Social selling
Subtitle: techniques to influence buyers and changemakers
By: Tim Hughes and Matt Reynolds
Contributors: Reynolds, Matt, 1974- author
Publisher: Kogan Page
Published: 2016
Language: eng
Number of pages: 194
ISBN-13: 9780749478018
Subjects: Social media; Selling; Internet marketing; Sales management; Social aspects; Customer relations
Description: "The digital landscape has changed buyers' habits. Sales professionals now need to develop relationships with decision-makers through social networks to reach them early in the decision making process.Social Selling provides a practical, step-by-step outline for harnessing the skills and techniques necessary to achieve this, including developing a high quality community, building trust, developing authority and influence, and connecting with changemakers. It also discusses enterprise implementation of a social selling strategy, maturity and investment models necessary, risk and governance, and technology platforms. The chapters feature tips, checklists, and theoretical examples"--
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction to social selling; title: Community and tribalism. The importance of owning your community ; Building your community ; What community is not ; Summary ; Bonus material; title: Your identity within social networks. LinkedIn ; Twitter ; Summary; title: Talking to strangers. 'Networking in real life' example ; Listening ; Social graph ; Researching ; Talking ; Summary; title: Controlling influence. What is influence? ; Your celebrity ; YouTubers ; The structure of influence ; How do you create loved-up influencers? ; Control and trust ; Modelling ; Summary; title: The mechanics of traditional sales. A quick word about technology adoption curves ; The mechanics of networking ; The mechanics of social networks ; Summary; title: Moving from an analogue to a social mindset. So what do you listen for? ; Signals; title: what are they? ; What is your own brand DNA online? ; How do you find content? ; The 4-1-1 rule ; Online and offline community ; Social selling best practice ; Summary ; Bonus material; title: Selling the idea of social selling and measuring success. The opportunity ; Common objections and how you get around them ; How to position social selling with your executive team ; Return on investment (ROI) and criteria for success ; Different types of metrics ; Finally, some questions you should be asking yourself ; Summary ; Bonus material; title: How to use technology to your advantage. Research ; Tools that automate and schedule ; Content curation ; Content creation ; Measuring influence and amplification ; Summary; title: Digital maturity. Social media is all about trust ; Social selling maturity ; How to implement a social selling change programme ; Optimization ; Social initiatives ; Summary; title: Five steps to getting you started. The Changemaker Method ; Getting started ; Step 1: Setting up shop ; Step 2: Learning to listen ; Step 3: Building authority and influence ; Step 4: Optimizing ; Step 5: Enhancing collaboration ; Summary.