Social Selling Mastery

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Shanks Jamie. Social Selling Mastery

PREFACE

ACKNOWLEDGMENTS

INTRODUCTION: THE ROAD MAP TO DIGITAL TRANSFORMATION

Level 0: Status Quo

Level 1: Random Acts of Social

Level 2: Building a Business Case: Linkedin or Social Media Training

Level 3: Scale: Social Selling Mastery

Level 4: Sales and Marketing Alignment

Level 5: Sales and Marketing Integration

How Do I Use This Book?

PART ONE. CREATING A MINDSET SHIFT FOR A DIGITAL TRANSFORMATION

CHAPTER 1. WHY DO I NEED TO CHANGE NOW, NOT TOMORROW?

CHAPTER 2. LEADERSHIP EXECUTIVE SUMMARY

CHAPTER 3. HOW DO I DRIVE ORGANIZATIONAL BUY-IN AND ACCOUNTABILITY?

Plot Your Social Selling Mastery Hierarchy of Needs

Priority Assertion

CHAPTER 4. THE THREE KEY LEADERSHIP ROLES. SALES, MARKETING, AND SALES OPERATIONS/ENABLEMENT

Outline Roles and Responsibilities

CHAPTER 5. ORGANIZATIONAL TOOLS AND METRICS FOR SOCIAL SELLING SUCCESS

Measure Behavioral Change

Leading –> Current –> Lagging Indicators for Success

Setting up Your Leading Indicators

Set up Your Current Indicators

Linkedin Sales Navigator as a Current Indicator

Set up Your Lagging Indicators

PART TWO. SOCIAL SELLING MASTERY FOR THE SALES PROFESSIONAL

CHAPTER 6. START BUILDING A PERSONAL BRAND

Enrich Skillset

This Journey Begins with a New Mindset

CHAPTER 7. DEVELOP BUYER-CENTRIC PROFILES. LINKEDIN, TWITTER, AND OTHER SOCIAL PLATFORMS

LinkedIn Photo Showcases Trust

Your LinkedIn Headline is Your Elevator Value Statement

The LinkedIn Summary Completes the Story

LinkedIn Recommendations Validate You're Trustworthy

CHAPTER 8. FIND. SOCIALLY SURROUND A BUYER AND THE BUYING COMMITTEE

Mapping Your Sales World Toward Your Social World

Multiplying Find: Socially Surrounding a Buyer

Tactic 1: Find Buyers' Profiles on LinkedIn, Twitter, and Google

Tactic 2: Create Trigger-Based Alerts That Socially Surround Your Buyer

Tactic 3: Profiling a Buyer's Sphere of Influence

CHAPTER 9. EDUCATE. LEVERAGING CONTENT TO SHAPE A BUYER'S JOURNEY

Acquiring Insights

Delivering Insights

CHAPTER 10. ENGAGE. TOUCHING “EVERY DEAL, EVERY DAY” WITH SOCIAL MEDIA

Where do I Begin?

Grow Your Slice of the Social-Reach Pie!

Social Engagement: Your Touchpoint Cadence

Map Your Touchpoint Cadence

CHAPTER 11. DEVELOP. SCALING UP YOUR SOCIAL NETWORKS

Step 1: Check Your Digital Voicemails

Step 2: Check Your Content Engagement

Step 3: Grow by the Power of Three

CHAPTER 12. CREATE A SOCIAL SELLING ROUTINE

The 30–60 Minute Daily Social Selling Routine

PART THREE. BUILDING A LEAD FACTORY WITH DIGITAL CONTENT MARKETING

CHAPTER 13. WHY DOES MISALIGNMENT EXIST BETWEEN SALES AND MARKETING?

Exploring Sales and Marketing Misalignment

Does this Problem Start with Blind Spots?

How Do KPI Measurements Play with Misalignment?

How Do We Change Our Mindset?

CHAPTER 14. WHAT IS THE CURRENT STATE OF YOUR LEAD FACTORY?

Step 1: Interviewing the Sales Leader

Step 2: Interview the Marketing Team

Step 3: The Delta Between Perception and Reality

CHAPTER 15. CREATE HIGH-QUALITY, HIGH-QUANTITY CONTENT

Step 1: Centralize a Buyer's Journey

Step 2: Segment the Buyer's Journey into Sales-Centric Stages

Step 3: Kick-start New Ideas for Insights

Step 4: Develop an Insights Committee for Scale

Step 5: Content Calendar

Content Creation Best Practices

“Turkey Slice” Your Core Content

Templates: Like Punching Out Cakes

Assign Tags for Each Insight Before Development

Facts and Data Are the Center of the Story

Create a Never-Ending Story

Fuel Insights Development with ”Window Time”

