Day 3

Question 1

What is Digital Selling ?

Answer 1

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

Question 2

What is Social Selling?

Answer 2

Social Selling is a discipline within the Digital Selling approach and focusing on the personal interactions and relations between buyers and sellers!

Question 3

Social selling - whtat it IS

Answer 3

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.

Question 4

Social selling is NOT..

Answer 4

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

Question 5

4 types of social sellers

Answer 5

1. the sales pitcher
2. the ghost
3. the social butterfly
4. the strategist

Question 6

how many pieces of content are being consumed before decision makers are ready to speak to a sales rep?

Answer 6

5

Question 7

Steps of social selling

Answer 7

Research and Finding
Connecting
Engaging
Building Relations by Adding Value
Convert (Book the Call and Move it Offline)

Question 8

Sales Roles in Digital Selling

Answer 8

1. Digital Buzzer
2. Innovative mind
3. Speedy persuader
4. Determined completer
5. Supportive collaborator

Question 9

What are 2 of the 4 types of Social Sellers?

a The Ghost
b The Social Snake
c The Sales Pitcher
d The Stalker

Answer 9

a The Ghost

c The Sales Pitcher

Question 10

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

Answer 10

a Build a relationship
b Move it to “offline” or “direct”
c Start a dialogue
d Connect

Question 11

What has the highest Contribution to Customer Loyalty?

Answer 11

Sales/Buying experience

Question 12

Skills for Sales Success

Answer 12

1. Problem Solver
2. Relationship Builder
3. Hard Worker
4. Lone Wolf
5. THE CHALLENGER (provocative selling) -

Delivers new insight to customers
Personalizes sales message to the customer
Knows how to drive the customer to a decision

Question 13

Challenger Selling Elements

Answer 13

1. Teaches for Differentiation
   … delivers insight to customers
2. Takes Control
   … develops the business opportunity and manages the purchase decision
3. Tailors for Resonance
   … communicates sales messages in the context of the customer
4. Constructive Tension
   Build Constructive Tension while Challenging.
   Manage tension effectively to catalyze customer action.

Question 14

why is the Challenger selling the best ?

Answer 14

• 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
  *

Question 15

Future of sales

Answer 15

• personalisation
• insight
• trust
• experience

Question 16

Which behavioral style model is most successful within complex sales environments according to CEB research?

Hard Worker
Relationship Builder
Problem Solver
Challenger

Answer 16

Challenger

Question 17

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

Answer 17

Sales/Buying experience

Question 18

4 factors on the Industry Context Map

Answer 18

1. Economic & Governmental Influences
2. Competitive Landscape
3. Technology Trends
4. Social & Demographic Trends

Question 19

What is Industry Stakeholder Analysis used for?

Answer 19

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.

Question 20

Who makes decisions?

Answer 20

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.

Question 21

Roles in the Buying Center

Answer 21

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

Question 22

How to formulate Persona Value Statement?

Answer 22

Using the gathered insights to
formulate how your solution solves
the persona’s challenges and
delivers benefits.

Question 23

What does the Persona tool include?

Answer 23

1) role/function
2) name & description
3) tasks performing
4) 3 main challenges
5) 3 essential gains they would like to receive/expect

Question 24

What are categories to evaluate in an industry context map?

Economy & Government
Technology
Competition
Budget

Answer 24

Economy & Government
Technology
Competition

Question 25

Which are typical roles of key persons in a buying center?

Decision Makers
Whistle Blowers
Influencers
Evaluators/Users

Answer 25

Decision Makers

Influencers
Evaluators/Users