How Social Selling Has Transformed Sales

Chapter 8 How Social Selling Has Transformed Sales By Jill Rowley Just a few years ago, the discipline of social selling — using social media channels to reach prospects and customers — would have been considered a nice-to-have. Today, every major brand has a comprehensive social media strategy that encapsulates the notion of customer relationship management (CRM). There is still a long way to go for all businesses to be comfortable and equipped to engage at scale through this channel, but the tide has turned. In this chapter, Jill helps us understand why social selling matters and how we can harness the reach of this channel to engage with our prospects and customers to ultimately win more business. For all the new sales enablement initiatives that have surfaced in recent years, most firms are still selling the way they did 20 years ago. I’m not talking about finding better ways to automate the old ways of selling. I’m talking about completely rethinking the entire process of enabling purchase decisions. None of these are physical laws embedded into the fabric of our universe: • Sales is one person persuading another to do something. • Sales quotas are what drive sales success. • Relationships are secondary to transactions. • Technology is less valuable to the sales process than it is to other functional areas. • Sales initiatives have to be triggered by a human action. 8787

ChChaapter pter ChChaapter pter 88 88 In shortIn s, wehort c, wean a cnan d sahondu sldho rethiuld rethink everythinnk everything. g. The oldThe w olday ofway selli ofn sgelli wangs grouwas ndgrouednd ine thid ins thought this thought: We w: Wanet w toan stel tol sell somethingsomething. . One newOne wneway ofw aselliy ofn sellig conugld c obuel dd ebsce ridbeescdri throbedu throgh thiughs tho thisu ghttho uprghto pr-o - cess: cesWes :will We swillhow s hoyouw eyouxactly exa wctlyhy, wwhhey, n,w heandn, hoandw hoit bwe nitefit besn efityous tyouo to makema a purchake a purchase. se. DoingDoi theng latterthe latter requ irereqs uaire trs uae trtruanse trforansmafortioman, tioonn,e othnaet this abt eisst best facilitatedfacilitated in the in digit the adigitl reaalml re. Iatlm shift. Its s sahiftless safrolems froa semm ai mseymstiimcalys atirtcal for am rt form to a toqua an quatifianbtifiale problec espros cgroessund groedund ined da inta ,da artifita, cairtifial incitelligeal intelligence, ncaned , and predictive modelingpredictive modeling. . You caYoun’t cagetn’t there get there by ba brkiy bangrki atn yog autr yosaleurs stealeams te toam sell to h saellrd ehra. rYdoeu r. You can’t cagetn’t there get there by hiri byn ghiri moreng more salespeople salespeople to ma toke ma moreke m callores andcalls s andend send The averages shireales thireakes t asevekes nseve to nni ntoe nminoen thmso ntoth bse to be moremore email emails. Thes .average sale fully fprodully uprodctiveu ctiveand mandak esm aqkuesota q uleotass thleanss th50an% 50of %the of ti theme .ti Cmane. yoCanu you imagineimagine hiring hiring a soft awa softrewa enregi neeerngi nweerho wcoulho dcnoul’t dcond’te c orod eco orntri cobunttrie bute anythinganything to developme to development for thent for the first s firix mst soixn mthso?nths? That’sThat why ’s why I propoI propose two ses two teps sitepn a ns ien a nw direew dctioirenc. tion. First, shiftFirst, shift your your mindsmet froindset from sellim sngelli ton gs tooc iasl selliocianl sellig . ng . Second,Second, recognize recognize that socialthat social selling selling is just is thejust simplest the simplest incarnation incarnation of theof technological the technological forces forces reshaping reshaping the nature the nature of business of business in general in general and salesand sales in particula in particular. Whatr. What I offer I offerin this in chapter — anthis chapter — an introduction introduction to to socialsocial selling — is selling — is a piece a piece of the of solution,the solution, but certainlybut certainly not thenot entire the entire solution.solution. To staTteo sttheate obviou the obvious, withos, wuithot a sualet a there sale there is no reis nasoo ren asforo ann fory c anomyp canomy pany to existto .e Sxistales. S caalesn’t cbean ’tan be a fterthoan afterthought uinght an iyn digitany adigitl transal trforansmafortioman — tioin — t it neednees tod bs toe ce bne trcael ntotr theal to rei thenve reinntionven. tion. from “trues,t thimes, ithis ins iyours in yourbest bineterest insteret” to st” to SalesSales need nees tod shifts to shiftfrom “trust m “these“these are the are spe thec ificspe ocuifictc oomutecso yomeus w yoillu ac whievill acehiev.” Saele.”s Sa teleamss te namseed n teeo d to be ablebe toable show to show what wh’s happeat’s happening nnionwg, nwohatw, w whatill c whanill cghean, andge , hoandw hothiws this makemas a differekes a difference. nce. I’m notI’m ta notlkin tgalki abnogu at bjusout tshifti just nshiftig yonugr pityouchr pit. I’mch talki. I’mn talkig abnogu abt eomuployit employing ng technology —technology — highly highly sophi sophisticatesticated datda dagattheria gantherig andng anandaly ansis — alystois — ustoe use 8888 8888

