Kurt Shaver - Building a Social Selling Culture: New B2B Buying Habits
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Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/kurt-shaver Session Overview As B2B buying habits have changed due to the Internet, Social Selling has proven to be an effective way to reach decision makers early in the sales cycle. Still, Social Selling has been a bottoms-up approach for most corporations. That is because apps like LinkedIn and Twitter are free tools that salespeople started using before most corporations implemented any standards or training. Now, sales leaders are wondering how to manage social activities to achieve higher sales productivity. In this session, you will learn: - The Current State of Corporate Social Selling - 3 Steps to Building a Social Selling Culture - New Methods for Managing a Social Selling Team
Transcript of Kurt Shaver - Building a Social Selling Culture: New B2B Buying Habits
#SalesSummit | @kurtshaver
#SalesSummit | @kurtshaver
Building a Social Selling Culture
Turning Bottoms-Up Tactics Into Top-Down Strategies
Kurt Shaver
#SalesSummit | @kurtshaver
Agenda
#SalesSummit | @kurtshaver
Social Business
Social Selling
#SalesSummit | @kurtshaver
Social Business
Social Selling
#SalesSummit | @kurtshaver
Social Business
Social Selling
Isn’t LinkedIn just for finding a job?
#SalesSummit | @kurtshaver
The Aberdeen Group
31% Greater team quota attainment with social selling techniques
LinkedIn = Social Media
Talk to Marketing
#SalesSummit | @kurtshaver
Marketing Sales Rep
B2B Lead Sources
My salespeople know how to use
LinkedIn.
VP of Sales500+ Connections
#SalesSummit | @kurtshaver
My salespeople know how to use
LinkedIn.
VP of Sales500+ Connections
#SalesSummit | @kurtshaver
My salespeople know how to use
LinkedIn.
VP of Sales500+ Connections
#SalesSummit | @kurtshaver
Managed
Strategy and Formal Training
Every Rep for Themselves
Stages of Sales Technology Adoption
#SalesSummit | @kurtshaver
Managed
Strategy and Formal Training
Every Rep for Themselves
Stages of Sales Technology Adoption
#SalesSummit | @kurtshaver
Managed
via System
Strategy and Formal Training
Every Rep for Themselves
Stages of Sales Technology Adoption
#SalesSummit | @kurtshaver
Degree of Difficulty
#SalesSummit | @kurtshaver
Social Selling
Degree of Difficulty
CRM
#SalesSummit | @kurtshaver
Social Selling
Degree of Difficulty
CRM
#SalesSummit | @kurtshaver
The Players
#SalesSummit | @kurtshaver
The PlayersVP of SalesGoals and
Executive Support
#SalesSummit | @kurtshaver
The PlayersVP of SalesGoals and
Executive Support VP MarketingCreator of Content
#SalesSummit | @kurtshaver
The PlayersVP of SalesGoals and
Executive Support VP MarketingCreator of Content
Enthusiastic Top RepLead by Example
#SalesSummit | @kurtshaver
The PlayersVP of SalesGoals and
Executive Support VP MarketingCreator of Content
Enthusiastic Top RepLead by Example
Sales ManagerReinforce during Account Reviews
#SalesSummit | @kurtshaver
The PlayersVP of SalesGoals and
Executive Support VP MarketingCreator of Content
Enthusiastic Top RepLead by Example
Sales ManagerReinforce during Account Reviews
Sales OpsCommunications
and Measurement
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
Goals
3 Steps
#SalesSummit | @kurtshaver
Goals
3 Steps
Train
#SalesSummit | @kurtshaver
Goals
3 Steps
Train
Manage
#SalesSummit | @kurtshaver
1. Set GoalsSales
Appointments
Social Influence
Connections,
Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set GoalsSales
Appointments
Social Influence
Connections,
Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set GoalsSales
Appointments
Social Influence
Connections,
Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set GoalsSales
Appointments
Social Influence
Connections, Intros, Posts
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
IT VAR: Intros outside of IT
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
IT VAR: Intros outside of IT
Staffing: Post co. blog and external source
#SalesSummit | @kurtshaver
2. Training
2. Training
Knowledge
2. Training
Knowledge Discipline
2. Training
#SalesSummit | @kurtshaver
Elements
Profile
Network
Prospect
Engage
#SalesSummit | @kurtshaver
It Takes Time
#SalesSummit | @kurtshaver
2. Training Options
Miller-Spin-Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing Intern/Social Media Wiz
Miller-Spin-Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing Intern/Social Media Wiz
Socially SavvyTop Rep
Miller-Spin-Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing Intern/Social Media Wiz
Socially SavvyTop Rep
Traditional Sales Training Company
Miller-Spin-Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing Intern/Social Media Wiz
Socially SavvyTop Rep
Traditional Sales Training Company
Miller-Spin-Centric
Certified Social Selling Specialist
How are we going to pay for social sales training?
