HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess realityre aalitys a mase aa nsm eofans highlighting of highlighting purch purchases athseast athrea tin a rea binuyer a b’suyer bes’st best intereinsteret to aust to thorizauthorize. e. I’m notI’m t anotlking talking about a bouttweeting tweeting your yodautar dasheetta sheet. I’m t. aI’mlking talking abou abt coouut co- u - plingpling a digit a adligit straaltegy stra tegywith wsociitha sl ocisellingal selling to ma tok ema prokes peproctingspec tingmor e more productivprodeuctiv, to mae, toke ma saklespeoplee salespeople visib levisi andble vaandluab valelu whereable where buyers buyers are are learnilenagrni, andng to, and ulti toma ultitelyma btelyuild b pipeline uild pipeline and darivend d reveriven reveue. nue. ImagineIma ginetryin gtryi ton sgell to with sell withgood goo loodk sloo andks aa ndfew a slyfew phra sly sphraes asgeasins agt ainst a coma petitorcompetitor whose whose data dshoataw shos acwtus aacl tuoperal aopertinga tiperforng performancmae anncd e and the optimal time to repair or upgrade equipment. It simply wouldn’t be the optimal time to repair or upgrade equipment. It simply wouldn’t be possiposble.sible. You just can’t leave sales out of the digital transformation. It would be You just can’t leave sales out of the digital tran sformation. It would be nothing less than corporate suicide. nothing less than corporate suicide. There are ma There are many definitions of social selling. Here’s mine: ny definitions of social selling. Here’s mine: SociaSol sellingcial selling is usi nisg usi soncgia sol ncetiawl noretkws (notorks soci(nota socil meadl ima)e tod ida)o to rese doa reserch arch on your buyers, the buying committee, and the people who influence on your buyers, the buying committee, and the people who influence your yobuyerur bsuyer. Yours. Ygooura l gois atol isb eto relevbe relevant toant your to yourbuyers buyers and abnudil d build relationships that drive revenue. Initially, it’s about using social networks relationships that drive revenue. Initially, it’s about using social networks to find, listen, and relate to, connect with, engage, and amplify your to find, listen, and relate to, connect with, engage, and amplify your buyers and the smarty-pants people who influence your buyers. Over buyers and the smarty-pants people who influence your buyers. Over time, sales professionals can use social networks to be found by their time, sales professionals can use social networks to be found by their buyers. This is done by teaching them where their buyers are learning buyers. This is done by teaching them where their buyers are learning, , and also by sharing insights and content that are helpful to their buyers. and also by sharing insights and content that are helpful to their buyers. The Five Pillars of Social SellingThe Five Pillars of Social Selling 1. From résumé to digital reputation1. From résumé to digital reputation Let meLet p meut it p thisut it wa thisy: waYouyr: Ybuouyerr bus ayerre shavi aren havig lenarningg learning partie psa wrtieithos wuithot ut you. Yyoouu. a Yreou livi areng livi inn theg in a thege of age the of cu thestome customer, no longerr, no longer in the in a thege of age th e of the sellers. elleTheyr. Theydon’t d noeen’td n youeed, asyou they, as otheynce o dindce, to di std,a tort thestart b theuying buying proce process. ss. They Theycan b cean h ablfewa haylf throughway through your yoursales sacycleles cycle before before you eveyoun eve reanliz ree alize they’theyre ther’re there. e. In thisIn ne thisw neworlw d,w orlcusd,to cmuserstom hersave hmaveore m choiceore choices, ands, theyand theyalso haalsvoe have louderlou voiceder voices. Theys. Theyare not are p notass ivepa stsaiverget tas,rget rathers, ra atherctive a ctiveexplorers explorers. It’s . It’s no longerno longer word w ofor md outhof m,outh rather, ra itther’s w itorl’s dw oforl md oofu thm.o Southci.a Sol meciadl imea andid a and 8989 8989