Social Selling for Recruiters & Sourcing on Facebook
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This document summarizes a social media briefing from Johnny Campbell on smart social selling for recruiters. The briefing covers searching for prospects on Facebook, engaging prospects on social media, conducting discovery calls to understand prospects' motivations, and using behavioral science techniques like offering three pricing options to influence customers. Campbell emphasizes using multiple contact methods like phone, email, and LinkedIn to engage cold prospects. He also recommends recruiters perform a "premortem" to identify potential risks for deals and outline plans to prevent deals from falling through. The briefing promotes Campbell's "Black Belt in Social Selling" program for improving lead generation and driving more revenue through social media and digital outreach.
Social Selling for Recruiters & Sourcing on Facebook
- 1. NRF Social Media Briefing With thanks to our sponsors Contracting PLUS
- 2. Johnny Campbell Founder & CEO, Social Talent linkedin.com/in/johnnycampbell @socialtalent @johnnycampbell Work Smart & Live Happier :-)
- 3. 1. Searching & Engaging on Facebook 2. Smart Social Selling for Recruiters
- 6. • Not everyone puts their job title on Facebook • Users are more likely to like pages and join groups • If they’re a member of a group, they're probably worth talking to Thinking Like a Facebook User
- 9. Facebook Email Hack • Want a quick way to contact people you find on Facebook, without resorting to Facebook Messenger? Try this hack!
- 18. Smart Social Selling for Recruiters
- 19. 1. Why Social Selling 2. Smart Prospecting 3. Smart Engagement 4. Smart Discovery 5. Smart Pricing
- 20. The Evolution of Business Development
- 21. The Evolution of Business Development
- 22. The Evolution of Business Development
- 23. 95% of cold calls are ignoredof voice-mails are not listened to
- 24. 1% of cold sales emails get responses
- 25. of all work time is wasted by poor prospecting 50%
- 26. But… • Cold approaches to prospects through a referral are 4X more likely to convert • Efficient and strategic prospecting can improve productivity by 200% • Cold email approaches with social selling have an average response rate of 65%
- 27. • By utilising the power of social media, harness your personal network to become top-of-mind • Share valuable insights with a wide range of customers using social networks • Build a reputation online that customers and prospects trust • Social Selling reduces the cost of sale, and maximises sale value The Purpose of Social Selling
- 29. Identifying Our Target Customers • When searching for those who are the right people to pitch to, it’s important to define their persona: 1. What Company? 2. Who in that Company? 3. How do I Qualify them?
- 32. • It’s essential we get our first approach right • You’re up against so many competing pitches that fail 99% of the time The Essentials of Cold Approaches
- 33. What is Your Expectation? • YOU ARE NOT GETTING A RESPONSE FIRST TIME! Get used to it. • However, there are some ways you can improve your likelihood of a response: ✓ Right timing ✓ Use multiple contact vectors ✓ Subject and Message optimisation ✓ Call to action ✓ Email Tracking tools
- 34. • You can phone prospects, email them, InMail, tweet etc. • Using just one will result in failure. • You need to mix it up! • Your prospect will prefer email, but you can’t hide behind email too • Combination of calling and emailing within a short period is most effective Contact Vectors
- 35. 8 It will take approaches to land an appointment
- 38. 8is persistent
- 39. ✓ Phone ✓ Email ✓ LinkedIn InMail ✓ Social Media interaction (LinkedIn comment, Tweet, FB Message) • You should use 4 of them at least twice each Contact Vectors
- 41. • You should never start an assignment without a discovery call! • Why? You cannot solve your prospect’s problem without understanding their Why. Filling the job is What they want you to do, Sourcing or Advertising is How you will do it but you need to know Why before you can go to market. • Always sell to Why. Don’t sell What or How. Discovery is King!
- 42. WWWH: • Why? • When? • Who? • How? Establishing WWWH Formerly BANT (Budget, Authority, Need, Timing)
- 43. Establishing WHY? • Traditionally, we start with What, How and then Why • What do we sell • How does it work • Why does the customer need it • Reversing this questioning is much more compelling
- 44. Establishing WHY? • This requires Discovery, the key to understanding their Why - you can’t sell without it! • How do you quickly get to the customer’s Why? • Uncovering it through layered questioning is key • Every time you present a candidate or come back with a solution offering, it is presented in terms of your customer’s Why not your What or How!
- 45. 5. Smart Pricing
- 46. Why you should always offer 3 options 16% 0% 84% 68% 0% 32% Source: Dan Ariely, Predictably Irrational
- 47. Why you should always offer 3 options Chateau Campbell Vin du Lyon V Cabernet Marseille $4.15 $5.60 $5.85 Vin du Lyon V $5.60
- 48. Why you should always offer 3 options • We don’t like extreme options. • “The Goldilocks Effect”/ Decoy Pricing • The most expensive offering should be disproportionately more expense vs the marginal difference in features/ service/ offering • The least expensive offering should be a disproportionately weak offering vs price difference • >3 options confuses the customer (paradox of choice)
- 49. Retained, 50% upfront, no guarantee 33% Upfront, 3 month guarantee 20% Upfront, 6 month guarantee 27% 29% 35% 33% Upfront, 3 month guarantee 29%
- 50. One last thing…the Premortem How likely is it that this deal will go through? • Prospective Hindsight—imagining that an event has already occurred - increases the ability to correctly identify reasons for future outcomes by 30% The deal didn’t happen. Why do think it didn’t happen? Source: Performing a Project Premortem, Gary Klein, HBR, 2007 Task: • Conduct a Premortem on your most important prospects. • Write down all of the reasons why the deal failed • Outline a plan to make sure you’re not doing a postmortem!
- 51. The Black Belt in Social Selling is a comprehensive programme designed to improve lead generation and drive more revenue for your business using social media, digital technology and behavioural science. Lead your competitors, Improve lead generation, Drive revenue, Propel your sales activities to the next level Black Belt In Social Selling Go to socialtalent.net for a free trial What will you learn? Discover ways in which you can subtly shift the buyer towards recognising a mutually beneficial relationship that will grow the deal size, and term. Learn how to find the direct contact details of your target customers, and bring data into the mix to ensure your message gets to them at the right time and with the right message How you engage with social media, become an influencer to your network, and network online. From using LinkedIn like a pro, to creating original influencer content, to using Twitter and Facebook to further your reach. How to search for prospects, qualify them and find direct contact details for your target customers. Shape your personal brand online, and network with prospects and industry movers to influence buyers and motivators and keep your brand and products top of mind.