don’t just train ‘em –

engage them by gamifying it!

7

LeadStrategus

Last but not the least -

Engineer Tech to support Processes –

not Engineer PROcesses to support tech (SW)

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8

Visualise goal, Create with metrics,Design sales flows, Train for success, Gamify your training; Integrate with tech @ the end

There are 4 levels of integration _ - NEW Software - EAI - Chrome Extension Addons - MobIle App e.g. Ifttt, Zapier...

LeadStrategus

9

Everything else being equal: - Large firms do new SW + EAI, - SMEs do new S/W, - Start-ups do App/Chrome Extension

10

LeadStrategus

• - IMPORTANCE OF Social in Sales cant be overstated - Sales enablement is UNsexy – social sales enablement more so - MAP social selling into SE - UNDERSTAND linkedin - CREATE social metrics FIRST - build process SECOND - Training has 10x ROI - GAMIFIED TRAINING – killer app - integrate with appropriate TECH at END

SUMMARY

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HAPPY SOCIAL

SELLING!

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