how to be a social selling superstar

How to be a

SOCIAL SElliNG SUPER STAR

Kingshuk Hazra LeadStrategus | BY:

• I have had a fairly adventurous career so far & have some interesting stories to share:

Why listen to Kingshuk?


- worked with Naukri founder in 1998; was Gartner e-com analyst in 2000; used to have coffee with Rodinhooder Alok Kejriwal in 2002; sold first SAAS @ 2008

- I have been lucky to be the first/second marketing /BD person in companies like Amazon Web Services, SAP, Oracle, Pluralsight

- I run a Sales & marketing transformation consultancy – LeadStrategus. Social Selling is a key part of our customer’s sales success.






• I have been on LinkedIn since Feb 2004 – 14 months after it was started






• I have been on LinkedIn since Feb 2004 – 14 months after it was started

• In the last 6 months ALL our leads have come thru social & reference


• This will not be an easy session – we are covering elements covered in a 3 day workshop in 90 minutes.

• Choose your area of focus!

• What works for me need not work for you!

• Happy Social Selling! Don’t hesitate to come back @kingshukhazra if you have any questions!

Be warned!

LeadStrategus

All brands mentioned/referred here own their copyrights. This is not an endorsement of any brand. All images used for representational purposes only!

Agenda

LeadStrategus Social Selling Framework

BEGINNER

PROFESSIONALAL

EXTROVERT

POWERFUL

MAESTRO

@kingshukhazra

Social Selling Stages in Your Social Selling Journey

LeadStrategus Mapping your Social Selling Journey


Beginner –irregular, not inviting



Mapping your Social Selling Journey


Professional – complete profile,

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regular checks Getting Started –Dale

Carnegie

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Extroverted –understanding,

commenting

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commenting

Building Target Accounts & Prospects -

Sherlock Holmes

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commenting

Powerful –engaging, connecting

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commenting


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Understanding & probing

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Social Selling Sheparding Your Social Selling Journey




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Extroverted –reaching out, commenting


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Maestro – Influencer, public + personal, millions

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Trigger & talk & content

plan





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Influence, take offline



Mapping your Social Selling Journey LeadStrategus Social Selling Framework

PROFESSIONAL

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It can be a zig-zag path, you may jump rungs; journey is always more important than the destination




LeadStrategus

BEGINNER

The journey of a 1000 miles begins with one step.

LeadStrategus

- Lao Tzu

Dale Carnegie had said it right 80 years back!

• Smile... • Be a good listener. ... • Talk in terms of the other person's interest. ... • Become genuinely interested in other people... • Make the other person feel important – and do it sincerely • Remember a person's name is to him, the sweetest & most important sound

LeadStrategus

Question is – how do we translate Dale Carnegie’s eternal truths to the multi colour, uber-stimuli post social-media era?

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Understand yourself, Understand your subject, Take the path of least resistance

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What’s your

personality?

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Start with self – create your social ikigai

Take pen & notebook; On 4 dufferent sheets, write down ‘what you love’ doing, ‘what world needs’ .. On social Combine the sheets to arrive at your social ikigai

What you LOVE

What world NEEDS

What you are GOOD at

What you Can be PAID for

PASSION

VOCATION

PROFESSION

MISSION

IKIGAI

High Responsiveness ‘emotional’

EXPRESSIVE

Low Responsiveness ‘controlled’

Hig

h A

sser

tive

nes

s ‘T

ellin

g’

Low

Ass

erti

ven

ess

‘ask

ing

’

DRIVER

AMIABLE ANALYTICAL

Just do it! Lets do it together!

‘Cui bono’ – Why do we it?

We are the best!

What’s your Social Style?

Check your Social Style: http://www.smallworldalliance.com/documents/SocialStyles-Assessment.pdf

http://www.smallworldalliance.com/documents/SocialStyles-Assessment.pdf




Hig

h A

sser

tive

nes

s ‘T

ellin

g’

Low

Ass

erti

ven

ess

‘ask

ing

’

Understand your subject’s style (1)

1. Express strong opinion / feedback 2. Posts frequently 3. First to post on new topics 4. Responds quickly 5. Critical at times

1. Less frequent - well thought out posts/articles

2. Responses 3. Asks questions 4. Not critical – not confrontational 5. Open to new ideas

LeadStrategus

Understand your subject’s style (2)