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

ChChaapter pter ChChaapter pter 88 88 social networks know no geographic boundaries or time zones — they’re social networks know no geographic boundaries or time zones — they’re on and available 24/7/365. on and available 24/7/365. The power of peer to peer has never been greater. Think about who The power of peer to peer has never been greater. Think about who you trust. Do you trust brands, logos, ads, corporate messaging, or do you trust. Do you trust brands, logos, ads, corporate messaging, or do you trust other buyers just like yourself? you trust other buyers just like yourself? As a sales professional, I used to think that I was the gateway to refer - As a sales professional, I used to think that I was the gateway to refer - ences, but I started to realize that instead, buyers are going to LinkedIn ences, but I started to realize that instead, buyers are going to LinkedIn on their own and finding hundreds of peers who have used our products on their own and finding hundreds of peers who have used our products and those of our competitors. They are questioning references before and those of our competitors. They are questioning references before they evethey even talk ton talk to you. you. The answer, as you may already suspect, is in social selling, which you The answer, as you may already suspect, is in social selling, which you means toilit faacteilit theate b theuyi nbguyi prongc epross throughcess through the ad theept ad usepte use might say means to fac might say of socofial so netcialw netorkws. orIt kmse. Itan ms ebaneins gb eiabnleg toab lege toner geatener reveatenu revees nuthroesu throgh a ugh a procespros thatcess thatmore more closely reclosely resembslesemb serviles snervig thnang thselliann sgelli. ng. The bTheest bsalesest salesprofes professionaslio isna notl is m nerelyot m erelypres eprent sine nsot cinia sol — ciashel — hsheas has used usesocida sl ocito apositiol to position herns elfher asself credi as cbredile, highlyble, highly know klendogewleabdgele, abanled , and well conwelln conectendecte. Shed .i sS hean iins foran mainfortioman cotioncn iergconceierg, ande ,a and con ate contn cteonnnt coiosnnoi-s - seur. seuSher . knoShew knos wwhas tw toh asthare to s harewith wwhoith m.who Shem. iSs heviewe is viewed as adn as ex apern et xpert and highly truand highly trustworthstwyorth. y. InsteadInstead of aspiri of anspirig, asn previog, as previous geusner geationnerastion of saslespeople of salespeople did, to d ibde, to a be a greatergre hunterater hunter or a f orarm a efar,r todmera, ytod’s sauyper’s ssutperar iss taa rma is ga nmaet gfornet her for bu heryer bus. yers. 9090 9090

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess She putsShe putsout so out m uch vso much valuabalelu iabnforle mainfortionma, tionher b, heruyer bsuyer coms coe tom hee tor. her. It all Icot amll esco mdoesw nd otow ntru tost .tru Youst. hYaouve htoave cu tot through cut through the cltheutte clr.u Ytteou r. You alwayaslwa hayves htoave look to lookat thing at things thros uthrogh uthegh eyesthe eyesof your of yourcusto cmustoer. mer. SuccesSusc icessn’ts a isboutn’t a boutjamm jamming yoinugr yosalesur saproceles process doswns do thewn b theuyer b’suyer thro’sa throt; at; it’s abitout’s ab faoutcilit faatingcilita theting b theuying buying proce process. Yourss. Yjoourb i sjo tob iusn todersta undndersta thnde the buyerbu’s journeyer’s journey, andy to f, anda to fcilitaatecilit thaatet. that. That’Thats why’s wthehy firthest pillarfirst pillar of so ofcial so sellingcial selling is movi is moving fromng from résum réé sumé to digitalto digital repu tation,reputation, and andit req itu irereqsu lookingires looking at your at yoursocial s ocialprofile profiles s through the eyes of the customer from whom you’re trying to earn through the eyes of the customer from whom you’re trying to earn trust.tr Ifu youst. If’ reyou bragging’re bragging about about your yoquuota-r qucota-rushingcrushing abilitie abilities or merels or merely y listing your work experience, that’s not interesting or appealing to listing your work experience, that’s not interesting or appealing to potential clients potential clients. . OptimOizepti myourize yoursoci asl ociprofilesal profiles for yourfor yourbuyer bus yerands acundsto cumsertos,m noers,t not recruitersrecruiters. You .a Ylreoua dyalre haadyve hyourave yourdream dre joamb, right?job, right? Well, Wnoellw, noyouw hyoavue have to keepto kiteep. it. PeoplePeople buy frobuym fropeoplem people they theyknow kno, likwe,, trulikes,t ,tru ansdt, froandm frowhom mw hothemy they can receivecan receive value v. aYlouue .n Yeeoud n toee bud toild bu yourild yourperso pernals bornaanl db,r oanndlin, oen alindne o affnd, off, to serve your customers and earn their regard. Here’s the catch: If you to serve your customers and earn their regard. Here’s the catch: If you suck sofflinuck offline, you’e, ll syouu’ck ll smuore onlinck more online. So ed.o So n’t dsouckn’t .suck. 2. Always be connecting 2. Always be connecting If youIf’re you in ’sare leins ,sa I bleets, yoI betu’ve yo heu’vear dhe ofa rABCd of: ABCAlwa: Alwys baey clos bseing clo. sEingxcep. Et xcept that’s not what it stands for anymore in the #SocialSelling era. that’s not what it stands for anymore in the #SocialSelling era. To mTeo, AmBeC, AmBeCa nsm eaalwans ysalwa beys con ben conectinnectig. ng. In today’s sales environ - In today’s sales environ - ment, your network is your net ment, your network is your net worth w. orthCoffee. Coffee isn’t iforsn’ tcloser for closers, it’ss, fo itr ’s for connectors. connectors. FrienFrieds, nfamds,il fyam, anildy, cao-wornd co-workers akreers o abrevio oubsvio counsne cocntionencstio, bnuts , I bthiutn Ik think salespeople should expand their networks way beyond these relation - salespeople should expand their networks way beyond these relation - shipss. hipsPote. nPtioteal ntibualyers bu, yerscus, tocmuserstom, erstho, ughttho ughtleaders lea, dersinfl, ueninflcuerens, cers, speakers, bloggers, journalists, the lady you met on the train this speakers, bloggers, journalists, the lady you met on the train this mornming orn— ing the— se peoplthese people, ande ,m andore m, sorhoule, sd houlall bd e part ofall be part of your yonetuwr netorkw. ork. Your strategy should be to socially surround yourself with smart, inter - Your strategy should be to socially surround yourself with smart, inter - estinges, tinginfluenti, influential peoplal people. Thee. reTheaso ren?a soThen? mTheore m uorenicorn unicorns, gurs,u sgur, anud s, and 9191 9191

