Date post: | 15-Jul-2015 |
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neednudge.com All Rights Reserved Nudge Software Inc. 2014
Social Selling:
The Strength of Weak
Ties
Paul Teshima
Co-founder and CEO
Nudge
@pteshima
neednudge.com
neednudge.com All Rights Reserved Nudge Software Inc. 20143
“THE CURRENCY OF
THE NEW
COLLABORATIVE
ECONOMY IS TRUST”- RACHEL BOTSMAN
neednudge.com All Rights Reserved Nudge Software Inc. 2014
How Social is B2B?
5
90% 53% 47% 33%
Percentage of B2B companies actively using social media
But what about lead generation?
41%
Report
200%
More
The
Best
67%
More
Source: InsideView
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84% of Executives
Use Social Media in
Their Buying
Decisions
“You cannot
delegate trust”
- Kathleen Schuab, IDC
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How Many People Have More
Than One Email Address?
How Many People Have More
Than One Linkedin Account?
neednudge.com All Rights Reserved Nudge Software Inc. 20149
“Linkedin, a place
where people I don’t know,
endorse me for skills I do
not have”
- Max Valiquette
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Linkedin is the Business Network
10
313 million
600 million
neednudge.com All Rights Reserved Nudge Software Inc. 2014
FACT: weak connections
offer the best
opportunities
You can't meet them
all, so you need to
replace coffee with
content
Most social
connections
are weak
The Strength of Weak Ties
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Today Business Professionals Must Learn How
to Engage Their Weak Ties, To be Successful
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Social Selling is Growing (SSI)
Source: Linkedin
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Establish a professional presence on
LinkedIn with a complete profileCreate a professional brand
Prospect efficiently with powerful
search and research capabilitiesFind the right people
Discover and share valuable information to
initiate or maintain a relationshipEngage with insights
Expand your network to reach prospects and
those who can introduce you to prospectsBuild strong relationships
What is the Social Selling Index?
Source: Linkedin
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Showcase your skills
Create a Professional Brand
Use the right tone
What would prospects or customers want to know
about you? Be descriptive. Tell your story.
Complete your profile
Aim for 100% profile completeness
Add rich content
Slideshare deck, presentation video, etc.
Add skills and generate endorsements
Source: Linkedin
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“ABCs –
Always Be
Connecting”
“Give-to-Give”
“A Fool with a
Tool, Is Still a
Fool”
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Best Practice
Establish Consistent Personal Branding
19
Source: JillRowley.com
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Best Practice
Timely, Well Written Content Works
20
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Check who viewed you
Find the Right People
View prospects
View details of potential prospects in your 1st , 2nd ,
and 3rd degree networks
Expand your viewing
Use Lead Recommendations to find more prospects
at your accounts
Your activity drives views of your profile. Engage
with relevant people who look at you.
Proactively search
Use advanced search & Lead Builder to pinpoint
people more efficiently
Source: Linkedin
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Best Practice
Leverage Your Past Experiences
22
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Engage With Insights
Reach out to prospects
Share valuable information
Post relevant content that can help you become a
trusted source of insight
Stay in the know
Join groups and follow your prospects, customers,
and their competitors to keep up to date
Engage with your network
Share, like, and comment on content posted from
your network
Reach your prospects with InMails, connection
requests, and other messages
Source: Linkedin
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Best Practice
Do Work and Be Authentic
24
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Build Strong Relationships
Focus on decision makers
Focus on connecting to senior level people at your
prospects and customers
Connect with contacts
Connect with your network and with prospects after
introductions
Connect internally
Your colleagues will be able to provide you warm
introductions
Source: Linkedin
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Best Practice
Building Business Intimacy is Key In
Building Trust
26
Source: TrustedAdvisor.com
neednudge.com All Rights Reserved Nudge Software Inc. 2014
What’s Are the
Challenges?
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neednudge.com All Rights Reserved Nudge Software Inc. 2014
Sales Still Has the Same Challenges
More content
More SEO
More demand gen
More sales training
More partners
More automation
More whitepapers
More case studies
More portals
Earlier Relationships Higher Relationships Active Relationships
Sales benchmark index Sales benchmark index IDC
60% of buyer journey
complete before ever
interacting with sales
58%of pipeline stalls
because value is not
presented
90%of selling content and
resources never used
Sales benchmark index Sales benchmark index IDC
neednudge.com All Rights Reserved Nudge Software Inc. 2014
You Need to Invest in Growing the Right
Relationships
Early relationships
position you as a
trusted advisor
Active relationships
mean people read
what you send
Higher relationships
help you position
business value
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Even Top Social Sellers Struggle with
“Engaging with Insights”
30
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Most People Are Not Posting
Their Lives in Social OR in the News
31
313 million
600 million
Posting Life in
Social OR in
the News
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Nudge is a simple way of growing
the right relationships from
your network of weak connections
neednudge.com All Rights Reserved Nudge Software Inc. 2014
What is a Nudge?
RIGHT PERSON
Who in your network
should you nurture
now?
A Nudge is a message to a person that combines
RIGHT TIME
What has happened to
make “now”
important?
RIGHT MESSAGE
What content aligns
with their interests?
neednudge.com All Rights Reserved Nudge Software Inc. 2014
In Summary
• Social Media is already being used effectively in B2B
• Social Selling is growing as a best practice for business
professionals
• Focus on these four elements
1. Create a professional brand
2. Find the right people
3. Engage with insights
4. Grow strong relationships
• Building relationships is hard, especially from weak ties,
but it can lead to the best opportunities
• Use content instead of coffee to reach out
36
neednudge.com All Rights Reserved Nudge Software Inc. 201437
Best Practice
“The best way to go fast is to go slow”
- Jill Konrath, best selling author and Top Sales Influencer