10 Real ROI Calls to Action – Social Selling Seminar Highlights
By Thomas B. Cross @techtionary
This is both an introduction and taking action seminar designed to not just “talk the talk” but “walk the walk” in changing the nature of sales, channels and most importantly customers in the way they explore, evaluate, decide, purchase and deploy new and expanded versions of solutions in their business. This is both a half-day onsite or full-day onsite seminar delivered in the U.S with webinar options available. If you prefer to get started with a social selling strategy scroll down to after the seminar.
This is part of a Social Selling Seminar with Social Selling Certification testing optional testing program after completion of the Social Selling Seminar.
Here are 10+1 reasons why B2B social media and social selling generally fails:
1 – There is no CTA-call to action. In my work helping more than 20 global clients in developing social media posts, in 99.9% of all posts, there was no call to action at all. Yes, they are good companies with great products but they only present them in a way that the viewer may get some knowledge but nothing moves the viewer to take action. Here’s four approaches with many others to be found in the Social Selling Seminar to turn thought leadership into real ROI results. Write social media posts that specifically say – 1) your business will increase profits by x, 2) lower costs by x, 3) save time by x and/or 4) reduce business process delays by x.
2 – Write a CTA that expires. You have all seen TV ads that say “for the first 20 callers” or “calls received in the next hour” or some other time-sensitive content.
3 – Write a CTA with a coupon. If you don’t like feeling like a circus barker, then gently add a coupon for x discount or some other immediate benefit and keep changing the coupon to find out what works.
4 – Never discount. If you discount your product you set the new lower price of your product by what the discount price is. Never discount but always upsell. BOGO-buy one, get one should be tattooed on your hand to remind you what you should be doing every day. Of course, you don’t have to really do BOGO but you can buy two or three or found and get one free.
5 – Sell Up. Selling down only makes the “race to zero” faster for your product. If your competition sells on price you sell on luxury, value, customer and personal service. Rolls Royce once looked at making a less expensive automobile. It is obvious why they didn’t because it would lower the value of their brand.
6 – Mix and match actions – most companies have winners and losers both in terms of margins and revenues. Some products have high margins but low revenue and others sell like a “cat on fire” but margins are hardly enough to spend any marketing funds. I have worked on many of these types of CTA, they are fun, provide incentives both to customer and sales person (don’t forget incentives to staff) and others. Put your creative hat on and have a list of them ready for marketing and don’t let them discourage you either.
7 – Bundles – similar to #6 but often you can group products together for different audiences, time of year, event or other activity. “Fly-drive-stay” is a good example. Other specials for the CEO, CFO, CTO and any other group you can target such as mountain bike enthusiasts or environmental tours. They work because you are thinking more than a product but a customer audience or market concept.
8 – Free – hate to say but free works. Put a free trial offer on your website is a great idea but you need to track to see if it works. In other words, whatever CTA you come up for free can and should change depending on your goals. Change the length of the free trial often to see what results you are achieving until you find the right result and then keep on tweaking to find new customers.
9 – Flash “fresh bread” sales – keep them coming back for “fresh bread.” Aside from no CTA on most websites there is also nothing new on most websites for weeks or even months. New website content should be added daily if you want people to comeback. In addition, if your customers think your website sucks, they think your solutions suck.
10 – Platinum membership – everyone loves to be part of an exclusive rewards club. Find a bunch of benefits and organize them into a multi-level membership club and highlight top level members. Each year tweak it a little in terms of benefits reward levels to make it just a little harder. You can also incorporate gifting in this program to help charities.
Bonus – Walking in Customer Shoes – remember that in B2B that the customer you are selling to may not and often cannot receive any benefit directly from the purchase or CTA. While frequent flier miles can go to the buyer, all those huge savings don’t go to the buyer they go to the company. Often depending on the value of the sale provide some benefit to the person buying subject to company and regulatory policy, however what it is can be tricky. In this case, explore and discuss what you can and cannot do. With that knowledge, you can build a CTA that works for them. In an indepth survey we found that the #1 IT managers wanted was – to go home ontime, followed by getting fewer interruptions, less nasty emails from the boss, fewer new projects and to get a lot more sleep to name just a few. In other words, monetary rewards aren’t the CTA they are looking for.
There are many more actionable tips to be found in the Social Selling Seminar:
Introduction to Social Selling – Morning Session for Professional Selling Professionals
Session 1 – Customers Bain or Boon
This session will drill in to the customers mind and not react or predict but direct them to your strategy:
– Social Selling and Social Media Explained – presentation to everyone on what it is, what works and what leads to failure. Social selling concepts helps getting people “on the same page” a horrendous task yet without this effort, factions often arise to derail the process.
– Core Customers – potential, fans, fence-sitters, ignored, end of life – are customers “listening to what you say on social media and are you really listening to what customers are saying” – who is the real buyer and who are other key decision-makers?
– Build customer personas and map to social media platforms based on product/solution. In addition, an evaluation of customer buying cycles, alignments, down to the branch level. Also, what do they know, think, believe and need to know about you.
– Communications Media Channels – product/solution messaging and mediums used for current sales. Understand role of sales-marketing interfaces for specific campaigns, events and other sales activities. Specifically, evaluate how social selling would fit into the organization including support, product and other areas. In other words, is there a “black hole” that could impact social selling solution to derail the process?
– Evaluate Sales Channels of Distribution – channels and partners are just one part of the means to an end, evaluation of “hot spots” and “dead zones” including self-service social selling and indepth analysis of CAC-customer acquisition costs and buying cycles (seasonal, annual, government, other).
