Social Selling in 5 Minutes

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In the first of a three-part series, OneMob Sr. Account Executive, Devin Reed, shares his philosophy and methodology for sales communications. Here are his tips for making the most of social selling.

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“Break through the noise” is the newest catchphrase in sales departments. But while sales leaders tell you to make your messaging standout, what they really mean is get creative. The desire to have a unique approach has become a need to have rather than a nice to have. Why?Buyers have more options than ever, and are being flooded with more attempts to grab their attention than they can honestly handle. So it’s up to you, the seller, to get crafty. And that’s where social selling comes in.

Social selling is much simpler than its reputation portrays. With all the LinkedIn training available, plus the numerous 3rd party social selling companies offering training, mastering this new communication strategy can seem overwhelming. And while it’s becoming the newest, and nearly expected, form of literacy within Sales organizations as it gains traction — it doesn’t take long to become effective — nor does it require knowing the full product suite of LinkedIn.

 

Here’s my definition: social selling is finding actionable information related to a prospect and/or company that is relevant to your value proposition, and most importantly, initiates and accelerates engagement while building rapport. It’s that simple.

 

In my opinion, the end goal of a “social selling touch” is to (1) set a new meeting,(2) be referred to the person you wish to contact,  or (3) build credibility — in no particular order. The key to being effective is not always getting exactly what you want when you want it, but any response, for even a quick “no” saves time and money for any sales professional. I’ll break them down a bit further:

1) Setting a new meeting — this one is most obvious. It’s what sales reps live for and what sales leaders love seeing (and hearing). First, or Net New, meetings are the lifeblood of every hunter’s pipeline and the foundation of success for every closer.

2) Reaching your ideal contact — There’s no shame in asking who the right person is, though some would argue you should already know via LinkedIn. But if your product needs that special someone — the person in charge of webinars, evaluating sales enablement tools, or putting pen to paper for every key purchase — it helps to triangulate that person to ensure your outreach is landing on that ideal contact.

3) Building credibility — I loop this in with “accelerating deals” because it’s an outcome of becoming credible in the eyes of your buyer. If you see a prospect post an article, give it a quick read and comment to let them know that not only did you read and enjoy their post, but you’re smart enough to give some insight into how it pertains to them. The more they trust you, the faster they’ll move, and they less they’ll push back since they’ll view you as a consultant.

 

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The Tools for Social Selling

First is LinkedIn. If you don’t have their Sales Navigator, get it. It’s the base for all my social selling. It’s a fantastic software and the best for locating target prospects, but it really only tells us what they’re current responsibilities are in their current/past roles, shared connections and their collegiate alma mater. It tells us who to contact but rarely how to engage. It provides relative topics and talking points regarding their interests and focuses that can be leveraged to initiate a conversation, and hopefully, a two-way relationship.

Next up is Twitter, my personal favorite. This is a great tool to use in addition to LinkedIn , since most peoples’ Twitter feeds are loaded with both professional and personal posts. This could range from their company’s new product offering, updates and events, to their opinions, interest and hobbies. These are the best feeds of information as an outsider looking in and should be treated as such. Take time here to find relevant information, creatively tie it into your ask, then make your outreach entertaining to read and relevant to them. This is how we come full circle, combining our foundational LinkedIn information to more useful and personal content from our prospect.

Lastly, we have content. This isn’t so much a specific “tool” so much as an aid, per se. This is why we reached out. This might be their personal blog, an interview they’re mentioned in, an article featuring them, or simply something that you know pertains to them. It’s a win-win because you’re always in the know about current events in your space, and you get to leverage this knowledge for your own benefit.

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Between LinkedIn, Twitter, and relevant content, the rest is up to you. Use your personal flavor to come full circle with a detailed and personal message. Deliver a message that can’t be ignored. Basically, be the the cool rep, the prepared rep that’s hard to say “no” to. Before long, you’ll find your responses will be more frequent and with a tone of sincerity not commonly offered over the first exchange.

Lastly, be weary of when you turn on the “sell” switch and start pitching directly. The fastest way to become a corporate social leper is to blatantly pitch your product prior to your audience’s consent. Social forums like LinkedIn (not including InMail), Twitter feeds and comment sections for articles are not the places to deliver your value prop. Instead, offer relatively unbiased opinions or thought leadership that justify your ask for their time and attention.


About the Author: Devin Reed is the newest member to the Sales team at OneMob as a Sr. Account Executive and author of The Reeder. Having spent his career in technology sales, specifically on ROI-focused software selling at the executive level, he credits audience analysis as the success of his outreach, along with overcoming the fear of clicking “Send” on those not-so-ordinary emails to top executives.

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Make the Most of Events with Video

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Trade shows and conferences are one of the best ways for sales reps to meet new prospects and connect with existing clients. Conversations that go down in person are more meaningful and have lasting results, especially since face to face interactions are becoming rarer in this digital age. However, sponsoring events can be costly, making them fewer and farther in between. So when your company does sponsor that premier event and sends you cross-country, you better make it worth their while and score some big deals. No pressure. How can you ensure that you’re making the most of the experience, every step of the way? The answer is video. 

