How to be a Social Selling Superstar

How to be a
SOCIAL SElliNG
SUPER STAR
Kingshuk Hazra LeadStrategus|BY:

• I have had a fairly adventurous career so far & have some
interesting stories to share:
Why listen to Kingshuk?

- worked with Naukri founder in 1998; was Gartner e-com analyst in 2000;
used to have coffee with Rodinhooder Alok Kejriwal in 2002; sold first
SAAS @ 2008
- I have been lucky to be the first/second marketing /BD person in
companies like Amazon Web Services, SAP, Oracle, Pluralsight
- I run a Sales & marketing transformation consultancy – LeadStrategus.
Social Selling is a key part of our customer’s sales success.

SAAS @ 2008
• I have been on LinkedIn since Feb 2004 – 14 months after it was
started

SAAS @ 2008
• I have been on LinkedIn since Feb 2004 – 14 months after it was
started
• In the last 6 months ALL our leads have come thru social & reference

• This will not be an easy session –
we are covering elements covered
in a 3 day workshop in 90
minutes.
• Choose your area of focus!
• What works for me need not work
for you!
• Happy Social Selling! Don’t
hesitate to come back
@kingshukhazra if you have any
questions!
Be warned!
LeadStrategus
All brands mentioned/referred here own their
copyrights. This is not an endorsement of any brand.
All images used for representational purposes only!

Agenda
LeadStrategus Social Selling Framework
BEGINNER
PROFESSIONAL
AL
EXTROVERT
POWERFUL
MAESTRO
@kingshukhazra

Social SellingStages in Your Social Selling Journey
LeadStrategus Mapping your Social Selling Journey

Beginner –
irregular, not inviting

Mapping your Social Selling Journey
Beginner –
Professional –
complete profile,
regular checks
LeadStrategus

Beginner –
Professional –
complete profile,
regular checksGetting
Started –Dale
Carnegie
LeadStrategus

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
understanding,
commenting
LeadStrategus

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
understanding,
commenting
Building Target
Accounts &
Prospects -
Sherlock Holmes
LeadStrategus

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
understanding,
commenting
Powerful –
engaging, connecting
regular
LeadStrategus

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
understanding,
commenting
Powerful –
regularMatch targets
to toolsets
Understanding
& probing
LeadStrategus

Social SellingSheparding Your Social Selling Journey
Beginner –
Professional –
complete profile,
regular checks
Extroverted –
reaching out,
commenting
Powerful –
regular
Maestro –
Influencer, public +
personal, millions
LeadStrategus

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
reaching out,
commenting
Powerful –
regular
Maestro –
personal, millions
Trigger & talk
& content
plan

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
reaching out,
commenting
Powerful –
regular
Maestro –
personal, millions
Influence,
take offline

Mapping your Social Selling JourneyLeadStrategus Social Selling Framework

PROFESSIONAL
LeadStrategus
It can be a zig-zag path,
you may jump rungs;
journey is always more
important than the destination

Beginner –
LeadStrategus

The journey of a 1000 miles begins with one step.
LeadStrategus
- Lao Tzu

Dale Carnegie had said it right 80 years back!
• Smile...
• Be a good listener. ...
• Talk in terms of the other person's interest. ...
• Become genuinely interested in other people...
• Make the other person feel important – and do it sincerely
• Remember a person's name is to him, the sweetest & most important sound
LeadStrategus

Question is – how do we
translate Dale Carnegie’s
eternal truths to the multi
colour, uber-stimuli
post social-media era?
LeadStrategus

Understand yourself,
Understand your subject,
Take the path of least resistance
LeadStrategus

What’s your
personality?
LeadStrategus

Start with self – create your social ikigai
Take pen & notebook;
On 4 dufferent sheets, write
down ‘what you love’ doing,
‘what world needs’ .. On social
Combine the sheets to arrive at
your social ikigai
What you
LOVE
What world
NEEDS
What you
are GOOD at
What you
Can be PAID for
PASSION
VOCATION
PROFESSION
MISSION
IKIGAI

High Responsiveness
‘emotional’
EXPRESSIVE
Low Responsiveness
‘controlled’
HighAssertiveness
‘Telling’
LowAssertiveness
‘asking’
DRIVER
AMIABLEANALYTICAL
Just do it! Lets do it together!
‘Cui bono’ –
Why do we it?
We are the best!
What’s your Social Style?
Check your Social Style: http://www.smallworldalliance.com/documents/SocialStyles-Assessment.pdf

