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 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Sales	
  Transformation	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Executive	
  Round	
  Table,	
  August	
  2015	
  
January, 2015
Tony	
  J	
  Hughes	
  
#1 Asia-Pacific
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
50%	
  45%	
  
The	
  Secret	
  Will	
  be	
  Revealed	
  
Pipeline	
  
Hit	
  
Quota	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Is	
  B2B	
  Selling	
  Becoming	
  Harder?	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Empowered	
  buyers	
  armed	
  with	
  research	
  
Commoditisation	
  of	
  seller	
  ‘solutions’	
  
Differentiation	
  becoming	
  more	
  difPicult	
  
Distrust	
  of	
  ROI	
  claims	
  and	
  sales	
  messages	
  
More	
  decision	
  makers	
  (>5)	
  and	
  harder	
  to	
  get	
  to	
  	
  
Consensus	
  based	
  decision	
  making	
  (lots	
  who	
  can	
  say	
  ‘no’)	
  
Digital	
  distraction	
  and	
  information	
  overload	
  
Automated	
  clutter	
  preventing	
  cut-­‐through	
  
The	
  drive	
  for	
  more	
  value	
  from	
  fewer	
  suppliers	
  
Trends	
  in	
  B2B	
  Selling	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
___%	
  of	
  sales	
  people	
  fail	
  to	
  hit	
  target	
  in	
  B2B	
  selling?	
  
Why	
  Transformation	
  Is	
  Needed	
  	
  
40%	
  Source:	
  Corporate	
  Executive	
  Board	
  2012	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  TAS	
  Group	
  research	
  revealed	
  66%!	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Why	
  Transformation	
  Is	
  Needed	
  	
  
___%	
  of	
  sales	
  engagements	
  fail	
  to	
  meet	
  expectations?	
  
85%	
  Source:	
  Forrester	
  Research	
  2012	
  
95%	
  of	
  decision-­‐makers	
  expect	
  insight	
  
from	
  seller.	
  Yet	
  86%	
  fail	
  to	
  differentiate	
  
CEB,	
  2012	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
B2B	
  Sales	
  People	
  Must	
  Evolve	
  
“By	
  2020,	
  85%	
  of	
  interactions	
  
between	
  businesses	
  will	
  be	
  
executed	
  without	
  human	
  
intervention.”	
  
	
  Source:	
  Gartner	
  Research,	
  2014	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Talks about outcomes
and managing risks
Talks about product
and competition
Responsive and
customer advocate
Field sales not required.
Phone, web or channel
What’s The Conversation?
“22%	
  of	
  B2B	
  sales	
  roles	
  in	
  the	
  
USA	
  will	
  be	
  gone	
  by	
  2020.	
  
The	
  only	
  area	
  that	
  will	
  have	
  
any	
  growth	
  is	
  at	
  the	
  top	
  end	
  
where	
  there	
  are	
  longer	
  sales-­‐
cycles	
  and	
  complexity.”	
  	
  
Source:	
  Andy	
  Hoar	
  at	
  Forrester	
  Research	
  -­‐
Death	
  of	
  	
  a	
  (B2B)	
  Salesman,	
  April	
  2015.	
  
surveyed	
  236	
  buyers	
  
B2B	
  Sales	
  People	
  Must	
  Evolve	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
(Consultants)(Explainers)
(Navigators)(Order Takers)
Employment Prospects
•  Order	
  Takers:	
  33%	
  Job	
  loss	
  
•  Explainers:	
  25%	
  Job	
  loss	
  
•  Navigators:	
  15%	
  Job	
  loss	
  
•  Consultants:	
  10%	
  Job	
  gain	
  
	
  
•  Only	
  25%	
  of	
  B2B	
  actively	
  
sell	
  online	
  today!	
  Yet	
  cost	
  of	
  
sale	
  reduces	
  from	
  $24.50	
  to	
  
$1.50.	
  