1. Warm & approachable 2. Likes & reposts 3. Uses emoticons 4. Highly engaged on social media 5. Large number of connections

1. Less frequent - well thought out posts/articles 2. Asks questions 3. Can create/respond with in-depth analysis 4. Critical but not always vocal about it



LeadStrategus

• Will not initiate, slow to respond, but pick holes fast

• Will go in-depth into technical content

• Highly data driven & will like rigour

• Will resist being chased

• Supportive, conflict avoider • Will like /respond to good

content quickly • Likes & gives ‘Tender Loving

Care’ • Will avoid conflict • Will be responsive but will not

be able to push internally

• Brilliant for social selling – high SSI scores

• Spontaneous reach-out • Tends to be popular on Social • Will get likes & comment • Will expect quick response &

respond equally fast


EXPRESSIVE


Hig

h A

sser

tive

nes

s ‘T

ellin

g’

• Will respond quickly & move fast if they feel they own it

• Will make a pushy salesperson, super-pushy customer

• Asks need to be quickly replied but will not respond quickly to your query

Low

Ass

erti

ven

ess

‘ask

ing

’

DRIVER

AMIABLE ANALYTICAL

… in Social Media Just do it! Lets do it together!

We are the best! ‘Cui bon’ - Why do we it?

LeadStrategus

• Best as a technical supporter – not good as a decision maker / consensus builder

• Will like detailed technical content

• Can slow down decisions, do not chase – sell with analysis

• Will like personal high-touch

selling with references • Supportive, conflict avoider • Will like /respond to good

content • Needs to be handled with lots

of love • Will be responsive but will not

be able to push internally

• Best for building consensus in democratic environments

• Will respond to personalised social selling

• Will go after popularity • Will expect quick response &

respond equally fast High Responsiveness ‘emotional’

EXPRESSIVE


Hig

h A

sser

tive

nes

s ‘T

ellin

g’ • Best as a CXO driving a

committee for fast decision • Create highly customised

solutions as per need • Will need lots of data – but

impatient for response

Low

Ass

erti

ven

ess

‘ask

ing

’

DRIVER

AMIABLE ANALYTICAL

…and respond to their style Just do it! Lets do it together!

‘Cui bon’ - Why do we it? We are the best!

LeadStrategus

ADD A PROFILE PHOTO: Upload a professional photo, or at least one that looks professional, which is cropped to clearly show your face.

Make sure there is no 'paan’ in your teeth and that your background isn’t a visit to the race-course

JOIN LINKEDIN & AND fill in YOUR PERSONAL DETAILS

LeadStrategus

FOLLOW ALL instructions in LINKEDIN wizard. FILL ‘MORE’ NOT ‘LESS’

Make headline & designation keyword friendly and [pithy. They are your on page seo.

YOUR HEADLINE IS YOUR ELEVATOR PITCH summary. Make it stand out!

Got the ‘why’ correct to bring Dale Carnegie’s words to the Social Age





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PROFESSIONAL

https://www.fastcompany.com/28905/brand-called-you







Definition of Professional by Subroto Bagchi

INDIVIDUAL

Qualification

Qualities Integrity

New World

Self Awareness

Managing volume

Managing complexity

PROFESSIONAL

You get judged in 7 seconds in your first

meeting…

LeadStrategus

… and in 1/5th of a second online

LeadStrategus

Create a powerful drop dead portfolio

ADD visual resume , , presentations , designs, docx, artifacts…

Source: https://www.slideshare.net/linkedin/linked-in-professional-portfolio-20299685

https://www.slideshare.net/linkedin/linked-in-professional-portfolio-20299685










Optimise every piece of real estate

Add image summarising your brand in your 'BACKGROUND IMAGE '

LeadStrategus

Do a/ /b testing to see which combo of profile and keywords – gets you more clicks on linkedin search

ADD ALL YOUR CONTACTS IN LINKEDIN with a personalised message

Connect all your emails to linkedin . SWEAR ON YOUR HOLY BOOK THAT FROM TODAY , YOU WILL SEND A customised L INKEDIN INVITE TO ALL YOU MEET –within 12 hours of the meeting

You can connect with anybody you want to

How?? personalisation and thoughtfulness in your invitation message

LeadStrategus

JOIN all groups most relevant to you – LIMIT 50

you are allowed to send invite to anyone in your group without a foul

LeadStrategus

Get your 50 skills &and 99 endorsements

Endorsements and skills create a great impression and improve your search

LeadStrategus

Parting tips Customize your public profile URL. Make sure others can see your activity . Should people know when you saw their profile ??

