A 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 diligence online. 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 is not social media marketing. It's a different approach, more one-to-one rather than one-to-many. It's these personal relationships that build revenue, and this book helps you master the methods today's business demands.
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
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