Source:	
  Andy	
  Hoar	
  at	
  Forrester	
  Research	
  -­‐
Death	
  of	
  	
  a	
  (B2B)	
  Salesman,	
  April	
  2015.	
  
surveyed	
  236	
  buyers	
  
B2B	
  Sales	
  People	
  Must	
  Evolve	
  
-25% +10%
-33% -15%
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
How	
  Are	
  You	
  Transforming?	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic Tactical
Research, target and plan (alignment rather than evangelism)
Prepare fully, arrive early and engage at most senior levels
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Top-down proactive
Focus is on price
Comply with process
No access to power
Features & functions
Time pressure
Bottom-up reactive
Implement
& Manage
Research / Target / Insights / Value Differentiate Alignment (B2B2C)
DePining	
  B2B	
  Reactive	
  Selling	
  
	
  ©	
  2014	
  Tony	
  Hughes	
  −	
  www.RSVPselling.com	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Research, target and plan (alignment rather than evangelism)
Prepare fully, arrive early and engage at most senior levels
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Top-down proactive
Implement
& Manage
DePining	
  B2B	
  Buyer	
  In	
  Control	
  
	
  ©	
  2014	
  Tony	
  Hughes	
  −	
  www.RSVPselling.com	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Implement
& Manage
DePining	
  B2B	
  Strategic	
  Selling	
  
	
  ©	
  2014	
  Tony	
  Hughes	
  −	
  www.RSVPselling.com	
  
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
Trigger Events?
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic = Top-down Proactive and Talk The Language of Leaders
Research, segment, target and plan (alignment rather than evangelism)
Social listening based on profiling from win reviews
Prepare fully, arrive early and engage at most senior levels (social research)
Challenge the status quo with evidenced business insights
Set agenda with a bias in requirements toward your strengths
Embed your unique value in a compelling business case
Create focus on business value creation and risk mitigation
Implement
& Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
DePining	
  B2B	
  Strategic	
  Selling	
  
	
  ©	
  2014	
  Tony	
  Hughes	
  −	
  www.RSVPselling.com	
  
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Untroubled
& Unaware
Research
Market
Evaluate
& Select
Consider
Change
Business
Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
What do buyers look for before they look for you?
Implement
& Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
B2B	
  Strategic	
  Social	
  Selling	
  
	
  ©	
  2014	
  Tony	
  Hughes	
  −	
  www.RSVPselling.com	
  
Win review for triggers
Define ideal CX
Implementation review
Case studies / testimonial
ROI validation
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Triggers	
  and	
  Journey	
  Mapping?	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
The	
  Way	
  We	
  Sell	
  Is	
  …	
  	
  
… just as important as what we sell
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Company and Brand
Impact
Product and Service
Delivery
Value-to-Price Ratio Sales Experience
Percentage	
  of	
  Contribu0on	
  to	
  Customer	
  Loyalty	
  
53%	
  
9%	
  
19%	
  
19%	
  
Basis	
  of	
  Competitive	
  Selection	
  
Source:	
  Corporate	
  Execu0ve	
  Board,	
  The	
  Challenger	
  Sale,	
  2012.	
  (n=5,000+	
  purchasing	
  organiza0ons)	
  
	
  	
  	
  	
  	
  	
  ?	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ?	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ?	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ?	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
“Offers	
  unique,	
  valuable	
  perspec0ve	
  on	
  the	
  market”	
  
“Helps	
  me	
  navigate	
  alterna0ves”	
  
“Helps	
  me	
  avoid	
  poten0al	
  land	
  mines”	
  
“Educates	
  me	
  on	
  new	
  issues	
  and	
  outcomes”	
  
	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
50%	
  45%	
  
The	
  Secret	
  to	
  Better	
  Performance	
  	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
The	
  ‘Social	
  Selling’	
  Misnomer	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Trigger
Event
Emotional
Favorite
Select &
Negotiate
Consider
Change
Research
Market
Traditional	
  Sales	
  Vs	
  Social	
  Selling	
  
Traditional Sales
Cold calls, blast and spam
Interrupt and pitch (‘telling selling’)
Discover, qualify and solutions
Push & deal with objections
Propose, demo & close
Implement
& Manage
From Interrupt and Push
to Attract and Engage
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Trigger
Event
Emotional
Favorite
Select &
Negotiate
Consider
Change
Research
Market
Traditional	
  Sales	
  Vs	
  Social	
  Selling	
  
Implement
& Manage
Social Selling
Social Listening and research
Education and insights (publish)
Engage in context with relevance
Understand and collaborate
Confirm and negotiate
Social	
  media	
  is	
  like	
  teen	
  sex.	
  