1. Take from other budgets
2. Co-op funds for resellers
3. Roll up of assn. or dealers
4. Rep’s own wallet (reimburse?)
5. HR career development funds
#SalesSummit | @kurtshaver
3. Manage
What has been your highest viewed post
this month?
Does anyone here have high-level
connections at that account?
How many new appointments have you booked using
LinkedIn?
#SalesSummit | @kurtshaver
LinkedIn Connections of Sales Reps
Recommen
ded
Rep 14
Rep 1
Rep 26
Rep 8
Rep 27
Rep 28
Rep 3
Rep 28
Rep 27
Rep 32
Rep 30
Rep 13
Rep 4
Rep 17
Rep 33
Rep 19
Rep 31
Rep 10
Rep 35
Rep 20
Rep 15
Rep 22
Rep 31
Rep 2
Rep 24
Rep 21
Rep 29
Rep 6
Rep 5
Rep 11
Rep 16
Rep 23
Rep 25
Averag
e
0
50
100
150
200
250
300
350
400
450
500
Series1
400
15 18 27 3349
65 7899
116129145151
178179 185 195
227 228 235 248 257276
312335 339
359379
399
500 500 500 500 500
235.030303030303
400
178
125
189
245264
204
432
342
411
378
234
428
467
406
488 500
463
500
432
500
431422 432
463
500 500 500485
500 500 500 500 500
406.636363636364
# of Connections
#SalesSummit | @kurtshaver
Recommen
ded
Rep 14
Rep 1
Rep 26
Rep 8
Rep 27
Rep 28
Rep 3
Rep 28
Rep 27
Rep 32
Rep 30
Rep 13
Rep 4
Rep 17
Rep 33
Rep 19
Rep 31
Rep 10
Rep 35
Rep 20
Rep 15
Rep 22
Rep 31
Rep 2
Rep 24
Rep 21
Rep 29
Rep 6
Rep 5
Rep 11
Rep 16
Rep 23
Rep 25
Averag
e
0
50
100
150
200
250
300
350
400
450
500
Series1
400
15 18 27 3349
65 7899
116129145151
178179 185 195
227 228 235 248 257276
312335 339
359379
399
500 500 500 500 500
235.030303030303
400
178
125
189
245264
204
432
342
411
378
234
428
467
406
488 500
463
500
432
500
431422 432
463
500 500 500485
500 500 500 500 500
406.636363636364
# of Connections# of LinkedIn Connections
+5,994 L1
+1,000,000 L2
+XX,XXX,XXX L3
LinkedIn Connections of Sales Reps
Website Visit
Trade Show
Track social lead sources the same way as traditional lead
sources
Social Selling Dashboard
#SalesSummit | @kurtshaver
Goals
3 Steps
Train
Manage
#SalesSummit | @kurtshaver
Find Out How Your Team is Doing
• 10 LinkedIn KPIs
• Compare to industry
benchmarks
• Establish baseline
#SalesSummit | @kurtshaver
Find Out How Your Team is Doing
thesalesfoundry.com/score
*Report fee waived through April for qualified companies of 25+ reps
• 10 LinkedIn KPIs
• Compare to industry
benchmarks
• Establish baseline
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