Social Sales Webinar: Driving Revenue From Your Online Profile
1. Social Sales
The Art of Driving New Revenue through
LinkedIn, Facebook, and other Social Sites
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Tuesday, November 13, 2012
2. Social/Sales CRM
LinkedIn - projected $1 billion in 2012
Salesforce/Buddy Media - $600 Million
Oracle/Vitrue - $300 million
Facebook IPO - down/stuck at $33/share.
LinkedIn $106/share $32-35 a share IPO
IBM goes with SugarCRM
Tuesday, November 13, 2012
3. The Sales Cycle
Building A Prospect List
Marketing your Brand
Contacting Decision Makers
Setting the Appointment
The Pitch
The Close
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4. 3 Truths
1. Social CRM won’t make you good at
sales
2. Social CRM Works In Stages
1. Information, Connection, Engagement
3. You have to be interested to be
interesting
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6. LinkedIn
• Geographic Area
• Job Title
• Company Size
• Individual
• Current Clients
and they are all using social media
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12. Profiles
• Optimize profile and company to sell
– name, phone number, how you help them
• Own as many spots in search as possible
– Slideshare, Meetup, About.Me, Facebook
• Update profile to reflect your sales cycle
– Have a generic and a specific profile
• Pictures really do speak louder than words
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13. ✓ 100% PROFILE COMPLETENESS
✓ LOOK, FEEL, AND SPELL CHECK
✓ VANITY URL: LINKEDIN.COM/IN/YOURNAME
✓ SUMMARY WRITTEN FOR RESEARCHERS
✓ GROUPS (AS IDENTITY SIGNALS)
✓ CONTACT LINKS
✓ RECOMMENDATIONS
LINKEDIN CHECKLIST
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14. Company Page
✓ Identify your branch or location
✓ Products and Services tab
✓ Make history and future interesting
✓ Channel prospects to information
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15. Don’t I Know You?
• Where have they seen you before?
– events, business journal, speaking, blog, charity
• Showcase some of what you’re doing
– check-ins, humble brags, pictures
• Post stories about your wonderful life
• Do you need a Facebook page?
• What sites should you join?
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16. As A Rolodex
• Human Touch
• Showcase just some of what you’re
doing
• Getting back in touch (Kevin, Mitch,
Aaron)
• Make a decision about your goals
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17. • Don’t be funny, but do be clever
• 10% business posting
• Connect with cold prospects
• Reply to others 60-70%
• Focus on helping
• Ask for help
• Twitter users are high social users
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18. Blogging
• Sales blogs shouldn’t be about sales
• Interview SME’s in your company and clients
• Write what you think, not what you know
• Research, don’t theorize
• Reasons: SEO, Speaking
• The power of the videoblog
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20. Connecting With Prospects
• Connecting is NOT asking for business
• Add a personal, customized message
• Reference external material
• Using InMail? Should you?
• Why would they want to speak to you?
• Consider LinkedIn as a secondary site
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21. Follow/Friend/Like
• Emotional connection to liking someone
• Gamification - words with friends
• They get reports (so do you)
• Goals are...
Learn
Connect
Engage
...in that order
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22. Decision Maker Tactics
• Get responses in social
• Arrange to meet at real life events
• Don’t reference social. It looks creepy
• Treat the channel differently
• Use the phone to leave messages
• Visit the profile a day or two before calling
• Find the direct dial
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24. Sourcing Executives
• Top Executives don’t run their profiles if
they have jobs
• Tech and Marketing Executives might
• Doctors don’t. Office managers do.
• Be a helpful resource
• Check back regularly
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25. Setting The
Appointment
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26. Research
• Org Chart
• Resumes of direct reports
• Press releases, marketing material
• pdf, ppt and xcl
• Competitor case studies and profiles
• Content as bait to your client list
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28. UNDERSTANDING THE
CLIENT
Google Searches and alerts
Bing too
Only LinkedIn gives your search away
Activity metaphors (golf, fishing, chess)
Slideshare, Prezi, Scribd, Docstoc
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30. SOCIAL DO’S/DON’TS
Don’t close over social channels
Do use social to communicate
Do reference great meeting
Don’t reference client name
Do stay in touch, close or no close
Don’t reference anything negative
Tuesday, November 13, 2012