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Inbound Social Selling Campaign

How to orchestrate a inbound social selling campaign, today!
by Jacco vanderKooij on 25 February 2014

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Transcript of Inbound Social Selling Campaign

commits
Hosted presentations can be accessed anywhere, anytime on any device.
a lot
a handful
attachment
remarkable
HOW
Let's Stop The Noise
Where they have
a great
View
interested
emotional
Frank
rationalize
One to two per WEEK
Scale:
Tools & Content help you provide Transparency & Authenticity
Bl g
Bl g
Visuals by:
Click:
http://www.prezzip.com/
Free downloads!
Social Selling
experience
While Clients moved
ONLINE
Hit play
TOOLS
METHOD
CONTENT
SKILLS
ORG
(Inside Sales)
This Impacts ALL areas of Sales
Dan, clients circumvent me and replace me with a Google search! What do I do?
Same as you always have done Jacco!
What do you mean?
How do I do that?
Calls
Meetings
(e)Mail
Dan Adams
Sales has not changed much
to Google for answers
Views
Engagement
The Future of Sales Is NOW - 2013
Create three client personas
Develop the clients Journey
Match Content to that Journey
Transform your LinkedIn profile
Start today!
Start a consultative BLOG
Share personal stories
Prezify a PowerPoint
Tweet? 1 email = 5 tweets
Follow
Share
Engagement
Help your clients solve problems, better yet, help them prevent problems.
Develop a trusted relationship, demonstrate value ONLINE!
(Sales Superstars)
and
Strategic
Sales
(Sales Managers)
Not just Transactional Sales
but also
Consultative Sales
?
Why do we need Social Media
in B2B Sales
Mike Myatt, CEO.com
Clients say
Stop Selling!
"Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me,
but do not try and sell me. It will not work!
"
Interactive content, engages client in a conversation.
Detailed analytics can turn engagement into action
Bl g
Trust Triangle Selling
Jacco vanderKooij
The Future of Sales is NOW
Start & maintain a BLOG on what you hear & see out in the market
Become a trusted advisor by 'sharing' industry insights with your network
99% Listening and 1% tweeting with your audience to develop a relationship
and Start Making Music
Clients who are doing research (online) are building an emotional attachment
Prezify & tell your story
Upload & share add a lead campaign
Measure & Analyze
How to re-use your PPT library online?
Reduce to ~600 words
Turn into a BLOG post
Create a Prezi white paper
Bl g
Shorten it to 30-60secs/clip
Turn it into
a series of short video clips
Add a call to action at end
Bl g
BASS
DRUM
SYNTH
1
4
4
4
2
4
pace
Three to Five per DAY
Four to five per WEEK
BEFORE they rationalize their decision (speeds & feeds)
emotional
anno 1930
How to re-use a white paper online?
How to re-use your corporate videos?
Views vs. Engagement
Action Plan
CONTENT
METHOD
TOOLS
The Future of Sales Is NOW - 2012
The Future of Sales Is NOW - 2012
Orchestrate:
Orchestrate
7
Empathize
Scale
Engage
Content
Journey
Experience
Steps
to success
Empathize:
Nikki
Head of Marketing
"Go-getter" at a start-up
Loves story telling
Uses LI, FB and Pinterest
Attends Dreamforce
Needs to do to learn
Uses Hubspot, Inc.
Head of Sales wit team of 20
On LinkedIn but nothing else
Ski's and is a triathlete
Loves to be the first
Works 16 hours a day
Likes to see, versus read
Has hired a person to do his salesforce reports
Luke
4-5 page whitepaper
7 minute corporate video
http://tinyurl.com/au6qjb5
http://tinyurl.com/a228v6g
to sell in an online world
Engage:
Experience:
Discover
Research
Select
Implement
Use
Advocate
What are my options? Am I the only one? What have others done?
Who is the expert that has a solution, and can deliver on-time, on budget.
Who is the best partner to help me succeed in an affordable way.
Is my "partner" able to help me with real-life cases to increase adoption?
Awareness
LeadGen
Purchase
Deploy
Customer Success
Reference
I want to share my success with others, and secure my career.
Journey:
Select
Implement
Use
Advocate
rationalize
Trust Triangle Selling
awareness
understands
successful
headaches & resistance
Discover
Research
Content:
Do I have a problem? What is its impact? Is this urgent?
Decide!
?
Identify personas that reflect your clients, their interests and character traits.
Clients do not use a funnel, but they go through a series of experiences.
They don't experience it as a buying process, but as a problem solving process.
"it" through their eyes
together with your client
with your clients
that offers your client value
from presentation to a conversation
yourself using online tools

from noise
to music
Research material on the problem
White board description on solution
Vision of the future
Intro video
Customer video
Speeds & Feeds
Price & Terms
User videos
Pay for a publication, sit on a panel
Clients still need meaningful content
to help them make an informed decsion.
Turn your presentation into a conversation.
Nikki
Luke
Tina
Chris
Example of five
personas
Leverage an incredible amount of low cost, integrated tools, creating a 24/7 presence.
Instead of noise from all kinds of sources, orchestrate a beat that matches each persona.
Let's stop
and start
the noise
the music ...
FUTURE OF SALES
IS NOW
Courtesy of Trust Triangle Selling
Courtesy of Trust Triangle Selling
Jacco J. van der Kooij - Daniel J. Adams
TM
TM
(R)
http://www.FuturOfSalesIsNOW.com
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