Social Selling Techniques to Influence Buyers and Changemakers 2nd Edition by Timothy Hughes 1398607320 9781398607323

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Product details:

ISBN 10: 1398607320

ISBN 13: 9781398607323

Author: Timothy Hughes

Understand how to reach and engage with the modern buyer using this bestseller. Social Selling outlines how to implement a social selling strategy and drive revenue, competitive advantage and market share through social networks. Social Selling is a practical, step-by-step blueprint on how to create digital communities and build and turn relationships into sales online. Featuring checklists, tips and examples providing practical guidance, it covers important subjects such as how to network purposely and build social media trust in a mistrustful time and how to develop real influence and authority in your subject area. Now newly revised, the second edition of Social Selling captures the latest changes and developments in the industry. It will be accompanied by a new introductory chapter, two new chapters on defining digital businesses and the future of sales and marketing, alongside new case studies by leading industry experts. Written by a thought-leader and renowned practitioner in social selling, Timothy Hughes, this book is essential reading for sales professionals, digital sales directors and social media executives who want to embrace the power of social selling in their organization.

Social Selling Techniques to Influence Buyers and Changemakers 2nd Table of contents:

01 Community and tribalism

The importance of owning your community

Building your community

A modern selling organization

What community is not

Summary

References

02 Your identity within social networks

LinkedIn

Twitter

Summary

03 Talking to strangers

‘Networking in real life’ example

Listening

Social graph

Researching

Talking

Summary

References

04 Controlling influence

What is influence?

Celebrity

YouTubers

The structure of influence

How do you create loved-up influencers?

Control and trust

Modelling

Summary

05 The mechanics of traditional sales

The basics of social selling

Technology adoption curves

The mechanics of networking

The mechanics of social networks

Summary

06 Moving from an analogue to a social mindset

What to listen for

What is your digital identity?

Content

The 4–1–1 content rule

Online and offline community

Social selling best practice

Social selling as part of the business planning process

Summary

References

07 Selling the idea of social selling and measuring success

The opportunity

Common objections and how you get around them

How do I bring social selling into my company when the managing director doesn’t even have a LinkedIn account?

How to position social selling with your executive team

Return on investment (ROI) and criteria for success

Different types of metrics

Summary

References

08 How to use technology to your advantage

Research

Tools that schedule

Content curation

Content creation

Measuring influence and amplification

Summary

Reference

09 Digital maturity

Social media is all about trust

Social selling maturity

How to implement a social selling change programme

Building your business: A social strategy

Optimization

Social initiatives

Summary

Reference

10 The digital organization practitioner

Social media maturity

Social media is all about trust

Social selling maturity model

Implementing a social selling transformation plan

Optimization

Social transformation projects

Summary

11 Five steps to getting started

The Changemaker Method

Getting started

Step 1: Setting up shop

Step 2: Learning to listen – having conversations

Step 3: Building authority and influence

Step 4: Optimizing

Step 5: Enhancing collaboration

Summary

Conclusion

The future of personal branding

Talking with strangers

Growing your network

Changemakers

Influence marketing

How the marketing mix changes

Social maturity – ramping up quicker

Future technology

Close plans are dead

Social selling as a software suite

Summary

Epilogue

Boards must develop digital strategies

Digital transformation is about the people and the process

RevOps will grow in dominance

Continual improvement – people and process

Marketing will be front and centre to the business again

Brands are commodities

Digital will mean new measures and new governance

The terminology of business will change

The C-suite will become influencers

Every company is a media company

Each business needs to strive for digital dominance

Video will become the mainstay of content

Video streaming will become business-as-usual

Cookies and their use will force us to think differently about advertising

Your company must stand for something

The metaverse will become a thing

Marketers can no longer deny the existence of TikTok

Artificial intelligence won’t save us

The future of sales and marketing is human

Final word

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