Chapter 4 & 5

 Social selling: The art of developing, nurturing, and leveraging relationships online to sell
products or services.
 Social proof: Independent, third-party verification that a salesperson or an organization can be
counted on to deliver what they have promised.
 Law of reciprocity: Social psychology theory that when you do something thoughtful for others,
that kindness is often returned to you in kind.
 Social listening: The monitoring of a brand’s social media channels for customer feedback or
discussion regarding specific keyword, topics, competitors, or industries, followed by analysis to
gain insights and act on opportunities.
 Social CRM: The fusion of social media and customer relationship management, combining
social networks, communication technology, communities, strategy, customer value, and
relationships.
 Sphere of influence: Individuals or groups within one degree of separation from the sales
prospect.
 Content curation: The process of continually finding, grouping, and sharing across social
networks the most relevant content on a specific issue.
 Sales enablement: The process of providing salespeople with the information, content, and
tools that help them sell more effectively.
 5:3:2 rule: Guideline for social media sharing that suggests content should be 50% curated from
relevant third-party sources, 30% content you’ve created relevant to the brand and audience,
and 20% fun, inspirational, or human-interest content.
 Product specification (spec) sheet: A set of information and precisely organized data about a
product.
 Product comparison sheet: A product specification sheet that offers a side-by-side evaluation of
the features or performance of alternative products.
 Customer success stories (case studies or testimonials): Content that showcases one
customer’s experience as an example of the firm’s products or services.
 Webinar (web-based seminar): A presentation, lecture, workshop, or seminar that is
transmitted over the Web using video-conferencing software.
 Key performance indicators (KPIs): Measurable, reliable metrics and milestones that
demonstrate how effectively a company is achieving key business objectives.
 Lagging indicators: Performance measures that are “outcome”-oriented; often easy to measure,
but tend to be difficult to quickly or directly improve or influence.
 Leading indicators: Performance measures that are typically “process”-oriented; hard to
measure but relatively easy to influence.
 Social Selling Index (SSI): A score that measures, based on four social-selling criteria, how a
personal brand ranks in people’s minds.
 Social-to-real-life conversions: The extent to which online customer interactions with sales
personnel or content lead to a phone conversation or face-to-face meeting.
 Sales presentation: The delivery of product information relevant to solving the customer’s
needs.
 Persuasion: A communication process by which you motivate someone else to voluntarily do
something you would like them to do.
 Memorized sales presentation: Sales presentation in which the salesperson presents the same
selling points in the same order to all customers; typically involves the salesperson talking 90
percent of the time and listening around 10 percent.
 Formula sales presentation: Sales presentation in which the salesperson follows a somewhat
less structured, prepared outline, allowing more flexibility and opportunity to gather customer
feedback; typically involves the salesperson talking 60–70 percent of the time and listening 30–
40 percent.
 Customer-value proposition: A statement of how the sales offering will add value for the buyer
and/or the buyer’s organization.
 Features: Factual statements about the characteristics of a product.
 Benefits: The added value that a feature provides for the customer.
 Product demonstration: Sales presentation that shows the customer how the product works.
 Data visualization: The presentation of data in a graphical format using visual elements like
charts, graphs, timelines, and maps.
 Role play: Acting out conversations, attitudes, and actions, in a make-believe situation, in an
effort to understand a differing point of view.
 Intercultural communication competence: The effectiveness of skills, attitudes, and traits for
building successful cross-cultural interaction.
 Cultural awareness: The ability to stand back from ourselves and become aware of our cultural
values, beliefs, and perceptions.
 Cultural sensitivity: The ability to understand the value of different cultures and be sensitive to
the verbal and nonverbal cues of people from other cultures.
 Cultural adroitness: The ability to reach communication goals while interacting with people
from other cultures.
 Nonverbal communication: Behaviors such as eye contact, posture, and facial expressions by
which people communicate in ways other than words.
 Virtual presentations: Online presentations in which the host and audience attend the
presentation remotely.
 Team selling: A sales approach in which a salesperson works with experts from across the firm
to support new-customer acquisition and ongoing customer relationship management.
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