ChChaapter pter ChChaapter pter 88 88 ninjasninjas you’re yo conu’ren conectende cwithted ,with the ,higher the higher your yosoucira sl occaipital caal pitskyrocal skyrockets. kets. It’s PsychologyIt’s Psychology 101, j 1us01t ,i jnus thet in s theocial s sophercial sepher. e. That Thatsaid, sthereaid, there are saorem es ogromeund gro undrule s rulein sthi ins gathims ega ofm ec oofns tcanonst tant connconectionection. Donn. ’tD boen #’tS boec i#aSlSotcuiapidlSt. uFollopid. Follow thew sethe gusied eligunideseli: nes: Go forGo qualityfor quality over overquantity. quantity. Everyo Everyone wnane tws antot sget to toget 500 to + 500+ connconectionections onn Lis nonke LidInnk,e andInd ,that and’s that a good’s a good goal togo haval toe .hav Bute the. Bu tnumb the number er of coof connectionnections is sens is secondcaryond toary the to q theuality qua of colity of connecnntioens.ctio Dons.n’t em Don’t embark bark on a conon an conectionnection rampage rampage for the for sa theke saof jkue iof jcing youicinug yor nuumr nuberm. ber. No genericNo generic invites invites allowed. allowed. First iFirmspret imssionpresssion mattes mr,a anttedr, seanndding sen dinga a generigeneric invitec invite is just is plai jusnt plai lazyn. Fig lazuy.re Fig outure the out c othemm coommnalitieonsalitie yous h yoaveu hwaitveh with the pertheson per youson’d you like’d to lik ceo tonne cocnt newithct .w Dithid .yo Diud go to the s you go to amthee s amcollege college? e? MentioMention thant . thDoat . yoDou hyoaveu hcoavenn coecnntioensctio inns c oimmn coommn? Aosnk? hoAswk hothewy they knowkno thewm the. Remse. aRrecshe hoarcwh hoyouw can you b cane relev be relevant toan but toild bu a relilda atio relnsatiohipns to hip t o drive revenudrive revenue. e. I oftenI often spen dspe a fendw a m feinuw mtesinu Gtesoogli Googling sonmgeo sonmeeo I wanne It wan in mt yin n metyw norketw. ork. For instanFor instance, beforece, before I con In ceonctende cwteithd wLeeith CoopeLee Cooper, Chiefr, Chief Comm Coermmcial ercial OfficerOfficer at GE at, I searcheGE, I searched his dn amhis en andame fo andund fo aund vid eoa vi ofdeo hi mof bhieimn gb eiinntegr inte-r - viewedvie woned wh ona twh maakt ems aak grees aa tgre coamt mercomcmerial officiacl eoffir. I cwaer. tIc hedwatc it,hed w rotit, e wrote downdow then athettrib auttribtes uhetes me hen tiomennedtio, nanded, uandsed uthesed kthenow klendogewle todge ta toilo r tailo r my invitmy invitationa. tion. KeepK ineep mi innd mi thnadt thwhenat w yohenu syoendu sae ndLin ak eLdInink erequedIn request vias ta vima oab ilme obile devicdevice, youe, needyou need to cli tock colinc kthe on three little dots the three little dinots the in top the right top rightcorn ecr orner and selectand select “Perso “Pnaersolizena Inlizevit eIn.” vitIf eyou.” If cyoulick c“liCconk n“Ceonct,”n eitc tw,”ill it swenilld sthene d the generigeneric invitce invit. e. In generalIn general, the ,a thert of a rtthe of Lin theke LindInk eindviteIn in ivites ma ikis nmga kiit nabg oitu abt theoumt the, nomt , not abouabot youut ayound whanda twh yoaut wyoantu w. Iantt’s .ab Ito’su abt coounnt ceocnntinegc, ticnogn,gr caotnugrlaatitnugla, ting, and relandating rela toting th atot indivithat individual. duaAndl. jAusndt li jkuse tm liakike nmgaki friengn dfries ornd dsati orn dgati, thne g, the relationrelastionhip developship develops overs overtime .time. #SociallySurround#SociallySurround yourself, yourself, both both internally internally and andexternally. externally. Now Now that youthat knoyouw kno thew a thert of a thert of i nthevit ein, uvitsee ,it u! seCo itnn! Ceocnnt weithct winithtere insteretings antingd and influentialinfluential people people on L inonke LdinInk,e follodIn, wfollo thewm the onm T wonitte Twr, itteandr, sandhare s htheiarer their posts.posts. It’s also It’s walsoise wtoi slooke to atlook who at wyourho yournew cnoenwt accotn follotact ws,follo andws, folloand w follow some of those peoplsome of those people. Smea. rty-pSmaarty-pnts ofant as feofa ather flo feather flock togetheck r. together. 9292 9292

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess And Anthisd thisdoes nd’oest juns’tt jugos t forgo eforxtern exaternl coanl taccotns.t acFitnsd. Fithend internthe internal al influeninfluencers act yourers at your com pcoanmy panandy canondne cocnt newith thect with them as wmell as. well. Attend events. Opportunities to meet people face to face are fan - Attend events. Opportunities to meet people face to face are fan - tastic, whether at a major conference or a quick trip to Starbucks. tastic, whether at a major conference or a quick trip to Starbucks. Don’tDo disparagen’t disparage live meetingslive meetings, eve,n eve in nthe in digitalthe digital era. Ceraoffee. Coffee is fo r is for connecocntorsnec. tors. That Thsaiad,t saalsid,o baels opre besent pre asentt on alinet on evelinen evets. Follonts. Follow thew eve then evet hanshtt haag shtag on Twonitter Tw itterto get to regetal-ti remael-ti tmakee awatakeyawas froyms froattem nadeettens.dee Rets.w Reetetw aneetd and responresd ponto thed tose t thewseetse tw toeets be to there be there without without actua allyct buaeing therlly being there. e. No piNotchi pintcg hiallongw aellod.w eDdo. n ’Dt otryn’ tto try pit toch pit orc hset or up set a upde ma ode inm youo inr your LinkeLdIinnk einvitedIn invites. Gets. peopleGet people in your in yournetwork network, b , build a relationship, uild a relationship, and then you can address other ends, but that and then you can address other ends, but that’s mu’sc hm furtheruch further dow n down the line. the line. Channel your inner Gary Vaynerchuk and think about “jab, jab, jab, Channel your inner Gary Vaynerchuk and think about “jab, jab, jab, right hook” as “give, give, give, ask.” Establish credibility and build trust right hook” as “give, give, give, ask.” Establish credibility and build trust before before anything elanything else. se. Don’tDon’t use social use social as another as another channel channel to spam. to spam. This iThis self-s ise self-xplanaexpltoranay. tory. You sYhoouu sldho ounllyd oconnlynect con nectwith withpeople people who wyouho’ reyou gen’reu geninelyu ininelytere instereted sted in buinild buingil daing relatio a relationshipn shipwith .w Aith ne. Aw neLinwk edLinInk edcoInnnection connection or T woritte Twr itter followfolloer swhoeru sldho buel dtre baete tred awteithd wrespeith respect, notct ,a ns ota taasrget a ta forrget interruptiv for interruptive e and oandbno oxbniouosx iomuesss magiessnga.gi Ynoug. wYouould wnould’t gon ’tu pgo to u pa tone wa nepersonw person at a at a cocktcaocktil partyail party and stanadrt stshoartu stinghou abtingout ab yourselfout yourself and yourand yourcom pcanomy,p sano y, so don’t ddoon’t do it online. it online. It’s okay to connect with people you’ve never met in person. In fact, It’s okay to connect with people you’ve never met in person. In fact, I I encourenacourge ita!ge Ju stit! maJustke ma sukree yousure perso you personalizena yolizeur yorequestur request and canleadrl cy learly explainexplain why youwhy’d you like’d to lik bee to a pbeart a ofpa theirrt of theirnetw netorkw. Rorkem. eRmbemeremb to erma toke make it aboit uabt theoum, t thenotm, younot. you. I haveI haa uvenique a unique philo philosophysophy on letting on letting people people into m inyto net mwy netorkw borkecau bsee cause of whofat w I dhoa.t II letdo .ju I slett a jubostu at boanyubt aonydyb intoody my into net myw netorkw ifork they if ’theyre genuinel’re genuinely y interested in connecting with me. But not everybody has that philosophy, interested in connecting with me. But not everybody has that philosophy, and that’s okay. Some people won’t accept an invitation from someone and that’s okay. Some people won’t accept an invitation from someone they’ve never met in person. That’s their decision and you have to they’ve never met in person. That’s their decision and you have to respect that, but it never hurts to ask. respect that, but it never hurts to ask. 9393 9393