Everyone	
  wants	
  to	
  do	
  it	
  but	
  
nobody	
  knows	
  how.	
  
Avinash	
  Kauskik,	
  Google	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Social	
  Selling	
  Framework	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Social	
  Selling	
  DePined	
  
Social	
  Selling	
  DeMined:	
  The	
  strategy	
  and	
  process	
  of	
  building	
  quality	
  networks	
  
online	
  that	
  accelerate	
  the	
  speed	
  of	
  business	
  and	
  efPiciency	
  of	
  selling.	
  It	
  is	
  
achieved	
  with	
  human	
  engagement	
  through	
  social	
  listening,	
  social	
  publishing,	
  
social	
  research,	
  social	
  engagement,	
  and	
  social	
  collaboration.	
  	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Killer	
  Factor:	
  Physical	
  &	
  Online	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
DePining	
  and	
  Creating	
  Trust	
  	
  
Change	
  the	
  conversation	
  to	
  lead	
  with	
  why	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Why	
  Social	
  Matters	
  	
  
Social Publishing Case Study
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
<100	
  vs	
  >200,000	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Why	
  Not	
  Embrace	
  Social	
  Selling?	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Why	
  Transformation	
  Is	
  Needed	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Thanks	
  and	
  Connect	
  in	
  LinkedIn	
  
 ©	
  2015	
  Tony	
  J	
  Hughes	
  −	
  Find	
  me	
  in	
  LinkedIn	
  or	
  at	
  www.RSVPselling.com	
  
Sales	
  Transformation	
  	
  
Executive	
  Round	
  Table,	
  August	
  2015	
  
January, 2015
Tony	
  J	
  Hughes	
  
#1 Asia-Pacific

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Social Selling Executive Round Table For LinkedIn Sydney

