http://jane-frankland.com This presentation explains why smart, savvy brands are investing in social media (or social selling) as a sales tool.

1. Why
invest
in
social
media?
Jane
Frankland
Agency,
20013
ì

2. Objective
ì Introduce
you
to
social
selling.
ì Add
value
by
giving
some
insight
into
social
media
as
a
tool
to
modernize
your
sales
approach
and
increase
sales.

3. Introduction
ì “Social”
is
being
touted
as
a
strategy
that
all
businesses
should
use
but
….
ì THE
ques3on
is
…should
you?
ì Is
it
right
for
your
business?
ì Will
it
deliver
REAL
results?
ì Is
it
worth
your
TIME?

4. How
I
got
into
this
“fine
mess”

5. Recognized
authority

6. ì Help
forward
thinking
brands
sell
more
in
the
digital
era.
I
do
this
through
consulNng,
training
and
coaching.

7. Agenda
ì How
to
use
social
media
to:
ì Enable
sales
ì Shorten
your
sales
cycle
ì Support
your
business
ì Get
a
compeNNve
advantage

8. 1.
MARKETING
3.
RECRUITMENT
2.
SALES
4.
NEW
SERVICES/
IP

9. Using
Social
for
Sales
&
Marketing
ì

10. What
makes
a
good
sales
person?

11. Buyers
are
different

12. Buyers
now
seek
you
out

13. Fact
ì 50-­‐70%
of
the
buying
process
happens
before
sales
execuNves
get
involved
(Source:
Forrester)

14. Fact
ì 74%
of
B2B
decision-­‐makers
use
LinkedIn
to
help
them
with
their
B2B
purchase
decisions.

15. Fact
ì 90%
of
CEO’s
and
IT
Directors
say
they
NEVER
respond
to
cold
emails
or
calls
(Source:
InsideView)

16. Fact
ì 89%
of
consumers
begin
searching
for
products
and
services
using
a
search
engine
(Source:
InsideView)

18. Savvy
entrepreneurs
ì Shifing
their
spend
away
from
‘interrup3on
adver3sing.’
i.e.
trade
shows
and
direct
mail
and
‘outbound
marke3ng’
i.e.
cold-­‐
calling.

19. Better
returns
through
social
media
ì 57%
acquire
clients
through
blogging
ì 44%
from
Twiher
ì 43%
of
B2B
companies
from
Facebook

20. They’re
listening

21. SOCIAL

22. Where
to
focus
ì To win in business now, you’ve got to be
focusing on engagement, interaction and
conversations.
ì Recent figures suggest that 90% of us buy
on recommendation – even from people
we’ve never met.
ì The reason – we’re programmed this way.
We follow the herd, keep up with the crowd
and so on.

23. Social
media
works
in
the
same
way
ì Studies
show
that
the
average
conversion
rate
on
a
website
shoots
from
7%
buying
up
to
71%
when
we’re
recommended
via
social
networks.

24. Social
media
shortens
the
sales
cycle
ì When
you
ask
for
help
or
search
for
something
through
those
you’re
connected
to,
you’ll
find
that
you’ll
end
up
on
the
recommended
site
knowing
a
lot
more.
ì AND
you’ll
be
more
focused
and
more
ready
to
buy!

25. Key
thing
to
note
ì Understand
this
and
you’ll
take
traffic
away
from
your
compeNtors
who
may
out
rank
you
now
in
terms
of
SEO.

26. To
succeed
with
social
selling
ì You
need
to
be
taught
how
to
use
it
effecNvely
–
as
a
process.
ì You
need
to
know
your
objecNve
and
your
market.
Then
plan,
focus
and
take
consistent
acNon.

27. Let’s
hear
it
from
the
frontline

28. What
do
you
think
they
said?
ì 1,007
sales
professionals
from
USA,
UK,
China
and
Brazil
were
interviewed
to
get
their
thoughts.
ì 3
YEARS
AGO
here’s
what
they
said…

30. Salespeople
are
desperate
for
help

31. Selling
is
getting
harder
More
Insight
Less
Info

32. More
work
for
less
return
More
Calls
Poor
Results

33. Lead
generation

34. Meeting
volumes
have
plummeted

35. Targets
are
not
being
met

38. Old
techniques
aren’t
working

39. Change
is
needed

40. YOU
KNOW
THIS
&
SO
DO
FORWARD
THINKING
BRANDS

41. Technology
is
the
enabler
ì SOCIAL
that’s
changed
everything.
ì We
FOLLOW,
LIKE,
LINK
and
SUBSCRIBE
and
make
friends.
We
network,
we
connect,
we
share,
we
contribute
and
we
support.
ì Business
is
more
transparent,
agile
and
AUTHENTIC
than
EVER.

