Personal brand diagnosis 5: Digital Selling Index

Within the diagnostic phase, we start with Alex Lopez the digital series, this time analyzing the powerful Digital Selling Index tool.

Until now, previous chapters of offline diagnosis have addressed the external feedback, with long boring Noemí Vico. In internal feedback, This is tool D.I.S.C. with long boring Virginia Guisasola, yes, testing of 16 Personalities with long boring Helena Casas, and Crystal test with long boring Nilton Navarro.

If you have little time, here's a video summary (by the way, recorded before confinement by covid19):

The context

Business, brands and people offer very different levels of confidence in the market. Both companies and brands respond to the idea of "imagined realities" according to Yuval Noah Harari, professor of history at the University of Jerusalem.

In other words, companies and brands do not exist, are realities imagined by humans to organize ourselves better, to create hierarchies, processes and, the most important, value chains.

For a long time, those brands and companies communicated with their consumers in a monologue format, with non-personalized messages, unhumanized. That has made our trust in each other, and especially our confidence in their messages, down to a 33% according to the Nielsen Online Customer Survey 2016.

Instead, the same source states that we rely on a 90% in recommendations from people like us. This context favors that enterprise-client relationships must be moved to the person-to-person level to succeed in an environment such as the current liquid economy, mistrust in the political class, volatility, Uncertainty, complexity and ambiguity.

The opportunity

If trust is passed on from person to person, we should also keep in mind that not all professionals convey confidence with the same intensity.

According to the prestigious annual barometer Edelman Trust, the technical experts and regular employees convey more confidence than CEOs and steering committees. There are exceptions, of course, but the differences remain noticeable.

The opportunity providing this framework is double. On the one hand, improving the role as spokespersons for company executives. On the other, put commercials and technical experts more in direct contact with consumers.

What is the Digital Selling Index?

As the writer says Tom Peters (who coined more than 20 years the term "Personal Branding"), we all sell, All the time. And I would add: and anywhere.

The sale was reserved for sellers, but now social media opens up the possibility that anyone can generate value across the network and make it easier to sell.

The Digital Selling Index created by Alex Lopez is a diagnosis of our ability to sell in the digital environment. In a nutshell and with seven variables, shows us the current state of our connector and selling skills.

Why do we need to know him?

If we all sell, the network is as good an ecosystem as any. Knowing our digital business potential is simple and free with the test digitalselling.es.

Another thing is how to improve each of the seven elements that are measured in the test. Alex has included on his site several pills on each of the seven elements, And this will be of great help to you.

My personal theory is that personal brand is the result of the first six elements: Digitization, Prospecting, active listening, content publishing, measurement of actions and follow-up, positive approach.

Analyze your results

What you get once you've finished the test is an index, ranging from zero to ten, and that indicates your commercial capacity on the Internet. The number is followed by the date you take the test and the average grade of the participants on that date.

Digital Selling Index by Guillem Recolons 02_20

In my case, I have the challenge of growing up 1,22 points. The key is what areas should I maintain my strategy and in which areas should I strengthen it?

What matters is what comes next, chart with the seven variables. I find the comparison with the average grade of the participants very interesting, because that's where you really read your digital strengths and weaknesses.

Graphic Digital selling Index Guillem Recolons

My chart shows strengths in virtually every area, but a very clear need for improvement in "active listening". On the same website I already recommend some video pills to get started, which is a big plus.

Let's see, one by one, each of the elements of the Digital Selling Index.

Digitization

This element measures the extent to which the digital transformation we have lived from 2005 it's a relevant element to your work. Questions refer to your facet as a digital seller:

  • For a while now I've been updating, But I'm still missing.
  • I'm pretty analog, I don't consider myself digital.
  • Of course I'm digital, I have Linkedin.
  • I could say I'm an advanced digital professional.
  • I'm aware it's important, but it's still not my main focus.

If you're a more analog than digital person, I advise you to read the books "Digital customer, digital seller" by Alex Lopez himself (Codex, 2017) Y "El mundo cambia, ¿y tú?" from Eva Collado (Alienta, 2019) to understand the advantages of digitization and to know from the hand of experts the main strategies and tools to keep up.

Prospecting

Here you measure your ability to generate a search strategy potential customers. Here the test directs you 4 questions with four answer choices in each:

  • What sources do you use to prospect new customers?
  • Do you use social media referrals for prospecting new customers?
  • Use # to search for specific information on social media?
  • Do you use prospecting tools on social media?