Session 2 – Build Strategic Customer Assessments
Explore the following:
1 – Customer type – vertical, specialty, distribution, OEM
2 – Content – what are they saying, selling telling their customers, what do they know about you (what research are you providing them to help them evaluate you) – explore their Omnichannel purchasing processes including multi-source social content syndication news gathering.
3 – Media Channels – what mainstream and other media channels are they using?
4 – Channels of Distribution – build “agile” channel models adapting to known and emerging technologies.
5 – Apps – are customers using app(s) for selling/supporting?
6 – Technology – what social selling/media and technologies are they using – did they build or buy.
7 – Organization – where is their organization going – merge, divest, domestic and international.
8 – Brand – is their brand something that is important to you?
9 – Random – what regulatory, political, environmental factors have on customer buying now and in the future.
10 – Vision – where are customers now and where are they going and how can you “walk in their moccasins” now and in the future.
Session 3 – Taking Social Selling Action Today
Develop and build new Social Selling Strategy on specific elements making each element “more social” than pure selling.
– Start selling – build new social “cold calling” build new social selling newsfeeds.
– Upsell – build new means to selling “dogs” and finding “happy meals.”
– Pitch-sell – build new social selling “pitches.”
– Re-sell – integration of social selling with resellers, VARs, channels, direct, partners and anyone else.
– Cross-sell – exploring ways to social selling multi-vendor solutions.
– Follow-up selling – is social selling working, “mid-course” corrections and testing multiple approaches?
– Shorter selling – build ways to shorten sales cycle, integrate CAC-customer acquisition cycles and building selling cycle calendar (no point in selling Christmas trees in January).
– Outselling – not really outsourcing options for social selling but soliciting other “sources” to help in sales.
– Support selling – “constant courtesy” – integration of selling and support
– Cool selling – can toys, movies, and fun be to use
– Develop funnel buying stages.
Questions & Answers
Session Evaluation: “Taking action, building real call to actions and engaging actions were just some of the actionable efforts I put to work immediately after the seminar making social selling exciting and actually works.” Jeff D.
Advanced Social Selling – Afternoon Session for Corporate and Sales Management
Session 1 – Selling Social Selling to the Organization – The Hardest Part
– Organizational integration of social selling – review of where social selling “fits in” to the current organization.
– Organizational marketing “socializing social selling” to other departments – often internal selling is harder than external and what internal roadblocks emerge to divert or block the social selling strategy.
– Incorporate industry and competitive research and other “thought leadership on who else is talking about social selling?
– Evaluate social selling and integration with current/proposed compensation plans.
– Integrating Social Influencer aka KOL-Key Opinion Leaders involvement into the pilot program.
– Discuss critical elements of the implementation program include:
– Social media “word of mouth” social sales
– Social selling is really an extension of, not replacement for being a great sales person and great selling processes, what, where and how will social selling be used to extend that process will be developed.
– Social Influencer and Leadership – “you cannot manage a sales force, you lead it” and social selling leadership development will be included.
– How internal social selling leadership and external social influencer programs are integrated into content development and delivery.
Session 2 – Critical Social Selling Concepts
This session focuses on management and the changing nature of management in the future including:
– Connections – how to create and connect with other social media influencers.
– Curation – review and curate company content, provide guidance and enhanced thought leadership via influencer team.
– Content – how to create content to have compelling “thought leadership” knowledge.
– Collaboration – learn how to collaborate with internal and external social leaders.
– C-Level – get help from C-levels to gain access to and assist and guide others on their social media efforts along with gaining-retaining followers.
– Concerns – learn key points in responding to concerns expressed by global crisis issues, cultural issues, terrorism, customer comments and others including social media. Learn how to build and monitor system for sales, support/service, IR/PR and compliance issues.
– Build tools to track results for monitoring, managing, auditing and making the most of your social influencers and KOL-key opinion leaders program.
Session 3 – Corporate Management and Social Selling
Here are some of the key issues addressed:
– Integration of organizational compensation systems with HR for personnel management – hiring/firing is the often the greatest challenge — integration of social selling is key to an overlay or replace to current selling processes.
– Crisis – discuss having a crisis response team to address 7×24 tracking to avoid situations such as Uber (sexual harassment) Target (hack attack), Wells Fargo (internal corruption), Chipotle (incompetence) and learn how to other respond to corporate devastating consequences with live “tweetchats” demonstrating responsiveness.
– Develop a social selling approach based on key elements in the buying cycle and what customers need to know at each stage, accelerating where possible, testing concepts if possible to evaluate what works, doesn’t and viable social selling “best practices.”
Ongoing audit and assessment KPI factors – no selling or social selling practice is viable without some form of auditing and key metrics. Albeit social selling metrics are more about social media engagements, likes and other mentions and postings. Social selling engages with various customer types is just one kind of metric. All content factors will be included in the assessments.
– Integration of KPI factors with other organizational KPI metrics.
– Explore the new social selling organizational structure.
Questions & Answers
Session Evaluation: “For me the ability to scale management of staff channel managers and 100s of channel partners was worth ten times the seminar fee. I now run multiple Linkedin groups and Twitter accounts that extend my reach providing great ways to make people “get and stay on the same page” cuts communications chaos and speeds the sales process.” John D. VP Sales
Social Selling Corporate Strategy
This seminar is part of a comprehensive social selling strategy. Click on image for complete presentation.
Delivery methods – three- or six-hour onsite delivery with webinar option available. Scheduling is extremely limited due to previously scheduled seminars. If you have topic or scheduling questions, you can call 303-594-1694 or email firstname.lastname@example.org
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