This is the slide deck from my webinar presentation for Sales & Marketing Management with Dave Stein on 5/15/2014. As soon as I have the link to the recording, I'll add it.

1. selling through digital channels:
is it right for you? to what degree?
The right answer is always about your customer
finding
trigger events
sales intelligence
:: mike kunkle ::
:: transforming sales results ::
may 2014
digital selling success

2. that was then…
digital selling success 2
http://wronghands1.wordpress.com/2013/03/31/vintage-social-networking/
:: mike kunkle :: transforming sales results ::

3. this is now…
digital selling success 3
http://wronghands1.files.wordpress.com/2012/07/social-media1.jpg
:: mike kunkle :: transforming sales results ::

4. digital selling overview
http://wronghands1.wordpress.com/gallery-3/#jp-carousel-1422
digital selling success 4:: mike kunkle :: transforming sales results ::

5. digital selling overview
the ticket for entry
six imperatives

6. digital selling overview
context
yes, digital selling = social selling
think “tool in my sales utility belt” – not “religion”
the semantics / “shock value” around cold calling
digital selling success 6:: mike kunkle :: transforming sales results ::

7. digital selling overview
advice
context and nuance trump absolutes
new doesn’t always replace old (additive)
take a balanced, practical approach
digital selling success 7:: mike kunkle :: transforming sales results ::

9. digital selling overview
selling through digital channels
is it right for me? to what degree?
digital selling success 9
the right answer is always about your customers
:: mike kunkle :: transforming sales results ::

10. digital selling overview
selling through digital channels
is it right for me? to what degree?
The potential impact of Social Selling varies greatly by industry.
Social Selling will be highly disruptive to some industries. Not so much to others.
If you are in an industry where social selling has high applicability, peddle faster.
If you are in an industry where social selling has low applicability, ignore it.
http://www.salesbenchmarkindex.com/bid/104840/Social-Selling-Applicability-by-Industry
digital selling success 10
the right answer is always about your customers
:: mike kunkle :: transforming sales results ::

11. digital selling overview
selling through digital channels
is it right for me? to what degree?
finding
trigger events
sales intelligence
the right answer is always about your customers
where are they?
where are their influencers?
digital selling success 11:: mike kunkle :: transforming sales results ::

12. digital selling overview
selling through digital channels
is it right for me? to what degree?
finding
trigger events
sales intelligence
the right answer is always about your customers
blogs
digital selling success 12:: mike kunkle :: transforming sales results ::

13. digital selling overview
selling through digital channels
is it right for me? to what degree?
finding
trigger events
sales intelligence
the right answer is always about your customers
digital selling success 13:: mike kunkle :: transforming sales results ::

14. ticket for entry
presence
profiles
participation
digital selling success 14
blogs
:: mike kunkle :: transforming sales results ::

15. ticket for entry
presence
profiles
participation
digital selling success 15:: mike kunkle :: transforming sales results ::
http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

16. presence
profiles
participation
ticket for entry
digital selling success 16
begin by sharing relevant
content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
:: mike kunkle :: transforming sales results ::

17. presence
profiles
participation
ticket for entry
digital selling success 17
begin by sharing relevant
content in your field and
building relevant contacts
blog comments
tweets
shares
discussions
posts
RTs
likes
:: mike kunkle :: transforming sales results ::
professors
competitor
companies
analyst
companies
analysts
customers
prospective
customers
researchersengineers
other
experts
centers of influence

18. presence
profiles
participation
ticket for entry
digital selling success 18
consider automation
:: mike kunkle :: transforming sales results ::

19. six imperatives of digital selling
conduct research
make a connection
generate awareness
create interest
build relationships
convert r2r / revenue
digital selling success 19:: mike kunkle :: transforming sales results ::

20. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue

21. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue

22. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue

23. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue
nurture cycle

24. six imperatives of digital selling
research
awareness
interest
connection
revenue relationship
nurture cycle

25. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue
nurture cycle

26. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue
nurture cycle

27. six imperatives of digital selling
research
awareness
interest
connection
revenue relationship
nurture cycle

28. six imperatives of digital selling
research
awareness
interest
connection
revenue relationship
nurture cycle
trigger
sales cycle

29. six imperatives of digital selling
research
awareness
interestrelationship
connection
revenue
nurture cycleacquisition sales cycle
trigger

30. one :: research
digital selling success 30:: mike kunkle :: transforming sales results ::

31. one :: research
look familiar?
digital selling success 31:: mike kunkle :: transforming sales results ::

32. one :: research
look familiar?
… are the same you
use to research
prospects & clients
digital selling success 32:: mike kunkle :: transforming sales results ::
the tools to decide
whether you should
focus on digital selling…

33. one :: research
social research
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social
search engine, alert service… philanthropic ventures,
personal interests, photo postings, alma mater ties,
fraternal or association affiliations, community
involvement… and more
digital selling success 33:: mike kunkle :: transforming sales results ::

