PeopleLinx S20C final final 042615
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PeopleLinx S20C final final 042615
- 1. PeopleLinx Inc. Confidential & Proprietary Information Social Selling A “must-have” set of skills David DiStefano Chief Revenue Officer @ddistef13 @PeopleLinx
- 2. PeopleLinx Inc. Confidential & Proprietary Information Source: Richardson
- 3. PeopleLinx Inc. Confidential & Proprietary Information Where Are Your Buyers? of senior executives use social media to influence buying decisions.
- 4. PeopleLinx Inc. Confidential & Proprietary Information How Do They Behave? Sources: Corporate Executive Board, Telenet, Ovation Sales Group of buying process completed before engaging a sales rep. SELF-EDUCATING 57% Calls required to reach a buyer (up from 3.7 in 2007) HARDER TO REACH 8 decision-makers participate in an avg. enterprise purchase. CONSENSUS-DRIVEN 5.4
- 5. PeopleLinx Inc. Confidential & Proprietary Information They Buy Differently BUYING PROCESS STAGES LOOSENING OF THE STATUS QUO COMMITTING TO CHANGE EXPLORING POSSIBLE SOLUTIONS COMMITTING TO A SOLUTION JUSTIFYING THE DECISION MAKING THE SELECTION Sources: Sirius Decisions Solution IDProblem Definition Supplier Selection
- 6. PeopleLinx Inc. Confidential & Proprietary Information Sources: Sirius Decisions Sales People Struggle Differently
- 7. PeopleLinx Inc. Confidential & Proprietary Information What It Takes To Win Reach decision-makers earlier Build relationships by establishing credibility and delivering value Influence complex buying processes and multiple agendas …all before engaging in-person!
- 8. PeopleLinx Inc. Confidential & Proprietary Information How?
- 9. PeopleLinx Inc. Confidential & Proprietary Information It Comes Down to This… Awareness Lead Generation Qualification Opportunity Upsell Referral Look Great 1 : Many Sound Great 1 : Many Be Great 1 : 1 Build personal profiles Join Discussions Share Freely Engage prospects Offer Insights Show Interest Connect to Influencers Listen to your buyers Connect to buyers Demonstrate value Make referrals
- 10. PeopleLinx Inc. Confidential & Proprietary Information What Great Looks Like!
- 11. PeopleLinx Inc. Confidential & Proprietary Information Social Selling Champion
- 12. PeopleLinx Inc. Confidential & Proprietary Information It Started With A Post…
- 13. PeopleLinx Inc. Confidential & Proprietary Information …And Then A Comment
- 14. PeopleLinx Inc. Confidential & Proprietary Information Followed by a Tweet…
- 15. PeopleLinx Inc. Confidential & Proprietary Information …and a Favorite
- 16. PeopleLinx Inc. Confidential & Proprietary Information Added a Follow…
- 17. PeopleLinx Inc. Confidential & Proprietary Information Engaged With An Email
- 18. PeopleLinx Inc. Confidential & Proprietary Information Earned the Right to Meet
- 19. PeopleLinx Inc. Confidential & Proprietary Information Researched the Company
- 20. PeopleLinx Inc. Confidential & Proprietary Information Researched his Audience
- 21. PeopleLinx Inc. Confidential & Proprietary Information Connected (at the Right Time)
- 22. PeopleLinx Inc. Confidential & Proprietary Information Publishes Insights
- 23. PeopleLinx Inc. Confidential & Proprietary Information Our Challenge as SALES LEADERS Sources: PeopleLinx The State of Social Selling – 2015
- 24. PeopleLinx Inc. Confidential & Proprietary Information The Path to Change
- 25. PeopleLinx Inc. Confidential & Proprietary Information Changes to Sales Culture, Skills, and Process Sources: PeopleLinx Social Selling Maturity Model (SSMM) Strategy
- 26. PeopleLinx Inc. Confidential & Proprietary Information Stage 4: Integrating Social Selling Scalability PERSONAL BRANDING Sales Process (CRM) CONNECTING LISTENINGSHARING Repeatability Measurability
- 27. PeopleLinx Inc. Confidential & Proprietary Information Help Them Learn
- 28. PeopleLinx Inc. Confidential & Proprietary Information Give Them Step-by-step Best Practices
- 29. PeopleLinx Inc. Confidential & Proprietary Information Help Them With Thought Leadership Content
- 30. PeopleLinx Inc. Confidential & Proprietary Information Gamify (the Process) to Engage
- 31. PeopleLinx Inc. Confidential & Proprietary Information Measure the Right Things
- 32. PeopleLinx Inc. Confidential & Proprietary Information Embed into your Sales Process
- 33. PeopleLinx Inc. Confidential & Proprietary Information Prompt Action in Real Time
- 34. PeopleLinx Inc. Confidential & Proprietary Information Gather Valuable Insights Sources: LinkedIn/HubSpot
- 35. PeopleLinx Inc. Confidential & Proprietary Information “Social got us into a $650 million RFP.” 9 “14 of our top 15 social reps beat quota.” “The sales team generates 40% of our qualified webinar leads by engaging on social.” The Results are Real
- 36. PeopleLinx Inc. Confidential & Proprietary Information Professional Services Technology FinancialServices Other Let PeopleLinx Help You Too!
