Deschutes Public Library

Social selling, techniques to influence buyers and changemakers, Tim Hughes and Matt Reynolds

eng

Includes bibliographical references and index

index present

non fiction

Social selling

bibliography

950751098

Tim Hughes and Matt Reynolds

techniques to influence buyers and changemakers

"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"--, Provided by publisher"As the digital landscape has changed buyers' habits it's increasingly difficult to reach them early enough in their decision-making process using traditional sales methods. Developing relationships with decision-makers through social networks has become an increasingly critical skill - enabling sales professionals to engage early on and 'hack' the buying process. Social Selling provides a practical, step-by-step blueprint for harnessing these specific and proven techniques including: - How to use networks purposefully to build social trust and create a high quality community - How to develop real influence and authority in your subject area and connect with change-makers - How to scale the social selling strategy across an organization including maturity and investment models, risk and governance, and technology platforms"--, Provided by publisher

Introduction to social selling -- Community and tribalism. The importance of owning your community ; Building your community ; What community is not ; Summary ; Bonus material -- Your identity within social networks. LinkedIn ; Twitter ; Summary -- Talking to strangers. 'Networking in real life' example ; Listening ; Social graph ; Researching ; Talking ; Summary -- Controlling influence. What is influence? ; Your celebrity ; YouTubers ; The structure of influence ; How do you create loved-up influencers? ; Control and trust ; Modelling ; Summary -- The mechanics of traditional sales. A quick word about technology adoption curves ; The mechanics of networking ; The mechanics of social networks ; Summary -- Moving from an analogue to a social mindset. So what do you listen for? ; Signals--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 -- 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 -- How to use technology to your advantage. Research ; Tools that automate and schedule ; Content curation ; Content creation ; Measuring influence and amplification ; Summary -- Digital maturity. Social media is all about trust ; Social selling maturity ; How to implement a social selling change programme ; Optimization ; Social initiatives ; Summary -- 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