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1. Don’t Suck at
Social Selling!
How to be an
Effective
Social Seller
By Ronan Keane
Social Media Marketing Manager

2. What am I doing
WRONG?!
How to be an Effective Social Seller – Ronan Keane – XO Communications

3. Are you
that guy?
How to be an Effective Social Seller – Ronan Keane – XO Communications

4. …or this gal?
How to be an Effective Social Seller – Ronan Keane – XO Communications

5. I’m too busy
How to be an Effective Social Seller – Ronan Keane – XO Communications

6. Seriously…who has
the time?
How to be an Effective Social Seller – Ronan Keane – XO Communications

7. I don’t know
where to start.
How to be an Effective Social Seller – Ronan Keane – XO Communications

8. Cold calling?
How to be an Effective Social Seller – Ronan Keane – XO Communications

9. No one’s paying
attention.
How to be an Effective Social Seller – Ronan Keane – XO Communications

10. It’s only for these guys.
How to be an Effective Social Seller – Ronan Keane – XO Communications

11. I just don’t see the value.
How to be an Effective Social Seller – Ronan Keane – XO Communications

12. Here are some stats that
will floor you!
How to be an Effective Social Seller – Ronan Keane – XO Communications

13. 3 in 5
IT decision makers
use social media to
learn about new
products and
technologies.
How to be an Effective Social Seller – Ronan Keane – XO Communications

14. 86%
Business technology
decision-makers that
use social media for
business reasons.
How to be an Effective Social Seller – Ronan Keane – XO Communications

15. 57%of sales process is complete
by the time sales gets involved.
How to be an Effective Social Seller – Ronan Keane – XO Communications

16. Decision-makers
are now very
knowledgeable.
How to be an Effective Social Seller – Ronan Keane – XO Communications

17. Prospects are
Googling you
and looking at
you on LinkedIn
before you walk
in the door.
How to be an Effective Social Seller – Ronan Keane – XO Communications

18. Social Selling isn’t hard
but it’s not easy either.
How to be an Effective Social Seller – Ronan Keane – XO Communications

19. Most of what you know
offline applies online.
How to be an Effective Social Seller – Ronan Keane – XO Communications

20. “The best reps aren’t just present in social
media, they position themselves as credible
and influential sources in customer networks.”
- Sales Executive Council -
How to be an Effective Social Seller – Ronan Keane – XO Communications

21. It all comes down to
How to be an Effective Social Seller – Ronan Keane – XO Communications

22. Do you need
Social Selling
training? Contact
Ronan by visiting
RonanKeane.com

23. Build a strong and
trustworthy personal brand
How to be an Effective Social Seller – Ronan Keane – XO Communications

24. First Impressions Count
What does your profile say about you?
Have you included your
Unique Selling Proposition
And
Value Propositions
How to be an Effective Social Seller – Ronan Keane – XO Communications

25. The Fundamentals
PHOTO
ACTIVITY FEED
HEADLINE
CURRENT ROLE
CALL-TO-ACTION
How to be an Effective Social Seller – Ronan Keane – XO Communications

26. The Fundamentals
How to be an Effective Social Seller – Ronan Keane – XO Communications

27. You Are Invisible
Your Profile Title should not just be about
what you do.
How to be an Effective Social Seller – Ronan Keane – XO Communications

28. You Are Invisible
Gary has over 25 years experience assisting
businesses and owners with their accounting needs.
Specialties: Business organization, tax, accounting,
QuickBooks, retirement planning
Your profile looks like 250 other
account profiles.
How to be an Effective Social Seller – Ronan Keane – XO Communications

29. Get Attention and Build Trust
Jane Takahashi
I help CIOs and IT professionals buy Cloud
Computing, Intelligent Networking, and IP
Communications.
Your Profile Title should be about how
you help people.
How to be an Effective Social Seller – Ronan Keane – XO Communications

30. Summary – Your Elevator Pitch
Email me at Jane.Smith@xo.com , call or text me at (555) 555-5555
Technology and communications are changing rapidly. BYOD, Cloud,
Mobility, Security and Big Data are re-shaping the way CIO and IT
professional are managing their businesses.
I consult with and help CIOs and IT professionals buy the best
Cloud Computing, Intelligent Networking, and IP Communications
solutions for their needs.
My Specialties:
• IP Communications
• Cloud Services
• Content Streaming
• Cloud Hosting
• Cloud Security
• Cloud Storage
• Cloud Contact Center
How to be an Effective Social Seller – Ronan Keane – XO Communications

31. Make Your Value Interactive
How to be an Effective Social Seller – Ronan Keane – XO Communications

32. Skills – 3rd. Party Corroboration
How to be an Effective Social Seller – Ronan Keane – XO Communications
• IP Communications
• Cloud Services
• Content Streaming
• Cloud Hosting
• Cloud Security
• Cloud Storage
• Content Streaming
• Online Video Management Platform
• Cloud Contact Center
Include more customer service-related skills like:
• Project Management
• Project Delivery
• Scope Management
• Sales Process
• Customer Success

33. Your LinkedIn Profile URL
How to be an Effective Social Seller – Ronan Keane – XO Communications
Add it to:
1. Your business cards
2. Your presentation decks
3. Your email signature

34. Share Good Content
How to be an Effective Social Seller – Ronan Keane – XO Communications

35. IncreaseYour Network…Quickly
How to be an Effective Social Seller – Ronan Keane – XO Communications

36. Get Recommendations
How to be an Effective Social Seller – Ronan Keane – XO Communications

37. How to be an Effective Social Seller – Ronan Keane – XO Communications

38. Buying and Selling is Changing Rapidly
Two New LinkedIn Members Every Second
35% of Members Access LinkedIn Daily
Average Time On-Site: 17 minutes
2.6 Million Company Pages
One Million Groups
39% pay for a premium LinkedIn account
(Business, Business Plus and Executive).