NO SPELLING ERRORs, , no short-hands, , , no all caps EVER again PLEASE!

LeadStrategus

Got the foundations for the Professional Brand





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EXTROVERTED SELLER

LISTEN FIRST LeadStrategus

Making time to read & research in today’s world is an unbeatable competitive advantage

LeadStrategus

“The more you read The more you know.

The more that you learn The more places you’ll go.”

- Dr. Seuss

Create a twice a day routine\ to read your daily feed and spread happiness to your targets-

LeadStrategus

How to get anyone to like you in 2 minutes

LeadStrategus

- Post by Vikram Bhardwaj on LinkedIn

How to get anyone to like you in 2 minutes…

- Post by Vikram Bhardwaj on LinkedIn

I’m not a psychopath. I’m a high functioning sociopath.

do your research!!

GUESS NUMBER OF TECH CEOs FROM INDIA ON LINKEDIN?? ?

GUESS NUMBER OF TECH CEOs FROM INDIA ON LINKEDIN?? ?

35,505

Search &and seed "prospects with a pain" from different portals and platforms

Search a problem to sell its solution

Suppose you are an IT Services firm doing Salesforce implementation:

LeadStrategus


Suppose you are an IT Services firm doing Salesforce implementation: 1. Create a list of portals where your prospects interact – e.g. Quora,

Stackoverflow, FB... Don’t forget LinkedIn & Twitter.

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2. Search to see if anyone talking about any need for a Salesforce service.

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3. Figure out all search terms seekers will use before they look for CRM implementation e.g. low cost CRM, fixing XYZ CRM, CRM for ‘auto’ …

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4. Figure out if you can get the person’s name+ company name. Look them up on LinkedIn/Twitter.

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5. Reach out and connect with an immediate answer to their specific challenge/interaction points on portal AND on Linkedin/Twitter

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5. Reach out and connect with an immediate answer to their specific challenge/interaction points on portal AND on Linkedin/Twitter

6. Congrats - you have created a new cross-platform prospect!

LeadStrategus

WAYS TO ENGAGE

Like SUBJECT’S activity Comment on Subject’s post Endorse subject’s skill Join subject’s group( Get introduced Flattery works

LeadStrategus

WAYS NOT TO ENGAGE –Don’t be a creep

V IS IT SUBJECT ’s profile everyday to let them know that you are thinking about them P itch immediately after connecting Be critical on social Share IDeas on controversial / d iv is ive topics

Engage like a Personal trainer, not like a Customer Support rep.

LeadStrategus

Got extrovert with a goal… …to understand first and then help





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POWER withINbound

Eternal Question: What Content

works the best?

Lessons from my LinkedIn Content Journey

What Content got me the most likes

and views?

LeadStrategus

Ranking based on Likes

Rants, image memes, & replies to

popular content works wonders

LeadStrategus

#1 Content: Personal Rant with Solutions

LeadStrategus

Lesson: Post stickiness improves by

offering a solution not just by ranting LeadStrategus

#2 Content: Shout out to Sales Enablers

LeadStrategus

Sincerely thanking – and tagging

never fails to strike a chord

#3 Job-ad for freshers

LeadStrategus

Top Recruiters have always been the most in-demand,

But unless they follow-up with engaging content,

their stardom tends to be highly ephemeral

LeadStrategus

#4 Content: Image meme on ‘social media’

LeadStrategus

High quality ORIGINAL imagery

creates an unparalleled aura

LeadStrategus

#5 Content: Rant – My lessons on Sales…

LeadStrategus

Relevant content that targets you key audience strikes a

chord, increases recall & improves your searchability.

#6 Content: Rant on Steve Jobs’ quote

LeadStrategus

#7 Content: Cricket inspiration image meme

LeadStrategus

An image is worth a million words

#8 Content: Image Meme for a webinar

LeadStrategus

Well thought out targeted content

turns interests to prospects, prospects

to customers.

