selling through digital channels: is it right for you? to what degree? The right answer is always about your customer finding trigger events sales intelligence :: mike kunkle :: :: transforming sales results :: x the six steps to social selling success
This is an updated version of my "six imperatives of digital selling" deck, which uses the more common phrase, "social selling." There are also a few other minor updates.
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Transcript
selling through digital channels:
is it right for you? to what degree?
The right answer is always about your customer
finding trigger events
sales intelligence
:: mike kunkle :: :: transforming sales results ::
think “tool in my sales utility belt” – not “religion”
the semantics / “shock value” around cold calling
the six steps to social selling success 6 :: mike kunkle :: transforming sales results ::
social selling overview
advice
context and nuance trump absolutes
new doesn’t always replace old (additive)
take a balanced, practical approach
the six steps to social selling success 7 :: mike kunkle :: transforming sales results ::
social selling overview
selling through digital channels
is social selling right for me? to what degree?
more context
the six steps to social selling success 9 :: mike kunkle :: transforming sales results ::
in 2012, 78.6% of sales people using social media to sell out performed those who weren’t using social for sales. of reps exceeding sales quota by more than 10%, social sellers were 23% more successful than their non-social peers. - Jim Keenan, A Sales Guy Consulting (report)
the lead to conversion rate for social selling is about 15%, at least five times greater than the average conversion prospecting success rate for marketing activities. - Sales Benchmark Index
high achievers were 2.5 times more likely to use social selling to close contracts than low achievers. - Dynamic Signal report
the six steps to social selling success 36 :: mike kunkle :: transforming sales results ::
one :: research
look familiar?
… are the same you use to research prospects & clients
the tools to decide whether you should focus on social selling…
the six steps to social selling success 37 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 38 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 39 :: mike kunkle :: transforming sales results ::
one :: research
social research social listening
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social search engine, alert service… philanthropic ventures, personal interests, photo postings, alma mater ties, fraternal or association affiliations, community involvement… and more
the six steps to social selling success 40 :: mike kunkle :: transforming sales results ::
observe their social / digital footprint
two :: connect
the six steps to social selling success 41 :: mike kunkle :: transforming sales results ::
use “favorable introductions” to begin sales conversations
leverage the social debt, credibility, respect, and trust you gained in previous steps
the six steps to social selling success 60 :: mike kunkle :: transforming sales results ::
six :: revenue
convert r2r – move into a sales cycle
magnetize buyers to you, but reach out, too
partner with marketing (nurturing, content, mql)
watch for problems you solve – reach out then
look for triggers to enter the buying cycle early
share insights to create opportunity
use “favorable introductions” to begin sales conversations
leverage the social debt, credibility, trust and respect you gained in previous steps
value creation / account acquisition
the six steps to social selling success 61 :: mike kunkle :: transforming sales results ::
six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
the six steps to social selling success 62 :: mike kunkle :: transforming sales results ::
six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
social savvy reps have clients in front of prospects
“Dave, I caught your message about [topic] in [LinkedIn group]. I worked with [client name / company] to help resolve [that issue] for her and [deliver this value]. Would it be helpful to speak with [name] about her experience?”
the six steps to social selling success 63 :: mike kunkle :: transforming sales results ::
closing thoughts :: summary
other considerations for social selling
stealth mode you can hide activity on LinkedIn, hide your connections, avoid commenting to prospects in groups (until you’re ready to make a public connection)
if not managed well, social media can be a huge time drain for little return
focus on outcomes
manage your time
use automation to free time for research and engagement
continue to learn from others (see appendix resources)
the six steps to social selling success 64 :: mike kunkle :: transforming sales results ::
questions | discussion
about mike
mike is a training and organization effectiveness leader with special expertise in sales force transformation.
after his initial years on the frontline in sales and sales management, he spent the next 21 years as a corporate manager or consultant, leading departments and projects with one purpose – improve sales results.
today, in his role as commercial training & development manager for GE Capital’s equipment finance platform, mike uses his in expertise in best-in-class learning strategies, methods, processes, and change leadership to develop the capabilities of sales representatives and sales managers to drive business results.
mike freely shares his own sales transformation methodology, speaking at conferences and writing online (see http://slidesha.re/PerfLevers082011 and http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at <mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or on various social media sites.
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let’s get connected!
http://www.mikekunkle.com/about-me
the thoughts, opinions and content expressed here are my own
the six steps to social selling success 66 :: mike kunkle :: transforming sales results ::