Motion picture is a powerful medium that’s a game changer when it comes to events, and is applicable throughout every phase. Here are some tips on how best to use it:

 

Leading Up to the Show

  • Send an appealing invitation: a unique and unsolicited way to stand out to those prospects or clients, who are getting plagued by tons of other cold calls and templated emails.
  • Inform without being boring: highlight all the details of where you’ll be, what you’ll be showcasing, etc. Promote any special plans, such as prize giveaways or after parties.
  • Prepare prospects to meet you: attendees will recognise you at the show, taking out the initial awkward guessing game.

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On the Floor 

  • Entice and engage with attendees on the floor: Show live demos, conduct interviews and capture the action, all on your smartphone and without leaving your booth.
  • Record message with your new leads: By capturing your conversation on camera, you and your prospect will remember what you spoke about.

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Following Up After

  • Stand out from the rest: While attendees are getting bombarded with follow up emails, video breaks through the mass of boring, plain text emails.
  • Revive the conversation: Sending your prospect the video that you recorded on the floor will refresh their mind of you and your conversation, keeping the post-show momentum going.

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There are a million ways to get creative with video. Tell a good story, make it upbeat and incorporate calls to action. Perhaps the most important thing to remember is to not get over complicated. Keep it short and sweet, because engaging viewers in those first few precious seconds is crucial. So what’s the easiest and most cost effective way to do this? With OneMob. Our mobile platform allows you to: 

  • Capture prospect and customer feedback in the moment to leverage later
  • Share the experience with attendees in real time and post to Chatter & communities
  • Brand with your company or event logo

Want to know more about how OneMob can help you at events? Sign up now to try it for free.

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OneMob Joins the Salesforce World Tour

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Now that Dreamforce has come and gone, we’re already missing the excitement of the show floor- but not for long! We’re excited to be hitting the road again with Salesforce for their World Tour. Throughout the year, Salesforce brings the energy of Dreamforce to international pop-up shows, educating the world on how to connect with customers in an entirely new way. With access to the best speakers, sessions and keynotes, attendees can learn the best ways to, service, market and succeed, all firsthand from leading customers.

The OneMob team will be bringing the power of video messaging to the East Coast, making appearances in New York on November 18 and Atlanta on December 9. To learn more or register for the Salesforce World Tour, read here.

 

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Opportunity Tracking

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At OneMob, we’re more than just personal videos. Our mission is to help reps get more responses from prospects and customers, more booked meetings and ultimately more closed opportunities. So to help you measure the impact, we’re happy to announce Opportunity Tracking.

Not only can you associate a OneMob video to the stakeholders in your sales process, you can now associate it to a specific opportunity to measure its impact. Let’s show you how…

OneMob iOS Mobile App (Upgrade Now)

Sending: 

1) Choose your recipient(s) – a Salesforce Lead, Contact or User

2) Choose your opportunity – you can select any open Opportunity in Salesforce

 

Creating a Link:  

1) Choose which Lead or Contact you want to track activity to in Salesforce

2) Choose your opportunity – you can select any open Opportunity in Salesforce

 

OneMob Web App

Sending:   

1) Choose which Lead or Contact you want to track activity to in Salesforce

2) Choose your opportunity – you can select any open Opportunity in Salesforce

 

Creating a Link:  

1) Choose which Lead or Contact you want to track activity to in Salesforce

2) Choose your opportunity – you can select any open Opportunity in Salesforce

 

And everything is tracked back to the Opportunity in Salesforce, as shown here:

 

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OneMob Sponsors Dreamforce 2015

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It’s round two! OneMob is proud to be a bronze sponsor of Dreamforce 2015. We had such a great time last year that we had to do it again. The OneMob team will be in full “force” (pun intended) to answer any questions, share latest enhancements, provide best practices and help you make the perfect #SELLfie for Salesforce. We’ll even given you a selfie stick for your efforts, so come visit us in Moscone West – Booth W941.

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Betts Recruiter Increases Response Rates 100% with OneMob

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We asked Hazel Koch (@HazelSKoch), Account Executive Recruiter at Betts Recruiting, about how OneMob has helped in her outreach to candidates. Here’s what she had to say:

As a recruiter, being able to develop and maintain meaningful relationships is a critical part of the job. In order to successfully match a candidate with the right client, you need to spend the time building genuine relationships to ensure you’re facilitating a long term match.

In such a competitive space, where job seekers are looking independently and talking to multiple recruiters, a big challenge is differentiation. How can you stand out from the rest of those hungry and driven recruiters to engage A-player candidates and convince them to respond and connect with YOU?

For Hazel, it was challenging to build a strong foundation with her candidates through traditional emails, cold calls and texting. She was hitting a big wall with outbound, with a low 3-4% response rate. A lot of effort for very little result.

