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Social Selling:  with a focus on building business relationships online
About establishing and cultivating business relationships online. Also covering lead generation, prospecting, business networking, and social CRM (sCRM).
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Social sales is the CMO’s new job - ABA Banking Journal

Social sales is the CMO’s new job - ABA Banking Journal | Social Selling:  with a focus on building business relationships online | Scoop.it

Few senior leadership roles have changed more over the past few decades than that of the Chief Marketing Officer.

 

Gone are the days when a CMO could be successful with a high-profile TV commercial, direct mail campaign, or sports-team sponsorship only. Technologies such as email, digital advertising, and big data tools have significantly expanded the scope and complexity of marketing’s job-description and banking executives need to keep up.

 

Now, as the internet has made consumers more connected and aware, more of the burden falls on marketing to build customer relationships and manage their expectations.

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Social Sales – Look For The New Hook - Business 2 Community

Social Sales – Look For The New Hook - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

Back in the early 90’s, before the advent of social, I worked for an amazingly successful sales executive named Chuck. Chuck was in the sunset of his sales career, and was doing everything he could to pass his knowledge to the “new guard”.

 

The young “whippersnapper” with the slick tongue and all of this “newfangled technology,” such as a pager and a huge cell phone. Chuck jumped right off the movie set of Glengarry Glen Ross, and would have fit right in with the cast based upon his personality. He was a crusty old guy with an uncanny knack for opening the most difficult of doors and closing deals I never thought possible.

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Social's Value Measured in Engagement Over Sales

Social's Value Measured in Engagement Over Sales | Social Selling:  with a focus on building business relationships online | Scoop.it
Engagement is the leading metric US marketers use to measure their social marketing outreach and the primary goal of their social campaigns. Brand lift was also important, while increasing sales was a lesser priority, according to research.
Anita Windisman's insight:

But don't overlook the importance of lead generation in social media:  "Increasing sales was cited as a leading goal by 58% of marketers". 

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THE SOCIAL SELLING MANIFESTO - Sales Performance Optimization & Solution Selling - Solution Selling® Blog

THE SOCIAL SELLING MANIFESTO - Sales Performance Optimization & Solution Selling - Solution Selling® Blog | Social Selling:  with a focus on building business relationships online | Scoop.it

 

The Social Selling Manifesto

At Sales Performance International, we are passionate about the emerging practice of Social Selling. Combined with a solid sales process, the strategic use of social media can dramatically improve the efforts of professional sellers—from more accurate prospecting efforts to overcoming objections, shortening sales cycles and developing deeper relationships with clients.

 

Anita Windisman's insight:

Thanks for sharing this infographic, Brandon Uttley!

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Leads Take Hold as the Primary Goal of Content Marketing

Leads Take Hold as the Primary Goal of Content Marketing | Social Selling:  with a focus on building business relationships online | Scoop.it

Content marketing saw its importance balloon between 2012 and 2013. According to the digital marketing company that delivers branded newsletters and content for vertical markets IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.

 

And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.

 

Anita Windisman's insight:

Did you catch this statistic:  This year, generating MORE leads was the #1 goal, cited by 44% of respondents, far ahead of any other response.  Content curation and sharing must be part of any social selling initiative!

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Lydia's Marketing & Communication Consulting's curator insight, August 12, 2013 7:31 AM

More evidence on the increased emphasis of content as a way to drive leads (49% of co's have formal content marketing strategies in 2013, up from 28% in 2012). But this article also validates something I keep seeing -- that businesses are investing in content as a lever but struggle with the implementation, citing content marketing as one of the most difficult tactics to pull off. My opinion is more co's need to invest a bit more of the pie in thoughtful, well-managed implementation to get the results they need (i.e. create a strategy for the strategy).