42. It’s
your
choice
You
have
a
choice
–
whether
to:
ì LEAD
the
change.
ì FOLLOW
someone’s
change.
ì GET
LEFT
BEHIND.

44. Consider
this…
ì If
you
choose
not
to,
one
thing’s
certain
–
your
prospects,
clients
and
compeNtors
are
going
to.

45. SO
ASK
YOURSELF,
CAN
YOU
AFFORD
NOT
TO
UNDERSTAND
HOW
TO
DO
THIS?

46. Clients
access
information

47. Decisions
are
made

48. Overwhelmed
by
sales
messages

49. BUT
…
THEY
STILL
NEED
SOLUTIONS
(&
NOW)

51. Outwit
the
competition

52. Out
maneuver
the
competition

53. Stealth
sell

54. CONNECT
MORE
DO
MORE
SELL
MORE

55. EMBRACE
SOCIAL
SELLING

56. Those
who
get
it
win
31%
greater
team
quota
with
social
selling
techniques
(Aberdeen
Group)

57. 3
Levels
of
social
selling
LEVEL
3
–
Managed
Systems
LEVEL
2
-­‐
Strategy
&
Formal
Training
LEVEL
1
-­‐
Individuals

59. To
stop
using
outdated
methods

60. Empower
your
team

62. Selling
Through
Social
Media
EssenNal
Steps
to
Take
to
Conquer
Social
Selling
ì

63. Prospecting
ì ProspecNng
can
be
one
of
the
less
glamorous
aspects
of
sales
but
it’s
also
the
most
important.
If
you
don’t
have
leads,
you
don’t
have
sales!

64. Creating
success
ì Using
social
media
for
sales
has
been
on
the
radar
for
many
companies
but
few
achieve
success.
It’s
usually
because:
ì Their
content
is
focused
on
sales,
not
the
customer
ì Using
“old
school”
sales
mentality
with
new
tools
ì They
provide
no
value

65. A
replacement
for
cold
calling

66. This
is
key…
ì …
because
when
you
cold
call
normally,
there’s
no
prior
relaNonship
established
and
your
prospect
has
no
sense
of
obligaNon,
or
interest
to
give
you
the
Nme
of
day
because
they’ve
got
no
idea
who
you
are.

68. Good
listening
ì An
integral
part
of
the
sales
process
is
gerng
to
know
your
prospects
and
establishing
relaNonships—and
social
media
can
help
you
accomplish
this
quickly
and
easily.

69. Get
good
at
conversations

70. Think
great
customer
service

71. “Price
is
what
you
pay.
Value
is
what
you
get”
Warren
Buffet

72. VALUE-­‐ADD

74. Recruitment
ì

75. Recruitment
ì Ernst
&
Young
are
notorious
for
their
grad
recruitment
via
social
media.
When
they
wanted
to
increase
their
brand
presence
across
UK
unis
they
had
1
person
registering
every
2.58
minutes.
ì Recruitment
agencies
charge
20%.
ì How
much
money
are
you
losing?

77. Walk
in
your
buyer’s
digital
footsteps

78. Create
digital
bait
(content)

79. A
joined
up
approach
=

80. BECOME
SOCIAL
SELLING
CONSCIOUS
INCORPORATE
IT
INTO
YOUR
SELLING
METHODOLOGIES

81. IBM

82. The
problem
ì Finding
B2B
clients
—
telemarkeNng
and
email—were
not
working
for
cloud
compuNng
and
data
security.
ì Commissioned
a
buyer
preference
and
it
revealed
that
1/3
of
its
B2B
buyers
were
already
using
social
media
of
various
kinds
(Twiher,
blogs,
online
forums)
to
engage
with
vendors
and
learn
about
products.
ì 75%
of
respondents
said
they
were
likely
to
use
social
media
in
the
future
as
part
of
their
buying
decision.

83. The
solution
ì Cloud
CompuNng
-­‐
7
inside
sales
reps
with
Twiher
and
LinkedIn
accounts
and
collateral.
ì "intelligent
listening”
to
learn
what
conversaNons
were
going
on
about
cloud
compuNng,
what
trends
and
issues
were
being
discussed,
and
what
the
hot-­‐buhon
topics
in
the
field
were
for
users
or
considerers.
ì Tested
an
offer
of
60
days'
free
trial
of
the
product
via
the
7
reps
and
published
only
in
their
social
channels;
it
was
released
on
the
web
a
week
later.

84. 400%
INCREASE
IN
SALES

85. Innovation
ì An
innovaNon
jam
in
2006
brought
together
employees—and
friends,
family
and
clients—to
discuss
more
than
50
research
projects
within
the
company.
ì From
there,
they
voted
on
the
10
best,
which
became
incubator
businesses
that
IBM
funded
with
$100
million,
all
based
on
“crowd”
discussion.

86. What
was
the
ROI?
ì They
generated
$100
billion
in
total
revenue
for
a
100-­‐
to-­‐1
ROI
with
a
44.1%
gross
profit
margin

87. SAP

88. 6.
Dell

89. Perform
at
a
higher
level
ì This
is
your
choice.
ì By
applying
a
proven
system,
you
can
predictably:
ì Increase
your
reach
so
you
get
more
leads,
meeNngs
and
sales
ì Increase
your
revenue
ì Save
on
markeNng
and
recruitment
costs
ì Improve
innovaNon

90. Embrace
change
“The
rate
of
internal
change
must
be
greater
than
the
rate
of
external
change
or
the
company
will
fall
behind.”
-­‐
Jack
Welch

91. Got
this
far?
ì Contact
me
now
to
discuss
how
I
can
help
you
&
your
team
perform
at
a
higher
level:
hello@jane-­‐frankland.com