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Social Selling Review and Action Plan – Your Blueprint for effective Social Selling

Wurlwind Social Selling Framework ImageAs Social Selling gathers momentum so business people in many roles realise the importance of reviewing their approach and are looking for best practice techniques, which is why we have developed the Social Selling Review and Action Plan service.

Who is the Social Selling Review designed for?

The Social Selling Review service has been designed and delivered for smaller businesses including:

  • independent consultants eg. management consultants, business consultants etc.
  • micro businesses with say 2-10 staff, typically led by the business owner
  • small businesses with say 11-20 staff, typically led by a Managing Director with a management team

NB. The Social Selling Framework is also valid for larger businesses and divisions of large enterprises.

 

The Review is ideal for Business Leaders who want to identify how to make rapid progress with Social Selling, either from scratch or who are already making some use of LinkedIn and Social Media for Business but now want to step up a gear.

What are the main benefits of the Social Selling Review?

There are many benefits that an independent Review of Social Selling by Wurlwind will deliver, including:

  • Identify potential revenue opportunities at strategic, operational or tactical levels,
  • Identify potential cost savings through productivity and other means, such as better sales opportunity qualification
  • Identify ways to reduce your sales cycle time, such as by guiding prospects through the buying process

The Action Plan will highlight quick wins for an initial phase and outline multiple phases that make up a journey that may well span over more than a year.

A Review and Action Plan from Wurlwind provides a structured approach and plan for the progressive changes needed for effective Social Selling.

What does the Social Selling Review and Action Plan cover?

The review covers TEN inter-related areas. For each area we look at what exists and the future potential to identify the gap and activities to bridge the gap. Activities are then prioritised to give a focused activity plan for activity to upgrade capability through implementation.

The Anchor for effective Social Selling:

1. Goals & Objectives

Business and Sales Goals are the starting point for the review and also the end objective for the action plan. These provide the commercial framework for the scope and scale of the action plan. Without these it’s very tough to track and assess progress and return on investment of money and time. At different levels, the goals might be to double turn-over and/or profit in 12 months, to generate 50 leads a month online within a month, or to increase website traffic from social media by 50% in 3 months.

The Four Foundations of effective Social Selling

2. Your Ideal Customer

It’s surprising (and alarming) how many businesses have a weak or non-existent definition of their ideal customer. We will review this, and if applicable suggest options or further work necessary to identify audiences and define/build customer or client personas.

3. Customer Value Proposition

There is huge value in turning knowledge into products and having a product ladder of increasing value, and price. For effective Social Selling it’s useful to have clear destinations that prospects can be lead towards. We will review the product offerings and collateral and make appropriate recommendations for improvements.

4. Your Personal Brand and Professional Profile

As the lead consultant, business owner or business leader your personal profile is critical for effective social selling. We will review your Linkedin Profile and other social media accounts eg. Twitter, Facebook etc. and search for your name to identify what comes up. We will then recommend improvements aor more significant overhauls necessary to upgrade the professional image and reputation and social proof online.

5. Your Company Page

As well as your website the Company Page that your business has on Linkedin is important. We will review both, (and other social properties) and make recommendations about they can be improved individually and also how links between them can be improved.

The Three Stages of the Social Selling Process

6. Social Prospecting

For many this is the essence of Social Selling. While we believe in a broader view of what Social Selling is there is no denying that Social Prospecting is a powerful way to find prospects, engage and educate them and to start sales conversations. We will review your activities in this area and recommend improvements that will deliver quick wins and longer term gains.

7. The Selling Process

This activity is what most business owners and sales people focus on, to move qualified prospects through to a sale. There are techniques using LinkedIn and other Social platforms that can assist in the process and improve conversion rates. We will review and recommend improvements.

8. Customer Appreciation

Social Media is a fantastic way to gain referrals and one way to encourage that is through customer appreciation. We will review how you currently do this and make recommendations for how it can be improved in future.