- 37. PeopleLinx Inc. Confidential & Proprietary Information Any Questions from the Audience?
Notas del editor
- Smart sales leaders no longer view social selling as nice to have but as absolutely need to have for their teams. Every minute you delay, your team falls further behind the competition. The social channel gives opportunity to use skills in a new way to build their personal brand, connect to buyers, listen for context, and deliver insight. As a sales leader, it's your obligation to enable your team with training and tools. In this session, we'll show you how.
- My journey to share my insights with you today began 2o+ years ago - Led a company that focused on sales force development. I’ve had the opportunity to work with 1000’s of sale leaders Develop solutions that: Improved consultative skills Deliver insights Adopt methodology and process Manage transformative change Exceptional foundation to help sales leaders understand the value of SS and effectively adopt the methodology.
- Let’s begin with today buyer. A resounding 84% of your clients are using social media in connection with their buying process. I could literally stop here and hope you walk away realizing that your sales organization needs to deal with this dynamic!
- But let’s dive deeper. NO longer sell to one individual. Almost 2/3rd of buyer’s journey takes place without you! Buyers are harder to reach
- What’s happening for the buyer before you are invited to engage. Realize status quo is not working – decide to change –agree on a solution. Wouldn’t we all like to be part o these discussions? If we aren’t we face many hurdles…
- We struggle differently as a result: The top 4 issues tell a story: Can’t connect to need Waste time Can’t manage buyer Content not good enough These are tied to engaging far to late in the process.
- OK so what can we do about it? Three things are clear: Reach the decision-maker. At times this feels like finding Waldo Establish TRUST Impossible without be socially savvy Influence buying process
- In my view social selling comes down to three things: Look Good Sound Good Be Good Not linear but I will illustrate this way to make my point
- True social seller. Collegiate athlete; never quit mentality. Worked in numerous industries, including insurance brokerage (Marsh). He follows and targets this segment based on his understanding of the segment.
- In his daily routine of social listening he sees a post by an exec in a prospect company.
- He takes action and comments about the post offering his perspective of the issue
- Engages with a tweet immediately following and gives attribution to executive and cites the article.
- BINGO Engagement as his comment was favored by hos prospect’s organization (marketing).
- He then followed the exec on Twitter. His third touch point in attempt to engage the prospect. You see he is not trying to pitch anything. He is building credibility.
- Well constructed email that was Short and direct! Connected expertise to needs Concisely articulated the value proposition and impact This multi-channel effort is thoughtful and strategic attempt to engage a target exec.
- And AGAIN He achieves his goal and has earned the meeting
- Seems easy, huh? Only 26% of salespeople feel they know what to do to sell socially
- Like any other sales transformative initiative, it is imperative to treat the change as a progression and use the change management principles that will yield sustainable impact. In a PLX study, we found that there are 5 distinct stages to the social selling maturity model.
- We see four core building blocks that serve as the foundation to effectively engage and sell via social media. When these are successfully made part of your organization’s sales process, you begin to achieve the integration stage of the maturity model and begin to see greater gains in productivity. AT this stage you begin to see change at scale and measurement becomes meaningful.
- To achieve Stage 4 You begin with learning (or training). This includes skills and process training. Because of the ongoing changes in the social platforms, video-based eLearning is very effective to keep your sales people on-top of the changes
- To achieve scale, the on-boarding phase is critical. It is one thing to teach “what to do” but its entirely different “to have someone do it” A platform that prompts, tracks, and reports activity will give you the very mechanism necessary to ensure adoption. Notice on this example – context, policy and guidance are offered. No one organization will be the same so these “optimizations” will be unique to your company.
- Recalling the 4 most significant challenges facing sales people – GOOD content was #4. A strong social platform should provide for curated content to be served to the sales force to share at the right time, to the right people… I caution clients to think beyond their own branded content – and avoid having sales people become viewed as mini-marketers. Sharing branded content is fine – but 3rd party provides insight about issues, markets, etc. is fundamental for the SP to build credibility.
- Your platform should have a gamification component to it in order to engage the sales force. We all know a healthy competition among your team is always an effective mechanism for change. Beyond the engagement – the analytics that are available from the data allow for tweaking and emphasis
- Which leads me to measurement. Measure the right things and get the right behavior
- Finally when you reach the stage of embedding social best practices (what, when and how) into SFDC you are on your way to the “Optimized” stage. This opportunity record is in demo stage and highlights 5 completed actions of listening
- As the opportunity might progress the actions become engagement Leading to CONNECTON the appropriate moment. Too late and you miss opportunity to build strength into your network.
- Use the data the glean insight and prove the value of social selling.