39. Buying and Selling is Changing Rapidly
• 87% of members trust LinkedIn as a
source of information affecting decision
making.
• 44.5% said increased face-to-face
networking effectiveness.
• 37.6% built new relationships with
potential customers.

40. Do you need
Social Selling
training? Contact
Ronan by visiting
RonanKeane.com

42. Shaping Customer Demand
Through Pre-Funnel Engagement
Sales Executive Council Study
Corporate Executive Board

43. High-Performer Survey Results
1. “Hi-pers”, across industry, leverage social media to gain
access to business opportunities.
2. High-performers deliberately use social media to position
themselves where customers learn.
3. Twitter and LinkedIn present tremendous scale and reach
benefits over traditional networking channels.

44. High-Performer Survey Results
“LinkedIn and Twitter give me access to the whole
ecosystem around that account--consultants, other
providers, my key contacts…Based on [my contact’s]
connections, it’s easy to see if competition is lurking.”
“Star”Account Manager,Telecommunications

45. Core Performer Vs. High Performer
• Believes lead generation is the
company’s responsibility.
• Assesses opportunities based on
clarity of customer needs.
• Undiscerningly uses social
media (“spams” their network).
• Conducts non-traditional due
diligence.
• Personally owns lead generation.
• Leads with insight.
• Uses social media as a channel.
Fills orders by reacting to
existing demand and settled
customer needs.
Sells where customers learn,
shaping demand by teaching
customers into the funnel.

46. CIO/Decision Maker Responses

47. CIO/Decision Maker Responses
• Urgent need to learn something, not buy something.

48. CIO/Decision Maker Responses
• Urgent need to learn something, not buy something.
• Teach me something new!

49. CIO/Decision Maker Responses
• Urgent need to learn something, not buy something.
• Teach me something new!
• Not the quality of their products, but the value of their
insight.

50. CIO/Decision Maker Responses
• Urgent need to learn something, not buy something.
• Teach me something new!
• Not the quality of their products, but the value of their
insight.
• They win by the insight they deliver.
Respondents were very clear on these points.

51. Five most influential factors in prospects’
buying decision

52. 1. Rep offers me unique and valuable insights
on the market.
Five most influential factors in prospects’
buying decision

53. 1. Rep offers me unique and valuable insights
on the market.
2. Rep helps me navigate alternatives.
Five most influential factors in prospects’
buying decision

54. 1. Rep offers me unique and valuable insights
on the market.
2. Rep helps me navigate alternatives.
3. Rep provides me with ongoing advice or
consultation.
Five most influential factors in prospects’
buying decision

55. 1. Rep offers me unique and valuable insights
on the market.
2. Rep helps me navigate alternatives.
3. Rep provides me with ongoing advice or
consultation.
4. Rep helps me avoid potential landmines.
Five most influential factors in prospects’
buying decision

56. 1. Rep offers me unique and valuable insights
on the market.
2. Rep helps me navigate alternatives.
3. Rep provides me with ongoing advice or
consultation.
4. Rep helps me avoid potential landmines.
5. Rep educates me on new issues and
outcomes.
Five most influential factors in prospects’
buying decision

57. Join your allotted 50 Groups!
1. Your industry/competitors groups
2. Vertical/Geo-location
3. Buyer Persona

58. Buyer Persona Groups

59. Trick – “Skills”Will Unlock Groups

60. Message anyone you want
Follow people like first degree connections

61. Start new relationships and warm up leads

63. RSS (“Really Simple Syndication”) is a family
of web feed formats used to publish
frequently updated works—such as blog
entries, news headlines, audio, and video—
in a standardized format.
What is RSS?

64. Build Trust by Teaching and Sharing
News.Google.com

65. Feedly.com
Build Trust by Teaching and Sharing

66. Tweetdeck.com
Build Trust by Teaching and Sharing

67. Build Trust by Teaching and Sharing

68. Build Trust by Teaching and Sharing

69. Build Trust by Teaching and Sharing

70. Google Currents
Build Trust by Teaching and Sharing

71. Let’s talk about Twitter

72. Twitter Benefits
• Listen to your customers and
their competitors.
• Interact and connect with
influencers in your industry.
• Discover content and learn.
• Become more influential.
• Discover potential leads.

73. Reality check
• Most c-level execs aren’t on Twitter…but the
people who influence them are.
• There’s a bunch of noise on Twitter. If you’re going
to add to it don’t bother.
• If you don’t have LinkedIn basics down focus on
that before Twitter.
• It takes time and effort to achieve goals on Twitter.
You won’t become influential overnight.

74. What DoesYour Profile Say
About You?

75. Get Your Username and Update
Your Profile

76. Follow Other People for Insights
and Information

77. Use Lists to Stay Organized

78. Sources for Finding People to
Follow

79. Follow Other People for Insights
and Information

80. Twitter Clients - Tweetdeck

81. Twitter Clients - Hootsuite

82. What Gets Measured Gets
Improved

83. What Gets Measured Gets
Improved

84. Thank you!

85. Do you need
Social Selling
training? Contact
Ronan by visiting
RonanKeane.com