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How Deep Is Your Love? Use Social Selling To Deepen A Great Customer Relationship - Business 2 Community

How Deep Is Your Love? Use Social Selling To Deepen A Great Customer Relationship - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

The Bee Gee's 1977 crooning Saturday Night Fever love song 'How Deep Is Your Love" is great inspuration for using social selling to deepen great customer relationships!!  If Tony Manero (i.e. John Travolta's character) was selling paint today in his father's store, he'd be using social media to "deepen his love" with his customers....instead of "dancing with them".  Too many sales executives use old-school phone calls and emails to keep up customer relationships.

The Bee Gee’s 1977 crooning Saturday Night Fever love song “How Deep Is Your Love” is great inspiration for using social selling to deepen great customer relationships! If Tony Manero (i.e., John Travolta’s character) was selling paint today in his father’s store, he’d be using social media to ‘deepen his love’ with his customers … instead of ‘dancing with them’. Too many sales executives use old-school phone calls and emails to keep up customer relationships!
Read more at http://www.business2community.com/social-selling/how-deep-is-your-love-use-social-selling-to-deepen-a-great-customer-relationship-0573377#Dy2ThAffo1AgBQHR.99
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Making CRM more social media-friendly with Nimble - Fortune Tech

Making CRM more social media-friendly with Nimble - Fortune Tech | Social Selling:  with a focus on building business relationships online | Scoop.it
As customer relationship management finds itself at a crossroads, Nimble aims to take a bite out of Salesforce and others.
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Social Selling Anatomy Of A B2B Decision-Maker

Social Selling Anatomy Of A B2B Decision-Maker | Social Selling:  with a focus on building business relationships online | Scoop.it

So what does a trip to the hospital with my Great Aunt Peggy have to do with a successful social selling strategy? When we rushed to the hospital when her appendix burst the doctors knew exactly how to treat her since they knew the human anatomy.

 

Similarly, by knowing the social selling anatomy of your B2B customer, you can know exactly how to operate your sales strategy to engage with the right message on the right social media channel at the right time.

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Social Selling and Sushi: 5 Ways to Close More Sales - Business 2 Community

Social Selling and Sushi: 5 Ways to Close More Sales - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

We always wonder why people put up signs with “Today: Fresh Sushi.” Who would ever eat sushi that is not fresh? It’s kind of like social selling. We have never met a successful sales person who is not social. So what then you ask is all the hype around social selling? It would have been clearer if “social selling” had been called “social media selling.”

In essence what it is now called social selling describes how to best take advantage of social media channels to better listen and understand customers and engage with them. And that is exactly what really successful salespeople have always done: listening to and understanding the customers’ needs and requirements and responding at the right time.

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Social Selling: The Importance of Sharing

Social Selling: The Importance of Sharing | Social Selling:  with a focus on building business relationships online | Scoop.it

In today’s world of social connectivity, top salespeople need to be information curators to attract buyers and influence buying decisions. What’s the best way to go about doing that? SlideShare’s solutions consultant, Kevin Fisher, recently explained how and why SlideShare is a powerful tool for sharing content and building influence, in a webinar with the Sales Foundry.

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SAP's CMO: 10 Ways To Architect A Digital, Social Business

SAP's CMO: 10 Ways To Architect A Digital, Social Business | Social Selling:  with a focus on building business relationships online | Scoop.it

 

I recently had the opportunity to interview one of the most social CMOs in the world, Jonathan Becher, the Chief Marketing Officer of SAP, arguably one of the most social enterprises in the world. As CMO, Becher used to sum up his role as "brand to demand", but since he has recently been given the additional title of Chief Communications Officer he is changing the definition of his role to "voice to choice".

 

When we think about "voice" we are programmed to think about the customer's voice, something that has become more and more real and relevant thanks to social media. There is another voice that we must develop and nurture and that is the voice of the company and its employees. Becher tells us he is not so sure that a single voice from the company is the way to go anymore. He feels that because employees are constantly interacting with people that every employee should have a voice. The question then becomes: How do you harness all the voices into one coherent voice to customers? In an effort to get everyone at SAP to have a voice and tell their story, Becher created the CERN model.

