Social Selling: Techniques to Influence Buyers and Changemakers

Social Selling: Techniques to influence
buyers and changemakers
Copyright
CONTENTS
Introduction to
social selling
	Traditional interrupt selling or marketing
	Social selling is a different way of buying
	Traditional selling has stopped being
effective
	The changemaker #changemakers
	Where do changemakers come from?
	Changemakers in action
	Ideation
	Changemaker persona
	Where are changemakers going?
	Hashtag changemakers – #changemakers
	Buckle up
	Hacking the buying process
01: Community and
tribalism
	The importance of owning your
community
		Battle of the networks
	Building your community
	What community is not
	Summary
	Bonus material
02: Your identity
within socialnetworks
	Is there a programmatic approach?
	LinkedIn
		Getting started
		Setting yourself up on LinkedIn
		How to find the keywords to use
		Completing job roles on LinkedIn
		Volunteer experience and causes
		Education
		Organizations
		Skills and recommendations
		Positioning and messaging
		Buyer persona
		Calls to action
		The worst possible way of using LinkedIn
	Twitter
		Twitter ROI
		How to be social – sharing ideas
		Your Twitter profile
		Structure of a Twitter profile
		Send a tweet
	Summary
03: Talking to
strangers
	‘Networking in real life’ example
	Listening
	Social graph
	Researching
	Talking
	Summary
04: Controlling
influence
	What is influence?
	Your celebrity
	YouTubers
	The structure of influence
		Legal implication
	How do you create loved-up
influencers?
	Control and trust
	Modelling
	Summary
05: The mechanics of traditional
sales
	A quick word on technology adoption curves
	The mechanics of networking
	The mechanics of social networks
		Integration with the sales funnel
		Follower/following
		Signals
		Forward propagation
		Public conversations
	Summary
06: Moving from an analogue to a
social mindset
	So what do you listen for?
	Signals – what are they?
		Signals
		Blogs
		News
		Social media platforms
	What is your own brand DNA online?
	How do you find content?
		Hashtags
		Twitter lists
	The 4-1-1 rule
	Online and offline community
	Social selling best practice
	Summary
	Bonus material
07: Selling the idea of social selling and measuring
success
	The opportunity
	Common objections and how you get
around them
		‘My customers are not on social…’
		People that just don’t ‘get it’ or don’t want to
		This social stuff is all ‘fluff’ – just go and get me
leads and revenue!
	How to position social selling with your
executive team
		Chief Executive Officer (CEO)
		Chief Finance Officer (CFO)
		Head of Sales
		Chief Marketing Officer (CMO)
		Chief Information Officer (CIO)
	Return on investment (ROI) and criteria
for success
	Different types of metrics
		Training metrics
		Tactical metrics (they may be ‘fluffy’ but they do
show momentum)
		Sales funnel metrics
		Words of advice
		Final words on metrics
		After the pilot
		Pan-European projects
	Finally, some questions you should be
asking yourself
	Summary
	Bonus material
08: How to use technology to
your advantage
	Research
		Talking to strangers – discovering more about people
		Analysing your content
	Tools that automate and schedule
		Clearing your profiles
	Content curation
		The 4-1-1 rule
		Which apps are available for content curation?
	Content creation
		Content creation platforms
		Getting somebody to sign up to your e-mail list
		Does your content resonate with the market or what
influencers are saying?
	Measuring influence and amplification
		Finding influencers
		Two tools for finding influencers
		Other tools
	Summary
09:
Digital maturity
	Social media is all about trust
	Social selling maturity
	How to implement a social selling change
programme
		Stage 0 – Social’s for kids
		Stage 1 – Entitlement
		Stage 2 – Random acts of social
		Stage 3 – Control
		Stage 4 – Structured programme
		Stage 5 – Trust
		Stage 6 – Continual improvement
	Optimization
	Social initiatives
		Sales and marketing – Smarketing
		Employee advocate programme
		Channel partner advocacy
		Influencer marketing
		Marketing automation
	Summary
10: Five steps to getting you
started
	The Changemaker Method
	Getting started
	Step 1: Setting up shop
	Step 2: Learning to listen
	Step 3: Building authority and influence
	Step 4: Optimizing
	Step 5: Enhancing collaboration
	Summary
Conclusion
	The future of personal branding
	Talking with strangers
	Growing your network
	Changemakers
	Influence marketing
	How the marketing mix changes
	Social maturity – ramping up quicker
	Technology future
	Lack of relevance of BANT
	Close plans are dead
	Social selling as a software suite
REFERENCES
INDEX