Two essential Supporting Resources

9. Educational and Sales Content

Content is an essential part of Social Selling. However there are many mistakes that can be made in this area, from not enough, too much, poor distribution, wrong topics, poor conversion and so on. We will review the available content and identify gaps or weak areas and recommend improvements to support effective social selling.

10. Apps and Tools for Sales & Marketing

Technology will not replace human contact, but it has a role to introduce self-service, to handle repetition very efficiently and cost effectively, to support a 24/7 operation even though the office is closed, and similar new ways of working. The review will identify opportunities to improve outcomes through effective use of technology.

What are the deliverables from the Social Selling Review

We recognise the importance of brief, actionable guidance that aids decision-making by business owners who have 1001 competing priorities for time and budget.

Therefore the approach of the review and action plan is based on the 80:20 principle – and the value of doing 5 things well rather than aiming for perfection on one issue and getting bogged down, or trying to tackle 50 issues and risk losing focus.

There are essentially two element to the deliverables, although in practice each area above will be covered by a review section and immediately and action plan section.

Social Selling Review

This element provides an independent assessment of each of the ten areas at strategic, operational and tactical levels. It will highlight strengths and weaknesses and also the opportunities we see for the client in each area.

Social Selling Action Plan

This element identifies and recommends improvement steps specific to the business, based on the inter-dependence of the various elements.

Overall the Action Plan typically identifies 20-30 focused recommendations for pragmatic improvements for quick wins, and also suggestions for mid-term payback. Where possible these are prioritised and categorised, along with inter-dependencies and other narrative to aid management decision-making and resource allocation.

Social Selling Framework Commercials

With a pragmatic approach to scope and level of detail and reporting back, we typically allocate the following time to the Review and Action Plan:

  • For a Solo business – such as an Independent Consultant – this review takes 1 chargeable day
  • For a small business – Owner Manager and 1-3 sales and marketing staff – 2 chargeable days
  • For a medium sized businessManaging Director, department heads, sales team – 3 chargeable days

Customer Feedback and Testimonials

Previous clients have found the Wurlwind style and approach is very effective. It doesn’t take much of their time, or the time of their sales staff, and they gain value from discussions along the way. The report is easy to assimilate, to make decisions from and tasks are clear and easy to allocate out to appropriate people or suppliers.

For further information, contact me, Mark Stonham, for an initial discussion and to confirm feasibility and potential benefits.

Wurlwind Services – LinkedIn Training and Social Selling Consultancy

Wurlwind helps business owners and sales teams to Connect LinkedIn with Sales in several specific ways.

The areas we cover and contribute to, with a LinkedIn focus, including:

  • Personal Branding
  • Online Networking
  • Relationship Building
  • Social Prospecting
  • Lead Generation
  • List Building
  • Social Selling
  • Customer Appreciation
  • Referral Business
  • Lead Nurture

The main ways we help clients is through:

  • Training – to improve the knowledge and skills so people can use LinkedIn more effectively
  • Services – to undertake specific tasks to accelerate the progress and adoption of Social Selling using LinkedIn
  • Wurlwind Consultancy – to diagnose, advise and guide clients on their journey to embed Social Selling within their organisation.

LinkedIn Training from Wurlwind

We offer many LinkedIn training packages to help sales focused individuals, sales teams and organisations to gain the skills to Connect LinkedIn with Sales.

Our primary focus is how to use LinkedIn for Social prospecting, Lead Generation, Business Development and Sales.

For Companies, Organisations and other Businesses we offer the following on-site courses:

  • LinkedIn Training – Foundation Course
  • Social Selling Training – Foundation Course

We also customise the LinkedIn Masterclass training as requested for the following audiences:

  • LinkedIn training for Technology Sales Teams
  • LinkedIn training for Marketing Agencies
  • LinkedIn training for Management Consultants
  • LinkedIn training for Lawyers
  • LinkedIn training for Accountants
  • LinkedIn training for Exporters
  • LinkedIn training for Salesforce.com users
  • LinkedIn training for Exhibitions and Exhibitors

Please contact us to discuss your requirements.

