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In this new selling environment, you’ve got a few seconds to connect with the buyer and demonstrate that you can address their needs. If you fail, you’re out. Join industry experts Michael Brito, Craig Rosenberg, and Jack Kosakowski as they share best practices for how to better understand your buyer and sell more efficiently.

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Presentation Transcript

HOW PERSONALIZED

SELLING UNLOCKS

COMPETITIVE ADVANTAGE


Agenda

SALES REPS

SALES LEADERS

MARKETING LEADERS

Become a

Become a

Trusted Resource

Trusted Resource

Inspire

Inspire

and Coach

and Coach

Engage Prospects with

Engage Prospects with

Relevant Conten

Relevant Content t


Speakers

MICHAEL

BRITO

SVP, Head of US Digital

Marketing

LEWIS Pulse

JACK

CRAIG

ROSENBERG

Chief Analyst

TOPO

KOSAKOWSKI

Head of Social Sales Disruption

Creation Agency


SALES REPS

Become A Trusted Resource

JACK KOSAKOWSKI

Head of Social Sales Disruption

Creation Agency

How Personalized Selling Unlocks Competitive Advantage


S A L E S R E P S

Become a Trusted Resource

To get prospects to respond, you need to communicate from the

beginning that you understand their situation, needs and challenges.

That’s why it’s critical to know as much as possible about your

prospect before you conduct outreach.

You only have three

seconds to capture a

website visitor’s

attention

- Smart Insights

How Personalized Selling Unlocks Competitive Advantage


S A L E S R E P S

Target Relevant Buyers

Target relevant buyers on LinkedIn by:

Using Advanced Search

•  Filter by Company, Location, Relationship and Industry

Monitoring connections for trigger events

•  Know when prospects change roles, have an anniversary or

connect with someone in their network

Only half of B2B

buyers contacted by

sales professionals are

the right person to

talk to about new

business

- Linkedin Research

How Personalized Selling Unlocks Competitive Advantage


S A L E S R E P S

Understand the Buying Process

Earn the trust of a senior-level prospect by:

Showcasing Project Expertise

• Optimize your LinkedIn profile to reflect your professional brand

63% of social buyers

appreciate being

contacted at the right

time with relevant

opportunities

Respecting Their Time

•  Use InMail to stay out of their crowded email queue

Providing Social Proof

•  Leverage 2nd degree connections to broker a warm introduction

•  Join a LinkedIn Group the executive participates in

- IDC

How Personalized Selling Unlocks Competitive Advantage


S A L E S R E P S

Act to Close Deals

Leverage industry data and news on LinkedIn by:

•  Sharing links to relevant industry content in your Status Updates

•  Sharing content in a prospect's’ Status Update or in a LinkedIn

Group

57% of a typical

purchase decision is

made before a

customer even talks to

a salesperson

Find insights to share on the following channels:

•  LinkedIn Pulse

•  The LinkedIn Sales Solutions Blog

- CSO Insights

How Personalized Selling Unlocks Competitive Advantage


SALES LEADERS

Inspire and Coach

CRAIG ROSENBERG

Chief Analyst

TOPO

How Personalized Selling Unlocks Competitive Advantage


S A L E S L E A D E R S

Inspire and Coach

Identify potential pain points that might prevent sales pros from social

selling by asking the following questions:

•  Understand an individual sales rep’s process and current road

blocks to success?

•  Are their prospects active on social?

•  Will your sales reps face a technology or social media learning

curve?

Why LinkedIn?

49% of buyers

research vendors

through their LinkedIn

profiles

44% of buyers find

potential vendors

through shared

LinkedIn connections

- LinkedIn Research

How Personalized Selling Unlocks Competitive Advantage


S A L E S L E A D E R S

Target Relevant Buyers

Help your sales team find the right people on LinkedIn via the

following process:

Define the Ideal Customer Profile (ICP)

• 

Using quantitative (closed won business) and qualitative (sales

rep feedback)

• 

Define demographic data (verticals, geo, company size) and

psychographic (looking for …)

Define target buyer personas

• 

Role and goals first – Title second

Sales reps focused on

new business who

exceed quota make

148% more

connection requests

each month than

other sales reps

- LinkedIn Research

How Personalized Selling Unlocks Competitive Advantage


S A L E S L E A D E R S

Understand the Buying Process

Help your sales reps understand the buying process by providing the

following:

Sales-centric buyer personas

Map of the buying process including what they require to move

to the next step

Train sales to use research to identify insights into a prospects

unique buying process

58% of reps who

exceeded their

research expectations

had lead conversion

rates of more than

50%

- CSO Insights

How Personalized Selling Unlocks Competitive Advantage


S A L E S L E A D E R S

Act to Close Deals

Once the buyer cycle is mapped, create the resources your sales

team needs to move buyers through the buying cycle and close deals:

Sales Enablement

Create messaging, insights, and content assets to deliver to the right

buyer at the right time:

• 

Persona specific

• 

Stage in the buying lifecycle

• 

Challenges and needs

• 

Overcome objections and roadblocks

Marketing

Provide training on how and when to deliver messages, insights, and

content.

Decision-makers

consume five pieces

of content before

reaching a decision

- CMO Council

How Personalized Selling Unlocks Competitive Advantage


MARKETING

LEADERS

Engage Prospects with

Relevant Content

MICHAEL BRITO

SVP, Head of US Digital Marketing

LEWIS Pulse


M A R K E T I N G L E A D E R S

Understand Your Audience

75% of buyers are

using social media to

research solutions

Where do they

spend their time

online?

What are their

media consumption

habits?

What social

channels do they

use the most?

- IDC

What is the context

of the conversation?

What keywords are

they using?

Which hashtags are

they using?

How Personalized Selling Unlocks Competitive Advantage


M A R K E T I N G L E A D E R S

Engage Prospects with Relevant Content & Approach

Audience Analysis

Story Development

Channel Strategy

Paid Social

Participatory Storytelling

Deliver an editorial and

creative framework to

reach your customers

with content and an

experience that matters

to them.

Build a channel and

media strategy based on

audience segmentation

(where they spend their

most time) and native

social platform

capabilities and user

functionality.

Use analytics to drive the

best targeting on social

channels based on

audience behaviors and

conversations – where

they spend their time and

what media outlets the

“like”, “follow” and “talk

about.”

Empower, train and

mobilize brand advocates

(employees – executives,

subject matter experts,

sales) to participate and

tell the brand story,

generate leads, influence

others.

Sales Enablement

Build a sales governance model that will equip sales organizations with training, resources/toolkits and content so they can better

engage their current customers and prospects.

How Personalized Selling Unlocks Competitive Advantage


Q&A

MICHAEL

BRITO

SVP, Head of US Digital

Marketing

LEWIS Pulse

JACK

CRAIG

ROSENBERG

Chief Analyst

TOPO

KOSAKOWSKI

Head of Social Sales Disruption

Creation Agency



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