This part is closely linked to the area of "key partners" from our business model canvas. It is clear that the best way to reach a customer is through a referent. It also uses the #Hashtag as a new prospecting tool, in this case of content. An expert in this area is Vivian Francos, which I advise you to follow. As a book I recommend "Tu modelo de negocio" by Alex Ostewalder, Yves Pigneur, Tim Clarke (Wiley John + Sons, 2012), where they will help you with case studies to understand best practices to put those key partners in action.

Active listening

Active listening measures the level of knowledge and use of the platforms that manage tracking, Monitoring, passively from our customers (beyond Google). The questions in the test are:

  • What do you do to get to know new customers better?
  • Do you use a system to monitor customers before you know them?
  • Do you know the organization chart of potential decision makers before meetings?
  • Do you have tools in the company to store and manage information about customers and potentials?

In this case, you need tools to monitor customer content, on the one hand, discuss their web sites before formalizing a meeting with them, and get to know tools. Here the CRM are of great value, and also the funnels.

A powerful tool for organizations is Radio 6 (Salesforce Group), another is Sales Navigator (Linkedin). If you're freelance, an interesting and free tool is Google Alerts, where you can keep up to date with news about people, brands, Business...

Publishing content

This section measures your level of contribution of value to the network. I often say that if they do not contribute, you don't matter. The way to differentiate yourself from 95% people who are merely observers or consumers of content is providing material of value, either own or others. Here are the questions:

  • Do you write your own content on Linkedin?
  • When it comes to contacting new customers, do you use social media?
  • Once contacted, how do you maintain the relationship?
  • Do you identify social media opportunities before contacting new customers?

Here I advise you the free book "Marketing de atracción 2.0" by Oscar del Santo (Bubok), and follow closely Hubspot, the discoverers of the Inbound Marketing.

This Hubspot chart explains how to manage this part:

Inbound content cycle

Measurement of actions and monitoring

The famous KPI's. If we do not measure the results of the actions we carry out in the network, we will not know how effectively.

The questions here are:

  • What actions do you think help build trust with new customers?
  • Do you analyze who sees your posts and how you can improve your results?
  • Do you measure the results of your posts?
  • Following your contacts' job changes on LinkedIn?

On the Internet many things work with the classic system of trial and error. Even the best digital specialists recognize that you have to try various texts in a Google ad to find the one that generates the best lead generator. Sales Navigator offers invaluable help to companies to measure results and opportunities on Linkedin. But with a personal account, we can also know which companies have been looking for us, which have seen our contents, what company profiles have seen them and from what places.

Positive approach

This section measures how effectively you connect your prospects.

Of course, there are ways, and depend on each social network. It is clear that a message of value and personalized is half a guarantee of success. But there are certain relationships that require time, with a good wine. And in that case, my recommendation is based on interacting with that person generating value until that is considered a "relationship" mature enough to reach the contact request.

I advise you to get to this pill of the digital humanist Joan Clotet that strengthens this area well: Ten features that a good commercial should have.

Personal brand

This section could be a summary of the above. In other words,, if the previous six are ok, your personal brand is well worked and projected.

However, Alex proposes six powerful questions with four possible answers each:

  • What appears when you google your name on Google?
  • What would a customer find if he looked for you on Linkedin?
  • What would you highlight from your Linkedin profile?
  • How many contacts do you have on LinkedIn?
  • Do you think it's important to customize invitations on LinkedIn?
  • What is your level of Social Selling index on Linkedin?

They refer to the strength of our Personal Branding in the digital environment. You can leave a powerful personal brand, but maybe the digital ecosystem will resist you. Here, if you need help, I can help you.

Thank you Alex for giving us this diagnostic tool, that we can perfectly turn into an action plan.

Stock Photos from Sasun Bughdaryan / Shutterstock

What's new IN TEDx Eixample

There's something new in TEDx Eixample, organization of which I am “speaker curator”.

We know that we have a complex moment that forces us all to extreme hygiene measures and social estrangement. That's why we've decided postpone TEDxEixample planned for the 22 May 2020 at 13 November of 2020.

TEDx Eixample 2020 13 November

We've been very lucky., because we keep the same sign of speakers. Have a nice week!!

 

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

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About me Alex Lopez Lopez

In the Top 10 World Influencers at Social Selling 2019. Remember that on social networks you have the same m2 as a multinational. Author of the book "Digital customer, Digital seller" and the Digital Selling Index.

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See all my publications
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