HighAssertiveness
‘Telling’
LowAssertiveness
‘asking’
Understand your subject’s style (1)
1. Express strong opinion / feedback
2. Posts frequently
3. First to post on new topics
4. Responds quickly
5. Critical at times
1. Less frequent - well thought out
posts/articles
2. Responses
3. Asks questions
4. Not critical – not confrontational
5. Open to new ideas
LeadStrategus

Understand your subject’s style (2)
1. Warm & approachable
2. Likes & reposts
3. Uses emoticons
4. Highly engaged on social media
5. Large number of connections
1. Less frequent - well thought out posts/articles
2. Asks questions
3. Can create/respond with in-depth analysis
4. Critical but not always vocal about it
High Responsiveness
‘emotional’
Low Responsiveness
‘controlled’
LeadStrategus

• Will not initiate, slow to
respond, but pick holes fast
• Will go in-depth into technical
content
• Highly data driven & will like
rigour
• Will resist being chased
• Supportive, conflict avoider
• Will like /respond to good
content quickly
• Likes & gives ‘Tender Loving
Care’
• Will avoid conflict
• Will be responsive but will not
be able to push internally
• Brilliant for social selling – high
SSI scores
• Spontaneous reach-out
• Tends to be popular on Social
• Will get likes & comment
• Will expect quick response &
respond equally fast
High Responsiveness ‘emotional’
EXPRESSIVE
Low Responsiveness ‘controlled’
HighAssertiveness
‘Telling’
• Will respond quickly & move
fast if they feel they own it
• Will make a pushy salesperson,
super-pushy customer
• Asks need to be quickly
replied but will not respond
quickly to your query
LowAssertiveness
‘asking’
DRIVER
AMIABLEANALYTICAL
… in Social Media
We are the best!‘Cui bon’ - Why do we it?
LeadStrategus

• Best as a technical supporter –
not good as a decision maker /
consensus builder
• Will like detailed technical
content
• Can slow down decisions, do
not chase – sell with analysis
• Will like personal high-touch
selling with references
• Supportive, conflict avoider
• Will like /respond to good
content
• Needs to be handled with lots
of love
• Will be responsive but will not
be able to push internally
• Best for building consensus in
democratic environments
• Will respond to personalised
social selling
• Will go after popularity
• Will expect quick response &
respond equally fast
High Responsiveness ‘emotional’
EXPRESSIVE
Low Responsiveness ‘controlled’
HighAssertiveness
‘Telling’
• Best as a CXO driving a
committee for fast decision
• Create highly customised
solutions as per need
• Will need lots of data – but
impatient for response
LowAssertiveness
‘asking’
DRIVER
AMIABLEANALYTICAL
…and respond to their style
‘Cui bon’ - Why do we it? We are the best!
LeadStrategus

ADD A PROFILE PHOTO:
Upload a professional photo,
or at least one that looks
professional, which is cropped
to clearly show your face.
Make sure there is no 'paan’ in your
teeth and that your background isn’t a
visit to the race-course
JOIN LINKEDIN & AND fill in
YOUR PERSONAL DETAILS
LeadStrategus

FOLLOW ALL instructions in
LINKEDIN wizard. FILL ‘MORE’
NOT ‘LESS’

Make headline
& designation
keyword
friendly and
[pithy. They
are your on
page seo.

YOUR HEADLINE IS YOUR
ELEVATOR PITCH summary.
Make it stand out!

Got the ‘why’ correct to bring Dale
Carnegie’s words to the Social Age

https://www.fastcompany.com/28905/brand-called-you

Definition of Professional by Subroto Bagchi
INDIVIDUAL
Qualification
Qualities Integrity
New World
Self
Awareness
Managing
volume
Managing
complexity
PROFESSIONAL

You get judged in 7
seconds in your first
meeting…
LeadStrategus

… and in 1/5th of a second
online
LeadStrategus

Create a
powerful drop
dead portfolio
ADD visual resume,,
presentations,
designs, docx,
artifacts…
Source:
https://www.slideshare.net/linkedin/linked-in-professional-portfolio-20299685

Optimise every
piece of real
estate
Add image
summarising your
brand in your
'BACKGROUND IMAGE'
LeadStrategus

Do a//b testing
to see which
combo of
profile and
keywords –
gets you more
clicks on
linkedin
search

ADD ALL YOUR
CONTACTS IN
LINKEDIN with a
personalised
message
Connect all your emails to
linkedin.
SWEAR ON YOUR HOLY BOOK THAT
FROM TODAY, YOU WILL SEND A
customised LINKEDIN INVITE
TO ALL YOU MEET –within 12
hours of the meeting