 

The CERN model is a framework for employees to tell their Customer, Employee, Resource or Network story in a way that will ensure that each story, while not identical, is consistent.

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How to Kill Social Selling at Your Company

How to Kill Social Selling at Your Company | Social Selling:  with a focus on building business relationships online | Scoop.it
HR + Sales: Don't let the lack of or a prohibitive social media policy ruin social selling at your firm. Create one for sales using the free sample.
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Traditional Selling Vs. Social Selling

Traditional Selling Vs. Social Selling and why Social Sellers outperform Traditional Sellers by at least 20%
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PowerViews with Koka Sexton: How to Leverage Social Media - Business 2 Community

PowerViews with Koka Sexton: How to Leverage Social Media - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

Leveraging social media is a familiar tactic for individuals. Have you written a new blog post? Then go on Facebook and let your friends and family know. Have you reviewed a new book for The New York Times?


Then go on Twitter and post a link to your review, which will likely get picked up by that book’s publishing house. Companies have been a bit slower than individuals in realizing the power of social media. That’s quickly changing, says my latest guest on PowerViews, Koka Sexton, LinkedIn’s senior manager of social marketing.


An evangelist for social selling—and a U.S. Armed Forces veteran who served eight years in countries such as Iraq, Bosnia, and Panama—Koka is an acknowledged social expert in the technology industry. Here are some salient outtakes from our discussion, which can be viewed in its entirety below.

Anita Windisman's insight:

Thrilled that Koka is working here at LinkedIn! He is one of our resident social selling experts.

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Brandon Uttley's comment, August 18, 2013 6:27 PM
Nice interview with Koka! Thanks for sharing.
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Use SlideShare to Turn Your Marketing Channels into Lead Gen Tools - Business 2 Community

Use SlideShare to Turn Your Marketing Channels into Lead Gen Tools - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

The future looks bright from the floor to ceiling windows of the One Montgomery Tower. The view is from SlideShare’s San Francisco residence, a collaborative space shared with LinkedIn, its parent company.

 

Most content marketers are familiar with SlideShare; in fact, many of you who work in the B2B space are probably already using it. But chances are very few of you are using it to its full potential. Over the coming weeks, the Content Marketing Institute will roll out some of SlideShare’s biggest secrets for content marketers looking to use the platform more successfully.

Anita Windisman's insight:

Content marketing IS a component of "social selling"!

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Top 3 Tips From A LinkedIn Expert

Top 3 Tips From A LinkedIn Expert | Social Selling:  with a focus on building business relationships online | Scoop.it

 

I’ve been a user and fan of LinkedIn for several years and am currently enjoying reading The Startup of You by LinkedIn co-Founder Reid Hoffman. Although it has its detractors and plenty of room for improvement, LinkedIn has become perhaps the most widely used business tool since email itself.

 

And yet even if it’s used, how many of us use it correctly, or to its full potential? Many people set up a profile, connect with some friends, and then leave it at that. Another class of LinkedIn users are much more active, but perhaps too active, spamming their connections and LinkedIn groups with get-rich-quick schemes or articles, the posting of which is designed more to bring attention to the one doing the posting than to provide any true value to LinkedIn users.

 

Recently I met Alex Pirouz, a successful entrepreneur and author. In talking with Alex I learned he was featured in the book Getting Your Business LinkedIn, so I asked him to give me his top three LinkedIn tips. Here they are, in Alex’s own words:

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Cold Calling Is Dead, Thanks To LinkedIn

Cold Calling Is Dead, Thanks To LinkedIn | Social Selling:  with a focus on building business relationships online | Scoop.it

Last week I received an email from my friend Ralf VonSosen, Head of Marketing for Sales Solutions from LinkedIn.

