Social Selling – Top-10 Real ROI & Results – Seminar Highlights
By Thomas B. Cross @techtionary
This is both an introduction and taking action seminar designed to not just “talk the talk” but “walk the walk” in changing the nature of sales, channels and most importantly customers in the way they explore, evaluate, decide, purchase and deploy new and expanded versions of solutions in their business. This is both a half-day onsite or full-day onsite seminar delivered in the U.S with webinar options available. If you prefer to get started with a social selling strategy scroll down to after the seminar.
Social selling is an exciting and proven way to promote, engagement and conduct business. Here are 10 proven reasons why it works with real ROI and results.
1 – It’s still social – whether you are in person, on the phone, email or via social media you can engage, collaborate, exchange ideas, explore new ideas, provide solutions to business needs and network with others, via social media as well. Social selling is easy, fun and provides the means to share your “thought leadership” (time to get started on that) with a global audience. Thought leadership is a complex subject and will be explored in another article.
2 – Shareable – by sharing your services or solutions you will find via social media there are often many others who are kindred spirits having similar ideas and areas of interest. You can use #hashtags to find any topic you like. You can also share their ideas with your followers. More importantly, you can share their ideas and they can share yours. In other words, RT-retweeting shows you are engaged and involved in not just your own posts but others.
3 – Speaks out – even if you are focused on selling you can also share good things, helping others for your favorite cause or charity to help “lift all boats.”
4 – Seeks to learn about others in the world around them. Social media is not just about selling its about everything and you can find everything you need on social media. Yes, it’s overwhelming but the old Sunday newspapers were overwhelming as well but you found the time to read about the world. Social media is really an interactive newspaper, however there is not one OPED-opinion editorial page but thousands which you can explore. Certainly, there is fake news but most of the time there are honest comments whether you like them or not from people expressing their own First Amendment views of the world. From that vantage you can accept, change but also express your own view.
5 – Sends – a message to others that you are involved in the social community. Times they are a changing Bob Dylan once wrote and it’s time to “get with the program” though some would say “expose” yourself you show you are actively engaged. This also means that in selling, people buy from people they trust and if they don’t trust you they won’t buy from you. By explaining your solutions to potential customers, you help them understand the real value you and your company bring to their business. This kind of messaging brings new ways current customers can use or expand the use of your product. Of course, your competitors are likely watching what you are saying but also makes the sales process more transparent as you can respond to both customers and competitors.
6 – Supplies– information on your company and solutions available. All too often customers have to dig through far too many website pages to find the information they are looking for. Through the use of social media messages, you can offer to be the guide for what customers are looking for. Here’s how. On Twitter you can say “DM-direct message me for custom details as to what you are looking for as I can cut through the clutter to help you find if we can be of help to you.” Or, “DM me for special offers and terms that we have going on now.” Or, come up with you own way to say this.
7 – Secures – you in the mind of the buyer. Survey say that up to 70% of customers have made up their mind before they contact the company. This should tell you they have been looking for a solution for a long time and carefully evaluating the alternatives before engaging with the onslaught of sales calls, demos, trials, terms, delivery and more. By being involved daily you can present your solutions and often have the edge over your competition.
8 – Suit the Suite – increasing numbers of C-levels from all kinds of C-suites are championing social selling. Look at Elon Musk, Richard Branson and John Legere of T-Mobile are setting new levels of customer engagement and thought leadership.
John Legere is of particular interest because not only has the stock doubled, he is constantly engaging with customers providing great CTA-calls to action such these examples which are from Mr. Legere’s Twitter feed such as free movie tickets, free subscriptions to Kindle, sweet deals on donuts but also taking responsibility for outages. He also provides true company leadership by talking about future directions of T-Mobile. He also talks to his employees via Twitter which “cuts the gossip” in corporate communications chaos.
