Social Selling

Social Selling

Conceptual Framework

Assist in Re-invigorating the sales force

• By leveraging social media to

– Complement existing sales processes

– Expand revenue base from existing and new

customers

– Engender conversation and dialogue with key

customers.

– Co-create solutions

– Expand sales through social referral’s

– Help achieve scale with multiple accounts

Anatomy of a Super Salesman

Evolution of Selling

The aims of the Workshop

• TO EXPLAIN WHAT THE NATUREOF SOCIAL SELLING IS.

• TO EXPLAIN THE FOUR PHASES OF SOCIAL SELLING

What is Social Selling

Defined as: “connecting with your customers one to one in real time. By using social media and social networks the sales professional is able to develop social friendship and trust to encourage prospects to be customers or further the sale” Quote: Nigel Bairstow , June 2011

Traditional Selling Models - Less

New Social Selling - More

When to use Social Selling?

• Social selling is perfect for business to business solution sales.

• It can be applied by any business to foster a social climate of friendship and value creation through knowledge transfer for existing and new customers accounts.

Most people like sales people who

• Show concern for buyer’s needs.

• Listen attentively.

• Relate the capabilities of their product to providing solutions to the buyer’s needs.

• Are friendly, confident and help the buyer to purchase without being pushy.

Why should we use Social Selling?

• Quite simply it is the most effective way of helping a buyer and seller make a purchase decision that favours both parties.

• Social selling helps further the sale in your favour in an unobtrusive way.

• It addresses the long protracted selling cycles that plague B2B companies.

• It is based on high levels of interaction.

Is Social Selling always Appropriate?

�Yes –for low-value decision purchases.

– Can foster social community around a low

priced B2C product.

– Can help drive business to your e-tail site.

�Yes – for high-value decision purchases.

– Perfect for complex solutions in the B2B market

space.

– Facilitates sharing knowledge and expertise i.e.

Utilising your experts, sharing whitepapers and

information about your product / service

solution.

1. Social Research

2. Social Interaction

3. Social Solution

4. Social Sales Commitment

The Four Phases of Social Selling

Phase 1

Social Research

�Information search

�URL search

�Prospect profiling

�Audit of your content

�Whitepapers

�Podcasts

�Training resources etc.

Phase 2

Social Interaction

�Face to Face and or Online social interaction

�Ask problem questions

�Ask Effect questions

Phase 3

Social Solution

�Desire for solution

�Meeting the customers need for a product or service solution.

�This is done collaboratively to develop the best solution.

Phase 4

Social Sales Commitment

�Meeting concerns

�Appropriate sales commitment or just further the sale.

Selling Skills Inventory

• Helps improve your collaborative selling skills.

• Identify your Strengths and Weaknesses

• Identify areas of improvement

Summary

• Social selling is ideal for business solution selling.

• The four phase approach is a continuous feedback

approach.

• Its is a one to one selling approach that involves

continuous social interaction between buyer and

seller.

• Its goal is to always further the sale in a friendly

and non invasive way.

You are welcome to contact Nigel Bairstow at B2B

Whiteboard your source of B2B Asia / Pacific

marketing advice

http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

http://www.b2bwhiteboard.com

http://twitter.com/#!/b2bwhiteboard