 

He brought to my attention a blog post from Steve Masters, Campaign Delivery Manager and UK-based journalist who writes for BUSINESS 2 COMMUNITY (B2C) and several other blogs and digital media outlets.

 

I was only hours away from speaking at the largest single webinar I had ever done in my life — “The Science of Using LinkedIn, Technology & Social Selling for Cold Calling” — with my good friend and partner Steve Richard, Co-Founder of Vorsight.

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LinkedIn Sales Navigator: Higher quality sales research for the social era — Hearsay Social

LinkedIn Sales Navigator: Higher quality sales research for the social era — Hearsay Social | Social Selling:  with a focus on building business relationships online | Scoop.it

Even after 28 years of doing B2B technology sales, I am still looking for new ways to crack old problems. Last week, LinkedIn helped me crack an old problem by allowing me to complete a key sales task more accurately than traditional methods, and at a fraction of the costs.

B2B selling has a pretty simple set of fundamentals:

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Tips On Using Social Media as Your Secret Sales Weapon

Tips On Using Social Media as Your Secret Sales Weapon | Social Selling:  with a focus on building business relationships online | Scoop.it
Have you ever worked in sales? How many calls did you have to make before you actually connected with someone? How many emails did you send out that never got replies? Not many people will spare the
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6 Top Reasons Sales Leaders are Scared of Social Selling

6 Top Reasons Sales Leaders are Scared of Social Selling | Social Selling:  with a focus on building business relationships online | Scoop.it
Learn how Social Selling can be more effective than traditional prospecting and sales methods, and why so many sales leaders are scared to try it.
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3 Fundamentals of a Succesful Social Selling Strategy

3 Fundamentals of a Succesful Social Selling Strategy | Social Selling:  with a focus on building business relationships online | Scoop.it

One of the most pervasive mantras on the social web is “don’t sell.” And it is certainly true that anybody out there shilling every day on Facebook and Twitter is going to lose a lot of friends.

But sometimes, you have to sell … especially if your job is in sales! In fact, in some way, every single employee can be a beacon for your brand and contribute to a holistic selling effort if they have an active presence on the social web. So today I wanted to step back and look at how social media can be aligned with a pure selling effort. 

 

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How To Ask For A LinkedIn Introduction -- And Get One

How To Ask For A LinkedIn Introduction  --  And Get One | Social Selling:  with a focus on building business relationships online | Scoop.it
Here are the best ways to persuade a contact in your social media network to connect you to someone who might help your career.
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Brandon Uttley's curator insight, July 17, 2013 9:03 AM

Great template at the end for asking for introductions.

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My Two Very Simple Rules for Networking

My Two Very Simple Rules for Networking | Social Selling:  with a focus on building business relationships online | Scoop.it

 

I don’t have to convince you of the power of a professional network, do I? One that is not only inside your current company but that reaches outside of its walls?

 

Or that networking is often listed as one of the most important unwritten rules of success in business? And that research shows that your next business opportunity (and often, job) is more likely to come from a loose connection in your network than from a friend or close colleague?

 

But networks are like any good investment. The great ones can have an extremely high ROI (return on investment)…. but not right away, and often not from the sources that one might expect.

I only have two simple rules of networking:

Anita Windisman's insight:

What are you doing to nurture YOUR network!?

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Wow Your B2B Prospects With Social Selling - Business 2 Community

Wow Your B2B Prospects With Social Selling - Business 2 Community | Social Selling:  with a focus on building business relationships online | Scoop.it

Every private sector organization has to well, in some form, if they're going to survive. Business to business selling can be one of the most complex and subtle processes around, and what we're going to look at here is how social media can help with that.

 

 

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How to Ease Your Sales Team Into Social Sales

How to Ease Your Sales Team Into Social Sales | Social Selling:  with a focus on building business relationships online | Scoop.it
Is your sales team hesitant to adopt social selling behaviors? Here's how to ease them into it.
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