You can connect
with anybody
you want to
How?? personalisation
and thoughtfulness in
your invitation message
LeadStrategus

JOIN all groups
most relevant
to you – LIMIT 50
you are allowed to
send invite to anyone
in your group without
a foul
LeadStrategus

Get your 50
skills &and 99
endorsements
Endorsements and
skills create a great
impression and
improve your search
LeadStrategus

Parting tips
Customize your public
profile URL.
Make sure others can
see your activity.
Should people know when
you saw their profile??
NO SPELLING ERRORs,,
no short-hands, , ,
no all caps EVER
again PLEASE!
LeadStrategus

Got the foundations for
the Professional Brand

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
reaching out,
commenting
LeadStrategus

Making time to read & research in today’s
world is an unbeatable competitive advantage
LeadStrategus
“The more you read
The more you know.
The more that you learn
The more places you’ll go.”
- Dr. Seuss

Create a twice a day routine to
read your daily feed and spread
happiness to your targets-
LeadStrategus

How to get anyone to like you in 2 minutes
LeadStrategus
- Post by Vikram Bhardwaj on LinkedIn

How to get anyone to like you in 2 minutes…
- Post by Vikram Bhardwaj on LinkedIn

I’m not a psychopath.
I’m a high functioning sociopath.
do your research!!

GUESS NUMBER OF TECH CEOs
FROM INDIA ON LINKEDIN???

GUESS NUMBER OF TECH CEOs
FROM INDIA ON LINKEDIN???
35,505

Search &and seed "prospects with
a pain" from different portals
and platforms

Search a problem to sell its solution
Suppose you are an IT Services firm doing Salesforce implementation:
LeadStrategus

1. Create a list of portals where your prospects interact – e.g. Quora,
Stackoverflow, FB... Don’t forget LinkedIn & Twitter.
LeadStrategus

2. Search to see if anyone talking about any need for a Salesforce service.
LeadStrategus

3. Figure out all search terms seekers will use before they look for CRM
implementation e.g. low cost CRM, fixing XYZ CRM, CRM for ‘auto’ …
LeadStrategus

4. Figure out if you can get the person’s name+ company name. Look them
up on LinkedIn/Twitter.
LeadStrategus

5. Reach out and connect with an immediate answer to their specific
challenge/interaction points on portal AND on Linkedin/Twitter
LeadStrategus

5. Reach out and connect with an immediate answer to their specific
challenge/interaction points on portal AND on Linkedin/Twitter
6. Congrats - you have created a new cross-platform prospect!
LeadStrategus

WAYS TO ENGAGE
Like SUBJECT’S activity
Comment on Subject’s
post
Endorse subject’s skill
Join subject’s group(
Get introduced
Flattery works
LeadStrategus

WAYS NOT TO
ENGAGE –Don’t be a
creep
VISIT SUBJECT’s profile
everyday to let them know
that you are thinking
about them
Pitch immediately after
connecting
Be critical on social
Share IDeas on
controversial / divisive
topics

Engage like a Personal trainer,
not like a Customer Support rep.
LeadStrategus

Got extrovert with a goal…
…to understand first and then help

Beginner –
Professional –
complete profile,
regular checks
Extroverted –
reaching out,
commenting
Powerful –
regular
LeadStrategus

Eternal Question: What Content
works the best?
Lessons from my LinkedIn Content Journey

What Content got me the most likes
and views?
LeadStrategus
Ranking based on Likes

Rants, image memes, & replies to
popular content works wonders
LeadStrategus

#1 Content: Personal Rant with Solutions
LeadStrategus

Lesson: Post stickiness improves by
offering a solution not just by ranting
LeadStrategus

#2 Content: Shout out to Sales Enablers
LeadStrategus

Sincerely thanking – and tagging
never fails to strike a chord

#3 Job-ad for freshers
LeadStrategus

Top Recruiters have always been the most in-demand,
But unless they follow-up with engaging content,
their stardom tends to be highly ephemeral
LeadStrategus

#4 Content: Image meme on ‘social media’
LeadStrategus

High quality ORIGINAL imagery
creates an unparalleled aura
LeadStrategus

#5 Content: Rant – My lessons on Sales…
LeadStrategus

Relevant content that targets you key audience strikes a
chord, increases recall & improves your searchability.

