Jim Ninivaggi - Social Selling: One Size Does Not Fit All

Jim Ninivaggi, Service DirectorSales Enablement Strategies

Laz Gonzalez, Service DirectorChannel Management Strategies

Social Selling

Agenda

1. Social Buying Drives Social Selling2. Defining Social Selling3. The SiriusDecisions Social Selling Diagnostic Model

New Buying Behaviors

© 2014 SiriusDecisions. All Rights Reserved 5

SiriusPerspective:

A Continuous, Blended Conversation

① Loosening of the Status Quo

① Loosening of the Status Quo

VendorSelection

Phase

VendorSelection

Phase

Solution Phase

Solution Phase

Education PhaseEducation Phase

② Committing to Change

② Committing to Change

③ Exploring Possible Solutions

③ Exploring Possible Solutions

④ Committing to a Solution

④ Committing to a Solution

⑤ Justifying the Decision

⑤ Justifying the Decision

⑥ Making the Selection⑥ Making the Selection

Today’s buyer is doing more of their buying process online, marketing and sales need to align to have one conversation.


SiriusPerspective:

Where Are B-to-B Buyers Going for Information? Our research shows that C-level buyers use online

resources early in their decision making process.

Rank #1

Rank #2

Rank #3

Rank #4

Rank #5

Rank #6

Internet search

Vendors’ Web sites

Ask my reports to research

Explore social channels

Online groups/associations

Call a peer


SiriusPerspective:

Here Come the Digital Natives : Millennials (1984-2002) will continue to play a larger and

larger role in buying processes.

Fifty-six percent of college students who responded to a recent survey said they would either not accept a job offer from

a company that blocked access to social media in the workplace, or would join and attempt to sidestep the company

policy.

Business-to-Business Social Maturity Model

• Random acts of social• Reps left on their own to create

content

No Social Strategy

• Focus is on control• Little or no training

Implement Guidelines

•Social becomes part of sales process•Skills and tools training•Content is centralized for rep distribution

Social Enablement

• Use of social analytics tools• Proactive use of data• Reps leverage to engage

Advanced Social Listening

Defining Social Selling


SiriusPerspective:

Social Foundations: The SiriusDecisions’ MEAD Model Our MEAD model offers a framework for developing a

comprehensive social media strategy.

Awareness

Demand

Engagement

Monitor

MEAD Model


SiriusPerspective:

Sales Foundation: Sales Competencies To enable social selling, a familiarity with core sales

competencies is required.

BEHAVIORS KNOWLEDGE

SKILLS PROCESS


SiriusPerspective:

Social Selling Defined Social selling is the practice of incorporating social tools

and platforms into core sales competencies to increase sales productivity.

BEHAVIORS SKILLS PROCESS

AWARENESS

DEMAND

ENGAGE

MONITOR

KNOWLEDGE

What kinds of social

behaviors are we

trying to encourage?

How can social

increase and

rationalize required

knowledge?

What skills are

required for reps to

unlock the power of social?

How can social be integrated

into existing processes

to help reps perform better?


SiriusPerspective:

Sales Productivity The intersection of efficiency and effectiveness.

Effectiveness (quality and results)

Eff

icie

ncy

(ca

pa

city

)

Sales Productivity

Yield Per Rep

The SiriusDecisions Social Selling Diagnostic Model


SiriusPerspective: Trendy social-selling techniques make assumptions about

sellers’ fluency with complicated topics.

Are Your Reps Subject Matter Experts?

VS.


SiriusPerspective: By using social selling, sales makes assumptions about

the how socially active buyers are.

Are Your Buyers Social Butterflies?

VS.


SiriusPerspective: Social selling requires that buyers and sellers be brought

together meaningfully through social channels.

Social-Selling Diagnostic

Sale

s kn

ow

ledg

e g

ap

Buyer engagement

Many social selling programs presumes

the presence of highly engaged social buyers and a low knowledge

gap


SiriusPerspective: Use the SiriusDecisions Social Diagnostic Model to

understand where to focus your enablement efforts.

Social Selling Diagnostic

3. Low buyer engagement,

low sales knowledge gap

1. Low buyer engagement,

high sales knowledge gap

2. High buyer engagement,

high sales knowledge gap

4. High buyer engagement,

low sales knowledge gap

MONITOR ENGAGE

AWARENESS DEMANDSale

s kn

ow

ledg

e g

ap

Buyer engagement

Social Selling Framework

MONITOR

ENGAGE

AWARENESS

DEMAND

Listen, research and leverage social insights

Sharing content, strategic orchestration

Building your professional social brand

Creating client evangelists

MONITOR

ENGAGE

AWARENESS

DEMAND

USING SOCIAL AS PART OF BUILDING STRONG

CUSTOMER RELATIONSHIPS

Social Media

Jim Ninivaggi - Social Selling: One Size Does Not Fit All