social sales training intensive part 1
DESCRIPTION
Social Sales Training Summary: The Social Selling Intensive is an in-depth results focused program that will help you integrate social selling strategies with winning sales processes used by leading sales organizations globally. • How to target the right client (online and offline) to maximize your return on sales efforts • How to use social media and Social CRM to find new business, amplify your personal brand and improve your career prospects • Step-by-step processes for using LinkedIn, Facebook and Twitter to unlock business networks and beat the competition • Powerful questions that help you close more and larger deals • How to beat the competition with relationship selling • 13 proven strategies to becoming a master networkerTRANSCRIPT
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Social Selling Intensive
With @ShaneGibson
#SocializedCamp @CeilisVan
Wifi: Ceilis Public
irishnet1
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
R.O.I. Personal Assets
TimeTime
EnergyEnergy
AbilityAbility
MoneyMoney
ReputationReputation
Short Term / Long Term / Joy
Short Term / Long Term / Joy
Spend Invest
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
D - DetachD - Detach
The A B C’s of Targeting
Passive & Lower Relationship Selling
C Convenient
Lower Yield & Smaller
Investment
BBeneficial
Pro-active & High Relationship Selling
A Absolute
High Yield & Larger
Investment
GAINREGAINDEVELO
PRETAIN
NON-USERSUSERSCATEGORY
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Calls
1st
2nd
3rd
4th
5th & Onward
Converted
2 of 100
3 of 98
4 of 95
10 of 91
81 of 81
Percentage
2%
3%
4%
10%
81%
(100 Competitor’s Clients Converted)
“It could take 25 calls to convert # 81”
“It could take 25 calls to convert # 81”
Sales Conversion Ratio
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Targeting Criteria Examples
• Number of staff that work for the company
• The volume of income that company generates annually
• Number of staff in a particular division • Business stage or cycle• Web presence
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Targeting Criteria Examples
• Organizational attitude toward education, development and training
• Number of locations outlets• Their geographical location• Familiarity with our brand• Access to senior executives• Industry/sector
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Targeting Criteria Examples Individual
• By industry
• Geography
• Stage of Career
• Stage of Life
• Age of children
• Need for our offering
• Financial situation or access to finance
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Targeting Criteria Examples Individual
• Referral or influence power • High value buyer • History of purchases• Time commitments or availability • Decision making style • External Influences • Career Aspirations •
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Criteria1. Potential Funds to Invest
A. $300,000 +B. $50,000 - $299,999C. Under $50,000
2. Cycle of LifeA. Married with or without dependants and / or Within
10 years of retirementB. Single with responsibility – dependantsC. Single and no responsibilities
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Criteria Continued…3. Geographic Location
A. Vancouver (within 30 minutes from home or office)B. Metro Vancouver (more than 30 minutes from home or
office)C. Outside of Metro Vancouver
4. Acceptability and/or Natural fit (Relationship, Culture, Gender, Social Styles, Politics, Ethics)
A. Easy to approach/Excellent natural fitB. Somewhat easy to approach/Some fitC. Awkward to approach/Not a good fit
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Criteria Continued5. Financially Responsible
A. VeryB. SomewhatC. Impulsive, Bad Credit, not a planner at all
6. Level of Maintenance Needed:A. Busy, calls for updates/with questions once in a while, tends
to follow-through on mutually agreed upon strategies. Light monitoring of portfolio.
B. Calls us with quite a few questions, is somewhat in-decisive at times, does value our opinion most of the time. Regularly checks their stocks and investments.
C. Lots of spare time, calls us constantly, changes their mind and investment strategy a lot. Usually second guesses us, doesn’t value our time. Full time job is to make sure we’re on track.
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Criteria Continued7. Profession, Occupation, Job Position
A. Graduate & professional people, senior executive, successful entrepreneur, realtors, public figure, producers etc.
B. Middle manager, supervisor, trades person, small business owner, teacher, civil servant,
C. Support staff, admin staff, clerical workers, etc.
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Retain Strategy• Pro-active servicing
• Incentives for loyalty
• Special treatment
• Frequent contact
• Relationship building
• Some developing
• Close monitoring
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Retention Facts
In banking, a 20 Year customer is worth 85% more in profits than a 10
year customer
In most businesses, boosting retention by 2% has the same effect on profits
as cutting costs by 10%
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Relationship Building Model
TimeFrequen
cy Length
Genuine Assistance
(TLC) ( Entertainment)
++Relationship==
Commitment from Both PartiesCommitment from Both Parties
==
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Retain Strategy – Risk List
• Political differences between two companies• Poor service• Competitors are aggressively pursuing them• Turned down for finance etc.• Unhappy with price, rate or policy• Hasn’t been visited for quite some time• Change in their management• Change in our sales representative handling
them• Not enough personal attention
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Develop Strategy
• Needs analysis• Add-on, up selling and cross sell
strategies• Pro-active selling & servicing• Relationship marketing• Special Treatment• Frequency of contact
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Regain StrategyRenewing of the relationship strategies• Presenting something new• Correcting situations and being
humble where the relationship ended due to problems
• Frequency of calling• Making them part of the VIP strategy
once they are on side
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Gain Strategy• “Be seen” where these potential clients are• Utilise frequency of contact and be of real help• Build a funnel through social media engagement• Treat these potential A-group clients as if they
are already a heavy user of your services• Utilise your network for introductions and
referrals• Continual prospecting (CCIC)• Be a “pro” at rapport building• Be unique
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
CorporateGroup
Most Wanted ListPage
A 1 of 1
Date : Product : Social Selling System Sales Person : Shane Gibson
Main Criteria : 50 or more sales people in the company. Person/company responsible for handling training for the company.
