5. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
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6. WAT DOET U AAN SALES OP INTERNET
14 november 2013
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8. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
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13. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
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14. (VER)KOPEN VERANDERT
• 60 % van het koopprocess (orientatie, research, long list) vindt plaats
zonder dat er contact is gemaakt met een (sales) persoon bij een
bedrijf.
• Meeste C level executives geven voorkeur aan digitaal contact (60 %).
• Verwachting: In 2015 is 75% van de inquiries online.
• 50% of qualified leads are not ready to purchase immediately.
(Gleanster)
• The average sales cycle has increased 22% over the past 5 years due
to more decision makers being involved in the buying process. (Sirius
Decisions)
• 47% of B2B marketers say they either close fewer than 4% of all
marketing-generated leads, or they don't even know this metric.
• 80% of Marketing material is never used by sales(Forrester Research)
• 90% of leads never close
• 40% Time spent recreating content
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15. (VER)KOPEN VERANDERT
* Bron: Artikel 7 stappen naar succes in social selling / Salesmanagement sept 2013 / Robert Hamminga en Robert Hylkema
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17. (VER)KOPEN VERANDERT
• Kopers baseren hun
koopinformatie
merendeels niet meer op
informatie die zij van
verkopers beschikbaar
krijgen.
• Toppers in sales gebruiken
vaker en beter social
media dan hun collega’s
• De klant is koning
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19. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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20. SOCIAL SELLING
o Social selling: het toepassen van de social media mix in uw
verkoopproces met als doel een impact op uw salesresultaten. De
impact bestaat uit een verhoging van uw verkoopresultaten, direct of
indirect, en een verlaging van uw cost of sales.
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21. GAP TUSSEN CUSTOMER JOURNEY EN DE
FEITELIJKE COMMERCIELE GEBODEN
ONDERSTEUNING
* Bron: Artikel 7 stappen naar succes in social selling / Salesmanagement sept 2013 / Robert Hamminga en Robert Hylkema
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22. FEITEN
o 50% of qualified leads are not ready to purchase immediately.
(Gleanster)
o The average sales cycle has increased 22% over the past 5 years due
to more decision makers being involved in the buying process. (Sirius
Decisions)
o 47% of B2B marketers say they either close fewer than 4% of all
marketing-generated leads, or they don't even know this metric.
(Forrester Research)
14 november 2013
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23. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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24. SOCIAL SELLING PLAN
• Doelstellingen
• Doelgroep selectie
• Kanaal keuze
• Propositie bepalen
• Marktdruk leggen
• Hitrates verbeteren
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25. 6 STAPPENPLAN
1.Doelstellingen: wat wilt u bereiken
2.Doelgroep: wie en waar is uw doelgroep
3.Kanaal: welke kanalen gaat u inzetten en met welke intensiteit
4.Propositie: luister naar en communiceer met je markt
5.Marktdruk: hoe breed het veld in
6.Hitrates: inzicht hebben in de ratio’s verbeteringen
14 november 2013
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26. 6 STAPPENPLAN - DOELSTELLINGEN
• Wat willen we concreet bereiken,
zichtbaarheid, klantcontacten, extra
leads, sales, volgers, extra
nieuwsbrief abonnees, downloads,
gunning, geloofwaardigheid en
binnen welk tijdsbestek.
Online doelstellingen
Marketing / verkoop
doelstellingen
Bedrijfsdoelen
14 november 2013
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27. 6 STAPPENPLAN - DOELGROEP
• Segmenteer je doelgroep, gegeven
onze doelstellingen, welke doelgroepen
zullen ons het meeste succes brengen
op internet al of niet ondersteund door
onze offline activiteiten.
• Welke rol hebben ze in het
koopproces, waar zijn ze actief en
waar kan je ze vinden
• Gebruik je kennis uit de offline
wereld en toets deze met de online
wereld.
• Welke doelgroep is meest kansrijk,
welke problemen en kansen hebben ze
• Je doelgroep keuze bepaald je
kanaal, tone of voice en verwachte
resultaat
14 november 2013
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28. 6 STAPPENPLAN - KANALEN
• Gegeven uw doelgroep, welke
kanalen gaat u inzetten en met
welke intensiteit, maar ook met
welk doel.
• Is de inzet afgestemd op het koop
en oriëntatie proces
• Hebben we de kosten per kanaal
scherp
• Stemmen we onze boodschap /
aanbod af op gekozen kanaal
14 november 2013
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29. 6 STAPPENPLAN - KANALEN
29
DOELGROEP
LINKEDIN
FACEBOOK
SITE
WINKEL
TELESALES
SLIDESHARE
TWITTER
SEA
GOOGLE
DM
ACC MAN
AFFILIATE
YOUTUBE
FLICKR
ADWORDS
PERS VERK
QR CODE
PRINTEREST
BLOG
SEO
NIEUWSBRIEF
DOEL
14 november 2013
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30. 6 STAPPENPLAN - PROPOSITIE
• We weten nu met welk doel, we wie,
via welk kanaal willen bereiken.
• Definieer aansluitend met hoe je
gaat luisteren naar je markt en met
welke boodschap je de markt gaat
betreden.
• Kortom wie wil je zijn en wat wil je
betekenen voor je prospects
• Hoe hecht je prospects aan je
14 november 2013
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32. 6 STAPPENPLAN - PROPOSITIE
•
•
•
•
Hints over evaluatie van
producten of service
Waar ben jij op zoek naar voor
jouw klant?
