What the heck is Social Selling…No, Really?

Lindsay Kelley & Darrell Amy

Dealer Marketing

Why is this video relevant?

Traditional vs. New

The Traditional Sale

Always Be

Connecting

New ABC’s of

Selling

• 57% of buying process is complete before talking to sales

• Consumers are also 71% more likely to make a purchase based on social media referrals.

Source: Corporate Executive Board

What is Social Selling?

Connecting with the buyer in the place they are spending their time and providing something of value to them.

Online.

Stop Selling

• Buyer 2.0 doesn’t want to be sold to

• Research and due diligence

• 92% of B2B purchases begin online

LinkedIn for Selling

Exploring the Lean Approach to Selling

• LinkedIn Search• Long format posts = Industry expert• Groups• LinkedIn Invitation

LinkedIn Advanced Search

881 Results

Long Format

Buyer 2.0

• Researches online

• Tunes out traditional tactics in favor of educational content

Social Tools

Groups

Connecting to Prospects

• LinkedIn Invitation

– Always have a personal greeting – never the generic “I’d like to connect with you” message

– Find a common thread (ex. Part of same group, both graduated from the same college)

Social Selling Example

Dissecting the Example

• Researched his prospect

• Found a common connection

• Made meaningful request to connect

Industry Expert

• Position yourself as an expert

• Discover articles to share on multiple social channels

• Strengthen relationships

Track, Monitor, Engage

Top 3 Things to Remember about Twitter

1. Its not about selling, so don’t do it.

2. Maintain customer relationships

3. Be the first to respond to them

Wrap up

• Social selling is about educating and informing, not selling

• Monitor and track prospects and customers so you can engage and build relationships

• Your prospects prefer to educate themselves, so share relevant information and be at the right place at the right time.

Questions