This document summarizes a social media briefing from Johnny Campbell on smart social selling for recruiters. The briefing covers searching for prospects on Facebook, engaging prospects on social media, conducting discovery calls to understand prospects' motivations, and using behavioral science techniques like offering three pricing options to influence customers. Campbell emphasizes using multiple contact methods like phone, email, and LinkedIn to engage cold prospects. He also recommends recruiters perform a "premortem" to identify potential risks for deals and outline plans to prevent deals from falling through. The briefing promotes Campbell's "Black Belt in Social Selling" program for improving lead generation and driving more revenue through social media and digital outreach.

1. NRF Social Media Briefing
With thanks to our sponsors
Contracting PLUS

2. Johnny Campbell
Founder & CEO, Social Talent
linkedin.com/in/johnnycampbell
@socialtalent @johnnycampbell
Work Smart & Live Happier :-)

3. 1. Searching & Engaging on
Facebook
2. Smart Social Selling for
Recruiters

6. • Not everyone puts their job title on Facebook
• Users are more likely to like pages and join
groups
• If they’re a member of a group, they're
probably worth talking to
Thinking Like a Facebook User

7. bit.ly/fbsearchtool

9. Facebook Email Hack
• Want a quick way to contact people you
find on Facebook, without resorting to
Facebook Messenger?
Try this hack!

18. Smart Social Selling
for Recruiters

19. 1. Why Social Selling
2. Smart Prospecting
3. Smart Engagement
4. Smart Discovery
5. Smart Pricing

20. The Evolution of Business Development

21. The Evolution of Business Development

22. The Evolution of Business Development

23. 95%
of cold calls are ignoredof voice-mails are not listened to

24. 1%
of cold sales emails get responses

25. of all work time is wasted by
poor prospecting
50%

26. But…
• Cold approaches to prospects through a referral
are 4X more likely to convert
• Efficient and strategic prospecting can improve
productivity by 200%
• Cold email approaches with social selling have an
average response rate of 65%

27. • By utilising the power of social media, harness
your personal network to become top-of-mind
• Share valuable insights with a wide range of
customers using social networks
• Build a reputation online that customers and
prospects trust
• Social Selling reduces the cost of sale, and
maximises sale value
The Purpose of Social Selling

28. 2. Smart Prospecting

29. Identifying Our Target Customers
• When searching for those who are the right
people to pitch to, it’s important to define their
persona:
1. What Company?
2. Who in that Company?
3. How do I Qualify them?

31. 3. Smart Engagement

32. • It’s essential we get our first approach right
• You’re up against so many competing pitches that
fail 99% of the time
The Essentials of Cold Approaches

33. What is Your Expectation?
• YOU ARE NOT GETTING A RESPONSE
FIRST TIME! Get used to it.
• However, there are some ways you can
improve your likelihood of a response:
✓ Right timing
✓ Use multiple contact vectors
✓ Subject and Message optimisation
✓ Call to action
✓ Email Tracking tools

34. • You can phone prospects, email them, InMail,
tweet etc.
• Using just one will result in failure.
• You need to mix it up!
• Your prospect will prefer email, but you can’t
hide behind email too
• Combination of calling and emailing within a
short period is most effective
Contact Vectors

35. 8
It will take
approaches to land an appointment

36. 1attempt is forgotten

37. 3is considered annoying

38. 8is persistent

39. ✓ Phone
✓ Email
✓ LinkedIn InMail
✓ Social Media interaction (LinkedIn
comment, Tweet, FB Message)
• You should use 4 of them at least twice each
Contact Vectors

40. 4. Smart Discovery

41. • You should never start an assignment without a
discovery call!
• Why? You cannot solve your prospect’s problem
without understanding their Why. Filling the job is
What they want you to do, Sourcing or Advertising
is How you will do it but you need to know Why
before you can go to market.
• Always sell to Why. Don’t sell What or How.
Discovery is King!

42. WWWH:
• Why?
• When?
• Who?
• How?
Establishing WWWH
Formerly BANT (Budget, Authority, Need, Timing)

43. Establishing WHY?
• Traditionally, we start with What, How and then
Why
• What do we sell
• How does it work
• Why does the customer need it
• Reversing this questioning is much more
compelling

44. Establishing WHY?
• This requires Discovery, the key to understanding
their Why - you can’t sell without it!
• How do you quickly get to the customer’s Why?
• Uncovering it through layered questioning is key
• Every time you present a candidate or come back
with a solution offering, it is presented in terms of
your customer’s Why not your What or How!

45. 5. Smart Pricing

46. Why you should always offer 3 options
16%
0%
84%
68%
0%
32%
Source: Dan Ariely, Predictably Irrational

47. Why you should always offer 3 options
Chateau Campbell
Vin du Lyon V
Cabernet Marseille
$4.15
$5.60
$5.85
Vin du Lyon V $5.60

48. Why you should always offer 3 options
• We don’t like extreme options.
• “The Goldilocks Effect”/ Decoy Pricing
• The most expensive offering should be disproportionately
more expense vs the marginal difference in features/
service/ offering
• The least expensive offering should be a
disproportionately weak offering vs price difference
• >3 options confuses the customer (paradox of choice)

49. Retained, 50% upfront, no guarantee
33% Upfront, 3 month guarantee
20% Upfront, 6 month guarantee
27%
29%
35%
33% Upfront, 3 month guarantee 29%

50. One last thing…the Premortem
How likely is it that this deal will go through?
• Prospective Hindsight—imagining that an event has
already occurred - increases the ability to correctly
identify reasons for future outcomes by 30%
The deal didn’t happen. Why do think it didn’t happen?
Source: Performing a Project Premortem, Gary Klein, HBR, 2007
Task:
• Conduct a Premortem on your most important
prospects.
• Write down all of the reasons why the deal failed
• Outline a plan to make sure you’re not doing a
postmortem!

51. The Black Belt in
Social Selling is a
comprehensive
programme designed to
improve lead generation
and drive more revenue
for your business using
social media, digital
technology and
behavioural science.
Lead your competitors, Improve lead generation, Drive revenue,
Propel your sales activities to the next level
Black Belt
In Social Selling
Go to socialtalent.net for a free trial
What will you learn?
Discover ways in which you can
subtly shift the buyer towards
recognising a mutually beneficial
relationship that will grow the deal
size, and term.
Learn how to find the direct contact
details of your target customers,
and bring data into the mix to
ensure your message gets to them
at the right time and with the right
message
How you engage with social media,
become an influencer to your
network, and network online. From
using LinkedIn like a pro, to
creating original influencer content,
to using Twitter and Facebook to
further your reach.
How to search for prospects, qualify
them and find direct contact details
for your target customers.
Shape your personal brand online,
and network with prospects and
industry movers to influence buyers
and motivators and keep your
brand and products top of mind.