ChChaapter pter ChChaapter pter 88 88 3. Use content to engage your buyer3. Use content to engage your buyer WhenWhen I was I awa saless a srepales at rep Eloqua at Eloqua (where (w hereI was I kwnasow knn owas Jilloqn as Jilloqua anud a and the EloQueen)the EloQueen) sellin gselli inntog m inartok etingmarketing depa rtdepmeanrttms, eI nretas,d I everyread every publi pucatioblin cation marketimarngketi profeng professionassiols reanalsd . reaAndd. IA dnidd nI ’td idjusnt’ tpa jussst ivelypass ivelycons umcones —um Ie a —lso I also sharedsh aarticlered asrticle acrosss ac myross n etmyw norket wanorkd co anmdme comntedme onnted other on other peopl people’s poste’ss post. s. WhileWhile it might it might sound so cundounteri counnterituitivnteu, itivI triee, dI trieto dp utot phelpiut helping mnyg cu msy- cus - tomerstomers above ab oveselli nsellig ton gthe tom the. Thatm. ’sThat why’s wI emhy uI lemateudl atheirted theirread irengad anind g and sharingsharing habits ha asb itsmu asch mu asc poh asss iblpoess. Iibl eaerne. I eda rnetheird theirtrust truby sktn boyw kinnogw winhgat what they cared athey cared about baonudt ac antivelyd actively contri cbuontingtribu toting the to c othenvers conaverstiona. tion. The coThentrib countingtribu partting waparts kwaeys. Bukeily.d Buingil dknoingw knoledgewle wasdge owasnly opnalyrt opf art of the eqtheuation equation — my — n myewfo newfound insights wou und insights lwdno’ut lhavedn’t havehelpe helped med bu miled bu a ild a reputation areputation as a trus stea trd austedvid asordvi if snoro oif nneo k onneew I kn head w Ithem had them. . For eForxampl example, mye hu, mysband husband read sre aThds e WThaell SWtreetall S treetJourn Joalurn everyal every morn m-orn - ing. iMeang. nMeawhilnewhil, I’me , scI’mrolli scnrollig throng uthrogh uthegh uthepda utepsda oten s moyn Lminyk eLdinIn kedIn homehome page page liking liki, comng, mcomentimnegn otin,ng and on, sandhari nshga otherring other peopl people’s coen’ste contn. tent. AlthoughAlthough the i nthefor mainfortionma htione’s choensum’s consuming winogu ldw obueld very be vveryaluab valeluab to leth e to the peoplepeople in his in n ethisw nork,etw heork, h ashe n hoas ab nilityo ab toility sh toare sh, unarlee, ssun heless cu hets outcuts th oute the articlearticle and phy ands iphycallysi cseallynd ss eitnd tos o itn toe per oneso pern. Theson. i mThepac imt ofpac otn ofe-to- onmane-to-y many far outweighfar outweighs thats of othatn of oe-to-one-to-one. ne. You mightYou might think thi connkte cnotn belotent nbelogs exngclsus exivelyclus ivelyin the in real them real of mma ofrk maetinrkgeti, ng, but I butbeg I tobeg d iffeto rd. iffeIn far. cInt, faI sceet, Ithe see mo dern sales the modern persalessopern asso nm oreas m ofore a of a mini-mmini-marketerark thaetern thaa hanrd a ,h calordsi, ncglo macsinghi macne.hine. ContentContent is the is ctheurre cncurrey ofnc ythe of mtheod ermno dsaerlens saprofeles professionasslio, bunatl, thibus t this is newis newterritory territory for sa forlespeopl salespeople, ande, qanduestio qunsestio arinsse .a I’rivese . tI’acvekle tacd klethe d the answansers to three ofwers to three of the m theost co mommst coommn beloon bw:elow: What content should I be sharing?What content should I be sharing? Lots Lofots people of people share s htheirare theircom pcanomyp’san coyn’stent con, tentand, thatand ’sthat fine’s. finJuset . Just makema sukree situ’sre not it’s thenot onlythe onlyconte contn teyonut syohaur es.h Anare .e Anndle essnd sletressam stre oamf of brandebradn cdeontent frod content from onme s oonuerce so geturces agetnns oyiannng foyiasntg f. ast. Instead,Instead, get downget down with wOithPC —OP otherC — other peopl people’s coen’ste cnotn. teWnht.a tW othehat r other peoplpeople? Juste? aJustbout a baoutnyb aondyyb wodhyo ’sw whoriti’s nwgriti: anangly: anasts, lybsloggerts, bloggers, thos,u ghthot ught leaders,lea dconers,s ultconantssult, aprntsactitio, practitioners, neersxpert, exs,pert thes, li thest goe lists goeon. s on. 9494 9494

