Julio Viskovich (@JulioVisko) is a digital strategy, online video and social selling consultant. He helps develop campaigns and strategies to empower human to human customer engagement, improve customer experience, and grow the lifetime value of each of your customers by turning them into lifelong advocates. Julio has worked with a number of Fortune 500 brands to develop, implement, and build local, national, and global social selling programs, and social communications strategies. Author of Sellarketing – a tweetable book about social selling. He blogs on Marketo, HootSuite, Social Media Today, Nimble, and B2B Community.
In this episode, Mitchell and Michael discuss with #thoughtleader Julio Viskovich about “sellarketing” and how companies can effectively integrate social media tools into their sales process. The show takes on a new interview format in which questions or topics to be elaborated by the guest are based on his quotes pulled from his book on the Aha Amplifier (http://app.thinkaha.com). Julio’s book on ‘sellarketing’ is among the first batch of App books published by THiNKaha (http://www.thinkaha.com). Through the show, Julio had the opportunity to provide further insights on subjects touched in his App book, including the integration of social media in the sales process, the marriage between sales and marketing (thus the term ‘sellarketing’ and the importance of leveraging relationships with people within your sphere of influence.
Julio defines a #thoughtleader as someone who is at the forefront of a term, topic or industry. A #thoughtleader is someone who shares information and educates people and does not stop there as he pushes himself to learn more and to develop and establish their industry even further. For the first Aha quote, Mitchell clicks on the ‘surprise me’ button on the Aha amplifier and the quote is revealed: “It’s important to note that social selling is an additive to the sales process, not a full-scale change.” Julio notes that this quote resonates to companies that are hesitant to bring in social media within the sales process because they think it is an ‘either-or’ situation.
The next quote- “The sphere of influence concept allow sales people to map the best way of leveraging existing relationships” is explained by Julio as something that allows sales people to magnify their ability to reach the future advocate instead of making cold calls or sending 10 or 20 emails. And this is why the advocate part is a very important element in the Thought Leadership Funnel (http://www.thinkaha.com/thoughtleadershipfunnel). At this point, Mitchell asks Julio about how marketing and sales are different in the context of sellarketing. Julio says, marketing and sales are increasingly crossing over each other’s roles and the lines are blurred as far as function is concerned.
The next quote elaborates on the roles marketing and sales play in the social space: “You must deliver specialized content to the buyer to help inch them towards purchasing your product.” Julio says it is definitely up to marketing to help sales provide the right content to the buyer at the right time. And, Julio adds while explaining the next quote (In Sellarketing, you have the perfect marriage between the sales and the marketing department), that it is marketing’s job to push sales to shift priorities by analyzing trends on social media.
The last quote touches on what Julio says is a social media tool most companies and individuals have not maximized to the fullest: “Mastering social selling and connecting with sales prospects and recruiters depends on your advanced use of LinkedIn.” Julio would like to discuss more about micro-marketing and why people should think of themselves as their own marketing team but, due to lack of time, this subject will have to wait until his next hangout with Mitchell and Michael.
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Here are a couple of aha moments from the episode. See more in the “Aha Moments from Thought Leader Life” books available in the THiNKaha App:http://AhaAmplifier.com/.
• You need to think more of yourself as the CEO of ‘Me, Inc.’ @juliovisko
• On LinkedIn, look at endorsements as your ‘yelp’ score. @happyabout
• CEOs getting on social is absolutely vital because people see the face of the company and employees are able to interact with management. @juliovisko
• Nobody deals with a generalist anymore. You have to bring more value to the table now with the invention of the Internet and the availability of information. @juliovisko
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