The 10 commandments of social selling

The 10 Commandments of Social Selling
© 2014 REGALIX | WWW.REGALIX.COM | CONFIDENTIAL
• Option 0.2
#SocialSelling

Key Takeaways
• How to Identify and Build Relationships through Social
Media
• Leveraging Social Media to uncover opportunities and
increase sales
• How to implement an enterprise Social Selling strategy
across your organization

What’s Different?
The sales landscape is evolving
Customers have different
requirements
Customers have other
communication preferences
There’s a better way to reach,
engage customers
You don’t want to be left behind –
with a square wheel

What is Social Selling?
The identification, targeting, and reaching out to
prospective and existing customers through social media
channels and social communities in an effort to engage
them in conversations that result in a potentially mutually
beneficial relationship.

Adopting Social Sales Works
• Sales people exceed quota 23% more often than peers
who don’t use social selling
• B2B organizations: 31% more sales teams achieved
quota when using social selling (Aberdeen Research)
• 60% of best-in-class companies train salespeople to
engage in online conversations compared to only 19% of
laggard companies

Commandment #1
The buying process has changed; you must adapt.
• 57% of the buying process is complete before the first
contact with a sales person
• 71% of buyers’ purchasing decisions are influenced by
referrals from social media

Modern Buying Gets Social
• Today’s Buyers:
– Know More
– Have Access to Unlimited, Free
Information
– Depend on Recommendations
– Do Not Need a Sales Person for
Education
– Share Their Experiences: Good, Bad
& Ugly
• Today’s Customers are:
– Demanding
– Loyal
– Part of Your Marketing & Sales
Teams
• Today’s Social Organizations are:
– Active
– Responsive
– Consistent

Commandment #2
To master the art of social selling, you must
embrace un-selling.
Un-selling: Putting value on
building relationships first and
foremost as opposed to forcing
a sales transaction.

Un-selling: Helping vs. Pushing
1. Stop being a lurker
1. Avoid becoming
known as a pusher
1. Go beyond lead
scraping

Commandment #3
To build online relationships, you must
become a trusted advisor.

Become a Trusted Advisor
Building a Relationship Starts with:
• Reaching out to your influencers
• Being responsive to your audience
Characteristics of trusted advisors:
• Sincere
• Genuine
• Helpful
• Insightful
• Fun/Likeable

Commandment #4
Active social listening is your invitation to join
meaningful conversations.
The value of listening as a sales person is the ability to truly
hear what your prospect/customer is saying so you
understand his problems and can present him with a viable
solution.

Commandment #5
Content should be treated as royalty in the
process of social sharing and building influence.

Content is Everything…and Everyone is a
Contributor

Content
Types
How-to articles
Guides
Quick tips
eBooks
Testimonials
Case studies
Infographics
Images

Commandment #6
You must add value to social interactions to
uncover and nurture sales opportunities.
Be aware
Be responsive
Be consistent
Be unique
Be an influential
connection for your
network

Commandment #7
The Social Triangle is the foundation of a
successful social selling strategy.
(A.K.A. Social Selling is a team sport across sales,
marketing and customer support)

Social Triangle: Rules of Engagement
• Get buy-in from key stakeholders
• Clearly define roles across teams
• Develop a formal process
• Share staffing resources if necessary
• Identify and define the “social hand off”
• Integrate social process with existing tools and systems

Commandment #8
Social selling is an extension of your existing sales
and marketing strategy.

Plan and Integrate
“Manage social selling
efforts within a firm
budget, within
designated blocks of
time, on the right sites
for targeted customers,
and with clear, realistic
(sales) goals and
objectives.”

Social Networks: Where to Invest
Go Where Your Customers Are Already Active & Engaging
• LinkedIn
• Twitter
• Facebook
• Google+
• Pinterest
• Instagram
• Reddit
• Blogs & Industry Communities

Commandment #9
Invest in social selling tools.

The Value of Tools
• Increase efficiency
• Identify and find influencers
• Increase engagement opportunities
• Increase reach & positive social influence
• Improve rate of response
• Provide better content delivery
• Offer insights (analytics/data)

Commandment #10
Track progress and measure your results.

About the Presenter
Shannon Belew is the author of Starting an Online
Business All-in-One For Dummies and The Art of
Social Selling: Finding and Engaging Customers
on Twitter, Facebook, LinkedIn and Other Social
Networks. She also leads the digital marketing and
social media strategies for Digium, a global
telecommunications company that specializes in IP
communications solutions for businesses and
developers. Shannon is passionate about
entrepreneurship and is an advocate for tech and
social startups.
Connect with me:
Twitter @ShannonBelew
LinkedIn.com/in/ShannonBelew
Facebook.com/OnlineMarketingToGo
#SocialSelling

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