34. one :: research
social research
review profiles (LinkedIn and other social sites)
see who they’re connected to
note LinkedIn groups and discussions
observe which companies they follow
watch status updates and comments
beyond social
search engine, alert service… philanthropic ventures,
personal interests, photo postings, alma mater ties,
fraternal or association affiliations, community
involvement… and more
observe their social / digital footprint
digital selling success 34:: mike kunkle :: transforming sales results ::

35. two :: connect
digital selling success 35:: mike kunkle :: transforming sales results ::

36. two :: connect
move from research to connect
follow their digital footprint – be where they are
listen, observe, and learn about them
look for “hinges” or commonalities
reach out to connect
be part of their world / multiple touch points
note: not saying solicit through multiple channels
digital selling success 36:: mike kunkle :: transforming sales results ::

37. two :: connect
how to connect
follow on Twitter
leap from Twitter to LinkedIn
leverage hinges / commonalities
use LinkedIn open group discussions
ask for LinkedIn referrals / introductions
comment on blogs / tweets / discussions
conferences / trade shows / associations
see http://www.mikekunkle.com/connect
unless there is a trigger event, do not “sell” yet
digital selling success 37:: mike kunkle :: transforming sales results ::

38. two :: connect
how to connect
follow on Twitter
leap from Twitter to LinkedIn
leverage hinges / commonalities
use LinkedIn open group discussions
ask for LinkedIn referrals / introductions
comment on blogs / tweets / discussions
conferences / trade shows / associations
see http://www.mikekunkle.com/connect
unless there is a trigger event, do not “sell” yet.
digital selling success 38
get on their radar
:: mike kunkle :: transforming sales results ::

39. three :: awareness
digital selling success 39
http://geekandpoke.typepad.com/geekandpoke/2008/04/the-last-judgem.html
:: mike kunkle :: transforming sales results ::

41. three :: awareness
move from connect to awareness
sales perspective: multiple digital touches
learning perspective: value of spaced repetition
interact
be “social,” share, like, RT, help, pay it forward
share relevant content based on your research
perception: credibility, trust, valuable resource
digital selling success 41:: mike kunkle :: transforming sales results ::

42. three :: awareness
move from connect to awareness
sales perspective: multiple digital touches
learning perspective: value of spaced repetition
interact
be “social,” share, like, RT, help, pay it forward
share relevant content based on your research
perception: credibility, trust, valuable resource
digital selling success 42
be known / develop your reputation
:: mike kunkle :: transforming sales results ::

43. four :: interest
digital selling success 43:: mike kunkle :: transforming sales results ::

44. four :: interest
move from awareness to interest
don’t follow the hungry herd / don’t pounce
social = subtle
don’t be anti-selling, either
the great “sell vs. help debate”
gauge interest in your “awareness campaign”
likes, comments, downloads, shares, questions,
emails, responses
watch for triggers… challenges, opportunities, issues,
changes, questions, signals
digital selling success 44:: mike kunkle :: transforming sales results ::

45. four :: interest
move from awareness to interest
don’t follow the hungry herd / don’t pounce
social = subtle
don’t be anti-selling, either
the great “sell vs. help debate”
gauge interest in your “awareness campaign”
likes, comments, downloads, shares, questions,
emails, responses
watch for triggers… challenges, opportunities, issues,
changes, questions, signals
digital selling success 45
observe reactions / gauge interest
:: mike kunkle :: transforming sales results ::

46. five :: relationships
digital selling success 46:: mike kunkle :: transforming sales results ::

47. not linear
starts before “connect” / never ends
“business dating” / nurturing
sincerity, authenticity, transparency & ethics matter
grow organically (unless triggered)
when possible, move at their pace
humor, empathy, social debt, dot connections
common: interests, goals, people, problems
behavior: pay it forward, give / share, connect others,
stewardship / leadership / go-giver
digital selling success 47
five :: relationships
:: mike kunkle :: transforming sales results ::

48. not linear
starts before “connect” / never ends
“business dating” / nurturing
sincerity, authenticity, transparency & ethics matter
grow organically (unless triggered)
when possible, move at their pace
humor, empathy, social debt, dot connections
common: interests, goals, people, problems
behavior: pay it forward, give / share, connect others,
stewardship / leadership / go-giver
digital selling success 48
five :: relationships
:: mike kunkle :: transforming sales results ::
credibility / respect / trust

49. six :: revenue
digital selling success 49
http://www.glasbergen.com/wp-content/gallery/cartoons-about-sales-salespeople/toon550.gif
:: mike kunkle :: transforming sales results ::

50. six :: revenue
helping, guiding, serving, solving, adding value
making quota, achieving goals, staying employed
finding the buyers with problems you solve
value creation and influence to win deals
converting r2r or relationships to revenue
http://www.glasbergen.com/wp-content/gallery/sales/sell50.gif
professional selling is…
digital selling success 50:: mike kunkle :: transforming sales results ::

