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Power Up Sales with Social Media Knowledge Lab 1:30-2:30 pm

Power Up Sales with Social Media Knowledge Lab 1:30-2:30 pm. Today’s Presenter. Rebecca Chanin, Director of Marketing JK Moving Services, Sterling, Virginia, U.S. linkedin.com/in/ rebeccachanin linkedin.com/company/ jk -moving-services @ RebaChan @ JKMoving. A Little About Me.

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Power Up Sales with Social Media Knowledge Lab 1:30-2:30 pm

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  1. Power Up Sales with Social MediaKnowledge Lab 1:30-2:30 pm

  2. Today’s Presenter Rebecca Chanin, Director of Marketing JK Moving Services, Sterling, Virginia, U.S. linkedin.com/in/rebeccachanin linkedin.com/company/jk-moving-services @RebaChan @JKMoving

  3. A Little About Me • 25 year career in marketing • Strengths • Digital: search, online display, social media • Traditional: offline media/creative (TV, radio, print) • Branding: messaging, visual identity • When I’m not working • Cooking, travel, reading, spending time with family, eating cheese • Too much time on social media

  4. A Little About JK Moving Services • Established 1981 • Third largest independent moving company in North America • Residential, commercial, corporate, government customers • Global and domestic moving, storage, corporate relocation, logistics • Headquartered in the metropolitan Washington, D.C. area • Fleet of 350+ pieces of equipment; 15,000+ moves annually • 650 trained, vetted moving professionals

  5. Today’s Topic – Social Selling

  6. But First, A Few Statistics • 77% of business-to-business buyers don’t talk to a salesperson until they’ve done independent research (Corporate Executive Board) • IBM survey of 1,000 global buyers: 1/3 are using social media to engage with suppliers • 72% of salespeople using social selling outperformed their peers and exceeded quota 23% more often (Aberdeen Group) • 2.5% = average cold calling appointment rate (Keller Research Center, Baylor University) • 84% of prospects will respond to cold-calls or emails when you leverage connections (Kenan-Flagler school of Business, University of Carolina) • LinkedIn stats: • Total user base: 300,000,000 worldwide • Continued explosive growth: approximately one million new members every 12 days • 48% spend more than two hours a week on LinkedIn • 40% of users check LinkedIn daily • 65% of users are outside the U.S.

  7. Social Selling – What Is It & Why do It? • Using social media to interact with prospects and customers • Find, connect with, gain insights, nurture prospects and customers • Grow your business • Provide value via thoughtful/relevant content • Build your personal brand • Platform: most typically, LinkedIn. Depending on your business, product, audience, and message, perhaps Facebook, Twitter, Instagram, etc. Today, we will focus on LinkedIn.

  8. Get Started - Build your LinkedIn profile • Professional head shot • “Headline” with more than just your title and company name • Relevant contact information and web links: company website, blog • Executive summary about yourself • Customize the link to your profile page • Current and past positions with short, descriptive text • Note at least five skills • Education, awards, volunteer work, videos, presentations, etc. • Three recommendations from your network (not all coworkers)

  9. Connections – Building Your Network • Is bigger, better? • How many connections should you have • Who to ask to be a connection • How should you ask

  10. Social Selling – How To Do It • Define your target audience or key influencers • Engage with the audience: • Post content of interest: blog posts, articles, videos • Ask your network questions relevant to their work • Discuss what you learned at a conference or networking event • Goal: at least one post every business day • Best times to post: early or late in the work day

  11. LinkedIn Groups • Five types of LinkedIn Groups • Industry Groups – Education, connect with peers, competitive intel • Vertical Groups – Industries you’re targeting for sales • Local Groups – Connect with communities where you want to build business • Professional Groups – Hone your skills • Parallel Groups – Share the same target audience that you are pursuing but in a different industry

  12. I Joined Some Groups – Now What? • Contribute – Content is King • Join discussions when you can add value • Post your own questions to the Group • Add value and educate • Share links to helpful blog posts, articles, white papers, video • Be helpful, NOT sales-y • Be a trusted advisor

  13. Prospecting • Search for new prospects • Save your searches – LinkedIn notifies you of new members that fit your criteria • Use your network for intel and/or to make introductions

  14. Preparing • Go into meetings smarter • Educate yourself about your prospect, their company, news in their industry • If the prospect (or company) uses Twitter, it may be noted on their profile • Twitter feeds can be a wealth of info • Go back to your Groups and brush up

  15. Recap • Invest time to create a robust LinkedIn profile page • Connect with courtesy • Define your audience, seek them out, and cater to them • Post thoughtful content often • Join relevant Groups and contribute to the conversations • Use LinkedIn Search and save your searches for prospecting • Conduct LinkedIn research to prepare for meetings

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