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess WhenWhen in do inub dt,o oubbsterve, obs yoerveur yobuyersur buyers. Take. nTaoteke nofote wh ofat wh theyat’ theyre sh’arerin shg aring on sociona socil chaaln chnelsan andnels sandubs crisubbescri tob ethe to putheb lipucationsblications they ’theyre re’adre ingread. ing . ReadR eaadnd acnudra tecu rtheate ctheon tecnotn tethey’rent they’re intereste interested in,d thenin, thendive diniveto int o the conversthe conversationa. tion. Does this mean salespeople have to or should be blogging?Does this mean salespeople have to or should be blogging? In shortIn short, no. Most, no. Most sales peoplesalespeople aren ’at rewritern’t writers, ands, thanadt’ sth okata’sy .ok Butay .yo Butu you don’t hdoanve to’t have to be a bwore a dsmworith to go outdsmith to go out and c aunrdate cu OPCrate. OPC. HoweveHowr, eveif yor, u’if reyo inu’creline indcline to db logto borlog cre ora tecre otherate other origi naorigil cnaonltent con, tent, absolutelyabsolutely go for go it .for Sand it. Serand Biehern B iehof AnT &ofT AwTon&T wa $4on7 a m $4illio7 mn illiodeanl thdeanal kths anks in pairtn topa hirt sto b logginghis blogging efforts efforts. If writing. If writing is a p isas as ionpas, smaionk,e ma it pkea rtit ofpa yourt ofr your social social selling strselling strategya.tegy. I’m reading and sharing. Now what?I’m reading and sharing. Now what? FindingFind anding shandaring sha cringonte cnontet aren ti mareport imaportnt satepsnt s tepsin co innn ceocnntingec wtingith with your yobuyerur b uyerthrough through content content, but , therbut ether’s aneother’s another key ckoeym poconmentpo nthentat that often goes overlooked: engaging. often goes overlooked: engaging. It’s great to share a thought leader’s article on Twitter, but how about It’s great to share a thought leader’s article on Twitter, but how about retweeting others’ curated content or liking a post on LinkedIn or retweeting others’ curated content or liking a post on LinkedIn or Facebook? It’s fantastic to blog on the LinkedIn platform, but what about Facebook? It’s fantastic to blog on the LinkedIn platform, but what about commenting on someone else’s blog? Don’t forget to get involved in the commenting on someone else’s blog? Don’t forget to get involved in the conversation and help others promote their work. conversation and help others promote their work. If you start by emulating your buyers and curating and sharing the con - If you start by emulating your buyers and curating and sharing the con - tent they’re interested in, it won’t be long before others start to emulate tent they’re interested in, it won’t be long before others start to emulate you. At that point, you’re already well on your way to trusted advisor you. At that point, you’re already well on your way to trusted advisor status an status and #SocialSelling success. d #SocialSelling success. 4. Social listening for leads 4. Social listening for leads Interruptive sales strategies suck Interruptive sales strategies suck. No one wants to get your generic, . No one wants to get your generic, unsolicited email or phone call. If only there were a way to gauge interest unsolicited email or phone call. If only there were a way to gauge interest in your product or service in advance of your first contact. in your product or service in advance of your first contact. Wish no more. There is, and it’s called social listening. Wish no more. There is, and it’s called social listening. Social networks are a veritable gold mine for salespeople. Your buyers Social networks are a veritable gold mine for salespeople. Your buyers are taking to social spaces to talk about their interests, pain points, are taking to social spaces to talk about their interests, pain points, 9595 9595

ChChaapter pter ChChaapter pter 88 88 wants,wants, and needs and needs — all — a youll h youave htoave do to is dtuno ise tin.un Aed in.opti Adnoptig thinsg n thiews leneadw- lead- generatiogeneration appron aacpproh isac theh i sfo theun dfoauntiodna oftio myn of fo myurth fo pillurthar pill of sociar ofa socil sellianl sgelli: ng: social listesocial listening nforin gle forads le. ads. Start Sbytart setti by nsettig unpg alert up salert for sme forn tiomensntio ofns yo ofur yoprourduc prot ducor st ervior cseervi, ce, compancompany, indyu, strindy,u andstry, relevand relevant kaeynt w koreyds w oronds v aorion vuasrio sociusa sl ociplaatforl plmatfors. ms. This wThiays, wtheay , conversthe conversationsatio thnsat aretha tm areos tm liokelyst li tokely pro toduc proeduc leadse le wadsill will naturally surfnaturally surface aabovece above the s othe ciasl omceiadl ima dedini.a din. Then,Then once, oyounce have you haveyour nyourotific naotifictionsa tionsin pla icne pla, keepce, kyoeepur eyoarsur ope earsn ope and n and your fayosut-typingr fast-typing fingers fin atgers the at rea thedy rea. If yody.u If s yopotu aspot tweet a t wthateet i sthat a c learis a cslearales sales opportopportunity,un acitty o, nac itt obyn iteng bya giengnga giinn ag helpfin a helpful wauyl. wReasye. aRrchese ashowrch shows that s that being the firbeing the first to res ach out provides t to reach out provide an asd anva natagedvan intage a c oinm apetitive competitive deal. deal. But youBut syouhould shouldn’t onnly’t ogetnly i ngetvolve involved whed nw therhene ther’s a ecle’s aar cleleadar leonad th oe n the line. Slintrivee. S triveto be to co bensu coltativensultative and candolla bcollaorativbore,a ntivote ,pitch not pitchy. Whey. nW theargen tt arget key wordkey words comes come up, get up ,i ngetvolve involved in thed in c theonver cosanvertionsa, tioneven, eve if thern ife ther’s no e’s no obviouobvious opports opportunityu. nity. SometiSometimes justme sco justntri cobutintrinbguti andng helpi and helping canng s etca then set st theage s fortage an for ind anire incdt irect introductionintroduction or sal ore. salFore . inForsta ncinstae, ncwhee, nw Ihe wna sI aw asas leas sarepreles representativsene tative at Eloqat uEloqa, I uhaa,d I ahan da lertan aenlertab enledab forled ma forrk maetinrkgeti auntog mauatiotomnatio on nT wonitte Twr. itter. One Oneday, Id notiay, Ic notied ac eqdu eas tionques hationd beehadn bee tweetedn tweeted out aoutbou at bmaourtk maetinrkg eting automatioautomation softwn software usaerre sustorieer ss.torie I res.spo I rensdepodn to the tweetded to the tweet with wa link tith a link to o EloquEloqua’s cuasto’s cmustoer sucmerce sucss pceagsse p, andage ,by and doi byn gd so, in oing sjecteo, indjecte myd c ommyp canomy pany into theinto the threa thread withod wuithot meunt mtioennintiog itnis nng itams ne oram me akior mngaki a hnagr a d hpitarcd hpit. ch. But I’Butm n I’otm n naotive n. aSivocei.a Sl olicsteialn liinsteg ntainkges t atikmees ,ti andme, theand re thesult res suarelt sn areon non- - linearlinear and diffi andc diffiult tocult m etoas mureeas. Duroee.s D thisoes m thisean m yoeanu c yoanu a cfforan da fforto pdu tot it p ouff t it off and pickand it pickbac it k bup acwk up hen withe’s en asit’iers e astoier do to? I ddoo?n I ’tdo thinn’tk thi son. k so. Yes, itY’es,s tough it’s tough and nandew . nBeutw . wBhuta tw’s htheat’s alter the naaltertivnae? tivCole?d Ccaolllidn cag lliannd g and otherother outb ououtnbdou strnadtegie strategies, whis,c hw hiarech getti are ngettig lenssg effelessc tiveffee.c tivAcceor. Adccinorg ding to a stuto da ystu byd Iynsid by eInsidViewe,Vie overw, over90% 90%of CE ofOs C saEOids theysaid theynever n reeverspo rendspo to nd to cold colemailsd emails or call ors. callCols.d Colcallidn cag lliisnn’gt workiisn’t working son letg s’so dleto ’ms doreo m ofore it anof d it and hope forhope for better re better results?s Isultns’t? Isthna’tt thetha dt theefin ditioefinn ofitio insan nity? of insanity? I would I would rather train my sales team to effectively listen on social media rather train my sales team to effectively listen on social media todaytod. Thatay. ’sThat where’s where your yourbuyer bsuyer are,s andare, doandn’ tdo youn’t wanyou twan to gett to thergete there early?earl Youy? ca Youn’t cawanit’t forwa itthe for RFP the to RFP drop to dropon yo onur dyoeuskr d. esk. 9696 9696