#6 Content: Rant on Steve Jobs’ quote
LeadStrategus

#7 Content: Cricket inspiration image meme
LeadStrategus

An image is worth a million words

#8 Content: Image Meme for a webinar
LeadStrategus

Well thought out targeted content
turns interests to prospects, prospects
to customers.
LeadStrategus

#9 Content: Share other’s post with comments

#10 Content: Reply to Other’s Questions

Magic happens when your prospect’s
influencers endorse your content
LeadStrategus

Parting thoughts
More relevant your post
to your target,, more
leads you get
One image = one million
words
You may not be able to
produce blockbusters
every day - Borrow with
credits -
Post at 10am &and at 5pm
Keep self promotion to a
minimum LeadStrategus

LeadStrategus
And above all – honour the trust!

Content gives you ‘unbound’
inbound POWER

Guy
Kawasaki
Vala Afshar Alok
Rodinhood
Kejriwal
Story of 3 maestros
LeadStrategus

LinkedIn
follower, #articles
Twitter
follower, #tweets
Slideshare
#followers, #decks
2.6M, 199
1.5M, 184K
28.7K, 53
7250, 3
227K, 330K
2.5K, 32
116K, 108
27.8K, 14.4K
3K, 38
Maestros’ fan-base
LeadStrategus

What’s their secret sauce?
AUTHENTIC
CONNECTEDNESS
PURPOSEFUL
POSITIONING
QUALITY &
REGULAR
CONTENT
LeadStrategus

Guy Kawasaki – the original
LeadStrategus
• One of original marketer of Apple Macintosh in 1984
• He popularized the word ‘evangelist’ before it became popular &
concepts of evangelism marketing and technology evangelism
• He has written over 10 books
• He was one of the earlier authors of e-books, earliest Kindle book
• He is a keynote speaker in many of the biggest & most respected events
• He started Canvaa – a graphical design tool site & popularised it
• He wrote ’Enchantment ’ a bible for modern influencers
• He serves on the Wikipedia board besides being a brand ambassador of
Mercedes in addition to being a VC, Canvaa, speaking engagements
PHOTO: (cc) Kenneth Yeung - www.thelettertwo.com -

Guy’s Advice on being maestro!
LeadStrategus
• Have a goal of creating something that is 10X better
• Its bullshit to have a goal of being a thought leader. While
building/marketing/servicing your product/service you gain a lot of
knowledge, that makes you a thought leader
• Do not be afraid of polarising people while creating something. Its OK to
be loved or hated!
• Be in the genuine + generous quadrant!
• Think DICEE
- Deep
- Intelligent
- Complete
- Elegant
- Emotive
PHOTO: (cc) Kenneth Yeung - www.thelettertwo.com -

Vala – the tech-god of Twittersphere
LeadStrategus
PHOTO: Youtube screengrab
• Vala is the Chief Digital Evangelist for
Salesforce.
• He has 227,000 Twitter followers, receives
about 2 million mentions per day, has a
popular HuffPost blog, a weekly web series
and a book, “The Pursuit of Social Business
Excellence”
• He emigrated from Iran to US at age 10 and
couldn’t speak English then

Lessons from Vala (1)
LeadStrategus
“In school, I enjoyed the beauty of a
presentation, building a strong narrative,
connecting technology to business outcomes.
That’s when I knew there was a little
marketing-sales guy in me.”
From: Interview in University magazine

LeadStrategus
“What I did discover over five years
ago is that if you take that small step
of sharing things that you find
interesting on social media, over time
people will find you interesting.
So now, when I read an article or
watch a TED Talk or I’m at a
conference and someone is doing
something that inspires me, I share
that. Social changed my career.”

LeadStrategus
“The most important skill
in a digital economy is
your ability to stay
teachable.”

Alok – the doer+thinker
LeadStrategus
PHOTO: Twitter handle of Alok
• Alok is an Indian entrepreneur and founder
of the Contests2win Group of companies.
• He is a serial entrepreneur running
Games2win. It is his fourth startup and is
one of the largest casual mobile gaming
companies in the world
• He runs a popular entrepreneur community
TheRodinhood
• He’s featuring in the MTV reality show Drop
Out Pvt Ltd
• He is known for his nearly daily LinkedIn
posts on business insights that receive huge
adulation & shares

Lessons from Alok
LeadStrategus
PHOTO: Twitter handle of Alok
• Sharing your experiences genuinely with
warts and all - publicly make you a thought
leader
• There is no need to spend money on
advertising and promotions – if you are a
storyteller, Social PR works for you
• Good, funny, unique, interesting,
entertaining content markets itself rather
well virally
• Don’t overanalyse initially – analyse the post
facto viewership & usage data to death
though!
• Be pragmatic about correcting mistakes and
act like lightning to make up when you make
a mistake

LeadStrategus
Being a maestro is a rare privilege. The brickbats fly in
as fast as the bouquets. How you handle the brickbats
determine how long you stay in the perch.

