How to Win in

the Social
World
with Eric Haar
TOP 5 MISTAKES SOCIAL

• Self-promotion and/or company posts 24/7

• Connecting then immediately pitching your product

• Trying too hard to sound authentic

• Not listening, reacting to your customer online

• Not engaging in two-way conversations

Session
Goal
Voicing the practical importance of
your LinkedIn profile in the modern
sales process

Joe, Microsoft Relationship Sales &

Customer Engagement Advisor
Session
Agenda
1. Introduction

2. Personal & Professional Branding

3. Connectivity: Finding the Right People

4. Engagement: Sharing Valuable Content

5. MSFT Partner program

Introduction

Born in Background in
Pennsylvania, Communications
now based in & Sales
Amsterdam

Eric Haar
Social Selling Coach

Specializes in Passionate
professional about music,
brand traveling and
identification/ connecting
amplification
 Tricycle Europe

Scalability Native Speakers

Tricycle has a dedicated Cultural understanding goes
team of over 35 beyond language. 8 different
specialists in sales, languages in our team, for
training, coaching and relationships beyond words.
customer support.

Solution Delivery International Support

High touch coach/seller With our main office in
engagement via various in Amsterdam and a satellite
person and virtual sessions, location in Seattle, we are able
such as Social Selling Days, to deliver our service all around
1-1 coaching and team the world by using a follow the
sessions. sun model.
 Modern Challenges to Overcome
• Losing in the social space due to
lack of visibility, credibility, and
authenticity
• Lack of a clear social media plan,
which includes everyone in your
company
• Not fully leveraging modern
technology

• Constant innovation and the

need for agility
We believe the future will be shaped by how
• Owning Virtual Environments people use digital tools and social platforms to
adapt to the new normal.
 COVID, the New Way of Work, and
the Remote Delivery Reality

“Moderating supplier interviews is an integral

part of my role as Global Strategic Sourcing
Manager. Due to the diverse vendor geographies
- and most recently COVID lockdowns - the
interview process has moved entirely to the
online space. Regardless of credentials, pricing,
recommendations, clientele, etc., a well
executed presentation weighs heavily in the
decision-making process.”
- Nicole, Procurement Manager, Foot Locker Corp.

37% of all field sales transitioned to working via

video-conference/phone
A lot is changing…
SOCIAL
WORLD

REAL WORLD VIRTUAL

WORLD
 What is Social Selling?
”Social Selling is about leveraging your social network to find the right prospects,
build trusted relationships, and ultimately, achieve your business goals. We
leverage social media to find, connect and influence business decision makers.”
 Social Selling Goals
So what goals will help us accomplish our business objectives, and how can we measure them in a way that we
know we’re doing the right things?

• To add new customers

• The goal is to identify all of the right leads and accounts
• Increase contactability

• Building stronger relationships

• The goal is to maintain mindshare throughout the sales cycle
• Find ways to mitigate risk

• Ensuring efficient prospecting

• Leveraging warmest path into the key accounts
• Have the highest quality outreach
The Buyer’s
Journey INTUITION & INSTINCT
Employee Thought
Advocacy Leadership
Social Selling is a tactic designed
to identify where the buyers stand
and influence them earlier in the
buying cycle. AWARENESS RESEARCH
Establish sellers as
industry experts
INTUITION & INSTINCT

64%
through strong online
profiles and content-
based activities
of the journey is
ofcompleted
the journeybefore
is ever
DECISION CONSIDERATION
completed before
talking to aever
seller
talking to a seller
RATIONAL THINKING
Connectivity
Where traditional
Listening
selling currently
Reaching Out
influences buyers
89%
of business
decision makers
research online
6.8
people are
involved in B2B
purchase
decisions
Social Selling Index

Check your SSI here:

www.linkedin.com/sales/ssi
Social Selling Index
18/100
Laggards <30

Engaged 30+ 46/100

Leaders 70+ 74/100

Get
Socially Fit
1 Branding
2 Connectivity
3 Engagement
Personal &
Professional
Branding
“You are who Google, BING, Twitter, Instagram,
Facebook and LinkedIn say you are.”
Does your profile really say what your customers want to hear?
PROFILE & BACKGROUND PICTURE
Profile Headline
 Digital Branding

Self-reflection leads to a clear brand

Create your professional manifesto, your digital footprint.

