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

kurt@thesalesfoundry.com

@kurtshaver

#SalesSummit

#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

LinkedIn

Twitter

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