LeadStrategus

#9 Content: Share other’s post with comments

#10 Content: Reply to Other’s Questions

Magic happens when your prospect’s

influencers endorse your content

LeadStrategus

Parting thoughts More relevant your post to your target , , more leads you get One image = one million words You may not be able to produce blockbusters every day - Borrow with credits - Post at 10am &and at 5pm Keep self promotion to a minimum

LeadStrategus

LeadStrategus

And above all – honour the trust!

Content gives you ‘unbound’ inbound POWER





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LeadStrategus

MAESTRO

Guy Kawasaki

Vala Afshar

Alok Rodinhood

Kejriwal

Story of 3 maestros

LeadStrategus

LinkedIn follower, #articles

Twitter follower, #tweets

Slideshare #followers, #decks

2.6M, 199

1.5M, 184K

28.7K, 53

7250, 3

227K, 330K

2.5K, 32

116K, 108

27.8K, 14.4K

3K, 38

Maestros’ fan-base

LeadStrategus

What’s their secret sauce?

AUTHENTIC CONNECTEDNESS

PURPOSEFUL POSITIONING

QUALITY & REGULAR CONTENT

LeadStrategus

Guy Kawasaki – the original

LeadStrategus

• One of original marketer of Apple Macintosh in 1984 • He popularized the word ‘evangelist’ before it became popular & concepts of evangelism marketing and technology evangelism • He has written over 10 books • He was one of the earlier authors of e-books, earliest Kindle book • He is a keynote speaker in many of the biggest & most respected events • He started Canvaa – a graphical design tool site & popularised it • He wrote ’Enchantment ’ a bible for modern influencers • He serves on the Wikipedia board besides being a brand ambassador of

Mercedes in addition to being a VC, Canvaa, speaking engagements

PHOTO: (cc) Kenneth Yeung - www.thelettertwo.com -

http://www.thelettertwo.com/

Guy’s Advice on being maestro!

LeadStrategus

• Have a goal of creating something that is 10X better • Its bullshit to have a goal of being a thought leader. While

building/marketing/servicing your product/service you gain a lot of knowledge, that makes you a thought leader

• Do not be afraid of polarising people while creating something. Its OK to be loved or hated!

• Be in the genuine + generous quadrant! • Think DICEE

- Deep

- Intelligent

- Complete

- Elegant - Emotive

PHOTO: (cc) Kenneth Yeung - www.thelettertwo.com -

http://www.thelettertwo.com/

Vala – the tech-god of Twittersphere

LeadStrategus

PHOTO: Youtube screengrab

• Vala is the Chief Digital Evangelist for Salesforce.

• He has 227,000 Twitter followers, receives about 2 million mentions per day, has a popular HuffPost blog, a weekly web series and a book, “The Pursuit of Social Business Excellence”

• He emigrated from Iran to US at age 10 and couldn’t speak English then

https://www.youtube.com/watch?v=F9ZtNNtlid4

Lessons from Vala (1)

LeadStrategus


“In school, I enjoyed the beauty of a

presentation, building a strong narrative, connecting technology to business outcomes. That’s when I knew there was a little marketing-sales guy in me.”

From: Interview in University magazine


https://www.uml.edu/News/stories/2017/Vala-Afshar-Salesforce-Day.aspx


LeadStrategus


“What I did discover over five years

ago is that if you take that small step of sharing things that you find interesting on social media, over time people will find you interesting. So now, when I read an article or watch a TED Talk or I’m at a conference and someone is doing something that inspires me, I share that. Social changed my career.”





LeadStrategus


“The most important skill in a digital economy is your ability to stay teachable.”




Alok – the doer+thinker

LeadStrategus PHOTO: Twitter handle of Alok

• Alok is an Indian entrepreneur and founder of the Contests2win Group of companies.

• He is a serial entrepreneur running Games2win. It is his fourth startup and is one of the largest casual mobile gaming companies in the world

• He runs a popular entrepreneur community TheRodinhood

• He’s featuring in the MTV reality show Drop Out Pvt Ltd

• He is known for his nearly daily LinkedIn posts on business insights that receive huge adulation & shares

Lessons from Alok

LeadStrategus PHOTO: Twitter handle of Alok

• Sharing your experiences genuinely with warts and all - publicly make you a thought leader

• There is no need to spend money on advertising and promotions – if you are a storyteller, Social PR works for you

• Good, funny, unique, interesting, entertaining content markets itself rather well virally

• Don’t overanalyse initially – analyse the post facto viewership & usage data to death though!