  • 1.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Sales  Transformation                                            Executive  Round  Table,  August  2015   January, 2015 Tony  J  Hughes   #1 Asia-Pacific
  • 2.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   50%  45%   The  Secret  Will  be  Revealed   Pipeline   Hit   Quota  
  • 3.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Is  B2B  Selling  Becoming  Harder?  
  • 4.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Empowered  buyers  armed  with  research   Commoditisation  of  seller  ‘solutions’   Differentiation  becoming  more  difPicult   Distrust  of  ROI  claims  and  sales  messages   More  decision  makers  (>5)  and  harder  to  get  to     Consensus  based  decision  making  (lots  who  can  say  ‘no’)   Digital  distraction  and  information  overload   Automated  clutter  preventing  cut-­‐through   The  drive  for  more  value  from  fewer  suppliers   Trends  in  B2B  Selling  
  • 5.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   ___%  of  sales  people  fail  to  hit  target  in  B2B  selling?   Why  Transformation  Is  Needed     40%  Source:  Corporate  Executive  Board  2012                        TAS  Group  research  revealed  66%!  
  • 6.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Transformation  Is  Needed     ___%  of  sales  engagements  fail  to  meet  expectations?   85%  Source:  Forrester  Research  2012   95%  of  decision-­‐makers  expect  insight   from  seller.  Yet  86%  fail  to  differentiate   CEB,  2012  
  • 7.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com  
  • 8.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   B2B  Sales  People  Must  Evolve   “By  2020,  85%  of  interactions   between  businesses  will  be   executed  without  human   intervention.”    Source:  Gartner  Research,  2014  
  • 9.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Talks about outcomes and managing risks Talks about product and competition Responsive and customer advocate Field sales not required. Phone, web or channel What’s The Conversation? “22%  of  B2B  sales  roles  in  the   USA  will  be  gone  by  2020.   The  only  area  that  will  have   any  growth  is  at  the  top  end   where  there  are  longer  sales-­‐ cycles  and  complexity.”     Source:  Andy  Hoar  at  Forrester  Research  -­‐ Death  of    a  (B2B)  Salesman,  April  2015.   surveyed  236  buyers   B2B  Sales  People  Must  Evolve  
  • 10.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   (Consultants)(Explainers) (Navigators)(Order Takers) Employment Prospects •  Order  Takers:  33%  Job  loss   •  Explainers:  25%  Job  loss   •  Navigators:  15%  Job  loss   •  Consultants:  10%  Job  gain     •  Only  25%  of  B2B  actively   sell  online  today!  Yet  cost  of   sale  reduces  from  $24.50  to   $1.50.   Source:  Andy  Hoar  at  Forrester  Research  -­‐ Death  of    a  (B2B)  Salesman,  April  2015.   surveyed  236  buyers   B2B  Sales  People  Must  Evolve   -25% +10% -33% -15%
  • 11.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   How  Are  You  Transforming?  
  • 12.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic Tactical Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Focus is on price Comply with process No access to power Features & functions Time pressure Bottom-up reactive Implement & Manage Research / Target / Insights / Value Differentiate Alignment (B2B2C) DePining  B2B  Reactive  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com  
  • 13.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive Implement & Manage DePining  B2B  Buyer  In  Control    ©  2014  Tony  Hughes  −  www.RSVPselling.com  
  • 14.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Implement & Manage DePining  B2B  Strategic  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation Trigger Events?
  • 15.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization Strategic = Top-down Proactive and Talk The Language of Leaders Research, segment, target and plan (alignment rather than evangelism) Social listening based on profiling from win reviews Prepare fully, arrive early and engage at most senior levels (social research) Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) DePining  B2B  Strategic  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
  • 16.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Untroubled & Unaware Research Market Evaluate & Select Consider Change Business Case Ignorant Curious Researching Motivated Committed Partnership Discovery Decision Value Realization What do buyers look for before they look for you? Implement & Manage Research / Target / Insights / Value / Differentiate Alignment (B2B2C) B2B  Strategic  Social  Selling    ©  2014  Tony  Hughes  −  www.RSVPselling.com   Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
  • 17.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Triggers  and  Journey  Mapping?  
  • 18.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   The  Way  We  Sell  Is  …     … just as important as what we sell
  • 19.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Company and Brand Impact Product and Service Delivery Value-to-Price Ratio Sales Experience Percentage  of  Contribu0on  to  Customer  Loyalty   53%   9%   19%   19%   Basis  of  Competitive  Selection   Source:  Corporate  Execu0ve  Board,  The  Challenger  Sale,  2012.  (n=5,000+  purchasing  organiza0ons)              ?                                ?                                                ?                                ?                                     “Offers  unique,  valuable  perspec0ve  on  the  market”   “Helps  me  navigate  alterna0ves”   “Helps  me  avoid  poten0al  land  mines”   “Educates  me  on  new  issues  and  outcomes”    
  • 20.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   50%  45%   The  Secret  to  Better  Performance    
  • 21.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   The  ‘Social  Selling’  Misnomer  
  • 22.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional  Sales  Vs  Social  Selling   Traditional Sales Cold calls, blast and spam Interrupt and pitch (‘telling selling’) Discover, qualify and solutions Push & deal with objections Propose, demo & close Implement & Manage From Interrupt and Push to Attract and Engage
  • 23.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Trigger Event Emotional Favorite Select & Negotiate Consider Change Research Market Traditional  Sales  Vs  Social  Selling   Implement & Manage Social Selling Social Listening and research Education and insights (publish) Engage in context with relevance Understand and collaborate Confirm and negotiate Social  media  is  like  teen  sex.   Everyone  wants  to  do  it  but   nobody  knows  how.   Avinash  Kauskik,  Google  
  • 24.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Social  Selling  Framework  
  • 25.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Social  Selling  DePined   Social  Selling  DeMined:  The  strategy  and  process  of  building  quality  networks   online  that  accelerate  the  speed  of  business  and  efPiciency  of  selling.  It  is   achieved  with  human  engagement  through  social  listening,  social  publishing,   social  research,  social  engagement,  and  social  collaboration.    
  • 26.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Killer  Factor:  Physical  &  Online  
  • 27.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   DePining  and  Creating  Trust     Change  the  conversation  to  lead  with  why  
  • 28.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Social  Matters     Social Publishing Case Study
  • 29.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   <100  vs  >200,000  
  • 30.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Not  Embrace  Social  Selling?  
  • 31.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Why  Transformation  Is  Needed  
  • 32.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Thanks  and  Connect  in  LinkedIn  
  • 33.  ©  2015  Tony  J  Hughes  −  Find  me  in  LinkedIn  or  at  www.RSVPselling.com   Sales  Transformation     Executive  Round  Table,  August  2015   January, 2015 Tony  J  Hughes   #1 Asia-Pacific