Description
Book SynopsisA concrete framework for engaging today''s buyer and building relationships Social Selling Mastery provides a key resource for sales and marketing professionals seeking a better way to connect with today''s customer. Author Jamie Shanks has personally built Social Selling solutions in nearly every industry, and in this book, he shows you how to capture the mindshare of business leadership and turn relationships into sales. The key is to reach the buyer where they''re conducting due diligenceonline. The challenge is then to strike the right balance, and be seen as a helpful resource that can guide the buyer toward their ideal solution. This book presents a concrete Social Selling curriculum that teaches you everything you need to know in order to leverage the new business environment into top sales figures. Beginning with the big picture and gradually honing the focus, you''ll learn the techniques that will change your entire approach to the buyer.
Social Selling
Table of Contents
Preface ix
Acknowledgments xv
Introduction The Road Map to Digital Transformation 1
Part One : Creating a Mindset Shift for a Digital Transformation 11
Chapter 1 Why Do I Need to Change Now, Not Tomorrow? 13
Chapter 2 Leadership Executive Summary 21
Chapter 3 How Do I Drive Organizational Buy-in and Accountability? 25
Chapter 4 The Three Key Leadership Roles: Sales, Marketing, and Sales Operations/Enablement 31
Chapter 5 Organizational Tools and Metrics for Social Selling Success 37
Part Two : Social Selling Mastery for the Sales Professional 53
Chapter 6 Start Building a Personal Brand 55
Chapter 7 Develop Buyer-Centric Profiles: LinkedIn, Twitter, and Other Social Platforms 63
Chapter 8 Find: Socially Surround a Buyer and the Buying Committee 71
Chapter 9 Educate: Leveraging Content to Shape a Buyer’s Journey 87
Chapter 10 Engage: Touching “Every Deal, Every Day” with Social Media 95
Chapter 11 Develop: Scaling Up Your Social Networks 105
Chapter 12 Create a Social Selling Routine 109
Part Three : Building a Lead Factory with Digital Content Marketing 113
Chapter 13 Why Does Misalignment Exist between Sales and Marketing? 115
Chapter 14 What Is the Current State of Your Lead Factory? 123
Chapter 15 Create High-Quality, High-Quantity Content 131
Chapter 16 Organize Internal Content for Easy Access by Your Sales Force 145
Chapter 17 Discover Inbound and Outbound Marketing Hacks to Accelerate Lead Velocity 153
Chapter 18 Evaluate Your Customer’s Journey: Find the Trends and Improve Key Sales Interactions 159
Part Four : Scaling Up with Sales Operations and Sales Enablement 169
Chapter 19 How Do We Mitigate Skill Gaps with Our New Hires? 171
Chapter 20 Ongoing Coaching: How Do We Create a Repeatable Process? 175
Chapter 21 How Do We Effectively Scale a Social Selling Program Company-Wide? 181
Conclusion 187
Index 189