• Be pragmatic about correcting mistakes and act like lightning to make up when you make a mistake

LeadStrategus

Being a maestro is a rare privilege. The brickbats fly in

as fast as the bouquets. How you handle the brickbats

determine how long you stay in the perch.





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LeadStrategus


Mapping your Social Selling Journey LeadStrategus Social Selling Framework

We’re probably not here to be Guy, Alok or Vala. We’re here to be the best version

of Social Sellers we can possible be. LinkedIn is the

biggest and a multi-dimensional social selling

channel. Plan to hack it with an attitude, some

inspiration, n hard work!

@Kingshukhazra

LinkedIn

Contacts database

Messaging Discover &

Connect Publishing

Market

Insights

CRM Smarketing

automation?

Taking advantage of multi-dimensional power of

LinkedIn

LeadStrategus

LinkedIn is probably the most powerful sales tool created since telephone. It works in 6 dimensions. Learn how to maximize al!*

• For more training on using Linkedin for sales, watch this space or get in touch @kingshukhazra

Contacts

Add all your contacts

to LinkedIn

Take all prospects, strong & weak relationship to

LinkedIn; superpower them with power of social

Take all your contacts from LinkedIn to your CRM

You can now integrate all social interactions

Into CRM

Connect LinkedIn with CRM

Superpowering the impact of your content & social interactions while integrating your CRM with LinkedIn

App Messaging

1-1 messaging with time-stamp of when message

read powerful feature

Easy to get blocked forever – use carefully!

Message archiving for permanent storage

powerful feature – can replace emails

Use messaging – the always-on killer app

Track & have live conversations with your prospects without having their mobile numbers

Discover & Connect

Advanced Search is LinkedIn’s killer feature

Use Boolean Search, analyse ‘search trends’ and be the master searcher &

master of being found

You can segment, target & create markets of 1

using search

Key is personalised, sincere, yet positive

message while connecting

Use most powerful & accurate discover & connect

database ever

LeadStrategus

Prospect is not hidden any more. Your prospect database is live, real, within arms-reach, & self-correcting

Self-Publishing

Create multi-format content – graphical, short post, long

post, articles Publish weekly if not daily

Targeted prospects 1-1 or 1-many or group

Engage in 1-1 interaction & take offline

Publish & grow sales pipeline

LeadStrategus

Publish, measure impact, engage, & put in pipeline – in the blink of an eye

Market

Insights

Most powerful customer & competition insights ever

invented

Consider LinkedIn Sales Navigator – but do twice a day sweep thru

your notifications religiously

Track prospects & competition

LeadStrategus

Nothing is more powerful than knowing instantaneously when prospect announces projects/openings, changes jobs OR competition is ‘tagged’ to participate in RFIs/RFPs

CRM/ Smarketing

automation?

LinkedIn, Hubspot, Salesforce. LeadSquared, Zoho,.. are converging

for the next big Smarketing CRM battle – fought over Social Selling

integration

Use System Integrators, manual data transfers or app level connectors (e.g.

Zapier)?

Integrating CRM + Sales & Marketing automation

+ LinkedIn – the NEW holy grail!

LeadStrategus

Integrating CRM + smarketing automation + LinkedIn will be the biggest game in town

https://www.linkedin.com/sales/ssi

Use LinkedIn SSI for keeping scores



ACTION FOR YOU My daily mantra – 5 personalised engagements daily with tracking in crm L isten and research daily Add value before selling FIND YOUR IKIGAI & SOCIAL STYLE BE YOUR BEST VERSION OF SOCIAL SELLING SUPERSTAR Keep track through l inkedin social selling index -

LeadStrategus

Final thoughts Undestand yourself , understand your subject , and then act fast SOCIAL SELLING doesn ’t align with quarterly targets but social sellers outsell others 4 :to : 1 Combining d ig ital with social with real in unimagined ways will be true source of competitive advantage

LeadStrategus

YOU HAVE THE POWER nOw!! !

Explore More Such Ideas: www.pinterest.com/kingshukhazra/

Interact With Us: www.linkedin.com/in/kingshuk/

Tweet to: @kingshukhazra

LeadStrategus

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