Proprietary & Confidential ©2014 Artesian Solutions Limited
Dale RobertsVP Professional [email protected]@decisionhacker
The Social Selling Impetus
Buyers
Transaction High Touch
Buyers want little
interaction
Buyers want advice and guidance
Buyers
Transaction High Touch
Buyers want little
interaction
Buyers want advice and guidance
Marketing LedAdvertising, Campaigns,
Creative, Digital, Direct
Sales LedSales, Content,
References, Expertise
Scale Engagement
Business Imperative
The prevailing theme for business growth for the next decade (Paul Greenberg)Number One Strategic Digital Priority for Senior Executive (McKinsey, 2013)Primary driver of growth (BlueWolf)No 1 Priority for the CEO (IBM)
Engaging with the High Touch Customer
High Value Customers
Highly Personalised
Greater Value Expected Pre-Sale
Needs 1 to 1
Relationship
Consensus Buying Process
CustomersWant to Be(and feel)
Listened To
High Touch Customers• Knotty, nuanced or nascent need• Prolonged recognition of needs• Education throughout• Many (very different) potential solutions• Highly Competitive • Trust, longer, deeper relationship• Driven by the Connected Business Buyer
Business Buyers are Informed
For every 1 piece of content sales or marketing place in their hands
They will find 3 more for themselvesSource: Forrester
Business Buyers are Connected
Buyers in every industry, B2B, B2C research an average of 10.4 sources
before purchaseSource: Brian Solis
Business Buyers are Social
75% of B2B Buyers use social media to make purchasing decision
Source: IDC Social Buying Meets Social Selling, 2014
57%Of the buying decision is complete before a customer even calls a supplier
Source: Corporate Executive Board. The Digital Evolution in B2B Marketing
80% 20%
Thinking of a typical meeting with a vendor sales team or person how would you characterise their agenda in your
interactions
About the Seller About the Buyer
Source: Forrester, Global Executive Buyer Insight Online Survey
Business Buyers Are Not Satisfied with Sellers
Engagement and Trust
Source: Edelman Trust Barometer 2014
WHAT SOCIAL SELLERS DO
Social Sellers014
ConnectFocus on the customers agenda
ShareRoutinely use insights to build customer centered relationships. Open with colleagues
Target More Effectively Use insights to focus on the right things
15 Target • Listen and Learn• Build a network• Drive referrals and introductions• Leads through transparent buyer needs
• Create and maintain portfolio (watch lists)• Follow companies• Filter for relevance (Topic filters)• Listen every day (Alerts)• Laser focused prospect lists (Prospector)• Refine the results (Improve my results)
16 Connect• Research and Relate • Understand their business• Look for social signals• Build relationship through affinity
• Beyond Alerts• Research company and people• Markets• Explore insights (Click through)• Organise insights (bookmarks)
17 Share• Engage and Contribute• Establish presence• Create awareness • Build trust and credibility
• Email, Post and Tweet• Other Sharing (bookmarks and briefs)• Sharing themes (market news)• Collaborate around accounts (share)• Sharing watchlists
18 Social Selling ROI
400%Increase in Sales
IBM reported a 4x increase in sales in the first quarter
of a social selling pilotSource: IBM
45%More Opportunities
Social Selling leaders create 45% more opportunities
per quarterSource: LinkedIN
15%Higher Customer Retention
15% Higher Customer Retention
Source: Aberdeen
31%Higher Quota Attainment
31% Higher Quota Attainment
Source: Aberdeen
Takeaway Board
Business buyers have changed !!!;• Are better informed, better connected and … • … half way through their decision• Expect deeper engagementSystems of;• Scale for transactional customers• Engagement for high touch customersSocial sellers• Are targeting, connecting and sharing• Are successful
Thank You
Dale RobertsW: artesiansolutions.comE: [email protected]: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/