The New Sales Playbook
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Learn new ways to blend old-school prospecting tactics with the latest social sales and marketing strategies. Darrell Amy of Dealer Marketing and Larry Levine of the Social Sales Academy share their latest strategies for copier dealers to succeed.
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The New Sales Playbook
- 1. THE NEW SALES PLAYBOOK Darrell Amy Chief Innovation Officer Dealer Marketing Larry Levine Social Sales Coach Social Sales Academy
- 2. SALES FUNNEL HOW DO YOU FILL THE SALES FUNNEL? 30-60-90
- 3. TWO TYPES OF PROSPECTS
- 5. FILLING THE FUNNEL: THE OLD SALES PLAYBOOK
- 6. Buyers are 57% of the way through the decision making process before engaging with a sales rep or vendor. Corporate Executive Board Harvard Business Review, June 2012 Survey of 1,600 mid-sized business decision makers THE BUYER CHANGED
- 7. BUYER 2.0 Researches Online 1. Empowered with information 2. Afraid of making bad decisions 3. Pressed for time
- 8. • The modern consumer is digitally driven, socially connected and mobile empowered. • Unlimited access to real-time information about your company, products, competitors & customers
- 9. Google & LinkedIn have forever changed the sales process.
- 10. MEET THE NEWEST MEMBERS OF YOUR SALES TEAM
- 11. NEW SALES PLAYBOOK THE PROBLEM OLD SCHOOL NEW SCHOOL
- 12. THE NEW SALES PLAYBOOK SEARCHING Marketing NOT SEARCHING Sales RELATIONSHIP FUNNEL LEAD FUNNEL
- 13. LARRY LEVINE Sales How to Fill Your Relationship Funnel
- 14. MY STORY • 28 years in the industry • Los Angeles sales “rat race” • Zero account base • 2014 Results – $650,000 in net new business – $1,600,000 pipeline leveraging LinkedIn relationships www.linkedin.com/in/larrylevine1992
- 16. “The two keys to success are: (1) building relationships and (2) changing the way people think” Social selling can accomplish both “1937”
- 18. THE POWER OF YOUR NETWORK
- 20. LET’S DO SOME SIMPLE MATH Three Accounts per Week 3 current clients Five Second Degree Connections 15 new prospects One Month 60/month One Year 720/year 10% Appointment Ratio 72/year 6 new sales appointments per month
- 21. SOCIAL SELLING DEFINED Using social networks to leverage your personal brand to fill your relationship funnel. NOT SEARCHING Sales RELATIONSHIP FUNNEL
- 22. THE KEY TO WINNING IN SOCIAL IS NOT TO ADOPT A SEPARATE STRATEGY FOR IT BUT TO LOOK AT THE EXISTING SALES STRATEGY AND INTEGRATE SOCIAL INTO IT. NEW SALES PLAYBOOK OLD SCHOOL NEW SCHOOL
- 23. Daily Habits Killer Profile PILLARS OF SOCIAL SELLING SUCCESS Social Selling Skills
- 26. HEADLINE Business Head Shot (First Impression) Personal URL Headline: What You Do (Not Your Title)
- 27. CONTACT INFORMATION Phone Number Email Twitter Dealer Website/Blog
- 28. Trust = Credibility + Connection WHO does this rep know that I know? WHAT does this rep know that could help my business?
- 29. “77% of people who are going to interact with you will check you out on LinkedIn first.” Entrepreneur Magazine It is about bringing your personal brand to the marketplace to parallel your business brand
- 30. RESEARCH Find companies and contacts in your territory. FOLLOW Learn about your prospect CONNECT Send a personalized invitation. NURTURE Build relationship with content MEET Ask for a conversation. THE SOCIAL SELLING PROCESS
- 31. NURTURING RELATIONSHIPS Content Drives Conversation
- 32. • 2009 met with CFO – just entered into agreement • Mined connections – led to IT Manager and Staff Accountant (Connected) • 2013 found out Kiwanis friend was a docent • Set up 90 day campaign • (4) KM C554e’s
- 33. MARKETING Darrell Amy How to Build a Lead Funnel
- 34. KNOW LIKE TRUST MARKETING ROLE SEARCHING Get Found Online With References And Helpful Info NOT SEARCHING Provide content for sales reps to share Sharable Content
- 35. 94% of buying decisions begin online Digital content IS becoming a deal breaker for consumers who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
- 36. GET FOUND
- 37. CREATE LOTS OF CONTENT • Blog at least once a week • Share on social networks
- 38. WHAT TYPE OF CONTENT? 1. Who is your target? 2. What are their challenges? 3. Where do they consume content?
- 39. SALES SALES LINKEDIN COACHING MARKETING MARKETING 57% IN PERSON DIGITAL PROSPECTING DIGITAL MARKETING ONLINE BLOG WRITING SOCIAL MEDIA SEARCH ENGINES WEBSITE DESIGN
- 40. WHAT NOW? Implementing the New Sales Playbook
- 41. SALES-FILL RELATIONSHIP FUNNEL 1. Optimize LinkedIn Profiles 2. Master Social Sales Skills 3. Share Content 4. Drive Conversation NOT SEARCHING Sales RELATIONSHIP FUNNEL
- 42. MARKETING-FILL LEAD FUNNEL 1. Create Lots of Content 2. Get Found Online 3. Provide Content for Sales to Share SEARCHING Marketing LEAD FUNNEL
- 43. QUESTIONS? Darrell Amy Chief Innovation Officer Dealer Marketing damy@dealermarketing.net 214.224.0050 x.101 Larry Levine Social Sales Coach Social Sales Academy llevine@socialsalesacademy.net 805.586.3245 x. 302
Editor's Notes
- More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.
- Engage with prospects Reply to questions posed DO NOT SELL – be useful to them
- It’s “what you know” and “who you know” LinkedIn gives you both!