Social Selling Executive Round Table For LinkedIn Sydney
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This was the presentations delivered for LinkedIn Sydney by Tony J Hughes on Strategic Social Selling
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Social Selling Executive Round Table For LinkedIn Sydney
- 1. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Sales Transformation Executive Round Table, August 2015 January, 2015 Tony J Hughes #1 Asia-Pacific
- 2. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com 50% 45% The Secret Will be Revealed Pipeline Hit Quota
- 3. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Is B2B Selling Becoming Harder?
- 4. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Empowered buyers armed with research Commoditisation of seller ‘solutions’ Differentiation becoming more difPicult Distrust of ROI claims and sales messages More decision makers (>5) and harder to get to Consensus based decision making (lots who can say ‘no’) Digital distraction and information overload Automated clutter preventing cut-‐through The drive for more value from fewer suppliers Trends in B2B Selling
- 5. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com ___% of sales people fail to hit target in B2B selling? Why Transformation Is Needed 40% Source: Corporate Executive Board 2012 TAS Group research revealed 66%!
- 6. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Why Transformation Is Needed ___% of sales engagements fail to meet expectations? 85% Source: Forrester Research 2012 95% of decision-‐makers expect insight from seller. Yet 86% fail to differentiate CEB, 2012
- 7. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
- 8. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com B2B Sales People Must Evolve “By 2020, 85% of interactions between businesses will be executed without human intervention.” Source: Gartner Research, 2014
- 9. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Talks about outcomes and managing risks Talks about product and competition Responsive and customer advocate Field sales not required. Phone, web or channel What’s The Conversation? “22% of B2B sales roles in the USA will be gone by 2020. The only area that will have any growth is at the top end where there are longer sales-‐ cycles and complexity.” Source: Andy Hoar at Forrester Research -‐ Death of a (B2B) Salesman, April 2015. surveyed 236 buyers B2B Sales People Must Evolve
- 10. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com (Consultants)(Explainers) (Navigators)(Order Takers) Employment Prospects • Order Takers: 33% Job loss • Explainers: 25% Job loss • Navigators: 15% Job loss • Consultants: 10% Job gain • Only 25% of B2B actively sell online today! Yet cost of sale reduces from $24.50 to $1.50. Source: Andy Hoar at Forrester Research -‐ Death of a (B2B) Salesman, April 2015. surveyed 236 buyers B2B Sales People Must Evolve -25% +10% -33% -15%
- 11. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com How Are You Transforming?
- 12. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic Tactical Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Focus is on price Comply with process No access to power Features & functions Time pressure Bottom-up reactive Implement & Manage Research / Target / Insights / Value Differentiate Alignment (B2B2C) DePining B2B Reactive Selling © 2014 Tony Hughes − www.RSVPselling.com
- 13. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Implement & Manage DePining B2B Buyer In Control © 2014 Tony Hughes − www.RSVPselling.com
- 14. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Implement & Manage DePining B2B Strategic Selling © 2014 Tony Hughes − www.RSVPselling.com Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation Trigger Events?
- 15. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic = Top-down Proactive and Talk The Language of Leaders Research, segment, target and plan (alignment rather than evangelism) Social listening based on profiling from win reviews Prepare fully, arrive early and engage at most senior levels (social research) Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) DePining B2B Strategic Selling © 2014 Tony Hughes − www.RSVPselling.com Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
- 16. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization What do buyers look for before they look for you? Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) B2B Strategic Social Selling © 2014 Tony Hughes − www.RSVPselling.com Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
- 17. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Triggers and Journey Mapping?
- 18. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com The Way We Sell Is … … just as important as what we sell
- 19. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Company and Brand Impact Product and Service Delivery Value-to-Price Ratio Sales Experience Percentage of Contribu0on to Customer Loyalty 53% 9% 19% 19% Basis of Competitive Selection Source: Corporate Execu0ve Board, The Challenger Sale, 2012. (n=5,000+ purchasing organiza0ons) ? ? ? ? “Offers unique, valuable perspec0ve on the market” “Helps me navigate alterna0ves” “Helps me avoid poten0al land mines” “Educates me on new issues and outcomes”
- 20. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com 50% 45% The Secret to Better Performance
- 21. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com The ‘Social Selling’ Misnomer
- 22. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional Sales Vs Social Selling Traditional Sales Cold calls, blast and spam Interrupt and pitch (‘telling selling’) Discover, qualify and solutions Push & deal with objections Propose, demo & close Implement & Manage From Interrupt and Push to Attract and Engage
- 23. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional Sales Vs Social Selling Implement & Manage Social Selling Social Listening and research Education and insights (publish) Engage in context with relevance Understand and collaborate Confirm and negotiate Social media is like teen sex. Everyone wants to do it but nobody knows how. Avinash Kauskik, Google
- 24. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Social Selling Framework
- 25. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Social Selling DePined Social Selling DeMined: The strategy and process of building quality networks online that accelerate the speed of business and efPiciency of selling. It is achieved with human engagement through social listening, social publishing, social research, social engagement, and social collaboration.
- 26. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Killer Factor: Physical & Online
- 27. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com DePining and Creating Trust Change the conversation to lead with why
- 28. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Why Social Matters Social Publishing Case Study
- 29. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com <100 vs >200,000
- 30. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Why Not Embrace Social Selling?
- 31. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Why Transformation Is Needed
- 32. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Thanks and Connect in LinkedIn
- 33. © 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Sales Transformation Executive Round Table, August 2015 January, 2015 Tony J Hughes #1 Asia-Pacific