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Social Selling

Introduction:


(1 Day Duration)

Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social Selling is gaining popularity in a variety of areas, though it is used primarily for B2B (business-to-business) selling and highly considered consumer purchases such as financial advisory services. The outcome for your business is that you will have sales people who understand the
strength of using social media and can use it effectively to generate more business opportunities, enhance sales results and build stronger business relationships with new and existing customers

Core behaviour/competencies developed during this module:

  • Understand Social Selling as a concept 
  • Develop a personal Social Selling philosophy
  • Recognise today’s B2B (and complex B2C) customer
  • Appreciate the components of Social Selling
  • Build a Social Selling technology platform
  • Use tools and techniques to connect and engage with customers and prospects
  • Align effective sales strategies with Social Selling best practice
  • Measure effectiveness of activity

Content:

  • Embracing Digital Disruption
    – Course and individual objectives
    – Facts and figures
    – Introduction to Social Selling Model
  • Social Selling Mindset
    – What is Social Selling
    – Building a personal brand
    – The importance of content
    – Developing relationships and networks
    – Tuning in to ‘social listening’
    – Differentiation through thought leadership
  • Platform
    Why LinkedIn?
    – Getting Up and Running
    – Profile – making it work and keeping it real
    – Network – connection philosophy and who cares?
    – Groups – levelled approach
    – Alumni – powerful route to connect
    – Profile view – time to reach out
    – Job change – build on past success
  • Posting
    – How much and what?
    – Sharing is caring – protocols
    – Generating infographics
    – Cavorting cats
  • Engagement
    ‘Prospecting’
    – Givers get!
    – Creating social capital
    – Understanding ‘buyer personas’
    – Aligning Key Account Management strategies
    – Following companies and influencers
    ▪ Identifying ‘pain points’ and opportunities to collaborate
    ▪ Generating insight
    – Recommendations, Referrals, Introductions
    Building Relationships
    – Active-constructive responses – beating ‘That’s great!’
    – Mixed media contact – closet through greater connectivity
    – Story telling – the Heroes Journey
    Worst Practice on LinkedIn
    Using other media including Twitter and Facebook
  • Measurement
    Social Selling Index
    – Establishing your professional brand
    – Finding the right people
    – Engaging with insights
    – Building relationships
    Klout Score
    Revenue Attribution
  • Bringing it all together
    Action Plan – making it habit
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