Transcript History of JK Moving Services

Power Up Sales with Social Media
Knowledge Lab 1:30-2:30 pm
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Today’s Presenter
Rebecca Chanin, Director of Marketing
JK Moving Services, Sterling, Virginia, U.S.
linkedin.com/in/rebeccachanin
linkedin.com/company/jk-moving-services
@RebaChan
@JKMoving
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A Little About Me
 25 year career in marketing
 Strengths
• Digital: search, online display, social media
• Traditional: offline media/creative (TV, radio, print)
• Branding: messaging, visual identity
 When I’m not working
• Cooking, travel, reading, spending time with family, eating
cheese
• Too much time on social media
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A Little About JK Moving Services
 Established 1981
 Third largest independent moving company in North America
 Residential, commercial, corporate, government customers
 Global and domestic moving, storage, corporate relocation,
logistics
 Headquartered in the metropolitan Washington, D.C. area
 Fleet of 350+ pieces of equipment; 15,000+ moves annually
 650 trained, vetted moving professionals
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Today’s Topic – Social Selling
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But First, A Few Statistics

77% of business-to-business buyers don’t talk to a salesperson until they’ve done independent
research (Corporate Executive Board)

IBM survey of 1,000 global buyers: 1/3 are using social media to engage with suppliers

72% of salespeople using social selling outperformed their peers and exceeded quota 23% more
often (Aberdeen Group)

2.5% = average cold calling appointment rate (Keller Research Center, Baylor University)

84% of prospects will respond to cold-calls or emails when you leverage connections (Kenan-Flagler
school of Business, University of Carolina)

LinkedIn stats:
•
Total user base: 300,000,000 worldwide
•
Continued explosive growth: approximately one million new members every 12 days
•
48% spend more than two hours a week on LinkedIn
•
40% of users check LinkedIn daily
•
65% of users are outside the U.S.
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Social Selling – What Is It & Why do It?
 Using social media to interact with prospects and customers
 Find, connect with, gain insights, nurture prospects and customers
 Grow your business
 Provide value via thoughtful/relevant content
 Build your personal brand
 Platform: most typically, LinkedIn. Depending on your business,
product, audience, and message, perhaps Facebook, Twitter,
Instagram, etc.
Today, we will focus on LinkedIn.
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Get Started - Build your LinkedIn profile
 Professional head shot
 “Headline” with more than just your title and company name
 Relevant contact information and web links: company website, blog
 Executive summary about yourself
 Customize the link to your profile page
 Current and past positions with short, descriptive text
 Note at least five skills
 Education, awards, volunteer work, videos, presentations, etc.
 Three recommendations from your network (not all coworkers)
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Connections – Building Your Network
 Is bigger, better?
 How many connections should you have
 Who to ask to be a connection
 How should you ask
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Social Selling – How To Do It
 Define your target audience or key influencers
 Engage with the audience:
• Post content of interest: blog posts, articles, videos
• Ask your network questions relevant to their work
• Discuss what you learned at a conference or
networking event
 Goal: at least one post every business day
 Best times to post: early or late in the work day
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LinkedIn Groups
 Five types of LinkedIn Groups
1. Industry Groups – Education, connect with peers, competitive
intel
2. Vertical Groups – Industries you’re targeting for sales
3. Local Groups – Connect with communities where you want to
build business
4. Professional Groups – Hone your skills
5. Parallel Groups – Share the same target audience that you are
pursuing but in a different industry
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I Joined Some Groups – Now What?
 Contribute – Content is King
• Join discussions when you can add value
• Post your own questions to the Group
• Add value and educate
• Share links to helpful blog posts, articles, white
papers, video
• Be helpful, NOT sales-y
• Be a trusted advisor
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Prospecting
 Search for new prospects
 Save your searches – LinkedIn notifies you of
new members that fit your criteria
 Use your network for intel and/or to make
introductions
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Preparing
 Go into meetings smarter
 Educate yourself about your prospect, their
company, news in their industry
 If the prospect (or company) uses Twitter, it may
be noted on their profile
• Twitter feeds can be a wealth of info
 Go back to your Groups and brush up
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Recap
 Invest time to create a robust LinkedIn profile page
 Connect with courtesy
 Define your audience, seek them out, and cater to them
 Post thoughtful content often
 Join relevant Groups and contribute to the conversations
 Use LinkedIn Search and save your searches for
prospecting
 Conduct LinkedIn research to prepare for meetings
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