Finding Buyer Signals on the field with Social Selling

February 11th, 2015 by Jordi Gili

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One of the latest buzzwords is “Social Selling”. It looks like we all should know about it already … or not? But what is it? And how can our field sales team benefit from it? 

(This post appeared originally on Forcemanager’s blog on February 11th, 2015)

Social Selling is all about leveraging social networks to be more effective sellers.

It is as simple as that … as simple as including “social networks” in the equation… or as complicated as that.

The etiquette or protocol that our sales team needs to acquire in order to be effective using this channel is quite specific. Training and managing cultural change is of the utmost relevance. Here’s a link to know more on Social Selling.

Once we believe in the opportunity that Social Selling brings to the table and is incorporated in our culture we may proceed to the next question: How can our field sales team benefit from Social Selling?

A great opportunity for field sales is identifying buyer signals as they occur, in real time.

Timely reactions following buyer signals are one key element in helping sales processes move along.

Picture this situation: One of your target buyers tweets or posts something on Linkedin … and you receive an alert on your mobile device, making you aware of the event.

In that situation, the avid salesperson is now aware that:

 – The buyer may potentially be available for a call because the target has just tweeted or posted. The probability to connect with the prospect JUST NOW is very high.

 – There is a reason for the call besides “I’m just following up on that proposal I sent”, relating to the posted piece may be a great ice-breaker and may spark a sales conversations.

Timing is everything. Your client is definitely not sitting at his desk waiting for your call. He’s probably busy in meetings or running around the office. So it’s not about when you are ready to sit down, take a deep breath and do your rounds … it’s all about them and when it’s the right time to call them. It’s about when they are ready to take your call. Detecting social buyer signals will make you more successful at connecting with them.

Of course the appropriate elements need to be in place:

  • A targeting tool to group the people that you are interested in following or are in your “call anytime” list.
  • Access to the most relevant professional social networks like Twitter and Linkedin (typically)
  • An appropriate alerting tool.
  • A mobile-friendly CRM (like Forcemanager) with access to the individual’s contact data and that would allow tracking the call or contact.

Furthermore, there are many other buyer signals that may be tracked or monitored:

  • Whenever a new Linkedin profile meets your target universe or a profile is modified in a way that it now meets your sales criteria (for instance someone is promoted to CFO)
  • Your target individual follows on social networks a new company that is already a client of yours. Studies show that buyers will have 2x interest in your company if a company that they are following on social networks are already your clients and you mention it.
  • A target company is on the news. An alert could be set up in order to stay tuned to M&A, new product launches, restructuring, opening of new territories …
  •  … and other signals.

Social Selling is also about listening and staying tuned to your targets; social listening on the field offers a great opportunity to timely action on real-time insights.

About the guest author:

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Jordi Gili  is Managing Director at Execus,the leading Social Selling consulting, training and integration firm. He will be speaking on this and much more at the World Sales Forum in Colombia, in March 2015. You can also find more Social Selling techniques in his book “Sell! with Linkedin”.

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Social Selling en 30 minutos al día

January 7th, 2015 by Jordi Gili

Este año nuevo los reyes magos nos han traído una sorpresa: inspirados en la infografía de nuestros amigos en SalesforLife, hemos desarrollado una rutina de tan sólo 10 pasos para empezar desde ya los primeros días de Enero a evolucionar nuestros hábitos diarios en ventas y aprovechar las posibilidades que nos ofrecen las redes sociales como fuente de leads.

Comparto este regalo con vosotros para que lo podamos tener como referencia esos días que a las 9 de la mañana nos sentamos en la oficina delante de la pantalla y no sabemos por dónde empezar.

Feliz Social Selling!

* Para una versión en alta definición o bien una explicación en detalle de la rutina propuesta, no dudéis en contactar a execus en contact@execus.com

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… and the Oracle says … Looking into 2015

December 1st, 2014 by Jordi Gili

In a recent interview for Artesian Solutions’ forthcoming new ebook we were asked to comment on the key trends of Social Selling in 2014 and its future in 2015 … so here we go …

and_the_Oracle_says

 

What are the key trends that you have witnessed in the field of social selling in 2014?

In our opinion, during 2014 we are still seeing the early days of Social Selling in US and Europe.

Last August, we saw an introduction that reshaped the industry: Linkedin’s new sales navigator, and the industry is still taking form with new players proposing approaches from employee advocacy to sales process automation and from client insights alerts to social activity reporting tools.

From the end user’s perspective, early integrations are facing some challenges and showing opportunities. Cultural Change of the salesforce (shifting away from marketing lists and cold calling into fine qualification and warm contacts) is becoming a major factor to take into consideration when launching corporate initiatives.