Dialoog tussen concurrenten en
hun klanten
Personeelsveranderingen
14 november 2013
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33. 6 STAPPENPLAN - MARKTDRUK
o Welke en hoeveel marktdruk legt u
o A / B testing
o Afstemming sales en marketing
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34. 6 STAPPENPLAN - HITRATES
• Inzicht hebben in de ratio’s en
opbrengsten van uw online sales
inspanningen is het startpunt.
Aansluitend weten aan welke knoppen
te draaien om tot betere resultaten te
komen.
• Meten = weten >> wat moeten we
meten
• Gebruik tools om je ratio’s te meten
en zo te verbeteren
14 november 2013
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35. SOCIAL SELLING PLAN
• Doelstellingen
• Doelgroep selectie
• Kanaal keuze
• Propositie bepalen
• Marktdruk leggen
• Hitrates verbeteren
14 november 2013
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36. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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38. LEFTSYP - LINKEDIN
SOCIAL MEDIA – Linkedin (1/3)
Wat is Linkedin
• LinkedIn is the world’s largest
professional network with over 259
million members and growing rapidly.
LinkedIn connects you to your trusted
contacts and helps you exchange
knowledge, ideas, and opportunities with
a broader network of professionals.
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38
39. LEFTSYP -EMAIL MARKETING
Wat is email marketing
• E-mailmarketing is een vorm van direct
marketing die email gebruikt om een
boodschap naar een doelgroep te sturen.
( ontwikkelingen, nieuwe zaken, hulp
vraag, uitnodiging, aanbiedingen,
informatie)
14 november 2013
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39
40. LEFTSYP - FACEBOOK
Wat is Facebook
• Facebook is a social
utility that connects
people with friends and
others who work, study
and live around them.
People use Facebook to
keep up with friends,
upload an unlimited
number of photos, post
links and videos, and
learn more about the
people they meet."
14 november 2013
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40
41. LEFTSYP - TWITTER
Wat is Twitter
Twitter is a real-time information
network that connects you to the latest
information about what you find
interesting. Simply find the public
streams you find most compelling and
follow the conversations.
14 november 2013
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41
42. LEFTSYP - SLIDESHARE
Wat is Slideshare
• SlideShare is the world's largest
community for sharing presentations.
With 60 million monthly visitors and 130
million pageviews, it is amongst the most
visited 200 websites in the world. Besides
presentations, SlideShare also supports
documents, PDFs, videos and webinars.
14 november 2013
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42
43. LEFTSYP - YOUTUBE
Wat is Youtube
YouTube is opgericht in februari 2005 en
geeft miljarden mensen de mogelijkheid
zelfgemaakte video's te ontdekken, te
bekijken en te delen. YouTube biedt een
forum dat iedereen kan gebruiken om
wereldwijd contact te leggen met
anderen, mensen te informeren en te
inspireren. De site fungeert als een
distributieplatform voor videomakers en
voor adverteerders, hoe groot of klein
dan ook.
14 november 2013
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43
44. LEFTSYP - PINTEREST
Wat is Pinterest
• Pinterest is a tool for discovering things
you love, and doing those things in real
life. Ben Silbermann, Evan Sharp and Paul
Sciarra co-founded our site in March 2010.
Since then, we’ve helped millions of people
pick up new hobbies, find their style and
plan life’s important projects.
14 november 2013
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44
45. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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46. TOOLS
TOOLS
• Maak gebruik van handige tools om
je social media te beheren, plannen,
checken, meerdere accounts tegelijk,
etc
•
•
•
•
•
•
•
www.hootsuite.com
www.tweetdeck.com
www.marketo.com
www.hupspot.com
www.apostle.nl
www.sproutsocial.com
etc ……………
14 november 2013
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46
47. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYP
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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49. VOORBEELD COLD CALLING
o Check prospect
o Check relaties
o Check bedrijf
o Check conversaties
o Check triggers
14 november 2013
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50. AGENDA
o Social media impact
o (Ver)Kopen verandert
o Social selling
o Social selling plan
o LEFTSYS
o Automation
o Voorbeelden social selling
o What to do tomorrow
14 november 2013
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51. WHAT TO DO TOMORROW
o Dingen om te onthouden
• De klant is in control
• Het koopproces van klanten is voor een (groot) deel online
• Je klant is sociaal
o Dingen om over na te denken
• Begrijp de buying journey van de klant
• Stop met schreeuwen, start met engaging
• Implement een social selling strategie
o Begin ………………
14 november 2013
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53. REDFOXBLUE
Wie zijn wij?
RedFoxBlue implementeert veranderingen in een commerciële context.
Verkoopsucces boeken is ons doel. Samenwerken met dappere klanten is wat we
willen. Onze klanten het verschil laten maken in hun markt is ons ideaal.
Onze visie
Verkoopsucces is een keuze. Verkoopgericht implementeren is een vak.
Succesvol implementeren is de juiste balans tussen hard sturen op resultaten en met
het hart ontwikkelen van management en medewerkers.
Onze interventies
Wij vertalen commerciële strategie naar de dagelijkse verkooppraktijk. Gericht op snel
en blijvend verkoopsucces.
Bij het bepalen van de juiste interventies richten wij ons op de wetmatigheden in
verkoop & verandering (SAM & Change) en ontwikkelen we de juiste mentaliteit
en vakmanschap van management en medewerkers. Door inzet van maatwerk
training, coaching, consultancy en interim management.
Onze mensen
Wij zijn een hechte groep van 23 gedreven professionals met ruime directie en senior
sales management ervaring. Gepassioneerd, doorleefd en resultaatgericht. Uit ons
jaarlijks klantenonderzoek (klantenpanels) komt het volgende naar boven: gedreven,
zeer professioneel, ze maken het verschil, betrouwbaar, “proven mannen”,
resultaatgericht, lef.
14 november 2013
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