How to Drive 10X More Leads with Social Selling

1. HOW TO
IGNITE YOUR SALES
TEAM TO DRIVE 10X
MORE LEADS WITH
SOCIAL SELLING
The Sales Executive’s Guide
to Social Selling

2. 2How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
SocialChorus
Table of Contents
Social Selling: The Executive Brief 4
Meet the Modern Buyer 7
Social Content & The Rule of Reciprocity 10
7 Steps to Igniting a Social Sales Force 13
Conclusion: The Leading in Social Selling Platform 21
2

3. 3
CLOSE DEALS
11% of sales professionals say they have
closed 5 or more deals just
from social selling alone1
How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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1
Jeff Zelaya “Social Media & Sales Quota”
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4. 4How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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4
Social Selling:
The Executive Brief
Any sales leader worth their salt will tell you, for closing a deal,
timing is everything. As the sales industry advances and consumer
purchasing evolves, the research, technology and training that
goes into closing a deal has changed. Over the past few years,
the explosion of social media, mobile technology and unlimited
access to information has turned the sales process on it’s head.
Instead of cold calling, customers are seeking connections. Buyer
trust is no longer gained just through advertising and awareness,
but expert advice and thought leadership.
1
DemandGen Report, 2013
2
The CMO Council, 2013
3
Aberdeen Research, 2013
Nurture Leads: The average buyer consumes five
pieces of content before they’re ready to speak to
with a sales professional2
Get in Early: By sharing relevant information on social
media, sales can gain trust earlier in the buying process.
77% of buyers won’t speak with sales until after they’ve
done research1
Meet Quotas: 64% of sales teams that use social
selling hit quota compared to 49% that don’t use
social selling3
77%
64%

5. 5How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Stay Ahead of the Competition
Organizations that are succeeding in this new era are training their
sales force in social selling and reaching customers on top social
media networks like LinkedIn and Twitter. Cold calling is quickly
becoming a thing of the past as the likelihood that your propsect has
done their own research before taking your call increases. If your
sales rep calls a prospect, you can expect that he or she will look up
the sale rep on social media and check out your company’s presence
online.
This guide will give you what
you need to get your sales
team ready to master social
selling — in just 2 minutes a
day. The opportunity is out
there, your biggest risk is not
taking it.
Social Selling: The Executive Brief
2min
a day

6. MEET
QUOTAS
64% of sales teams that use social selling
hit quota compared to 49% that don’t
use social selling2
6How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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2
Aberdeen Research, 2013
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64%

7. 7How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Meet the Modern Buyer
In the past, buyers typically needed a sales professional to
contact them to learn about new products and services.
Today, the modern buyer has unlimited access to information
and tons of connections online to inform them. According to
Aberdeen Research, 24% of companies indicate that prospects
and customers are increasing their expectations for a more
engaging an informative sales experience.
The Modern Buyer
Accesses hundreds of social
connections — everyday
Uses multiple
mobile devices
Has unlimited access
to information
Expects real-time
information & updates
Expects sales to engage with them
where they are (on social media)
Expects valuable interactions
— not direct selling

8. 8How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Meet the Modern Buyer
Extend Your Sales Team’s Reach
Even more, by 2020, 50% of the workforce (and major earners) will be
millennials – an entire generation that is accustomed to conducting
research and purchase decisions online and through social media. Buying
behavior is dramatically changing, but companies aren’t keeping up.
How is social selling the solution? Not only is it proven to show
results, it has the power to widen the sphere of influence of each sales
professional on your team and position them as trusted experts in your
industry. Social selling training delivers the resources that your team
needs to drive opportunies and close deals.
4
DemandGen, 2013
77% of buyers won’t even speak with a sale representative
until they have performed their own research.4

9. BEAT
COMPETITION
73% of sales professionals that use social
selling outperformed their peers as well as
exceeded their sales quota by 23%3
9How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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3
Aberdeen Research, 2013
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73%

10. 10How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Social Content & The Rule
of Reciprocity
What does it take to become a social selling organization? It’s as
simple as applying basic sales conversation techniques to social
media interactions. For example, sales professionals are often
trained in practicing,“The Rule of Reciprocity” i.e. the natural
human inclination to respond to a positive action with another
positive action.
For instance, when in conversation with
customers, sales professionals often ask them
about their biggest challenges and provide
information on how their product can help,
i.e. a positive act. However, sometimes
the positive act is even more subtle, it can
be as small as offering visiting prospective
customers a cup of coffee when they arrive
or sending them a gift basket to celebrate an
occasion. By doing this, the sales professional
is builds a relationship with the customer by
providing them with value in return for their
time.

