Chapter
Traditional selling has stopped being
effective
The changemaker #changemakers
Where do changemakers come from?
Where are changemakers going?
Hashtag changemakers – #changemakers
Hacking the buying process
01: Community and
tribalism
The importance of owning your
community
02: Your identity
within socialnetworks
Is there a programmatic approach?
Setting yourself up on LinkedIn
How to find the keywords to use
Completing job roles on LinkedIn
Volunteer experience and causes
Skills and recommendations
Positioning and messaging
The worst possible way of using LinkedIn
How to be social – sharing ideas
Structure of a Twitter profile
‘Networking in real life’ example
04: Controlling
influence
The structure of influence
How do you create loved-up
influencers?
05: The mechanics of traditional
sales
A quick word on technology adoption curves
The mechanics of networking
The mechanics of social networks
Integration with the sales funnel
06: Moving from an analogue to a
social mindset
So what do you listen for?
What is your own brand DNA online?
Online and offline community
Social selling best practice
07: Selling the idea of social selling and measuring
success
Common objections and how you get
around them
‘My customers are not on social…’
People that just don’t ‘get it’ or don’t want to
This social stuff is all ‘fluff’ – just go and get me
leads and revenue!
How to position social selling with your
executive team
Chief Executive Officer (CEO)
Chief Finance Officer (CFO)
Chief Marketing Officer (CMO)
Chief Information Officer (CIO)
Return on investment (ROI) and criteria
for success
Different types of metrics
Tactical metrics (they may be ‘fluffy’ but they do
show momentum)
Finally, some questions you should be
asking yourself
08: How to use technology to
your advantage
Talking to strangers – discovering more about people
Tools that automate and schedule
Which apps are available for content curation?
Content creation platforms
Getting somebody to sign up to your e-mail list
Does your content resonate with the market or what
influencers are saying?
Measuring influence and amplification
Two tools for finding influencers
Social media is all about trust
How to implement a social selling change
programme
Stage 0 – Social’s for kids
Stage 2 – Random acts of social
Stage 4 – Structured programme
Stage 6 – Continual improvement
Sales and marketing – Smarketing
Employee advocate programme
10: Five steps to getting you
started
Step 2: Learning to listen
Step 3: Building authority and influence
Step 5: Enhancing collaboration
The future of personal branding
How the marketing mix changes
Social maturity – ramping up quicker
Lack of relevance of BANT
Social selling as a software suite
Social Selling
：Techniques to Influence Buyers and Changemakers
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