Chapter 4

By integrating social selling with their CRM system, organizations and salespeople are better able to track how consumer response to new content leads to new sales opportunities. T OR F

TRUE

KPIs are measurable, reliable metrics and milestones that demonstrate how effectively a company is achieving key business objectives. T OR F

TRUE

________ (or customer success stories) are content that showcase the positive experiences of customers as the result of using a firm's products or services.

Testimonials

In terms of crafting effective customer success stories, experts suggest it is best if sellers look to base their content around customers who

come from recognizable firms. have achieved quantifiable results. None of these answers are correct. All of these answers are correct.Correct are knowledgeable.

As part of her strategy of socially surrounding her customers, Laila wants to target a specific customer's sphere of influence. That customer is Jason Riggs, the lead materials buyer for a multinational corporation that designs and manufactures men's sportswear. All of the following belong to Jason's sphere of influence EXCEPT:

- Jason's former employees who now work for different companies -The managers of the boutiques who sell Jason's line of sportswear CORRECT - the LinkedIn members who are directly connected to Jason - the members of Jason's buying team, who report to him directly - Jason's manager, who is the chief operations officer

________ are sometimes referred to as case studies or testimonials.

Customer success stories

represents the fusion of social media and customer relationship management.

Social CRM

Content curation involves a variety of activities, such as

- searching YouTube for videos about a relevant business trend. - All of these answers are correct. - cataloging digital sales material. - writing a series of blog posts about your service. - snapchatting with prospects.

One recent study suggests social sellers realize around a ________ percent higher likelihood of quota attainment compared to those using traditional prospecting techniques.

65

________ typically detail what is so great about a seller's product or service and how the solution benefited the customer provide valuable social proof.

Customer success stories

A widely circulated guideline in digital marketing circles is the 3:2:1 rule for social media sharing. T OR F

FALSE

Some estimates suggest that today's buyers complete around 80 percent of their purchase-decision journey before initiating contact with a salesperson. T OR F

FALSE: The actual figure cited in the text was 57%.

A salesperson's Social Selling Index (SSI) score from LinkedIn would be an example of a lagging indicator.

FALSE; SSI is a leading indicator. It is process-oriented.

LinkedIn's SSI metric measures the extent to which online customer interactions with sales personnel or content lead to a phone conversation or face-to-face meeting. T OR F

FALSE; Social to meeting metrics capture the extent to which social interactions result in face-to-face selling opportunities.

A gray paper is an authoritative document intended to fully inform the reader on a particular topic. T OR F

FALSE; White paper

________ are often easy to measure but tend to be difficult to quickly or directly improve or influence.

Lagging indicators

________ indicators are performance measures that are hard to measure but relatively easy to influence.

Leading

Malik is a sales rep for Coupon Mailers, Inc., which creates coupons for local businesses, packages about 50 coupons into one envelope, and then mails those coupons to local homes and offices. As Malik tries to sell the company's services to local businesses, he relies on social proof that the coupons greatly increase a company's sales. Which of the following is an example of social proof that Coupon Mailers' services work?

Malik has a list of glowing compliments and recommendations from clients who rave about the increased sales they experienced after purchasing Coupon Mailers' coupon services.

The primary aim of sales enablement is to provide salespeople with access to timely and relevant information they can use to engage buyers throughout all stages of the sales cycle. T OR F

TRUE; Sales enablement is the process of providing salespeople with the information, content, and tools that help them sell more effectively.

Well curated content on behalf of a selling organization helps B2B buyers address "information overload." T OR F

TRUE;Sellers that present relevant content in a timely manner help buyers to reduce information overload.

Claire is a junior sales rep who sells imported foods to grocery stores and specialty shops. Her manager asks her to develop a social media profile and presence that will enhance buyer perceptions of her credibility. All of the following are good pieces of advice for Claire to follow EXCEPT:

Use words and phrases that will grab the attention of job recruiters.

As part of his job selling leather to the makers of shoes, handbags, jackets, and other luxury items, Jayden is constantly compiling information that will be useful to his customers. He shares white papers, news articles, industry reports, product spec sheets, and customer success stories. He also conducts webinars to keep his customers informed of developments in the industry. We can say that Jayden is strongly involved in

content curation.

Nearly three-quarters of Americans say they are awash with information, an experience author Clay Shirky refers to as

filter failure.

For salespeople just starting their social-selling journey, one way to make a social profile more buyer-centric is to examine the social media profiles of several buyers to identify ________ they use in describing themselves.

keywords All of these answers are correct.Correct business trends credentials benchmarks

Social selling metrics like the amount of content shared by a seller or the level of customer engagement (views, likes, comments) per post would be examples of ________ indicators.

leading

Social ________ is the continuous scanning of social media channels for customer feedback.

listening

By offering information that enables buyers to easily evaluate different options, ________ enable social sellers to provide added value to prospective clients.

product comparison sheets

A ________ is a set of information and precisely organized data about a product, such as a product description, a detailed list of components, and how to use, maintain, and safely dispose of the product.

product specification sheet

Social ________ refers to independent, third-party verification that a salesperson or organization can be counted on to deliver on their promises.

proof

Zoe, a sales rep for a vitamin company, wants to determine whether her social-selling efforts are effective at the earliest stages. All of the following are examples of leading indicators that she should track, EXCEPT for:

revenue generated from her social-selling activities

A key benefit of ________ is the ability for companies to interact with customers across multiple social and interpersonal channels.

social CRM

The text refers to ________ as the modern way for sales professionals to initiate and develop meaningful relationships with potential customers.

social selling

A target customer's ________ is a term that refers to individuals or groups within one degree of separation from the sales prospect.

sphere of influence

The 5:3:2 rule for digital marketing relates to the

types of content that social sellers should share.