9 – Showoffs – there is a showoff in all of us which we want to show to our family, community and others all the things we are involved with. You can use social selling to showoff other ideas but also RT posts of others who need a boost, share similar interests and connect in a new way. Practically speaking, social selling shows the world how one part is connected to all the parts – tires are connected to cars which take us news place we want to go. That is, your posts are connected with other solutions to help customers in more ways than just one you sell.
10 – Sells – social selling is not new but a new way to discover new opportunities, learn, engage, explore and be connected part to the world around you. Social selling works, if you work it. Like exercise, you are never “one and done.” It’s like eating, you do eat every day, you can make social selling part of your daily sales efforts. You may not realize it now and gaining followers is not the only metric for success but it really works. Importantly, there are some really amazing people, leading business leaders and influencers who are also involved in social selling everyday. It is a new world, seize the day.
Summary – social selling is more than sizzle. It can bring real ideas to business needs faster, easier with greater ROI than any traditional selling method. Social selling works by integrating selling with company, product thought leadership and marketing communications to bring viable solutions to customers.
There are many more actionable tips to be found in the Social Selling Seminar:
Introduction to Social Selling – Morning Session for Professional Selling Professionals
Session 1 – Customers Bain or Boon
This session will drill in to the customers mind and not react or predict but direct them to your strategy:
– Social Selling and Social Media Explained – presentation to everyone on what it is, what works and what leads to failure. Social selling concepts helps getting people “on the same page” a horrendous task yet without this effort, factions often arise to derail the process.
– Core Customers – potential, fans, fence-sitters, ignored, end of life – are customers “listening to what you say on social media and are you really listening to what customers are saying” – who is the real buyer and who are other key decision-makers?
– Build customer personas and map to social media platforms based on product/solution. In addition, an evaluation of customer buying cycles, alignments, down to the branch level. Also, what do they know, think, believe and need to know about you.
– Communications Media Channels – product/solution messaging and mediums used for current sales. Understand role of sales-marketing interfaces for specific campaigns, events and other sales activities. Specifically, evaluate how social selling would fit into the organization including support, product and other areas. In other words, is there a “black hole” that could impact social selling solution to derail the process?
– Evaluate Sales Channels of Distribution – channels and partners are just one part of the means to an end, evaluation of “hot spots” and “dead zones” including self-service social selling and indepth analysis of CAC-customer acquisition costs and buying cycles (seasonal, annual, government, other).
Session 2 – Build Strategic Customer Assessments
Explore the following:
1 – Customer type – vertical, specialty, distribution, OEM
2 – Content – what are they saying, selling telling their customers, what do they know about you (what research are you providing them to help them evaluate you) – explore their Omnichannel purchasing processes including multi-source social content syndication news gathering.
3 – Media Channels – what mainstream and other media channels are they using?
4 – Channels of Distribution – build “agile” channel models adapting to known and emerging technologies.
5 – Apps – are customers using app(s) for selling/supporting?
6 – Technology – what social selling/media and technologies are they using – did they build or buy.
7 – Organization – where is their organization going – merge, divest, domestic and international.
8 – Brand – is their brand something that is important to you?
9 – Random – what regulatory, political, environmental factors have on customer buying now and in the future.
10 – Vision – where are customers now and where are they going and how can you “walk in their moccasins” now and in the future.
Session 3 – Taking Social Selling Action Today
Develop and build new Social Selling Strategy on specific elements making each element “more social” than pure selling.
– Start selling – build new social “cold calling” build new social selling newsfeeds.
– Upsell – build new means to selling “dogs” and finding “happy meals.”
– Pitch-sell – build new social selling “pitches.”
– Re-sell – integration of social selling with resellers, VARs, channels, direct, partners and anyone else.
– Cross-sell – exploring ways to social selling multi-vendor solutions.
– Follow-up selling – is social selling working, “mid-course” corrections and testing multiple approaches?
– Shorter selling – build ways to shorten sales cycle, integrate CAC-customer acquisition cycles and building selling cycle calendar (no point in selling Christmas trees in January).
– Outselling – not really outsourcing options for social selling but soliciting other “sources” to help in sales.
