Digital and Social Selling

Registration Deadline: 17 April 2018

Training Dates: 24 April, 15 & 17 May, 12 & 13 June 2018

Training Hours: 08:30 - 17:00

Location: CIIM Nicosia ( View Map )

Language of Instruction: English


Overview

Digital technologies have changed the way we work, live and communicate.

As traditional selling methods are no longer enough to sustain success, digital tools and techniques are now an essential component of any efficient selling strategy, and are revolutionizing sales and prospecting.

LinkedIn mentions that ‘Technology is a double-edged sword. Just as salespeople are moving into the future, buyers are already ahead of us”. On another note, public research demonstrates that 82% of prospects can be reached via social media and over 70% of B2B purchase decision-makers use social media to help them decide.

Therefore, a special emphasis and training for developing an effective digital & social selling approach to remain competitive in a rapidly evolving sales landscape is definitely needed.

The programme will additionally provide best-practices and methodologies that key giants use such as Microsoft, Facebook, eBay, Google, Twitter, LinkedIn, Vodafone, HP, Virgin Media, Nike, British Airways, Nokia, BT, Accenture and Citibank.


Key Outcomes

By the end of the programme, participants will be able to:

  • Acquire more qualified leads
  • Reduce lead times and nurture leads more effectively
  • Achieve a more balanced pipeline
  • Increase their conversion rate
  • Develop their 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 their content based on their target audience
  • Optimize territory and pipeline analysis and define growth strategies
  • Maximize the impact of their digital & social selling with the use of effective CRM tools, digital tools and social media platforms
  • Understand how to lead the implementation of a digital sales strategy in their organisation

Designed for

  • Business Development Executives and Managers
  • Account Managers, Relationship Managers and team leaders
  • Marketing Executives and Managers
  • Sales Executives, Managers and Consultants

Topics to be covered

Day 1:

Introduction to Digital & Social Selling

  • Concept of digital & social selling
  • How the sales process has been transformed?
  • Using advanced tools and techniques to become a prolific digital seller
  • Difference between traditional and digital & social selling methods
  • Benefits of adopting a digital & social selling approach to the current sales activities
  • Key concepts of the sales process
  • The 3i principles

Digital Research

  • Research tools & techniques to developing a well-informed digital & social selling strategy for products and services
  • Understanding customer’s perspective
  • Identifying market trends and influencing factors affecting customers within a variety of industries
  • Who, What, When, Where and Why approach for targeting markets
  • Conducting research to narrow down customer personas and identifying the companies and key decision-makers
  • Social intelligence and Social listening
  • Monitoring online interactions
  • Reading digital behaviour
  • Discovering commonalities and personalizing customer engagement

Day 2:

Sales Enablement

  • Advanced features and functionality of a range of social media platforms
  • Using social media platforms to enable the digital & social selling process
  • Using digital research in tandem with tools and platforms in order to target key decision-makers
  • Capturing vital information for your Customer Relationship Management
  • Using LinkedIn, Facebook, Twitter and Google+ for building trust in order to maximize subsequent successful engagement using an extensive network of contacts and information through social platforms
  • Understanding the importance of building a successful brand and scaling reputation
  • Understanding the key factors for developing brand ambassadors
  • Facilitating sales messages and content via digital tools and social media platforms
  • Offering the right solutions to the right client at the right time

Client Relationship Management (CRM)

  • Strategic view of CRM
  • Understanding social collaboration tools for making commerce into conversations
  • Design and create business development campaigns
  • Apply best practice methodologies to sales cycles
  • Evaluating CRM data for analysing and developing engagement strategies
  • Integrating social collaboration tools to the CRM process
  • Placing the customer right in the heart of sales opportunities
  • Delivering sales cycles and increasing the quality of opportunities
  • Concepts and applications of CRM and Social Collaboration and utilising those concepts to align core activities in the sales process
  • Territory Management
  • Digital Business Development
  • CRM Pipeline Management
  • Opportunity Management and Review
  • Forecasting and Reporting

Day 3:

Social Content

  • Engaging potential and existing buyers with relevant, informative content that can drive them into action
  • Determining what kind of content is needed for different customer types
  • Establishing the most appropriate tone, style and method of content distribution
  • Using a variety of content creation tools
  • Completing a content creation process
  • Using researching topics to creating text and graphics as well as proofing and editing content
  • Content Management Systems and how they can facilitate enhanced content, personalisation, responsive design and other elements that can guarantee positive customer experience
  • Developing content that is tailored to detailed customer personas and underpins every stage of the customer journey
  • Identifying difference between content creation and curation and the value of both
  • Developing an effective practice of blogging
  • Creating and implementing a content calendar
  • Content strategy: Curating and self-creating content to enhance the effectiveness of digital sales messages

Digital Sales Messaging

  • Strategically crafting communications to ensuring that contact with buyers is relevant, personalised and aligned with the business objectives
  • Importance of content segmentation when choosing content for customers
  • Importance of combining B2B and B2C content types with the correct social media platforms
  • Important considerations that affect digital sales messaging
  • Exploring best practices for successful email communications
  • Successfully adapting a different tone and style depending on target audience and content type
  • Leveraging style guides and story-boarding to strengthen digital sales messages and ensuring successful engagement

Day 4:

Engagement

  • Building relationships with leads in the most effective way over an entire customer life-cycle
  • Nurturing cold contacts to hot prospects
  • Targeting the right contacts by categorising them based on demographics and behaviour
  • Engaging groups of contacts at the right time, with a message that matters to them
  • Applying learning from Social Content and Digital Sales Messaging to pre-qualify contacts
  • Warming up lapsed or slumped customers
  • Closing new business deals
  • Cross or up-selling to existing clients
  • Retaining customers
  • Strategies to manage large prospect and client bases with minimal effort in terms of personalised mass mailing, via tools such as Eloqua for Sales, Microsoft Outlook and Google Docs
  • Engagement techniques to move contacts into the next sales tier
  • Handling sales objections through the customer journey
  • Examples and insights that can be easily applied to the sales strategies
  • Importance of relevant engagement and understanding that not every communication is a sales message at heart

Social Account Management

  • Understanding how social media has transformed the concept of customer service, posing both challenges and opportunities when it comes to interacting with prospects and customers
  • What is involved in creating and maintaining a meaningful dialogue between the company and the customer
  • Carrying out prioritisation exercises and filtering social messages to differentiate between high and low priority interactions
  • Aligning prioritisation with digital & social selling objectives while navigating a multi-channel customer service environment
  • Evaluate, engage and execute with customers according to the circumstance or sentiment
  • Using social listening skills to monitor relevant social mentions, conversations and opportunities
  • Devise and implement a crisis management plan to deal with conversations and interactions that may attract negative attention in a public forum
  • Establishing Key Performance Metrics that relate to the measurement of a company’s social customer service
  • Leveraging results to increase efficiency and assess opportunities that benefit digital & social selling efforts

Day 5:

Digital Sales Leadership

  • Empowering and guiding managers and aspiring leaders as they transition from a traditional sale to a digital sales strategy
  • Understanding the importance of adopting a digital & social selling approach to remain competitive in a rapidly evolving sales landscape
  • How to gain executive sponsorship by building a business case for digital & social selling within an organisation
  • Methods for educating, training and supporting a company’s sales force to leverage their networks and build relationships to accelerate sales
  • Becoming a social leader through building and maintaining awareness of the company’s digital & social selling strategy
  • Implementing effective communication strategies to keep employees motivated and accountable for their individual digital & social selling strategies
  • Monitoring the social footprint of team members
  • Using social KPIs to identify and measure if a team is adopting the correct digital & social selling behaviours
  • Building the right networks and creating a professional and consistent brand

Integration & Strategy

  • Researching, constructing and integrating an effective and optimised digital sales strategy within an organisation
  • Conducting an all-inclusive analysis of territories
  • Identifying information such as key trends in geos and top prospects
  • Leveraging research findings to clarify what drives customers to buy, understanding their needs and motivations and using these insights to determine selling goals and objectives
  • Conducting competitor analysis, identifying solutions and offerings and using this information as a benchmark to adapt and refine the overall digital & social selling strategy
  • Forecasting effectively and establishing targets based on a comprehensive assessment of a digital sales pipeline
  • Identifying gaps in a digital sales pipeline and tailoring a plan for improvement
  • Developing digital client coverage strategies that enables the maximisation of time and resources across the entire territories
  • Consolidate an execution plan that can enable the achievement of targets, generate qualified leads and improve conversion rates
  • Measuring the Return on Investment (ROI) of digital & social selling
  • Aligning ROI to the overall goals of the organisation
  • Using ROI to gain further executive support

Closing Remarks

  • Overview of key points
  • Q&As

Trainer

All CIIM Executive Education programmes are developed and taught by CIIM resident and visiting faculty who are widely recognised as skilled professional trainers with local and international business experience. Through many years of business consulting and teaching experience, CIIM faculty develop innovative long-lasting practical concepts that shape the practice of your daily professional responsibilities. The result is a practical educational experience which is designed to have an immediate effect in your business environment.

Jeremy Spiller
Mr. Jeremy Spiller
(Bio)

 

Mr. Jeremy Spiller

Mr. Spiller is the CEO and Co-Founder of White Hat Media, an award winning digital marketing agency based in the UK which specialises in web-marketing and search engine optimisation (SEO) services.

During his 14 years training experience, Jeremy has been recognised as the Trainer of the Year and has worked with leading international brands and companies including Microsoft, Toshiba, the NHS, Hitachi, Yell, McCann Ericksson, Vodafone, John Lewis and many more.

He is a visiting faculty at well-known universities and business schools and has delivered numerous executive digital marketing seminars in New York, London, Paris and Hanoi.


Programme Fee

The programme has been approved by the HRDA (ΑνΑΔ). Organisations registered in Cyprus, who satisfy the HRDA criteria, are entitled to apply for the subsidy and therefore their emolument will be the net fee, as described below:

Gross Fee (before subsidy): €1,675

HRDA Subsidy: €595*

Net Fee (after subsidy): €1,080*

No VAT is charged due to CIIM’s non-profit status. Fees include tuition, educational materials, lunch, coffee-breaks and refreshments.


Additional Fees (Optional)

If you would like to pursue the examination for earning the Certified Digital and Social Selling Professional qualification, the following additional fees apply:

DMI Registration: €225 payable to CIIM

Exam Fee: 140 GBP for the first exam attempt and 40 GBP for subsequent attempts. The exam fee is payable directly to Pearson VUE test centre at the time of booking the exam.


Application

To proceed with your registration, please click the button below to apply online. Participation is subject to availability.

Apply here

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