The Art of Social Selling : Finding and Engaging Customers on Twitter, Facebook, Linkedin, and Other Social Networks


The Art of Social Selling : Finding and Engaging Customers on Twitter, Facebook, Linkedin, and Other Social Networks

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 267 p.
  • 言語 ENG,ENG
  • 商品コード 9780814433324
  • DDC分類 658.872

Full Description

Social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest are changing the way consumers make purchasing decisions . . . and tapping into these online communities has become a necessary part of any integrated sales strategy. Citing enlightening research and real-world examples, this smart, practical guide presents readers with a detailed methodology for growing sales and expanding their customer base using social media. Readers will learn how to: * Use content and conversations to build online relationships that transition to sales * Execute realistic sales strategies for each of the major social media platforms * Spot social media trends that may influence future buying behaviors * Sell online in B2B and B2C environments * Turn social shares (likes, favorites, +1s) into social sales * Set tangible goals * Use online tools and analytics to track social influencers and identify relevant conversations as they are happening Complete with a chapter dedicated to capturing mobile sales-a segment poised to explode as the adoption of smartphones and tablets grows-The Art of Social Selling is essential reading for every sales professional.

Table of Contents

Acknowledgments                                    ix
Introduction xi
Chapter 1 Fishing In Social Ponds
Using Social Media as a Prospecting 1 (3)
Tool for Online Sales
Tackling the Ever-Changing Sales Process 4 (1)
The Social Selling Mantra 5 (2)
Where to Go Fish 7 (3)
Social Selling Is a Team Sport 10 (2)
Chapter 2 The Social Triangle Of Online
Sales Success
Bringing Together Social Marketing, 12 (1)
Social Commerce, and Social Support
Meeting the Demands of the Social Customer 13 (5)
Capturing the Customer Experience 18 (4)
Taking Shape and Connecting All the Dots 22 (6)
Chapter 3 Speaking A New Language
The Ten Most Important Rules for Online 28 (2)
Social Interactions
Rule #1 Be Genuine 30 (2)
Rule #2 Listen, Listen, Listen 32 (1)
Rule #3 Be Responsive 33 (1)
Rule #4 Follow the Leader 34 (1)
Rule #5 Tailor the Conversation 34 (2)
Rule #6 Be Helpful 36 (1)
Rule #7 Identify the Enter and Exit Signs 37 (1)
Rule #8 Maintain the Separation of 38 (1)
Professional and Personal
Rule #9 Be Consistent 39 (1)
Rule #10 Admit When You're Wrong 40 (1)
Chapter 4 More Than Lead Scraping
The Benefits of Un-Selling in Social 41 (2)
Boosting Your Online Likeability 43 (1)
Lead Scraping or Lead Generation? 44 (2)
Moving Beyond Lead Scraping 46 (2)
The Truth About Un-Selling 48 (4)
Expanding Circles, Influence, and 52 (1)
Chapter 5 Tweets, Likes, Comments, And
Understanding the Value of Peer-to-Peer 53 (1)
Influence in Social Sales
Online Reviews: Word-of-Mouth Marketing 54 (7)
on Steroids
Likes, Favorites, Followers, and Other 61 (3)
Positive Social Indicators
Blogs, Forums (Groups), and Communities 64 (4)
Matter, Too
Chapter 6 Content, Engagement, And Building
A Relationship
Pulling the Social Customer Through the 68 (1)
Online Sales Funnel
Understanding the Changing Sales Funnel 69 (3)
Developing Buyer Personas for Your Social 72 (2)
Creating Content to Feed the Online Sales 74 (5)
Mapping Types of Content to the Social 79 (5)
Networks to Engage and Build
Relationships with Prospects
Chapter 7 Tools Of The Trade
Using Online Services and Applications 84 (1)
to Help You Find, Track, and Engage
Social Customers
Social Information That Matters 85 (5)
Finding Purpose with Social Tools 90 (2)
Monitoring Tools 92 (1)
Influence Trackers 93 (1)
Social Sharing Tools 94 (2)
Content Curator Tools 96 (1)
Applications for Creating Content 97 (2)
Social Influence Measurement Tools 99 (1)
Mobile Apps 100(2)
Chapter 8 Time Is Money
Building Social Selling into Your 102(1)
Identifying Current Time Conflicts 103(1)
Spending Your Time in Fishing Holes, Not 104(1)
Rabbit Holes
Conquering the Social Selling Conflict 105(2)
Setting Clear Objectives 107(1)
Designating Blocks of Time 108(1)
Prescheduling Posts 109(2)
Limiting Your Exposure 111(1)
Using Your Extended Resources 112(1)
Going Mobile 113(2)
Chapter 9 Free And Not Quite Free
Determining Your Budget 115(1)
Recognizing the Cost of "Free" and 115(1)
Investing in Your Success
Deciding How Much to Spend to Ramp Up 116(3)
Your Selling Game
Support Costs 119(2)
Program Costs 121(3)
Tools and Technology 124(1)
Resources 125(2)
Chapter 10 Developing Your Social Selling
The Components for a Realistic Social 127(1)
Media Sales Plan
A Strategy for You and Your Company 128(1)
Establishing Your Goals and Objectives 129(1)
Setting the Rules of Engagement 130(3)
Conducting Your Research 133(2)
Knowing Your Assets and Getting Organized 135(2)
Developing an Outreach Schedule 137(1)
Integrate Online and Offline Sales 138(2)
Efforts, then Repeat
Chapter 11 Linkedin
Turning Connections into Sales 140(1)
Expanding Beyond a Digital Resume 141(1)
Social Media First Impressions Start with 142(9)
Your Profile
Expanding Your Connections 151(5)
Paid Versus "Organic" Opportunities for 156(6)
Social Selling
Chapter 12 Twitter
Social Selling in 140 Characters or Less 162(1)
Influential Tweets 163(1)
Twitter Basics for Business 164(3)
The Advantages of Using Twitter for Your 167(6)
Equal Opportunities for B2C and B2B 173(3)
Best Practices and Tips 176(3)
Chapter 13 Facebook, Google+, And Online
Targeting Your Social Customer Base 179(1)
Using Your Personal Facebook Account 180(4)
Using a Company Facebook Page to Turn 184(6)
Fans into Customers
Google +: Turning Circles into 190(4)
Spreading Your Message on Blogs and 194(7)
Online Communities
Chapter 14 The Rise Of Visual Content And
Its Influence On Sales
YouTube, Pinterest, Infographics, and 201(1)
Visual Content That Helps Convey Your 202(4)
Incorporating Visual Content into Your 206(2)
Sales Process
Sharing Visual Content Using Apps 208(3)
Social Sharing Platforms Made for 211(1)
Promoting Visual Content
Putting Your Videos on YouTube 211(4)
Pinning Your Visual Content to Pinterest 215(5)
Sharing Top-Performing Presentations on 220(3)
Chapter 15 Social Selling Trends
Harnessing the Growth of Mobile Sales 223(1)
The Influence of Mobile Devices by the 224(1)
Mobile Commerce in Action 225(2)
Social Selling and Preparing for Mobile 227(4)
Chapter 16 Case Studies
Social Success Stories for B2C and B2B 231(1)
Caron's Beach House, a Specialty Online 231(4)
Retailer (B2C)
Bizo, a Marketing Services Firm (B2B) 235(3)
Shopify, an e-Commerce Platform for 238(5)
Online Retailers (B2B)
Notes 243(8)
Index 251(17)
About the Author 268(1)
Free Sampke Chapter from New Sales Simplified 269
Mike Weinberg