11. 11How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Social Content & The Rule of Reciprocity
Always Be Closing vs. Always Be Connecting
Social media relationship building works exactly the same way as in-
person interactions. Just as you wouldn’t want to buy a product from
someone who only talked about themselves, a lead won’t follow or
interact with a sales rep who is always direct selling, all the time on their
social channels. For example, the 4-1-1 Rule, developed by Tippingpoint
Labs and Joe Pulizzi, founder of the Content Marketing Institute, is
often cited as the golden rule of social media. The way the rule works is
simple: share four pieces of relevant content written by others (industry
articles, infographics, ebooks, etc.) and share one retweet of another
person’s social post for every piece of self-promotion that you share.
With social selling, your sales team can take “The Rule of Reciprocity”
to social media and build relationships with thousands of prospects at a
time instead of just one. Social selling doesn’t replace the importance of
in-person relationship building, but instead creates a strong and reliable
relationship between you and the customer ­— before you even meet in
person.
4 1 1
Pieces of
relevant content
Re-share Self-serving
post

12. EXTEND
REACH
82% of your future customers can
be reached through social media4
12How to Train Employee Advocates
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4
comScore Research, 2013
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13. 13How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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7 Steps to Igniting a
Social Sales Force
A social selling workforce doesn’t need to be built from
scratch. The sales team that you already manage can be easily
trained to share consistently on social media, establish their
personal brand and start to generate leads. With these 7 steps,
sales executives can get started managing a social selling team
in just 15 minutes a day for teams up to 100 members.
1. Align social selling goals with company policy: Before launching
a social selling program with your sales team, it’s key that you get
internal support from interested parties. These can vary from the
legal department, human resources, the leadership and departments
— like marketing and corporate communications — that can be of
help. Typically, this means involving a few key decisions makers from
those teams and appointing a social selling champion on your team
to spearhead the efforts.
For information on how leading brands have
accomplished this, read: How to Sell You
Company on Employee Advocacy

14. GET IN EARLY
By sharing relevant information on social
media, sales can gain trust earlier in the
buying process. 77% of buyers say they
won’t speak with sales until after they have
performed their own research5
14How to Train Employee Advocates
SocialChorus
5
DemandGen Report
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15. 15How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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2. Train your social selling team: Not everyone is a social media
expert. Many employees don’t have social profiles, while others
have only used social media to stay in touch with family and
friends. One enterprise technology company overcame this by
launching their social selling program at the company’s annual
conference and teaching employees everything — from registering
for a Twitter and LinkedIn profile, to who to follow and more. This
was so successful, over 250 employees joined the program in 90
days.
There are many ways to train your employees
on social media. For information on how
leading brands have accomplished this, read:
How to Train Employee Advocates: 7 steps to
Activate 100 Employee Advocates in 30 days
3. Provide freedom within a framework:
Once employees are ready to share on
social media, many don’t know what
content to share. Providing a solution,
such as a platform that they can use to
find brand-approved content, will make
getting started simple and ease any
doubts on what to share. Brands that
have been the most successful with social
selling update their teams with brand
content and third party content on a
7 Steps to Igniting a Social Sales Force

16. NURTURE
LEADS
The average buyer consumes 5 pieces of
content before they’re ready to speak to with
a sales professional6
16How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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6
The CMO Council, 2013
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17. 17How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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regular basis.
4. Foster thought leadership: Remember the 4-1-1 rule? To build a
team of influential thought leaders, you’ll need a mix of brand and
third party content for them to share. By having your team share
relevant industry content from a variety of sources, they’ll be able to
establish authority in their space and become a credible source for
information and trends. One way that busy sales managers are able
to send a steady flow of content is by connecting an RSS feed from
trusted resources, such as trade publications and third party bloggers,
to their social selling platform. This way the sales team has constant
access to new content to share. When customers see that a sales
representative is, not only sharing valuable content, but engaging
with others on social, that builds their authority really quickly.
5. Share brand content: Social selling
also provides the opportunity for you to
empower your sales team to share brand
content. This is an effective way to get
important information about your brand,
products and services into the hands of
leads and prospect — beyond first level
connections. Social selling will also help
ensure that your sales team is consuming
brand content on a regular basis as well as
7 Steps to Igniting a Social Sales Force
“Twitter is a popularity contest. The more followers you have, the more
important you seem. But engagement is proof that they’re real.”
- Phil Pallen, social media expert and author of “Shut Up and Tweet”

