Digital and Social Selling
Who is this course aimed at?
- Salespeople, Consultants and Sales Representatives of all levels
- Business Development Executives and Managers
- Account Managers, Relationship Managers and those leading sales teams
- Anyone looking to develop their digital sales capabilities and consolidate their practical application of digital tools and social selling techniques
What can learners expect from this course?
Through dynamic presentations and practical learning activities including tutorials and exercises, you will acquire a hands on learning experience that will enable you to devise and execute an advanced digital selling strategy.
By the end of this course, you will be able to:
- Acquire more qualified prospects
- Reduce lead times and nurture leads more effectively
- Increase your conversion rate
- Develop your online brand by creating and promoting relevant content
- Build solid relationships online, ensuring client satisfaction and repeat business
- Adapt the tone, style and type of your content based on your target audience
- Maximize the impact of your digital selling with the use of digital tools and social media platforms
- Understand how to lead the implementation of a digital sales strategy in your organization
Module 1 Introduction to Digital Selling
The Introduction to Digital Selling will help you understand the concept of digital selling, how it has transformed the sales process, and how you can leverage advanced tools and techniques to become a prolific digital seller.
You will understand the difference between traditional and digital selling methods and the benefits that can be gained from adopting a digital selling approach to your current sales activities.
You will explore the key concepts that will be covered in each module, how they relate to each phase of the sales process and, most importantly, how the learnings from each phase will inform the next.
Module 2 Digital Research
The Digital Research module will equip you with the research tools and techniques needed to develop a well-informed digital selling strategy for your product or service.
Starting with your view of the customer, you will learn how to research both digitally and socially, to identify market trends and influencing factors affecting customers within your industry. This will help you to answer the ‘who, what, when, where and why’ for your target market.
From here, the module will show you how to conduct research in order to narrow down your customer persona and identify the companies and key decision makers you should be targeting.
Using social intelligence and social listening, you will learn how to monitor online interactions, read digital behavior and discover commonalities to later personalize your engagement.
Module 3 Sales Enablement
The Sales Enablement module teaches you about the advanced features and functionality of a range of social media platforms to enable your digital selling process.
This module will show you how to use your digital research in tandem with these tools and platforms in order to target key decision makers and capture vital information for your CRM.
Using LinkedIn, Facebook, Twitter, and Google+, you will be able to build trust in order to maximize subsequent successful engagement using an extensive network of contacts and information through social platforms. The module will teach you the importance of building your personal brand and scaling your reputation as a thought leader within your target customer base to become a brand ambassador for your company.
You will discover how digital tools and social media platforms can facilitate relevant sales messages and content, making it easier to later offer the right solutions, to the right client, at the right time.
Module 4 Social Content
The Social Content Module will enable digital sellers to engage potential and existing buyers with relevant, informative content that will drive them into action.
You will learn how to determine what kind of content is needed for different customer types and how to establish the most appropriate tone, style and method of distribution for your content.
The module will teach you how to use a variety of content creation tools that assist with the complete content creation process, from researching topics, to creating text and graphics, and proofing and editing your content.
You will learn how to develop content that is tailored to detailed customer personas and underpins every stage of the customer journey. You will be able to identify the difference between content creation and curation and the value of both. The module will explore the increasingly effective practice of blogging and you will learn how to quickly and easily create and implement a content calendar.
By the end of this module, your content strategy will have garnered a strong collection of both curated and self-created content to enhance the effectiveness of your digital sales messages.
Module 5 Digital Sales Messaging
The Digital Sales Messaging module will teach you how to strategically craft communications to ensure all contact with buyers is relevant, personalized and aligned with their personal or business objectives.
You will learn the importance of content segmentation when choosing content for customers and the importance of marrying B2B and B2C content types with the correct social media platforms.
This module will focus on the different considerations that affect digital sales messaging and will explore the best practices for successful email communications. You will be able to describe how and why you should adapt a different tone and style depending on your target audience and content type.
The module will teach you how to leverage style guides and story-boarding to strengthen your digital sales message and ensure successful engagement.
Module 6 Engagement
The Engagement module will focus on building relationships with leads in the most effective way over an entire customer lifecycle, from an initial introduction and nurture of cold contacts, to hot prospects that are ready to buy.
You know how to target the right contacts by categorizing them based on demographics and behavior, now you will learn how to engage with these groups of contacts at the right time, with a message that matters to them.
You will learn how to apply learnings from Social Content and Digital Sales Messaging to pre-qualify contacts, warm up lapsed or slumped customers, close new business, cross or up-sell to existing clients and also retain customers.
You will also be shown engagement techniques to move contacts into the next tier and learn how to handle sales objections throughout the customer journey.
The module will equip you with easy to follow examples and insights that can be easily applied to your current sales strategy. You will learn about the importance of relevant engagement and that not every communication is a sales message at heart.
Module 7 Social Account Management
In the Social Account Management module, you will learn about how social media has transformed the concept of customer service, posing both challenges and opportunities when it comes to interacting with prospects and customers. Upon studying this module, you will understand what is involved in creating and maintaining a meaningful dialogue between you and your customer.
You will learn how to carry out prioritization exercises and filter social messages to differentiate between high and low priority interactions. You will be able to align this prioritization with your digital selling objectives while navigating a multi-channel customer service environment.
This module will teach you how to evaluate, engage and execute with customers according to the circumstance or sentiment. You will be able to use your social listening skills to monitor relevant social mentions, conversations and opportunities.
The module will teach you how to devise and implement a crisis management plan to deal with conversations and interactions that may attract negative attention in a public forum.
You will also be able to establish Key Performance Metrics that relate to the measurement of your social customer service so you can leverage results to increase efficiency and assess opportunities that benefit your digital selling efforts.
Module 8 Digital Sales Leadership
The purpose of the Digital Sales Leadership module is to empower and guide managers and aspiring leaders as they transition from a traditional sales to a digital sales strategy. It will help you to understand the importance of adopting a digital selling approach to remain competitive in a rapidly evolving sales landscape.
The module will show you how to gain executive sponsorship by building a business case for digital selling within your organization. You will learn the methods of educating, training and supporting your sales force to leverage their networks and build relationships to accelerate sales.
You will learn how to become a social leader through building and maintaining awareness of your digital selling strategy. The module will explore how you can implement effective communication strategies to keep employees motivated and accountable for their individual digital selling strategies.
By monitoring the social footprint of your team members and using social KPIs, you will be able to identify and measure if your team are adopting the correct digital selling behaviors, building the right networks and creating a professional and consistent brand.