Open Mic: Social Selling


It’s ‘Open Mic’ night!

In this session, our seven expert voices are sharing their insights on ‘Social Selling’, covering: the agile mindset, moving from selling to helping – human to human, common mistakes, building relationships, the customer lifecycle and more, all right here…

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Jon-FerraraJon Ferrara

@Jon_Ferrara
CEO | Nimble, Founder | GoldMine

Help More, Sell Less

Content, conversations and communities have radically changed the customer journey and customer lifecycles. Yelling at customers about how great your products and services are, simply doesn’t work any longer.

Today, customers are making buying decisions without looking at marketing material or talking to salespeople. They are having conversations among themselves and reading reviews written by trusted peers and influencers to determine what they are going to buy.

If you want to participate in the new customer journey, you need to add value to others, so they see you as a trusted advisor, so when they make buying decisions they think of you. And not only that – also tell their friends about you.

Social Selling is essentially the idea that service is the new sales. The more people that you help grow, the more you will grow. Inspire and educate others about how you can help them become better, smarter and faster. If you teach people to fish, they will figure out that you sell fishing poles.

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Tim-HughesTim Hughes

@Timothy_Hughes
Social Selling Pioneer And Innovator, Tech Blogger

Social Must Be A Routine

The world has changed. We live in a connected society. Our customers have more knowledge and empowerment than ever seen before, right at their fingertips. Anybody can search on Google and find information on our products and services. The habits of the past, no longer meet the needs of current working practice. Yes, I know what you have been doing to date has worked for you, but will it work in a world gone Social?

You need to build a routine for Social Media and Social Selling, just like you may need to find a routine for the gym, or calling your parents. So while I suggest people build a schedule for Social, it’s not like you need to get up an hour earlier. To make time for Social in a digital world, you need to drop a habit from your analogue past.

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Jill-KonrathJill Konrath

@jillkonrath
Keynote Speaker, Sales Acceleration Strategist, Bestselling Author

Agility Leads To Success

An agile mind is a curious mind. It’s experimenting, trying new things, looking for ways to be more effective.

With an agile mindset, you’ll try leveraging LinkedIn to connect with people – via InMail, group discussions and targeted outreach. You’ll alter your profile to see if it makes a difference. You’ll try posting articles, reaching out to alumni, mapping buyers in accounts and more.

And if it doesn’t work, you’ll look at the various factors impacting your effectiveness and try something different.

If you have an agile mindset, you’ll also explore Twitter, Facebook, Instagram and more. You’ll want to find the best way to learn about your prospects, connect with them and build relationships.

With an agile mindset, you can never fail. You can only find new variables to play with, constantly seeing if you get better results. And, you’ll outperform your peers. Guaranteed.

Agile sellers just keep getting better over time.

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Bryan-KramerBryan Kramer

@bryankramer
CEO | PureMatter, Author of ‘Shareology’ & ‘Human to Human: #H2H’

Humans Helping Humans

Tell me the term social selling doesn’t conjure up images of a hard- hitting salesman spamming everyone in sight with promotional messaging. That said, if we struck the word “selling” from our vocabularies and replaced it with “helping,” we would be much better off.

We’re all marketers of something, whether it’s our own personal brand or a company brand. However, it’s no secret that the most successful salespeople are helpers first. In fact, they’re passionate about it. They listen carefully, ask the right questions, get to know their prospects as individuals, and assist them in their decision-making process. Social just gives us new and varied channels for helping, especially if you establish a good content pipeline.

We need to remember that if you sell something, you create a customer today; if you help someone, you create a customer for life.

That’s human to human. That is #H2H.

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Jill-RowleyJill Rowley

@jill_rowley
Keynote Speaker, Social Selling Evangelist, Startup Advisor

Avoid Being #SocialSlutty

Social is not a channel for selling; it’s a channel for building relationships.

Applying old school tactics to new school channels is a very common mistake new social selling adoptees make. Old school selling: smile & dial / pounce & pitch / always be closing. New school selling: reach & teach / educate & engage / always be connecting.

I see far too many generic LinkedIn invites, and equally bad, invites that are sales pitches. Social Selling isn’t about automation. Setting up salespeople’s social accounts, so the same piece of company branded content is shared at the exact same time looks inauthentic and fake. Don’t do it.

Social Selling isn’t stalking. Don’t favorite, retweet, share or comment on every single post someone puts out. That’s #SocialSlutty. Show a sustained interest without crossing the line into stalker territory. Social Selling doesn’t replace phone and email outreach or face-to-face interactions. It’s strictly additive.

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Alan_SeeAlan See

@AlanSee
Principle And Chief Marketing Officer | CMO Temps, LLC

Open Doors Instead Of Closing Deals

Attracting influential decision makers through social media for lead nurturing purposes is much more difficult than most salespeople realize. The reason is because they must stop thinking of themselves as a salesperson and start thinking of their role in terms of a business consultant, who can truly add value to their prospects day. They must learn to listen more and speak less.

Online that means being able to ask thoughtful questions and then carefully reading the response. They must have unlimited energy and patience because building online rapport and credibility with an influential audience takes time.

And finally, they must stop thinking in terms of “closing” the influencer. Key influencers like key executives do not like to “be closed.” You want to build a long-term relationship with the influencer, and that means working to show them how you are “opening doors,” not closing deals.

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David-Tovey-15David Tovey

@PrincipledSell
Author of ‘Principled Selling’, Director | Sterling Growth Hub

Earn The Right To Tell Your Story

Get social selling right and you will generate more of the right type of leads, more revenue, and more profit. Social Sellers have recognised that they need to be as good at using technology as part of the sales process as customers are about using it as part of the buying process.

The change in how customers buy has changed the language of selling. Today, instead of being about persuading the buyer, sales is more about building their motivation to buy. Relationship building and education play a vital part in the process of building that motivation – and it earns you the right to tell your story.

No one wants to be ‘pitched’ to anymore, but they will listen to the enthusiastic, even passionate story of how a supplier can help them – as long as that supplier has first invested in the relationship by using social media to listen to their customers and then use it to share valuable content.