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess SomethiSomnethig tellngs mtelles so mceia sol meciadl imea isdni’at isgoingn’t going anyw ahernywe.her Takee. Taa kleea ap leap of faithof faandith ianndvest in tivestme tiinm seoci ina sl ocilistenial linstenig nowng ntoow develop to develop lasting las stingocia sl ocial selling proselling prowess thweast s thwill pat wayill p divideay dndivides innd thes in futur the future. e. 5. Measure meaningful metrics5. Measure meaningful metrics The ruThebb erru bbmeetser m theeets ro thead rowheadn w youhen ge youner geatener saaleste srevealesn reveue. Nnuote .th Ne ot the numbnerumb of ermeeti of meetings repsngs gotreps. Ngotot .the Not n theum bernum ofber de ofm osde theymos theygave glasavet last month.mo Nnot eveth. Not even hown how many ma timnye sti theymes they diale ddi thealed pho then phoe. ne. So whySo dwohy so d mao sony ma sanyles sorgaleans orgizaantionsizations still m stilleas mureeas aurend report and report these these metricmsetric? In thes? In er thea of er socia ofa socil sellianl sgelli, sanlegs, sleaadleser lesad shoulers sdhoul unbud urdnenbu rthedenm them- - selvesselves of these of these nones nsonesentiasentil numal bersnum bersand satnadrt smtaeart smurieansguri mnega nimnegfaniul ngful metricms,etric my fifth sos, my fifth social sellingcial selling pillar .pillar. mentm inen sto icnia sl oscellingial selling is trick is ytrick. Onye . One I fullyI fuunllyd erusntdanerds tthanadt thmaeta smureeasure tweettw seeetnt dseoesnt nd’oest auton’t maautoticamallyti catrallynsl traatensl intoate oneinto ordeone rorde. If onlyr. If onlyit wer ite were that linethata rline! Hoawr! eveHowr, evea cler, aar clecorrelar caorreltiona htioasn b heenas b shoeenw shon betwnw beteenw socieena socil al selling selling smartssm aanrtsd reven and revenue muetrie mcsetri. cs. Reps Rwepsho whhoave haa vehigher-th a higher-than-averan-aagever aLingek eLdInink esodInci asol scellinial sg elling indexind (SSeIx) c(SSreaI)te cre 4a5te% 4m5ore% m opportuore opportunitiesn perities qu perarter qu aarternd aarend 51 are% 51% morem liorekely li tokely hit to q uhitot aq uasot cao asm pcaoremdp atore thosed to those with wbeloith wb-eloaverw-aagvere age SSI scoresSSI scores. . WhileWhile it can it b cae dniffic be duifficlt toudalt yto toda dyire toc dtlyire mctlyeas mureea thesure im thepa ictm thatpact socithata socil al sellingselling has onha sthe on btheottom bottom line, liyoneu, cyoanu stcanart stbay rtm beyasu mringeasu thesering these key key indicaintordicsa of torsso of ciasl ocacipital caal:pital: 1. SSI1. SSI LinkeLdIinnk’se dIsonc’sia sol sellingcial selling inde xin rdanexk sr ana kssa lespersoa salesperson’s proficienn’s proficiency on cy on thesethe fourse sfourocia sl osellingcial selling elem eleentsm: entscrea:te cre aa profeste a professionaslio bnaranl d,br afinnd,d thfine d the right rightpeopl people, enge,a egeng wageith winithsight insights, ands, banduild b stronguild strong relation relastionhipss. hipsEach . Each is assiignes assdigne a vdalue a v froaluem fro1–m25, 1– and25, theand four the nfourumb nersumb areers tot areale totd forale da n for an overaoverll SSaI ll scorSSIe s. Againcore. Again, track, tr fluacckt uaflutioctuanstio overns overtime .time. 2. Size and quality of network2. Size and quality of network BiggerBigger is usua is llyus uabettelly br,ette butr n, botut a nlwota yas.lw Quayalitys. Qu ofality co noft accotsn tshoactsu shold alsuldo also be consibe cdonsieredd.ered For .in Forstan incset,an hocew, homanw yman director-levely director-level cont accontts dacoetss da oes a 9797 9797