Marketing & Sales collaboration is also being put in the spotlight since social sellers are in constant need of food for thought for their clients and they are not the best equipped to produce the materials.

What major themes do you expect to see in the next 12 months regarding selling/social selling?

In 2015 we expect a major industry boom; it will be the year that social selling goes mainstream. The tools are out there, the industry is ready and early adopters are showing good results.

B2B companies that have not adopted a corporate formal approach to social selling will need to take action or will be left behind.

On the providers side, we expect refinement of propositions in the social selling area. We particularly would welcome (and there is an opportunity for those willing to invest on) tools that help improve and automatize social sellers’ daily activities. For instance, the need to gain actionable insights that help sellers tap the potential client at the right time and gain competitive advantage is out there. Another area of opportunity is social activity reporting tools, since sales directors are in need of understanding and evaluating the ROI of their investments in Social Selling.

We’ll see a very exciting 2015!

The EXECUS team

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Sucessful first set of events: “Sell! with Linkedin!”

November 24th, 2014 by Jordi Gili

Consigue Clientes con Linkedin

Fantastic welcome and participation in the first workshop-type events entitled “Get customers with Linkedin!” which were held cities like Barcelona, Madrid and Bilbao.

We trained over 50 professionals, from sales managers of multinational companies (telecommunications, IT, chemicals, pharmaceuticals, services …) to entrepreneurs and managers of small businesses that have evaluated over 9.2 (out of 10) investment versus the potential use of the acquired knowledge.

We want to thank our customers and attendees for trusting Execus in discovering best practices in sales with social networks and specially with Linkedin!

Could this sort of events be of interest for your company?                                                
Contact Execus

Different moments of the events …
 
Alicia Linares Roger

 

Alicia Linares Roger, on having a professional social profile on Linkedin

Jordi Gili

Jordi Gili, on efectively using Linkedin for lead generation

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Sales Connect 2014 EMEA is coming to London

September 23rd, 2014 by Jordi Gili

Sales Connect 2014 EMEA

Sales Connect 2014 will be the event of the year in EMEA for business development leaders that have realized that Social Selling needs to be one of the foundations for the successful sales teams of the present.

Join the event to learn first-hand sucess cases (Paypal, Oracle, Jones Lang Lasalle, KPN, Vodafone, SAP, Juniper Networks, Google), Industry trends with  experts (IBM, IDC) and network with senior fellow sales executives and executives at Linkedin.

I’ll definitely be there! Are you planning on attending too? – Ping me and let’s meet there!

See the agenda here

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The Social Selling opportunity impacts Organization and Culture

June 28th, 2014 by Jordi Gili

There are many companies today that understand “social” as the “new phone” – since many of us social selling advocates argue that cold calling is “dead”- and probably it is our own fault.

Sometimes talking about the “new phone” feels like the easiest way to help business leaders hop on the boat of Social Selling. Talking on those terms may make them jump to the quite straightforward conclusion that social selling is the “new tele-sales”, only now with social networks; even further, that all the fuzz boils down to creating a centralized specialized group (probably recycling the existing social media marketing group) that will provide leads to the sales team who, in their turn, will close the deal.

Image Credits: I am Taking A Leap of Faith - by Vijay Belola

Image Credits: I am Taking A Leap of Faith – by Vijay Belola

Some companies are ready to enable this centralized team with tools like Socedo, Hootsuite, Hubspot, Marketo, Linkedin’s Sales Navigator and others in order to generate leads. They DO get that quite easily.

Well, this is only the first stop in our long journey. The “new tele-sales” si a quick sell and those companies will do get SOME results -but we are not unleashing the full potential of Social Selling here-

In order to achieve the estimated 20-25% productivity increase potential described by McKinsey we need to go ALL the way in our journey and that means  Enabling Sales teams with TOOLS, TRAINING and GUIDANCE (cultural change management)

But data shows that buyers are online and on social networks, so companies need to keep investing, evolving and finding new ways to increase top lines and Sales teams equipped with Social Selling definitely looks like THE WAY to go. Today, that is a tough sell though. Today, it’s a LEAP OF FAITH.

On the culture side, the implementation of  a Social Selling program really requires a change of culture for most companies: move away from a transaction-based sale to building a relationship that entitles a buying advice. Jill Rowley, the Social Selling princess, often comments that she “does not sell, but she helps clients in their buying process”.

That brings me to the case of Jill, a former Oracle executive in charge of the global Social Selling strategy for the firm, fired over strategic discrepancies. What’s most relevant to me about this case is how a company recognizes that has a situation and that needs help to fix culture; Hires an executive to get things done and transform the company; Fires the executive after a few months for “not being a good fit” for the culture of the company. Well, wasn’t that the WHOLE point?

