PS&N Exam 1 (Chapter 4)

The law of ________ suggests that when you do something thoughtful for others, that favor is often returned to you in kind

reciprocity

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

True

A ________ is an authoritative document that combines expert knowledge and research into a document that argues for a specific solution or recommendation

white paper

Content curation involves a variety of activities, such as

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

________ represents the fusion of social media and customer relationship management

Social CRM

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 -Benchmarks -Credentials -Business Trends

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 -are knowledgeable -have achieved quantifiable results

One commonly cited industry report suggests that B2B customers are, on average, nearly ________ percent of the way through the purchase process before they ever engage with a sales professional

60

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

65

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

? True

________ 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. Group starts

False

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

False

Social selling is comprised of various random acts of social sharing, broadcasting promotional material across multiple networks, or cold-mailing content to prospects without any context or value

False

Some estimates suggest that today's buyers complete around 80 percent of their purchase-decision journey before initiating contact with a salesperson

False, 57%

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

False, leading indicator*

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

False, white paper*

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

Leading

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

Listening

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

________ (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

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

True

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

True

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

Number of leads or referrals from social selling and the contract value of deals generated from social selling are examples of

lagging indicators

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

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

Social selling augments existing sales approaches by reaching and engaging customers online, using their preferred

social media channels

The ________ is a performance metric that measures the extent to which online customer interactions with sales personnel or social content leads to a phone conversation or face-to-face meeting

social-to-real-life conversion rate

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

According to social selling expert Jamie Shanks, socially ________ a buyer is the activity of finding the buyer, organizing relevant information about the buyer, and then taking a sales action

surrounding

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:

the managers of the boutiques who sell Jason's line of sportswear

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

types of content that social sellers should share