Details

Social Selling Mastery

Scaling Up Your Sales and Marketing Machine for the Digital Buyer
1. Aufl.

von: Jamie Shanks
19,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	15.08.2016
ISBN/EAN:	9781119280866
Sprache:	englisch
Anzahl Seiten:	224

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Beschreibungen

Titelbeschreibung

A concrete framework for engaging today's buyer and building relationships Social Selling Mastery provides a key resource for sales and marketing professionals seeking a better way to connect with today's customer. Author Jamie Shanks has personally built Social Selling solutions in nearly every industry, and in this book, he shows you how to capture the mindshare of business leadership and turn relationships into sales. The key is to reach the buyer where they're conducting due diligence—online. The challenge is then to strike the right balance, and be seen as a helpful resource that can guide the buyer toward their ideal solution. This book presents a concrete Social Selling curriculum that teaches you everything you need to know in order to leverage the new business environment into top sales figures. Beginning with the big picture and gradually honing the focus, you'll learn the techniques that will change your entire approach to the buyer. Social Selling is not social media marketing. It's a different approach, more one-to-one rather than one-to-many. It's these personal relationships that build revenue, and this book helps you master the methods today's business demands. <ul> <li>Reach and engage customers online</li> <li>Provide value and insight into the buying process</li> <li>Learn more effective Social Selling tactics</li> <li>Develop the relationships that lead to sales</li> </ul> Today's buyers are engaging sales professionals much later in the buying process, but 74 percent of deals go to the sales professional who was first to engage the buyer and provide helpful insight. The sales community has realized the need for change—top performers have already leveraged Social Selling as a means of engagement, but many more are stuck doing "random acts of social," unsure of how to proceed. Social Selling Mastery provides a bridge across the skills gap, with essential guidance on selling to the modern buyer.

Inhaltsverzeichnis

Preface ix Acknowledgments xv Introduction The Road Map to Digital Transformation 1 Part One : Creating a Mindset Shift for a Digital Transformation 11 Chapter 1 Why Do I Need to Change Now, Not Tomorrow? 13 Chapter 2 Leadership Executive Summary 21 Chapter 3 How Do I Drive Organizational Buy-in and Accountability? 25 Chapter 4 The Three Key Leadership Roles: Sales, Marketing, and Sales Operations/Enablement 31 Chapter 5 Organizational Tools and Metrics for Social Selling Success 37 Part Two : Social Selling Mastery for the Sales Professional 53 Chapter 6 Start Building a Personal Brand 55 Chapter 7 Develop Buyer-Centric Profiles: LinkedIn, Twitter, and Other Social Platforms 63 Chapter 8 Find: Socially Surround a Buyer and the Buying Committee 71 Chapter 9 Educate: Leveraging Content to Shape a Buyer’s Journey 87 Chapter 10 Engage: Touching “Every Deal, Every Day” with Social Media 95 Chapter 11 Develop: Scaling Up Your Social Networks 105 Chapter 12 Create a Social Selling Routine 109 Part Three : Building a Lead Factory with Digital Content Marketing 113 Chapter 13 Why Does Misalignment Exist between Sales and Marketing? 115 Chapter 14 What Is the Current State of Your Lead Factory? 123 Chapter 15 Create High-Quality, High-Quantity Content 131 Chapter 16 Organize Internal Content for Easy Access by Your Sales Force 145 Chapter 17 Discover Inbound and Outbound Marketing Hacks to Accelerate Lead Velocity 153 Chapter 18 Evaluate Your Customer’s Journey: Find the Trends and Improve Key Sales Interactions 159 Part Four : Scaling Up with Sales Operations and Sales Enablement 169 Chapter 19 How Do We Mitigate Skill Gaps with Our New Hires? 171 Chapter 20 Ongoing Coaching: How Do We Create a Repeatable Process? 175 Chapter 21 How Do We Effectively Scale a Social Selling Program Company-Wide? 181 Conclusion 187 Index 189

Autorenportrait

JAMIE SHANKS is CEO of Sales for Life, the world’s definitive social selling training and coaching company. He is a world leading social selling expert responsible for pioneering the space. He has trained thousands of sales professionals, from Fortune 500 companies to solopreneurs, and built social selling solutions in the majority of industries.

Back cover copy

If you’re currently running a playbook of social selling tips, tricks, and tactics, that’s a great start. Now, put away your quick-fix hacks and get out of the sandbox with Social Selling Mastery and establish the long-term trust real buyers are looking for in the marketplace. Now from Jamie Shanks, the pioneering expert whose name is synonymous with social selling, a complete social selling master’s course for building the architecture to sustain long-term growth goals, year over year, while continuously enhancing your buyer’s experience. It’s as simple as that, and this step-by-step guidebook takes you through the entire process in micro-lessons. Every chapter is straightforward, with the theory and principles up front, and then digs into the specific, practical tactics you need to execute every day to apply them in the real world. Social Selling is next-level social media marketing, and this globally proven approach secures real, one-to-one, personal relationships that generate and retain revenue. Complete with ready-to use transformational skills to jumpstart your sales and marketing team’s daily cadence. This is the global system used by hundreds of companies to: <ul><li> Use the latest, consistently successful methods to reach and engage customers online</li> <li> Strategically target and increase value and knowledge throughout the buying process</li> <li> Confidently create a repeatable process and upscale it to any size organization</li></ul> Because Social Selling Mastery takes a long-term approach to serving your customers through their individual buying cycles, Social Selling doesn’t happen in a vacuum. This robust methodology requires complete buy-in from the entire organization, from the top down, and from sales, marketing and enablement/operations. Don’t worry—there are three chapters dedicated to leadership buy-in, accountability and measuring success. Gaining commercial buy-in happens when you establish a benchmark of key performance indicators (KPIs), milestones and goals that align sales, marketing, and sales enablement/operations to grow return-on-investment (ROI). Whether you’re outfitting a new start-up or upgrading an established organization for the marketplace, Social Selling Mastery gives you the blueprints and pro tools to build and maintain steadily growing revenue from an ever-expanding sales pipeline.