51. six :: revenue
convert r2r – move into a sales cycle
magnetize buyers to you, but reach out, too
partner with marketing (nurturing, content, mql)
watch for problems you solve – reach out then
look for triggers to enter the buying cycle early
share insights to create opportunity
use “favorable introductions” to begin sales
conversations
leverage the social debt, credibility, respect, and trust
you gained in previous steps
digital selling success 51:: mike kunkle :: transforming sales results ::

52. six :: revenue
convert r2r – move into a sales cycle
magnetize buyers to you, but reach out, too
partner with marketing (nurturing, content, mql)
watch for problems you solve – reach out then
look for triggers to enter the buying cycle early
share insights to create opportunity
use “favorable introductions” to begin sales
conversations
leverage the social debt, credibility, trust and respect you
gained in previous steps
digital selling success 52:: mike kunkle :: transforming sales results ::
value creation / account acquisition

53. six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
digital selling success 53:: mike kunkle :: transforming sales results ::

54. six :: revenue
unleash your army of advocates
every good sales rep has clients behind them
social savvy reps have clients in front of prospects
digital selling success 54:: mike kunkle :: transforming sales results ::
“Dave, I caught your message about [topic] in [LinkedIn group]. I worked with
[client name / company] to help resolve [that issue] for her and [deliver this
value]. Would it be helpful to speak with [name] about her experience?”

55. closing thoughts :: summary
other considerations for digital selling
stealth mode
you can hide activity on LinkedIn, hide your connections,
avoid commenting to prospects in groups (until you’re ready to
make a public connection)
if not managed well, social media can be a huge
time drain for little return
focus on outcomes
manage your time
use automation to free time for research and engagement
continue to learn from others (see appendix resources)
digital selling success 55:: mike kunkle :: transforming sales results ::

56. about mike
mike is a training and organization effectiveness leader with special
expertise in sales force transformation.
after his initial years on the frontline in sales and sales management, he spent the
next 19 years as a corporate manager or consultant, leading departments and
projects with one purpose – improve sales results.
today, in his role as commercial training & development manager for GE Capital’s
equipment finance platform, mike uses his in expertise in best-in-class learning
strategies, methods, processes, and change leadership to develop the capabilities of
sales representatives and sales managers to drive business results.
mike freely shares his own sales transformation methodology, speaking at
conferences and writing online (see http://slidesha.re/PerfLevers082011 and
http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at
<mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or
on various social media sites.
linkedin
twitter
google+
slideshare
let’s get
connected!
http://www.mikekunkle.com/about-me
digital selling success :: mike kunkle :: transforming sales results :: 56
the thoughts and opinions expressed here are my own

57. a p p e n d i x
:: transforming sales results ::
:: mike kunkle ::
may 2014
:: digital selling success ::
:: six imperatives of digital selling ::

58. appendix – links
building a linkedin profile
http://www.salesforlife.com/sales-resources/9-steps-to-a-winning-linkedin-profile-for-sales-
professionals/
http://topdogsocialmedia.com/linkedin-marketing-infographic/
http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/
http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/
other social selling resources
http://funnelholic.vidcaster.com/k5kbb/the-guide-to-social-selling-strategy-how-to-use-social-to-
crush-your-number/
http://wurlwind.co.uk/sales-applications/social-media/linkedin-for-personal-and-company-lead-
generation/
http://www.salesforlife.com/sales-resources/
http://business.linkedin.com/sales-solutions/c/14/3/7-ways-sales-professionals-drive-revenue-with-
social-selling.html
http://www.eloqua.com/resources/grande-guides/grande-guide-to-social-selling.html
http://blog.hootsuite.com/social-selling-action-plan-compelling-profiles/
http://blogs.salesforce.com/company/2014/05/free-e-book-the-smart-guide-to-social-selling-.html
digital selling success 58:: mike kunkle :: transforming sales results ::

59. appendix – links
other social selling resources (continued)
http://www.slideshare.net/linkedin-sales-solutions/linkedin-foolproof-guide-to-social-selling
http://learnmore.insideview.com/TheUltimateGuide_Twitter.html
http://blog.hubspot.com/marketing/questions-social-selling-answered-linkedin-evernote-hubspot-qa
http://www.exacttarget.com/blog/10-smart-social-selling-tips-for-2014/
http://www.marketingprofs.com/podcasts/2014/24906/social-selling-jill-rowley-marketing-smarts
http://www.businessesgrow.com/2014/03/20/social-selling/
http://wurlwind.co.uk/2013/01/sales-productivity-and-social-selling-how-to-increase-benefits-and-
reduce-time-ff56/
http://blog.introhive.com/blog/2014/04/03/social-selling-20-quick-yet-essential-tips-you-should-
know/
http://marketingthink.com/10-ways-to-get-found-more-easily-on-linkedin-social-selling-advice/
http://marketingthink.com/what-does-twitter-success-look-like/
http://www.marketingprofs.com/charts/2014/25107/how-people-use-linkedin-infographic
digital selling success 59:: mike kunkle :: transforming sales results ::