Putting Social Selling to Work For You Selling to People, Not Contacts
Putting Social Selling to Work For You
Jan 28, 2015
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Putting Social Sellingto Work For YouSelling to People, Not Contacts
Resources• http://vorsight.com/prospecting• http://www.insideview.com• http://www.socialsellingu.com
Advice
• Test and Learn• Don’t Expect an immediate Give to Get• Use social/email to Connect and Learn about
prospects. Use the Phone and in-person to sell.
Agenda• Welcome• Who is InsideView?• The rising tide of Information overload• What can we do?
– Listen – Connect – Engage
• Great Social Selling Books• Next Steps• Twitter Hashtag #socialsellca
About InsideView
• Founded in 2005• VC Funded• Vision: Increase productivity of customer-facing employees by delivering
relevant, timely insight about customers and prospects into CRM.• Today: 145,000+ users, 6,000 customers, 30 countries• Integrated with all major CRMs.• 100+ channel partners on 3 continents• 1st to Establish Non-Profit Social Source. http://www.socialsellingu.com
SalesLogix
2002
2012: Social Enterprise
2010: 35% of Canadians visit SM
once a day2011: 50% of Canadians visit SM
once a day
2009: 1% of Canadians on Twitter
2011: 20% of Canadians on Twitter
Source: www.webfuel.ca
Almost 2/3 of 35-54 year olds and over 40% of those
over the age of 55 in Canada are now actively using Social
Media.
More Data?
Welcome to the Age of Relevance…
Right MESSAGE
Right TIME
Right PERSON
leve
l of
bu
yer
act
ivit
y
“I’m just downloading
stuff”
“We have a project” “We’ve
made a decision”
“I’m just browsing”
“We’ve shortlisted vendors”
awareness consideration purchase
online
“70% of the B2B buying process happens online”SiriusDecisions Inc.
92% of prospects never respond to
a cold call or email
Sell to People not Contacts
| SLIDE :14
…….more INTELLIGENCE
Will
iam
Haw
kins
III • William Hawkins III
• Founder of EA• Former Dir of
Strategy at Apple• Harvard Graduate
Bill
Haw
kins • Bill Hawkins
• CEO at Immucor• Director at Thoratec • Located in Atlanta• Duke Graduate
Trip
Haw
kins • Trip Hawkins
• [email protected]• Twitter @dchocgames• Currently works at
Digital Chocolate
Quiz Time: Are they the same person?Trip Hawkins: Steve Jobs and CreativityForbes – Jan 24, 2012
It was an ‘Act of betrayal’ as Steve Jobs saw it when Trip Hawkins left Apple in 1982 to start game-maker, Electronic Arts. But the legendary Apple co-founder and the now founder/CEO of Digital Chocolate always had a twisted relationship.
Certainly a high-level of respect was involved. Sometimes Jobs simply had a funny way of showing it.
And the answer is …Bi
ll H
awki
ns • Bill Hawkins• CEO at Immucor• Director at Thoratec • Located in Atlanta• Duke Graduate Tr
ip H
awki
ns • Trip Hawkins• [email protected]• Twitter @dchocgames• Currently works at Digital
Chocolate
84%Of your prospects will respond to cold-calls or emails when you leverage connections
Kenan-Flagler School of Business University of Carolina
Where are your customers and prospects?
Customize headline
Add Websites
Add Twitter
Add Photo
Customize link
Share content
Connections accelerate your ability to get into an account.
• Reference accounts• Coworker relationships
• LinkedIn connections
The Forrester Social Ladder
Where B2B Sales Reps should be
Off to China to make sure our factories can meet the new product launch date
First day as the new VP at Chevron.
Looking forward to that big meeting with Intel. Vegas!
So we’re getting bought out by Clorox I guess…
Our supply chain is about to break. Man do I need a break…
Move to Ontario or lose my job. Well at least the kids can get a dog now.
Trigger Events Start the Conversation
Social Selling Delivers Relevance…
First day as the new
VP at Chevron.
Jane Smith is a connection from your days as her network supplier
She’s currently at Chevron and looking for a new resource
CLOUD TECHNOLOGY AGGREGATION & PROCESSING
Social Selling Books
5 Signs you might be ready for Social Selling1. You are buying “lists” for your sales team2. Social Selling is not a part of your sales cycle3. You are spending half of your day Researching4. You are not using Trigger Events, and see deals
enter the sales cycle at much later stages5. You’re not hitting your sales marks.
Google:
Wikipedia:
What’s Missing?
Tenet: a Canadian Heavy Metal Band, a healthcare company, a ethnic group in South Sudan, a former Director of the CIA….
CONTEXT!!
Tenets (plural of ten-et):
Noun: A principle, belief, or doctrine generally held to be true; especially : one held in common by members of an organization, movement, or profession
Merriam-Webster
Social Selling Context
It’s not:
It will:
• A replacement a broken sales process. Not a magic bullet
• A replacement for the PHONE or face-to-face• A broadcast channel for pitching
• Help you identify Sales Cycles that you may have missed
• Give you a competitive advantage• Help you accelerate sales cycles
Sell to People, not Contacts
| SLIDE :30
…….more INTELLIGENCE
User-Gen
Data
CRM
Social
More Data is not the Answer
Modify the Old Sales Playbook
-- Deals enter pipeline at very different stages
-- View “closeness” as a matter of proximity not geography
trigger events are events in a buyer’s work environment that will necessitate change
Own your Presence, and Be Present!Barb Giamanco’s Getting Started with Social Selling1. Be Compelling: Profiles2. Be Findable: Headlines3. Be Visible- share via Twitter
and LinkedIn4. Demonstrate Expertise: Join
Groups or even better, Create them
5. Engage with Content
Http://scs-connect.com
“InsideView makes it easy for us to use our 3x3 Research technique to quickly establish credibility with prospects, find new leads, and accelerate existing opportunities. We use InsideView for both our own sales team and for our clients.
- Steve Richard, Co-Founder and Chief Content Officer
1. How can we increase relevance with prospects quickly?2. How can we accelerate existing opportunities?Challenge:
Solution:
Impact:
Use InsideView for 3x3 research for selling Vorsight services to prospects. And use InsideView for manage and accelerate existing opportunities.
200% Qualified Lead
Volumes
50% Pre-call research
time
20%Opportunities
generated
Vorsight Essentials:• Industry: Sales Consulting• Arlington, VA, USA• Employees: 35• Sell to: SVP/VP Sales• InsideView Users: 25
• CRM: Salesforce.com
9 Ideas to Prospect and Land the Big Deal
Steve RichardCo-Founder
Recap9 ideas
#1: 3x3 Research
A&D ActivityExperience with VDRs
#2: ID Contact
#3: Direct Lines from VM
#4: Call Window
#5: Lead In
#6: Second Vendor Option
#7: Client Voice
#8: Questioning Skills
#9: Cell Phone
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