– Support selling – “constant courtesy” – integration of selling and support
– Cool selling – can toys, movies, and fun be to use
– Develop funnel buying stages.
Questions & Answers
Session Evaluation: “Taking action, building real call to actions and engaging actions were just some of the actionable efforts I put to work immediately after the seminar making social selling exciting and actually works.” Jeff D.
Advanced Social Selling – Afternoon Session for Corporate and Sales Management
Session 1 – Selling Social Selling to the Organization – The Hardest Part
– Organizational integration of social selling – review of where social selling “fits in” to the current organization.
– Organizational marketing “socializing social selling” to other departments – often internal selling is harder than external and what internal roadblocks emerge to divert or block the social selling strategy.
– Incorporate industry and competitive research and other “thought leadership on who else is talking about social selling?
– Evaluate social selling and integration with current/proposed compensation plans.
– Integrating Social Influencer aka KOL-Key Opinion Leaders involvement into the pilot program.
– Discuss critical elements of the implementation program include:
– Social media “word of mouth” social sales
– Social selling is really an extension of, not replacement for being a great sales person and great selling processes, what, where and how will social selling be used to extend that process will be developed.
– Social Influencer and Leadership – “you cannot manage a sales force, you lead it” and social selling leadership development will be included.
– How internal social selling leadership and external social influencer programs are integrated into content development and delivery.
Session 2 – Critical Social Selling Concepts
This session focuses on management and the changing nature of management in the future including:
– Connections – how to create and connect with other social media influencers.
– Curation – review and curate company content, provide guidance and enhanced thought leadership via influencer team.
– Content – how to create content to have compelling “thought leadership” knowledge.
– Collaboration – learn how to collaborate with internal and external social leaders.
– C-Level – get help from C-levels to gain access to and assist and guide others on their social media efforts along with gaining-retaining followers.
– Concerns – learn key points in responding to concerns expressed by global crisis issues, cultural issues, terrorism, customer comments and others including social media. Learn how to build and monitor system for sales, support/service, IR/PR and compliance issues.
– Build tools to track results for monitoring, managing, auditing and making the most of your social influencers and KOL-key opinion leaders program.
Session 3 – Corporate Management and Social Selling
Here are some of the key issues addressed:
– Integration of organizational compensation systems with HR for personnel management – hiring/firing is the often the greatest challenge — integration of social selling is key to an overlay or replace to current selling processes.
– Crisis – discuss having a crisis response team to address 7×24 tracking to avoid situations such as Uber (sexual harassment) Target (hack attack), Wells Fargo (internal corruption), Chipotle (incompetence) and learn how to other respond to corporate devastating consequences with live “tweetchats” demonstrating responsiveness.
– Develop a social selling approach based on key elements in the buying cycle and what customers need to know at each stage, accelerating where possible, testing concepts if possible to evaluate what works, doesn’t and viable social selling “best practices.”
Ongoing audit and assessment KPI factors – no selling or social selling practice is viable without some form of auditing and key metrics. Albeit social selling metrics are more about social media engagements, likes and other mentions and postings. Social selling engages with various customer types is just one kind of metric. All content factors will be included in the assessments.
– Integration of KPI factors with other organizational KPI metrics.
– Explore the new social selling organizational structure.
Questions & Answers
Session Evaluation: “For me the ability to scale management of staff channel managers and 100s of channel partners was worth ten times the seminar fee. I now run multiple Linkedin groups and Twitter accounts that extend my reach providing great ways to make people “get and stay on the same page” cuts communications chaos and speeds the sales process.” John D. VP Sales
Social Selling Corporate Strategy
This seminar is part of a comprehensive social selling strategy. Click on image for complete presentation.
Delivery methods – three- or six-hour onsite delivery with webinar option available. Scheduling is extremely limited due to previously scheduled seminars. If you have topic or scheduling questions, you can call 303-594-1694 or email firstname.lastname@example.org
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