LinkedIn Services from Wurlwind

To help business owners make more of LinkedIn and save time on the set-up activities we offer the following:

  • Exhibition Support using LinkedIn
    • Contact us to discuss

Social Selling Consultancy from Wurlwind

We offer strategic diagnostic reviews, planning and project guidance to help businesses along the journey to Social Selling.

Review and Action Plan Packages

For an initial chat about what we do and how we help companies and organisations like yours, and to discuss how we can help you to Connect LinkedIn with Sales, please send an email to me, Mark Stonham, and let’s schedule 20 minutes for an introduction.

About Wurlwind – for LinkedIn, Lead Generation and Social Selling

Wurlwind was founded in 2010 by Mark Stonham and is based in Bristol, UK.

Wurlwind is a business development consultancy delivering sales performance improvement to small and mid-sized (SME) B2B companies.

We specialise in LinkedIn Training and related Services, Lead Generation through Social Media and Social Selling Consultancies and Strategies.

About Wurlwind – our focus and specialisation:

  • B2B – business to business – marketing, sales and delivery
  • Small and mid-sized businesses
  • Marketing and sales processes and systems
  • End-to-end optimisation
  • Incremental improvements
  • Pragmatic solutions
  • Helping clients gather data, make decisions and take action

About Mark Stonham – Business Development Director

Mark is the founder, lead consultant and evangelist for Wurlwind. His background is 25 years in marketing and sales, in the technology sector. During his career he has gained much experience and many skills while working with a wide range of clients of many sizes. His LinkedIn profile goes into greater detail if you want to find out about, and connect with Mark there.

What Clients say About Wurlwind:

James White – CEO, InTouch CRM (business partner)
was with another company when working with Mark
“Mark helped us in two areas in 2010; to raise our profile in the Bristol area through Business over Breakfast and Network Central and to review new functionality as part of a BETA program. Mark has a very good understanding of email marketing and CRM. He provided valuable input to our marketing and excellent feedback and suggestions for the product enhancements’. We look forward to working with Mark in 2011 as we launch further additions to InTouch!” February 9, 2011

Alan Bright – MD, Sensible Branding (client)
Alan hired Mark as a Business Consultant in 2011
Top qualities: Expert, Good Value, Creative
“Mark at Wurlwind carried out a ‘Website Review and Action Plan’ on www.sensiblebranding.com as part of the development and launch of our new Brand Reputation Management service. By taking an independent view of our proposition and execution he has helped us on many levels. His framework provided a structure for the review; from how we attract visitors, engage with them, follow-up via email through to the e-commerce area. He has provided specific recommendations for improvements to the customer journey and shopping cart experience, for on-site SEO enhancements and Search Marketing. As we implement these changes we expect our results to increase considerably.” January 28, 2011

Kim Jones – Enterprise Director, UWE Ventures (client)
Kim hired Mark as a Business Consultant in 2010
Top qualities: Personable, Expert, High Integrity
“Mark is a highly valued supporter of the UWE Ventures Business Centre in Bristol. He has been holding sales clinics for early stage businesses owners covering a wide range of sales related topics. We had some great feedback and we were impressed with his professionalism, knowledge and openness. Some comments from his sessions ” Easy to talk to …I had a couple of good ideas to implement straightaway and a couple to think about long term. I would recommed him to others in UWE Ventures”. “Useful sounding board ..” “I was impressed with Mark-s follow-up”.” January 17, 2011

Mark Lennox – MD, Only Marketing Jobs (client)
Mark hired Mark as a Business Consultant in 2010
Top qualities: Great Results, Expert, Good Value
“Mark is a great online marketing consultant who has provided valuable and practical suggestions, recommendations and advice. Mark initially impressed me by providing several suggestions about our Twitter usage. Subsequently he reviewed one part of our online business and created an action-plan of improvements that linked together into a joined-up plan. One recommendation alone increase our conversions significantly. Mark is becoming a trusted advisor to us and he brings a wealth of experience and new ideas.” April 13, 2010

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