Secondary Criteria :
Actually changing from passive to pro/active marketing and selling. Invests more than 100,000 annually in sales training. Volume – 50 million annually/person/company excellent contacts
Heavy UsersRetain
Light UsersDevelop
Non – UsersRegain
Non – UsersGain
FordACLCMA CGACorning
Liberty Life – SASage Life – SAHomenet – SAWakefileds – SAMax Prop – SAAida – SAFraser Real Estate – CanadaSask Ins Corp - CanadaJustin – Avon – SANBS Bank – SAFirst National Bank – SAIBM
SeaboardManagement Recruitment – USATriple A Employment – USARemax – CanadaInd Ins Agents of MichiganToronto Dominion Bk – CanadaRoyal Bank – CanadaC/B of CanadaHong Kong Bank of CanadaCalifornia Credit Union League
Sanlam – SAOld Mutual – SAFedlife – SAABSA Brokers – SACentury 21 – CanadaSA BreweriesDouglas GreenPersetelMecedes - SAToyota - SA
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Successful Sales and Personal Marketing
“Creating an environment where an act of faith can take place.”
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Credibility
• Being seen as a peer and business person not simply transaction focused.
• Asking intelligent questions– Doing our research– Having a “natural” process for needs analysis
• Being passionate and confident in:• Our self• Our company• Our industry• Our solution
• Keep Commitments
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
In Most Transactions
“If two people do not like and respect each other ... the
details won’t matter because there probably
won’t be a transaction”
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Myth“Use
relationship skills
to get the deal”
Today’s Truth
“The relationship is
the deal!”
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
What “do you” or “would you” expect, or want, from someone close to you in a
long term relationship?e.g. Spouse, significant other,
boyfriend, girlfriend, son, daughter, business partner
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
What do you expect or want in your own personal banking relationships for you to be very happy in
the long term as a customer?
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
1. Attraction
Stage
2.Exploration
Stage
3.Development
Stage
3.Development
Stage
4.Commitment
Stage
4.Commitment
Stage
5.Unity Stage
5.Unity Stage
The 5 Relationship Development Stages
Flirtation A Few Dates Steady Dates Engagement Marriage
A Stranger An Acquaintance
An Associate
A Friend A Best Friend
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
The 5 Relationship Development Stages
1. Attraction
Stage
2.Exploration
Stage
3.Development
Stage
3.Development
Stage
4.Commitment
Stage
4.Commitment
Stage
PotentialSupplier
Short TermSupplier
DevelopingSupplier
Trusted LongTerm Supplier
Trusted Advisor & Partner
Watching Testing Bonding Trusting Entrusting
5.Unity Stage
5.Unity Stage
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Frequency Selling (Data Base)
Reach 50 of the Right Potential Clients
20 Times with the Right MethodsRather than
1000 Potential Clients ONCE
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
(100 Competitor’s / Our Clients Converted)
Sales Conversion / Retention Ratio
Calls
1st
2nd
3rd
4th
5th & Onward
Converted
2 of 100
3 of 98
4 of 95
10 of 91
81 of 81
Percentage
2%
3%
4%
10%
81%
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Why Frequency Works• 48% of all sales people make one call and
after a solid “NO” from a potential client - they stop calling
• 25% make two calls and stop
• 15% make three calls and stop
• 12% make three calls and continue. These people are responsible for 80% of all sales
– National Dry Goods Assoc. USA
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Primary Tools
• Personal sales calls• Personal lunches / dinners / etc• Invitations to functions and events• Co-incidental encounters• Telephone calls• Web conference / Skype /
Hangouts
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Secondary Tools
• Team member contact• e-mail• Text• Twitter, Facebook, Linkedin,• Personal thank you’s• Gifts or promotional items
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Other Tools• Congratulations• Greeting Cards• Post Cards• Articles written by you or articles
of interest• Your/Company blog posts• Curated relevant content• Endorsements
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
“I have never heard someone listen their way out of a deal…”
- Zig Ziglar
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Needs Analysis Approach
• Forces you to listen• It makes the client think and explore• Pertinent questions are not missed• It leads the client• Sufficient information is gathered• Sales points are suggested and tied to the
answer• Adds Value
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Needs Analysis Approach
• Really get to know their
Likes Problems Objectives
Dislikes Achievements Values
Fears Dreams Goals
Beliefs Challenges Motivations
No fit = referral = credibility = referral
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
The Power of Interviewing Questions
• If they are asked correctly, 80 % of your vital information should come from 20% of your questions
• The other 80% help to build flow and rapport
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
The Power of Interviewing Questions
• Intelligent questions:– Demonstrate you are a professional– Show you are competent– Build trust– Prove you are concerned about the
client’s needs
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
The Needs Analysis Questionnaire
20 % of the questions
80% of the vital information
20 % of the questions
80% of the vital information
General Standard Easy Questions
More focused opinions that begin
to tell a story
In the beginning
At the end of the questionnaire
Confidential Personal Financial
Social Selling Intensive @SocializedTeam© (Sales Models and Process) Bill Gibson and Shane Gibson
Remember When Asking Questions
• The use of a mixture of types of questions will make it more comfortable for the client, allowing variation in their style of answering
• Some times it is not the words you say when asking questions but how you say it that will determine its effectiveness.