18. DEVELOP
SKILLS
93% of sales executives lack any formal
training on social selling7
18How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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7
Accenture, 2013
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19. 19How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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sharing it out on their social platforms.
6. Motivate ongoing engagement: There are a variety of ways that top
social selling brands motivate their sales team to continuously share
on social media. One very effective tactic is simply sending out a
weekly email update that notifies the team about what new content
is available to share. Other brands, such as a Fortune 100 telcom
company, use gamification to inspire their competitive sales team
to share. The telcom brand is able to do this by recognizing the top
sharers on a weekly basis and holding a regional competition for
leader generation on social media.
7. Track and measure results: While social selling does a great job
of raising brand awareness, sales leaders need to be able to track
social selling results in a meaningful way. This can easily be done
by integrating your social selling platform with your CRM platform
to track where conversions started. Social selling platforms can also
be used to track social
media reach and audience
engagements, enabling
sales leaders to measure
their team’s effectiveness
in nurturing leads along the
sales funnel.
7 Steps to Igniting a Social Sales Force

20. STAY
RELEVANT
69% of sales executives believe that the
buying process is changing faster than
organizations are responding to it8
20How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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8
Salesforce, 2012
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21. 21How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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Conclusion
Conclusion: The Leading Social
Selling Platform
Today’s modern buyer has unlimited access to information and
connections right at their fingertips, at all times, through social
media. The opportunity is out there, your biggest risk is not taking
it.
The SocialChorus platform makes consuming and
sharing sales content easy and rewarding — in just two
minutes a day.
Who’s already using SocialChorus?
∞∞ 10 of the Fortune 50
∞∞ 15 of Fortune’s Most Admired Companies
∞∞ 5 of the 12 Fortune 500 software companies
∞∞ 3 of the 5 largest U.S. retailers
∞∞ 4 of the 5 largest consumer packaged
goods companies
∞∞ 3 of the 4 largest telecommunications companies

22. 22How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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22
Top 8 Social Selling Key
Takeaways
Close
Deals
11% of sales professionals say they have closed 5 or more deals
just from social selling alone
Meet
Quotas
64% of sales teams that use social selling hit their quota compared to
49% that don’t use social selling
Beat
Competition
73% of sales professionals that use social selling outperformed their
peers as well as exceeded their sales quota by 23%
Extend
Reach
82% of your future customers can be reached through
social media
Get in
Early
77% of buyers say they won’t speak with sales until after they
have performed their own research
Nurture
Leads
The average buyer consumes 5 pieces of content before they’re
ready to speak to with a sales professional
Develop
Skills
Stay
Relevant
93% of sales executives lack any formal training on
social selling
69% of sales executives believe that the buying process is changing
faster than organizations are responding to it 12
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23. The first Social Selling
Platform purpose-built for
every employee.
How one sales team can drive 10X more leads with social selling
Our platform is simple and rewarding for employees to adopt and engage frequently.
Your employee advocates need:
• Embedded training for social novices & experts
• Relevant & personalized content
• Easy & rewarding to share content
• Real-time performance feedback
Curious to find out more?
Check out a demo of the platform at socialchorus.com/tour
or give us a call at 415.780.8812.
Check out our demo at socialchorus.com
or give us a call at 415.780.8812
123 Mission Street, 12th Floor
San Francisco, CA 94105

24. 24How to Ignite Your Sales Team to Drive 10X More Leads with Social Selling
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“Social media creates kinship
between companies and
customers, and kinship equals
pruchase intent.“
© Copyright 2015 SocialChorus, Inc. All rights reserved.
Jay Baer, Best-selling Author of “Youtility”