ChChaapter pter ChChaapter pter 88 88 givengiven rep hav repe ?hav Hoew? Homawny ma third-pny third-party inartyflu eninflcuerens acnders e axndpert exspert? Todas? yT,o a day, a sales representativsales representative’s networke’s network is his iors hi hers or n heret worth net worth. . 3. Source of deal3. Source of deal ConsConider saiderddin agdd a ifielng da forfiel dso forurc seo ofur cdee ofal tode yoal tour yoCRMur CtoRM see to ju sstee ho juw st how many opportumany opportunities anitiere cs aomre cinog imn inthroughg in through social s cochialann chelanns. els. 4. Content sharing4. Content sharing All sortsAll soforts tool ofs tool on thes on ma therk maet torkdaet yto prodaym proise mtheise d therea mdre ofa mbei ofn gb abeinle g able to mtoea smureea swhiurec hwhi saclehs srepaless repares s aharire nsharig conngte contn teandnt toand w hatto w effehatc teffe. ct. But whoBut whoshould should own othiwns reportithis reporting? I nthig?n Ik thi yonuk nyoeeud n toee dlook to lookat w herat we here similarsimilar initiative initiatives ares owaren eowd nalreaed dalreay anddy andrecr urecrit au sittrong a strong cham chpioamn pion with withexemplary exemplary com muncomimuncatioinca tioskillns. s killPers.s oPnaerllsoy,na I llthiy, nI kthi sonckia sl osellicialn sellig ng metricsmetrics are best are owbestne owd bnye sad bleys saenleasb elenmabelent,m beuntt, they but ctheyould c ofeuasldi bfelyas livi e bly live elsewhere. Social elsewhere. Social selling is cross-functional, so what may work for one selling is cross-functional, so what may work for one company company might notmight not make ma seknse ese anst aen aothet anrothe. r. As for having the time to analyze and report on these metrics, you’ll be As for having the time to analyze and report on these metrics, you’ll be surprisesurprised at howd at howman yman houyrs ho areurs freed are freed after ayofteru dum you pdum thep m theean minegleanisns gless measures. Out with the old, in with the new. measures. Out with the old, in with the new. And doAndn’t do junst’t s jtopust astopt me aatsuri menasurig — nsga — les sleaaledser leas sdhoersu sldho aluslod cele alsob celerate brate social selling success to reinforce the practice. Use an internal social selling success to reinforce the practice. Use an internal collaborcollaborationa platfortion platform tom sh toare s hstoriesare stories abou at boreputs repdoisn gd oisocinga sl ocisellialn sg elling well and recognize them publicly, or add some gamification to the mix well and recognize them publicly, or add some gamification to the mix by nabym ingnam aing So caial So Sellicial nSellig Sunperherog Superhero of the of Mothen thMo. nOthnc. eO yoncue syotaurt start rewarding social selling practices, other reps will rewarding social selling practices, other reps will follow suit, and follow suit, yoanud’l l you’ll have ahave an organ organizationization of sno ofcial s soellicialn sgelli sunperheroeg superheroes in ns oi nti mnoe .time. Need more motivation? Consider this.Need more motivation? Consider this. For thoseFor those of us of ol dus eno oldu enogh tough re mtoe rembmeremb wheer nw Hertzhen Hertz intro ducintroeducd its ed its “skip “theskip re thenta rel cnountertal counter and goan dstr goaight stra toight yo tour yocaur”r icannrov” innatioovn,a tioletn, m lete me ask youask ayou qu eas tioqunes: tioDidn :yo Diud everyou evermiss mspeissnd speingnd 20in gm 20inute misn iutenters ainctiternag cting personperally with sonally with a couna cter ounageter nat?ge I dnit?dn I ’dt.idn’t. It waIts nwao fsu nno to fu wan toit wain liitn ien, orlin eto, orw attoc hw atanc ha geann at getypent typeendle essndlyle insstlyo into his khiseyboard keyboard. I gaine. I gained nod ple noasu plereasu fromre fromansw aerinswngeri theng satheme sa quemes que-s - tionstio inn Bos insto Bon sthatton thatI ans wI anereswd ereyesterd yesterday idan Tyoro in nTtoroo. Nonto .ma Notter ma hotterw how 9898 9898

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess kind, kicond,urteou courteous, or profess, or professionaslion a Hertzal a Hertz agen at gemightnt m hightave hbaeeven, b Iee gln,ad I lgly adly walkewd aalkwead ay frowamy ever hfrom ever having to aving to deal wdeith oneal with one again a.gain. SalesS profeales professionsasionls, baelwas, breewa, bereca, ubeseca youuse mayouy mabe ya bHertze a Hertz agent a gentin in disguidsisguie. se. ArtificiArtificial intelligeal intelligence (AnceI) is (A groI) isw groingw iningcre inascinreglyasi ncaglypa blecap aofble han ofdlin hang dling manym saanlesy satralesns traactionsnsactio. Inns re. aInlit rey, amlitoys,t m troansts tracantiosnacstio donns’ td eveon’tn eve reqnu irreqe uire AI, butAI ,m byut point my point is tha ist techthat ntechologynology is ad visa nadcivnagn cqiunigc klqyu, iacklndy, aa ngrowid a growing ng numbner ofumb er oftransa trctionansactions will reqs will require nuo huire nmao hun mainvolven involvementm. ent If. yo uIf dyoonu’ t don’t believebelieve me, Forre me, Forrester ssater sys thaays tht 85% ofat 85% of tasks perfor tasks performed by smeda by sles profeales profes s- - sionaslsio anarels “a automre “automatablaet.”able.” fuel an organization’s sales AI is AdIesti is ndeestid tone db eto the be perfectthe perfect tool totool to fuel an organization’s sales effortefforts ands poanwd erpo swaleser stealesams te wamsith wgeithnui genelynui nintelligeely intelligent toolnts tool to ms ortoe more effectivelyeffectively orga nizeorga nizetheir theirwork w andork sandell msellor em. Iort we. illIt nwotill dinotspl adicespl thacee the salespersonsalesperson, but in, bsutet adins teamadplify am anplifyd a anccdeler acacelerte theate s athelesperso salesperson’s abnilit’s aby ility to untoderst undanerstd aanndd eamndploy em ploydata d—a tnaot — just not tojust im toprove improve produ proctivityductivity and and boosbt perforoost performancmane, bucte ,to i bumt to iprovemprove the cu thestomer customer experieexperience. nce. So mSoy vie mwy vie of the w ofs athe lessa lalends lascape loondscape looks likek sthi likse: this: 9999 9999

