katie king: the death of the traditional sales person
TRANSCRIPT
![Page 1: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/1.jpg)
Welcome to the
new world of
Social Business
![Page 2: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/2.jpg)
• Managing Director of Zoodikers Consulting. MBA
• Trainer and consultant• Founder of AIinFM• 27 years at top level in marketing, PR &
social• TEDx speaker x 2• Chairperson of PRCA’s South East/E.
Anglia Group• Regularly called on to commentate on
social media for BBC TV and radio• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP Expo, UC Expo and Cyber Security Expo
Intro: @katieeking
![Page 3: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/3.jpg)
…where the traditional salesman
is dead
![Page 4: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/4.jpg)
| 4
29/11/2012
| Social Media Legals
Adapting to a changing world
…where sales and marketing is intertwined
![Page 5: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/5.jpg)
![Page 6: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/6.jpg)
Adapting to a world where the customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything like it and buy from the competition without you even knowing they exist
![Page 7: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/7.jpg)
Old ways of Business New ways of BusinessFlyers, Billboards, Advertising and Direct Mail
Online Searching & Personal Recommendations
One Way Marketing Two Way MarketingCold Calling Personal Introductions
Information Gathering Research, Create, Target & Distribute Relevant Content
Manual AutomatedSeller Controls Sale Buyer Controls Sale
Traditional vs. social selling
![Page 8: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/8.jpg)
Not having clear goals
Not knowing who are the people in the best position to help you reach those goals
Not measuring activity or knowing how to?
3 biggest problems
![Page 9: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/9.jpg)
![Page 10: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/10.jpg)
Position
Publish
Participate
Presence
Profile
Trustability ROI = Respected Leader, role model
Credibility ROI = Marketing/Awareness, Personal Brand/Social capital
Likeability ROI = Reputation Informed/Context
Connectability
ROI = Strong Network
Visibility ROI = Be Found + Look Good Online
MOTIVE
THOUGHT LEADERS
EVERYONE IN THE COMPANY
Social strategy: looking good online
![Page 11: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/11.jpg)
| 11
29/11/2012
| Social Media Legals
1. Plan & segment your audience
2. Find the right channel3. Devise a social strategy4. Build profile and
differentiate5. Nurture relationships6. Encourage them to buy
Strategic approach to sales
![Page 12: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/12.jpg)
Your audiences Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
INFLUENCE THEMPR & social media tools
New business (greenfield sites)
Twitter/LinkedInOnline PRBlogNetworking
Existing clients LinkedIn GroupsCase studiesSocial mediaAwards
Attracting staff & business partners
Webinars NewslettersSocial media
Alignment & segmentation
![Page 13: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/13.jpg)
MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS
INDUSTRY
AGE GENDER INCOME
MARITAL STATUS
ETHNIC BACKGROUND
LOCAL REGIONAL
NATIONAL INTERNATIONAL
RETAIL HEALTHCARE
MARKETING
![Page 14: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/14.jpg)
SOCIAL MEDIA (OWNED)
EVENTS/NETWORKING (PAID)
PR (EARNED)1
525
50050,000+
Sphere of influence
![Page 15: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/15.jpg)
![Page 16: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/16.jpg)
Relevance to your target audience
![Page 17: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/17.jpg)
Integration: warming up the sales pipeline
Secure coverage in target magazine
Create blog to support coverage
Use LinkedIn Sales Navigator to gauge interests of prospects
Attend networking events/speaker slots to get in front of prospects, discussing topics you know they are interested in
Follow up via an e-shot directing prospects to media & website content
![Page 18: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/18.jpg)
| 18
29/11/2012
| Social Media Legals
Two examples:
1. ISS UK/Ireland (FM)
![Page 19: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/19.jpg)
Integrated digital and traditional marketing
18 month Social Selling programmeEducation of the executive boardC-suite buy-inContent marketingKnow, like and trustThird party credibilitySelling with influence
![Page 20: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/20.jpg)
![Page 21: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/21.jpg)
Awards/PR/social media
![Page 22: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/22.jpg)
ISS
![Page 23: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/23.jpg)
![Page 24: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/24.jpg)
IPO success, third time lucky
![Page 25: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/25.jpg)
![Page 26: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/26.jpg)
| 26
29/11/2012
| Social Media Legals
Two examples:
2. Breakthrough Funding
![Page 27: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/27.jpg)
Making R&D tax credits sexy
![Page 28: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/28.jpg)
From EventBrite…
Plan
![Page 29: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/29.jpg)
To CloudExpo
Plan
![Page 30: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/30.jpg)
To Twitter…
Plan
![Page 31: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/31.jpg)
Sales…and award winning
Plan
![Page 32: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/32.jpg)
| 32
29/11/2012
| Social Media Legals
Tools and measurement
![Page 33: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/33.jpg)
33
Marketing Social media sentiment, web traffic, content downloads and lead conversion
Sales New contacts, increased networks, quality of engagement, incoming enquiries, new sales
Customer service
Customer satisfaction, number of successful issues resolved, speed of resolution, cost reduction
HR Results from internal collaborations, awareness and compliance levels of company procedures, employee satisfaction levels, staff turnover, quality of applicants, recruitment costs
Product development
Crowdsource participation, product success rates
Measures of success/ROI
![Page 34: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/34.jpg)
![Page 35: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/35.jpg)
Dashboards
![Page 36: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/36.jpg)
Brief look at Boolean search
![Page 37: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/37.jpg)
Google Analytics
![Page 38: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/38.jpg)
| 38| Social Media Legals
![Page 39: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/39.jpg)
Twitter Analytics
![Page 40: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/40.jpg)
| 40
29/11/2012
| Social Media Legals
AI & AR have already arrived…
![Page 41: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/41.jpg)
![Page 42: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/42.jpg)
![Page 43: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/43.jpg)
![Page 44: Katie King: The Death of The Traditional Sales Person](https://reader034.vdocuments.us/reader034/viewer/2022051520/58ec96361a28ab01638b46b1/html5/thumbnails/44.jpg)
| 44
29/11/2012
| Social Media Legals
Thank You!
Next steps…
www.zoodikers.com