A clear brand leads to trust

Trust is the basis of sustainable relationships

Unlock new business opportunities by prioritizing it.
“”Many consumers won't patronize a business
whose principal member has a poor reputation
online. Building online brand credibility only
works in tandem with your personal identity --
even more so for small businesses. You
should leverage content marketing to create a
strong, personal identity. In turn, your online
credibility also will get a boost.”
- Ajay Paghdal, YouthNoise
Profile
Checklist
01 Profile Picture 07 Experience
02 Background Image 08 Rich Media
03 Headline 09 Education & Qualification
04 Summary 10 Recommendations
05 Personalized URL 11 Following/Interests
06 Contact Data 12 Language
 “Be visible and add value”

Social Selling is only effective when it is practiced consistently

Connectivity
Easy
Networking –
LinkedIn
Mobile App
Easy
Networking
Let’s Connect!
 Connectivity

We are social animals. Together we achieve more.

Collaboration leads to faster growth.

Your network is your net worth.

Social CRM: connect to Business Decision Makers.
Start multi-threading to expand your outreach.
 Connectivity

Most new opportunities come from… connections you have

made in the last 6 months on LinkedIn!

6.8 Start tapping into other people’s networks to

People expand your outreach!
6.8 pe ople are now
inv olved in a B2B
buy ing decision

Ne e d to m ulti-
thre ad
Seller’s & Marketer’s Dilemma
In today’s tech-driven ecosystem the buyer’s journey has changed.

Your accounts, LinkedIn Relevant

leads & preferences network data news

SALES
NAVIGATOR
Actions 1 Connect with your colleagues
Your connectivity
2 Connect with business relations (past,
Who is your target present, future)
group?
3 Connect with anyone who engaged with
your content

4
Connect with Thought Leaders and your
Buyer Personas
 “Be visible and add value”
Social Selling is only effective when it is practiced consistently
Engagement
Sharing content is good...
…engagement is key
Lead them to your solution, versus leading with your solution
Let your profile tell the rest of the story
 Content mix
?? Personal
✓ Start with a conversation. Learn
from your audience and display your
thought leadership

✓ Mix formats: video, podcasts

& text ?? Company
✓ Always give an opinion in a Make it
post. about them
✓ Tag companies and people#

?? Third Party
Content mix
10% Personal
Tip: Besides facts and
expert knowledge,
communicate customer
experiences, success
stories, business
cases, Q&A, and 20% Company
company activities. Make it
about them
Make use of visual
media & relevant
keywords.

70% Third Party

 Top Tips to Beat LinkedIn’s Content Algorithm

1. Get five comments in the first 30-

minutes of your post
2. Thank commenters, and then
connect
3. Optimize posts for mobile
4. Use video and pictures
5. Use hashtags & tagging strategically

Give the LinkedIn algorithm what it likes and take it to the next level with great engagement in the comments
Learnings:

Begin 1 Customer-Centric Profile

your social 2 Connectivity

training 3 Visibility: Sharing &
routine Engagement
Your First
Workout: • Change your LinkedIn Headline into a
Customer-centric tagline? Brand
yourself!

• Create your LinkedIn ‘About’ section to

help explain more about what you can
do for the customer - and tell a bit of
your story

• Execute some LinkedIn (or Sales

Navigator searches) to help find new
leads or buying committee members
within key accounts

• Share 2-3 articles weekly with your

A Winning • Don’t collect connections, build
Social Strategy: engagements

• Move from a ‘transactional relationship’

mindset to an interactive one

• Show less business intent and more

thought leadership

• Strive to become a trusted advisor and

opportunities will come to you

• Be in the game for the long term

Digital Selling
Academy
Microsoft
Partners
FY21
Sales program
Sales Coaching Program
5-6 week extensive online coaching, by Social Selling experts, focusing on the 3 main Digital Themes: Branding,
Connectivity & Engagement. Coaching in English, Spanish, Portuguese, Italian, German and Dutch

Customer Centric Profiles– Group Session 45min Investment

→ Personal & Professional Branding with LinkedIn Profile Optimization
$ 2475
Digital Connectivity – Group Session 45min
→ Expand your digital outreach through Lead Generation & Network Optimization

Listening & Sharing– Group Session 45min

→ Content Creation & Sharing Strategy

Personal Coaching Strategy – 1:1 Session 45min

→ Topic to be determined based on the need of participants
 Pro
Sales

Advanced
Marketing, HR, CxO

Basics
every employee
Q&A
 Get
Getin
intouch
touch

ERIC HAAR
Social Selling Coach - Tricycle Europe
[email protected]
 Get in touch
Thank you!
Over 100 companies have chosen Tricycle Europe to transform their
sales teams from acting social to being social. Curious about what we
can do for your business?

Tricycle Europe T. 020 – 820 21 00

Rustenburgerstraat 10 E. [email protected]
1074 ET Amsterdam