ChChaapter pter ChChaapter pter 88 88 FromFro a bmuyer a b’su peryer’sspe perctivspee, chetiv wane, het wans onets of t onew of to thingwo things. s. If at allIf apot allssibl poes,sibl he ewan, hets wan to tsgo to right go rightto hi sto c ahir, sor c ator, orclick to colickne buonttoe bun. tton. TheseThe arese lo awre-fri locwtion-fric trtionans tractioansnsactio thnsat thetha tb theuyer b uwayernt was tont perfors to perform as m as quicklyqui caklynd eanasilyd e aasilys po asss ipobless. iTbrlanse. Tlatioransn:latio hen: doe he sndoe’t nsnee’td n aee sad leas sales professionalprofessional’s hel’ps hel. p. By theBy w theay, wif ayoy, uif ayoreu s kaeptire skcaeptil ofca thil ofs, GthiEs, is G aElrea is dalreay sellidyn sgelli mnotorg ms otors on eBaon eBay. y. HoweveHowever, therer, there are s tillare m stillany m canyircums circtumsancetsanc whees nwhe a knn oaw kledgenowledgeable, able, capabcalepa, andble , perandc eptiveperceptive sales sprofeales professionassl ioadnadsl avdadslue v. aYlouue .w Yooulu dwnoul’t sdelnl ’t sell your $1your00 $1million00 million compa conmy pabyn prey bsysi prengs asi bnuttong a button, nor w, noorul dw yoouuld hire you a hire con a co-n - sultingsu ltingfirm infirm this in ma thisn nmaer nifn theer if a thessig nmassigennmt weasnt to w asm atoke m theake right invest the right inve-st - mentms toent ssupport to support your yodigitur adigitl tranalsform transformation.a tioForn. the For fore thes eeforeablesee faubletur efu, ture, therethere will remain will remain a need a need for hum for ahnum beianngs bei ton gsgu toide g high-vuide high-value ianlterueac intioternacs.tions. “Houston, we have a problem.”“Houston, we have a problem.” You bYetterou b ettersit d ositwn. do Mown.s tMo salests saleprofes professionassiols donal sn otdo opernot aoperte ina teth e in the opportopportunity-richunity-rich space s patace the at topthe oftop m ofy dmrawy dinrgaw. Ininsteg. ad,Inste theyad, theydwel l dwell in Noin Ma Non ’sMa Lann’sd L, anwhidc, hw hiis cwhhat is w I hatcall Ith caallt mthiaddt mlei ddwasletel wasandtel filleandd fille witdh with high-frihigh-frictionc, tiolow-vn, low-value traalunsace trationsacnstio. ns. Let meLet a mesk yo asku thiyos:u Arethis: yoAreu liviyonug livi theng life the of life a Hertzof a Hertz coun cteroun agetern aget nt of oldof? olDoesd? Does doin gdoi yonugr yojobu r mejoban me thanat thyoaut plyoauy plcaaty and cat mandous me owusiteh with potentialpotential buyer bsuyer? Dos ?they Do theytry to try avoi tod a voiyoud foryou as for long as longas po asss ipobless? iThibles ? This is a tip-offis a tip-off that youthat’re you not’re providi not providing mucngh muc valuhe v andalue th at you’re and that yomu’akire nmgaki it ng it hard forhar dbuyer for buyers to, ws tello, w, buelly ,fro bum y froyom u. you. A fewA sfewtats sfrotatms froSamle sSaforlecesfor’s “cSet’as te“S tofate the of Ctheon nCeonctende cCustedto Cusmerto” mer” report to coreport to considern:sider: • Seventy-nine percent of business buyers say it’s absolutely • Seventy-nine percent of business buyers say it’s absolutely critical or very important to have a sales rep who serves as a critical or very important to have a sales rep who serves as a trusted advisor.trusted advisor. • By 2020, 75% of business buyers expect companies to anticipate • By 2020, 75% of business buyers expect companies to anticipate their needs and make relevant suggestions.their needs and make relevant suggestions. I canI tellcan yo tellu wyoithu wabsitholute absolute certa cinerttya thinatyt cthoaunt ctlesouns tlestechs tecocmh pcanomieps anies and andstart usptarts willups relewilln reletlessnlytles tasrgetly ta rgetand andultima ultitelyma ertelyas eer thease mtheid dlme iddle 100100 100100

HoHoww Soci SociHoHoww Soci Sociaal Selling Hasl Selling Hasaal Selling Hasl Selling Has TTrarann sforsforTTrarannmmsforsforeedd mmSSalealeeedd ssSSalealess wastelwandastel sandpace s;p iance fac; int, fSacalet, sSforcealesforce is m aiski nmga kibigng bbigets boetsn AI o nwith AI withits its machimnaec hilenaerning–en learning–enabledab technologled technology, Sayle, sSaforlecesfor Eicnse teinEins, teintha,t thwilatl will allowa slloalews s peopleales people to w orkto w smaorkrter sma andrter fandaster f asanterd knoandw kno thew b theest bmestov e move to mato ke nmaekxe nt. ext. Ten yeTenars ye froarsm fronomw , nomyw ,di magry diamagr wamill look will lookvery verydifferent different. The . bTheotto bm ottom sectionsection will b we ill twbicee twasi lcae rge as laarge nd Nao Mnd Nao Mn’s Laann’sd L wanill db we ill tinbye. tiny. Why?Wh Beyca? uBseeca thisuse isthis w hisa tw bhuyersat buyers, the , foltheks folwithks withthe mtheone my,one wany, twan. t. They Theydon’ td waonnt’t wa to ntbe to stu bcek stu in cthek in m theidd mlei,dd walesti, wangsti theirng theirtime ,tim whilee, w yohileu you fiddlefi ddwithle wyourith yourkeyb okeyard.bo Taor d.avoid To avoid beco bmeingcom obingsolet obesolet, youe, hyoaveu hoanvee one choicechoice: head: he northad north. And., Anyes,d, youyes, guesyou sguesed rightsed .right To d. oT othi dso effethisc tiveleffecytivel, y, you firyost un fireest dn toee mad toster so master social sellingcial selling. . 101101 101101