Mapping your Social Selling JourneyLeadStrategus Social Selling Framework
We’re probably not here to
be Guy, Alok or Vala. We’re
here to be the best version
of Social Sellers we can
possible be. LinkedIn is the
biggest and a multi-
dimensional social selling
channel. Plan to hack it with
an attitude, some
inspiration, n hard work!
@Kingshukhazra

LinkedIn
Contacts
database
Messaging
Discover &
Connect
Publishing
Market
Insights
CRM
Smarketing
automation?
Taking advantage of multi-dimensional power of
LinkedIn
LeadStrategus
LinkedIn is probably the most powerful sales tool created since telephone.
It works in 6 dimensions. Learn how to maximize al!*
• For more training on using Linkedin for sales,
watch this space or get in touch @kingshukhazra

Contacts
Add all your contacts
to LinkedIn
Take all prospects, strong &
weak relationship to
LinkedIn; superpower them
with power of social
Take all your contacts from
LinkedIn to your CRM
You can now integrate all
social interactions
Into CRM
Connect LinkedIn with CRM
Superpowering the impact of your content & social interactions while
integrating your CRM with LinkedIn

App Messaging
1-1 messaging with time-
stamp of when message
read powerful feature
Easy to get blocked
forever – use carefully!
Message archiving for
permanent storage
powerful feature – can
replace emails
Use messaging – the always-on killer app
Track & have live conversations with your prospects
without having their mobile numbers

Discover &
Connect
Advanced Search is
LinkedIn’s killer feature
Use Boolean Search,
analyse ‘search trends’ and
be the master searcher &
master of being found
You can segment, target
& create markets of 1
using search
Key is personalised,
sincere, yet positive
message while
connecting
Use most powerful & accurate discover & connect
database ever
LeadStrategus
Prospect is not hidden any more. Your prospect database
is live, real, within arms-reach, & self-correcting

Self-Publishing
Create multi-format content
– graphical, short post, long
post, articles
Publish weekly if not daily
Targeted prospects 1-1 or 1-
many or group
Engage in 1-1 interaction &
take offline
Publish & grow sales pipeline
LeadStrategus
Publish, measure
impact, engage, & put
in pipeline – in the
blink of an eye

Market
Insights
Most powerful customer &
competition insights ever
invented
Consider LinkedIn Sales Navigator
– but do twice a day sweep thru
your notifications religiously
Track prospects & competition
LeadStrategus
Nothing is more powerful
than knowing
instantaneously when
prospect announces
projects/openings,
changes jobs OR
competition is ‘tagged’ to
participate in RFIs/RFPs

CRM/ Smarketing
automation?
LinkedIn, Hubspot, Salesforce.
LeadSquared, Zoho,.. are converging
for the next big Smarketing CRM
battle – fought over Social Selling
integration
Use System Integrators, manual data
transfers or app level connectors (e.g.
Zapier)?
Integrating CRM + Sales & Marketing automation
+ LinkedIn – the NEW holy grail!
LeadStrategus
Integrating CRM +
smarketing automation +
LinkedIn will be the
biggest game in town

https://www.linkedin.com/sales/ssi
Use LinkedIn SSI for keeping scores

ACTION FOR YOU
My daily mantra – 5
personalised engagements
daily with tracking in crm
Listen and research daily
Add value before selling
FIND YOUR IKIGAI & SOCIAL
STYLE
BE YOUR BEST VERSION OF
SOCIAL SELLING SUPERSTAR
Keep track through linkedin
social selling index -
LeadStrategus

Final thoughts
Undestand yourself,
understand your subject,
and then act fast
SOCIAL SELLING doesn’t align
with quarterly targets but
social sellers outsell
others 4:to:1
Combining digital with social
with real in unimagined ways
will be true source of
competitive advantage
LeadStrategus

YOU HAVE THE POWER nOw!! !
Explore More Such Ideas: www.pinterest.com/kingshukhazra/
Interact With Us: www.linkedin.com/in/kingshuk/
Tweet to: @kingshukhazra
LeadStrategus

How to be a Social Selling Superstar

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