Day 3 Flashcards
What is Digital Selling ?
Digital Selling could be summarized as a Selling Approach which is determined by the extensive use of digital technologies as mentioned above. Its utilization during the customer-seller lifecycle and for activities along a customer journey has, like digitalization as a whole, multiple goals and effects:
New business models and services
Process optimization, automation and efficiency increase
Higher customer satisfaction
Faster interaction anytime and anywhere
What is Social Selling?
Social Selling is a discipline within the Digital Selling approach and focusing on the personal interactions and relations between buyers and sellers!
Social selling - whtat it IS
is all about getting and staying in touch
is about turning completely new or fresh contacts into offline relationships
is a channel to present your expertise and how you can help people out there
is a channel to inform yourself and get first hand opinions about the market and different trends
can increase your sales but only with a structured method.
Social selling is NOT..
is no new way of dating academics and business people
should not be stalking
is no market place for digital sales pitches
is no distribution channel for ppt slide decks
is no guarantee of big network = big revenue
4 types of social sellers
- the sales pitcher
- the ghost
- the social butterfly
- the strategist
how many pieces of content are being consumed before decision makers are ready to speak to a sales rep?
5
Steps of social selling
Research and Finding Connecting Engaging Building Relations by Adding Value Convert (Book the Call and Move it Offline)
Sales Roles in Digital Selling
- Digital Buzzer
- Innovative mind
- Speedy persuader
- Determined completer
- Supportive collaborator
What are 2 of the 4 types of Social Sellers?
a The Ghost
b The Social Snake
c The Sales Pitcher
d The Stalker
a The Ghost
c The Sales Pitcher
What are 4 Social Selling steps of linking to new customers?
a Build a relationship
b Move it to “offline” or “direct”
c Start a dialogue
d Connect
a Build a relationship
b Move it to “offline” or “direct”
c Start a dialogue
d Connect
What has the highest Contribution to Customer Loyalty?
Sales/Buying experience
Skills for Sales Success
- Problem Solver
- Relationship Builder
- Hard Worker
- Lone Wolf
- THE CHALLENGER (provocative selling) -
Delivers new insight to customers
Personalizes sales message to the customer
Knows how to drive the customer to a decision
Challenger Selling Elements
- Teaches for Differentiation
… delivers insight to customers - Takes Control
… develops the business opportunity and manages the purchase decision - Tailors for Resonance
… communicates sales messages in the context of the customer - Constructive Tension
Build Constructive Tension while Challenging.
Manage tension effectively to catalyze customer action.
why is the Challenger selling the best ?
- more likely to be a high performer in a complex environment than any other profile
- trend towards greater complexity in sales interactions across all industries
*
Future of sales
- personalisation
- insight
- trust
- experience
Which behavioral style model is most successful within complex sales environments according to CEB research?
Hard Worker
Relationship Builder
Problem Solver
Challenger
Challenger
Which of the following elements has the biggest impact on customer loyality in complex solution B2B selling according to CEB research?
Value-to-price ratio
Product & service delivery
Sales/Buying experience
Company and brand impact
Sales/Buying experience
4 factors on the Industry Context Map
- Economic & Governmental Influences
- Competitive Landscape
- Technology Trends
- Social & Demographic Trends
What is Industry Stakeholder Analysis used for?
Internal Stakeholder Mapping is used to analyse existing connections to stakeholders internally at your customers, find missing connections, assess relationship weaknesses and generate an action plan to address / exploit.
Who makes decisions?
Decisions have now moved to a group of individuals, coming from different horizon, background and who are grouped for a limited period of time in what we call a DECISION MAKING UNIT.
Decision making unit is project based and might or might not cease to exist once the project is done.
Roles in the Buying Center
Stakeholder Types:
AMPLIFIERS
They have a certain problem that your product could fill and are seen as advocates for change
DECISION-MAKERS
They have the ultimate power to close the deal or break off negotiations
EVALUATORS
They look for information and usually have no authority or influence
INFLUENCERS
They play an active role and can be advocates, agonists or agnostics
CHAMPIONS
They are willing not only to advocate you but to help you with insider information
How to formulate Persona Value Statement?
Using the gathered insights to
formulate how your solution solves
the persona’s challenges and
delivers benefits.
What does the Persona tool include?
1) role/function
2) name & description
3) tasks performing
4) 3 main challenges
5) 3 essential gains they would like to receive/expect
What are categories to evaluate in an industry context map?
Economy & Government
Technology
Competition
Budget
Economy & Government
Technology
Competition
Which are typical roles of key persons in a buying center?
Decision Makers
Whistle Blowers
Influencers
Evaluators/Users
Decision Makers
Influencers
Evaluators/Users