It’s not the first and will not be the last case of poor management, but it really highlights one of the main blocks on the road for Social Selling: It’s not tools, processes or information that need your main efforts, it’s people, organization and culture.

Organization and culture-people are probably the true challenges that we will encounter when deploying a Social selling program at an organization.

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Jill Rowley’s discovery of the real challenge of Social Selling: A change of culture

April 30th, 2014 by Jordi Gili

* Author note: this post was originally posted on Business2Community on April 29, 2014

This week, at a client meeting with the top executives of a global firm based in Europe, we were drafting an approach to a Social Selling coaching program, spanning the sessions over 3 months. “So you guys would be like Social Selling personal trainers”, the VP of sales commented.

I actually liked that. They were acknowledging that they had a situation (like when you decide that you need to improve your fitness by stretching muscles at the gym), that they needed a solution (like signing up for the gym) and that they would need help along the way in order to consolidate the advances and incorporate them to their routines and culture. The implication is that, as with the gym case, signing up only will not get you results. You need determination, perseverance and will. A training program with a personal trainer helps you get there and not give up along the way.

Bring the Personal Trainer in!

Bring the Personal Trainer in!

In the case of Social Selling, it really requires a change of culture for most companies: move away from a transaction-based sale to building a relationship that entitles a buying advice. Jill Rowley, the Social Selling princess, often comments that she “does not sell, but she helps clients in their buying process”.

That brings me to the case of Jill, a former Oracle executive in charge of the global Social Selling strategy for the firm, fired over strategic discrepancies – find all the details in this SFGate interview-.

What’s most relevant to me about this case is how a company recognizes that has a situation and that needs help to fix culture. Hires an executive to get things done and transform the company. Fires the executive after a few months for “not being a good fit” for the culture of the company. Well, wasn’t that the WHOLE point?

It’s not the first and will not be the last case of poor management, but it really highlights one of the main blocks on the road for Social Selling: It’s not tools, processes or information that need your main efforts, it’s people, organization and culture.

Let me finish with Jill Rowley’s much celebrated “If you suck offline, you are going to suck more online”.

Have you experienced any of these issues?

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Speaking at BDIGITAL CONGRESS 2014 on Social Selling

April 29th, 2014 by Jordi Gili

Execus has been invited to Speak at the reference congress of Information and Communications Technology (ICT) in Spain, with over 3,000 professional attendees.

BDIGITAL CONGRESS 2014
May 27, 28, 29 | Barcelona

Under the BIZ DATA: Big Data as business generator umbrella, our MD, Jordi Gili will deliver a session titled A CORPORATE APPROACH TO SOCIAL SELLING: SALES TEAMS CLOSE MORE DEALS USING SOCIAL SELLING .

Here’s the abstract:
What is Social Selling? How do sales teams close more business using social networks? We will see real life examples of sales representatives sell using Linkedin and Twitter. Many within your sales teams are already on Linkedin using it to search for clients and close meetings, but do you really know what they do? Should there be an “accepted etiquette”. The real opportunity is to approach it at the management level and define the processes, tools, training, organization and manage cultural change. We will see how to approach social networks successfully through a social selling corporate program.

Jordi Gili has been considered in 2014 one of the top 10 Social Selling experts outside the USA by Salesforlife. In 2010 he founded Execus, the consulting and training firm that has been proposing that sales teams use professional social networks like Linkedin and Twitter to close more deals. Execus was selected in 2013 as the first Linkedin Sales Solution channel partner in Europe. Jordi is an MBA by ESADE, Telco Engineer by UPC (Barcelona Tech) and gained his experience of more than 15 years in marketing, sales and customer care within Telcos (IBM, Retevision-Ono, COLT, NTT) and consulting for diferent industries (RGP).

There is still time to sign up!
http://www.bdigitalglobalcongress.com/en/biz-data

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25 Social Selling Posts You Should Read

March 28th, 2014 by Jordi Gili

Last week Mr. Koka Sexton from Linkedin, recently named one of the top 10 Social Selling experts in the world, published a very personal list of Posts on the web that any sales professional should read in order to better understand the reality and opportunity of social selling.

Linkedin

He decided to include one of our posts on the list. It is #8 and talks about the dilemma that sales leaders are facing today on sales organization: a centralized lead generation team with social networks capabilities or sales teams equipped with social selling skills. A very relevant discussion today.

Please read all the posts, they are all key to get what social selling. Here is the link:

25 Social Selling Posts You Should Read

 

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How corporations may approach a Social Selling program?

February 4th, 2014 by Jordi Gili

We’ve put together a quick deck. Check it out!

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