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How Social Selling can help to grow ?

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Julien Cachet
Julien Cachet

This document discusses social selling and how sales teams can use social networks in their sales process. It defines social selling as developing relationships through social media like LinkedIn and Facebook to share relevant content and interact with potential customers. With regulations limiting outbound marketing, social selling allows salespeople to attract prospects through useful content and build inbound interest. The document provides tips for social selling, including focusing on relationships over direct sales, sharing various types of valuable content, and monitoring key metrics to measure the impact of social selling activities.

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SOCIAL SELLING Thank you to Sophie Attia, « The Social Selling book »
Social selling is an option ? • In the European context of digitalization :Dentalgooddeal, Area, DrStrong, Style Italiano, Uveneer FB group,… • In the European context of the GDPR ( General Data Protection Regulation ) • People should be allow to control their data and the use • General Right of opposition to be prospected or profiled • Right to be forgotten • … • And our French local rules about advertising and anti-corruption law • Gifts, incentives for dentists/salesreps are forbidden • Outbound marketing activities are almost forbidden • Communication has to use pure technical description, certain words are prohibited («precise balance», …), no clinical cases,… Need to adapt adv pages, catalog, brochures,… • No Ultradent Social media pages, just Opalescence pages (FB, Instragram) addressed to consumer • Ultradent.fr website blocked – need to register as French dentists
What is social selling ? • 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
What is social selling ? • Social Selling is how your sales team use the social network to be connected with their customers or prospects and bring value to them • Social Network include in the sales process • Social Selling is a Customer Centric Approach • Social Selling is aware that customers are Prosumers. Connected, Digital and informed : • 92% of buyers look on google or social network • 57% of the process of purchase is realized before meeting a seller* * Source IFOP WINCOR NIXDORF 2014
• It is over the time to meet frequently clients • Sales Team are reduced today • Sales Team have biggest territories • Customer preferes to be in touch with a person than a brand Use your sales team to increase the presence, to create leads and sales opportunities
« Don’t try to sale, but have good conversation with people »* • Outbound Marketing is less efficient than in the past , even forbidden/ restricted • Promote your brand in the way of a « community manager » is not enough anymore • Today, Outbound Marketing push offers in an unappropriate way • Use your sales team to develop InBound Marketing . Prospects are attracted by contents and looked for informations. * Richard Branson, CEO Virgin. http://theimarketingcafe.com/social-media/social-media-marketing-the-richard-branson-way
FORGET TO SALE, WELCOME RELATION SHIP « There is clearly an alignment of sales and marketing. Today each of our commercial has to lead his community locally » Eric Decroix, Président Transgourmet – DCF, Lyon September 2016
• The traditional method runs out • Only 8% of sales come today from event or direct marketing or cold calls. 1 • Recall <1% • Who capt new customers with a simple email ? Email opening 25%. 2 1 Siecledigital.-fr,July 2016 2 L.Minsky,K.A. Quesenberry « how B2B sales can Benefit from Social Selling », Harvard Business Review,Hbr.org,Nov 8 2016 Who is strill trying the door-to-door method ?
« The Social Selling is for the sale that the vacuum cleaner is for the housework. We continue to use a broom. » Michaël Aguilar Social Selling is required !
How ? • The PEPSI method* • Profil • Extension of your Network • Publication • Stimulation • Indicator Source www.idsa.fr, 2017
FOCUS ON The two main sensitive points are Publication and Indicators to monitore the social selling activities
Publication Stop OubBound and think InBound Marketing • Content of your company provided by the marketing team ( Company, event, service, products, offers, ... ) 25% of your publication • News about your market 65% of the content. Use tool to find content, newspaper, etc.. • Personnal , funny, emotion etc… 10% give the authenticity of your presence
Monitoring • Turnover on social network customers Versus others • Number of appointments generated • Sales perfomance of active sales rep Vs Non active sales rep • Number of leads opened • Number of generated sales opportunities • Social Selling Index
Monitoring
How to be successful ? Marketing & Sales Hand in hand

More Related Content

How Social Selling can help to grow ?

  • 1. SOCIAL SELLING Thank you to Sophie Attia, « The Social Selling book »
  • 2. Social selling is an option ? • In the European context of digitalization :Dentalgooddeal, Area, DrStrong, Style Italiano, Uveneer FB group,… • In the European context of the GDPR ( General Data Protection Regulation ) • People should be allow to control their data and the use • General Right of opposition to be prospected or profiled • Right to be forgotten • … • And our French local rules about advertising and anti-corruption law • Gifts, incentives for dentists/salesreps are forbidden • Outbound marketing activities are almost forbidden • Communication has to use pure technical description, certain words are prohibited («precise balance», …), no clinical cases,… Need to adapt adv pages, catalog, brochures,… • No Ultradent Social media pages, just Opalescence pages (FB, Instragram) addressed to consumer • Ultradent.fr website blocked – need to register as French dentists
  • 3. What is social selling ? • 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
  • 4. What is social selling ? • Social Selling is how your sales team use the social network to be connected with their customers or prospects and bring value to them • Social Network include in the sales process • Social Selling is a Customer Centric Approach • Social Selling is aware that customers are Prosumers. Connected, Digital and informed : • 92% of buyers look on google or social network • 57% of the process of purchase is realized before meeting a seller* * Source IFOP WINCOR NIXDORF 2014
  • 5. • It is over the time to meet frequently clients • Sales Team are reduced today • Sales Team have biggest territories • Customer preferes to be in touch with a person than a brand Use your sales team to increase the presence, to create leads and sales opportunities
  • 6. « Don’t try to sale, but have good conversation with people »* • Outbound Marketing is less efficient than in the past , even forbidden/ restricted • Promote your brand in the way of a « community manager » is not enough anymore • Today, Outbound Marketing push offers in an unappropriate way • Use your sales team to develop InBound Marketing . Prospects are attracted by contents and looked for informations. * Richard Branson, CEO Virgin. http://theimarketingcafe.com/social-media/social-media-marketing-the-richard-branson-way
  • 7. FORGET TO SALE, WELCOME RELATION SHIP « There is clearly an alignment of sales and marketing. Today each of our commercial has to lead his community locally » Eric Decroix, Président Transgourmet – DCF, Lyon September 2016
  • 8. • The traditional method runs out • Only 8% of sales come today from event or direct marketing or cold calls. 1 • Recall <1% • Who capt new customers with a simple email ? Email opening 25%. 2 1 Siecledigital.-fr,July 2016 2 L.Minsky,K.A. Quesenberry « how B2B sales can Benefit from Social Selling », Harvard Business Review,Hbr.org,Nov 8 2016 Who is strill trying the door-to-door method ?
  • 9. « The Social Selling is for the sale that the vacuum cleaner is for the housework. We continue to use a broom. » Michaël Aguilar Social Selling is required !
  • 10. How ? • The PEPSI method* • Profil • Extension of your Network • Publication • Stimulation • Indicator Source www.idsa.fr, 2017
  • 11. FOCUS ON The two main sensitive points are Publication and Indicators to monitore the social selling activities
  • 12. Publication Stop OubBound and think InBound Marketing • Content of your company provided by the marketing team ( Company, event, service, products, offers, ... ) 25% of your publication • News about your market 65% of the content. Use tool to find content, newspaper, etc.. • Personnal , funny, emotion etc… 10% give the authenticity of your presence
  • 13. Monitoring • Turnover on social network customers Versus others • Number of appointments generated • Sales perfomance of active sales rep Vs Non active sales rep • Number of leads opened • Number of generated sales opportunities • Social Selling Index
  • 15. How to be successful ? Marketing & Sales Hand in hand