socialauthority

Social Selling: Relating
How to relate to decision makers throughout the B2B buying journey.
   9 years ago
#socialauthoritySocial Selling: FindingHow can you find business opportunities using social media?
   9 years ago
#socialauthoritySocial Selling: EngageHow to engage with decision makers via social media & spot business opportunities.
Top Votes
Profitecture
Q4: What % of #B2B sellers you know are using #socialmedia successfully to relate with customers & prospects?
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Kasey Stevens
Ha, probably not enough...
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Profitecture
Thank you, @kaseyastevens. What about you @PaulKrappman @VictoriaBSocial @denisebahs @SandyRikkers
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Sandy Rikkers
I don't think I can ballpark a % it's too low. @kaseyastevens is right, not enough do it right...or well
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victoriabsocial
A4: Good question. Most sales people I know are dabbling, with one foot in the *new* world and one in the *old* - cold calling will likely never go away.
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Kasey Stevens
...Bueller? ...Bueller?
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Denise Bahs
Very little! I find many are having trouble going from broadcasting to engaging and leveraging. That's where our #socialselling class can help. ;)
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Profitecture
@kaseyastevens Exactly!
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Sandy Rikkers
@VictoriaBSocial if only those who were die hard cold callers understood how much time they are wasting by not doing the social work and listening.
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Kasey Stevens
@VictoriaBSocial Totally the case I see too - half in half out. They are scared to try using social to sell.
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Kasey Stevens
@SandyRikkers SO TRUE! Cold calling = Thing of the past for sure.
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Profitecture
What's it going to take to get more sellers & marketers on right track with #socialselling?
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Paul Krappman
I know some of our clients have increased revenue by $22 million thru #socialselling
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victoriabsocial
And yet, 78% Of Salespeople Using Social Media Outsell Their Peers
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Sandy Rikkers
I don't think those half in and half out really give #socialselling half a chance, it's DIFFERENT!
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Denise Bahs
@PaulKrappman ha! That says it all really!
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Kasey Stevens
Gotta prove there is an ROI, it just takes time, and people are impatient and want instant satisfaction/proof.
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Paul Krappman
@VictoriaBSocial That same client, #socialselling devotees outperformed their peers by 198%
Profitecture
Q1: What is the "buying journey"? And how has #socialmedia and internet changed it?
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victoriabsocial
A1: People are better able to educate themselves, thanks to the Internet and sales people can reap the benefits.
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Denise Bahs
There are more people in on the buying process now which has elongated the process.
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Kasey Stevens
Well, like @VictoriaBSocial's article says - everything starts with search. And what would we do without the internet for that?
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victoriabsocial
@kaseyastevens exactly. i'd be lost without @google.
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Profitecture
Agree @kaseyastevens! Buyers are much more informed when talking to vendor for 1st time
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Denise Bahs
And, there is soooo much info out there (noise) that it's hard to navigate without the right tools. #hootsuite
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Kasey Stevens
Very much so. I can't picture a time I bought something without doing AMPLE research ahead of time.
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Denise Bahs
@kaseyastevens do u think research is harder or easier now? :)
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Profitecture
Studies indicate 50% to 70% of #b2b buying journey is completed before a vendor is contacted
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Kasey Stevens
@denisebahs Research is both easier AND harder. It comes down to credibility of sources.
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Profitecture
.@denisebahs research is more accessible to all not just large buyers which makes it better, but not easier
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Paul Krappman
A1: The buying journey used to be guided with phone calls and lots of paper.
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Kasey Stevens
@denisebahs I'd say that because more people are on the internet giving their 2 cents, sometimes you have to sift through not so great info.
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Paul Krappman
Now, #social and #blogs have accelerated the process and surprisingly personalized it more.
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Denise Bahs
@kaseyastevens especially harder if one isn't tuned into the social channels.
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Profitecture
Also @kaseyastevens, businesses are gaming the system, which makes it hard to identify true reviews vs. canned reviews
Profitecture
Q3: What are challenges #b2b buyers face when making a purchase decision?
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Kasey Stevens
There are SO many challenges - buying cycle, executive buy-in, reliability of technology especially with so much innovation.
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Denise Bahs
A3: Knowing who to trust. How do I know if a vendor is who they say they are.
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Kasey Stevens
@denisebahs Totally agree here. How do I know a product is reliable, but ALSO how do I know the vendor is too!?
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Denise Bahs
A3: That's where looking at the scope of their participation in social can be helpful. Do they back it up?
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Profitecture
What can businesses do to overcome challenge of building credibility & preference?
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Kasey Stevens
If they provide content, set themselves up as a thought leader, provide case studies - shows a value add.
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Profitecture
Great advice, @kaseyastevens . Does it work better coming from a brand account or people within organization?
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victoriabsocial
A3: With big budgets involved, no one wants to make a purchasing mistake. I imagine communities like @Spiceworks where developers hang out, would be a good place to throw out a question.
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Kasey Stevens
I say both - if from brand, provides brand recognition. If from individuals, you're exhibiting you have SMEs who know what they're talking about.
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victoriabsocial
A3: I'd also suggest asking for references or if you can speak to current/past clients.
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Kasey Stevens
@VictoriaBSocial Testimonials can go a long way!
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Paul Krappman
A3: Where to start with gathering the info you need.
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Paul Krappman
A3: Another big hurdle is cutting through all the marketing fluff.
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victoriabsocial
A3: I hear it's more a team sport these days. Good = spread the decision around. Bad = more time to make a decision.
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victoriabsocial
The Rise of Social Salespeople http://www.forbes.co...
Profitecture
Moving on to Q2: How do you relate to your prospects through #socialselling?
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Sandy Rikkers
A2...listening and being interested in your prospect
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victoriabsocial
A2: Understand what stage of the research process the customer is in, so you can provide the right content.
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Paul Krappman
A2: #social helps you find personal "touchstones" that helps you connect on a more "real" level.
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Denise Bahs
A2: Looking at the sales process look to see where there are gaps for providing content and fill them in the social channels.
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Denise Bahs
For instance, in the early research phase, provide a podcast or blogpost about the benefits of your solution. Tag with the painpoint.
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Profitecture
What type of #content do you recommend for relating to prospects? #b2b #socialselling
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victoriabsocial
A2: Timing is key. Completing a journey map with a current customer can help understand what they found helpful.
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Paul Krappman
@VictoriaBSocial Explain "journey map."
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victoriabsocial
People like to read case studies and see/hear what worked for others with similar issues/needs. #socialselling
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Profitecture
Great point, @VictoriaBSocial! Peer referrals & reviews are top sources for #B2B decision makers.
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victoriabsocial
@PaulKrappman Ask questions like: what motivated you to seek a solution? Where did you search for info? How did you find us and what did we do to earn your trust?
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Denise Bahs
A2: get in the head of the prospect and deliver the right info at the right time.
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victoriabsocial
@PaulKrappman the answers to those questions will help you refine your point of differentiation, but also give clues to how to find other good customers.
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Paul Krappman
.@VictoriaBSocial Great point... #socialselling starts with listening....then sharing the right info.