CHAPTER 16. ORGANIZE INTERNAL CONTENT FOR EASY ACCESS BY YOUR SALES FORCE

Starting Your Content Organizational System

Step 1: Audit Sales' Ability to Find Your Internal Library

Step 2: Audit Sales' Ability to Navigate Your Internal Library

Step 3: Redesign the Framework of Your Content Library Using Your Content Calendar Tags

Step 4: Tags for Keyword Indexing

Step 5: Leverage a Visual User-Interface to Help Contextualize the Insights for Sales

Accelerating Insights with Employee Advocacy

CHAPTER 17. DISCOVER INBOUND AND OUTBOUND MARKETING HACKS TO ACCELERATE LEAD VELOCITY

Tactic 1: Operation Land Grab

Tactic 2: Event Lead Exchanges

Tactic 3: Repurpose and Recycle Your Top 10 Percent

CHAPTER 18. EVALUATE YOUR CUSTOMER'S JOURNEY. FIND THE TRENDS AND IMPROVE KEY SALES INTERACTIONS

What Is the Content-Consumption Story?

Go Beyond Lead Sourcing: Start Empirically Proving Lead Influence

How Can Technology Play a Huge Role?

What Are the Steps to Capturing a Buyer's Content-Consumption Story?

PART FOUR. SCALING UP WITH SALES OPERATIONS AND SALES ENABLEMENT

CHAPTER 19. HOW DO WE MITIGATE SKILL GAPS WITH OUR NEW HIRES?

CHAPTER 20. ONGOING COACHING. HOW DO WE CREATE A REPEATABLE PROCESS?

Reinforce Action

How Do You Create a Reinforceble Training Program?

CHAPTER 21. HOW DO WE EFFECTIVELY SCALE A SOCIAL SELLING PROGRAM COMPANY-WIDE?

Amplify and Scale

Returns

Real-Time Dashboards for Current and Lagging Indicators

CONCLUSION

INDEX

WILEY END USER LICENSE AGREEMENT

Отрывок из книги

My life changed forever on April 18, 2012, in Dallas, Texas. On that particular day, I was a first-time attendee to the AA-ISP (American Association of Inside Sales Professionals) annual Leadership Summit. I was the Toronto AA-ISP chapter president at the time, yet hadn't been able to attend the 2011 event because I had absolutely no money. That year was a disastrous one for my business, which you'll feel a true appreciation for by the end of this preface. At the 2012 AA-ISP Leadership Summit, I felt like a fish out of water. There, at this event, were all the big names of inside sales – Anneke Seley, Trish Bertuzzi, Ken Krogue, Jill Konrath, and hundreds more. Then there was me, from Canada, a 33-year-old absolute nobody in the industry. I remember feeling really awkward at the event because I was there to learn, but I also was very starstruck. My heroes have always been business leaders and now I was in a room with the top sales minds in the world. I kept saying to myself, “I'm meeting the people whose books are on my book shelf at home.” I just wanted someone to pay attention to me.

Nearly two years after starting my business, in March 2011, I was teetering on the edge of bankruptcy. Then, like a slap in the face from sales karma, three days before my wedding, the bomb dropped! I went to visit my top-billing client at the company's office and the doors were locked. I came to find out that certain executives of this company had committed fraud by illegally sucking money out of the corporation. All non-equity-owning C-level executives, the employees, and unsecured contractors got screwed overnight! As an unsecured contractor, my business was never going to get paid. I was owed $35,000, but with the state of my financial affairs, it might as well have been $100,000,000. I was dead! I had little backfill of clients to support this mounting debt and I was leaving for Costa Rica for my wedding, and then to Paris, France, for our honeymoon in just three…freaking…days! There was no way I was telling my soon-to-be wife what had just happened, as I assumed if I did, that this marriage thing would be over before it even began.

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About 10 minutes into Josiane's presentation, she asked the audience for specific examples of sales success leveraging social media. I sprung up like a leopard looking to attack a gazelle! I shouted “We have been helping clients send LinkedIn InMail to prospects with a 12- to 20-percent message-sent-to-new-lead-created ratio.” That one line changed my life forever. Honestly, I can pinpoint the moment exactly. The breakout room's temperature seemed to change as the buzzing of chatter began to build. People looked at me as though I had invented fire. Almost immediately, someone from the back had shouted, “Can you describe exactly what you're doing on LinkedIn?” So, for the next few moments, I explained what I later would call the sphere of influence sales process. I felt like a rock star for the first time in my life. I had potentially created a consulting service that people actually wanted!

After the breakout session had finished, Gary Ambrose and Ken Krogue approached me to exchange business cards. They both asked me to call them to discuss doing a joint webinar and ebook on the topic of LinkedIn. I walked into the main lobby of the conference center with a sense of hope and newly found self-confidence I hadn't felt in two years. The very next thing I did was call my business partner George Albert. This call should have been recorded, and I should plaster its text on the walls of our corporate office:

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