So when Hazel decided to record and send personal videos with OneMob, she immediately saw a big uplift in engagement with a 12% response rate just in the first few days, resulting in more booked meetings. By making the extra effort to put a face to her name, she was able to elicit these types of responses:

With OneMob, Hazel now has more insight, like email open rates, something she couldn’t track before. She gained incredible momentum in the first week of using OneMob, with a 78% email open rate and 63% unique watch rate on her videos, so she’s truly set up for success.

Creating that personal touch doesn’t take much. With OneMob, you can record a professional and branded video in under 60 seconds. You’ll be able to respond promptly with real-time alerts on email opens, videos watched and responses. And, everything gets tracked back to Salesforce automatically so you can accurately measure the impact of videos to closed opportunities.

If you or anyone in your network are open to new opportunities, you can contact Hazel Koch at hazel@bettsrecruiting.com or visit http://bettsrecruiting.com/.

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OneMob for Outlook – Request Early Access Now!

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You asked and we delivered one of the biggest feature requests! OneMob now offers seamless integration with Outlook. Get early access right now by emailing us at hello@onemob.com. We want your feedback!

With the OneMob for Outlook app, you can access all your saved video and voice messages right inside Outlook and easily embed them in any email message you plan to send. For real-time tracking, select which Salesforce Lead(s) and Contact(s) you want to email and you’ll get real-time notifications when your email is opened, message is played and when someone fills out the response form. And everything is tracked back in Salesforce.

Send an email today to get started.

OneMob for Outlook will support Outlook 2013 and Office 365.

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Reps! Stop Using YouTube With Your B2B Clients

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Don’t get me wrong, we love YouTube for Marketing…. and cat videos or Gangnam Style. But when you’re trying to connect with prospects and customers in a more personal way, YouTube falls short. Why? Because it’s not created for the two most important people involved in the deal, you and your client.

Every B2B buyer wants a trusted adviser and a personal sales experience tailored for them. Sending your clients to YouTube is like throwing a kite into a tornado. Who knows where they’ll end up? Buyers want to be personally greeted with content relevant to them, with an easy way to respond and schedule a time to talk to their rep. That’s not YouTube.

Plus, clients want responsiveness, and reps need to know when to respond promptly. According to InsideSales, “50% of buyers choose the vendor that responds first.” How can you be the first to respond if you don’t know who’s watching your video on YouTube or Vimeo?

With OneMob, you can! Reps can record and send videos to anyone in the customer life cycle, and track specific viewer engagement in real time. And not only does OneMob make reps more responsive, personal videos have proven to increase response rates from the prospect and customer by up to 10x. So it’s a win/win! Videos are incredibly more engaging than traditional plain text emails, period.

And if you haven’t heard, the OneMob Web App allows you to upload any video (yes, even videos that are not recorded in OneMob). Whether you’re recording a personal video, or uploading an existing one, once it’s saved on the OneMob platform, it’s synced everywhere – Mobile, Web App and Salesforce – so you can send it from anywhere and track engagement in real time.

What’s the benefit?

  • Be Professional – Apply your company brand to the video and player page
  • Engage – Increase responses and opps with our integrated response form and scheduler
  • Track – Follow up promptly with real-time alerts on email opens, videos watched, and responses
  • Measure – Know which reps and videos are most effective, and how OneMob has impacted closed opportunities back in Salesforce

As a Sales or CSM rep, these insights will enable you to better shape your strategy for emails, calls and presentations.

Check out this demo on how to upload your video to OneMob, share it with prospects and customers, and track engagement!

 

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Act-On uses Humor and OneMob to Close $75K (UPDATE: NOW $100K)

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A few weeks ago, I was contacted by Rachman Blake from Funnybizz because someone mentioned OneMob to him. Rachman recommends the use of humor when following up to spark a response and get the ball rolling. In fact, he’s made a clever example that’s not only funny, but also entertaining:

As a startup, it’s important to remember to laugh from time to time. In fact, business needs a sense of humor, otherwise things get…

But seriously, Forbes tells us there’s 10 reasons why humor can help you be successful at work, and we completely agree! It’s not just more enjoyable for your co-workers, it’s incredibly effective when selling. The problem is, it’s not very easy to be funny on a voicemail or email, regardless of how many emoticons you add. But as Rachman and the millions of other YouTubers out there have shown, video is a perfect catalyst to be funny, creative and entertaining. But does it really work in sales? Let’s ask Act-On…

Brad Osterhout, National Sales Manager from Act-On, is always looking to move his prospects from the “red zone to the end zone” – aren’t we all? He realizes that the modern day sales rep is truly the “CEO of their own cubicle” and has the power to sell in more a personal, creative and funny way. So when Brad first tried OneMob, his creative juices started flowing and resulted in these two hilarious and effective OneMob videos:

Result: Act-On closes Velocity Partners


Result: Act-On closes Jove

Brad is using OneMob to follow up, and has already closed $100K in business. He’s able to bring relatable topics to his outreach in a short, humorous and effective way that gets the buyer to respond and move forward.

There will always be new ways to sell, but some fundamentals never change. People like to buy from people they like, and humor helps make that happen. Video has made it easier for salespeople to share that humor in a fun and engaging way. Keep closing!

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