social selling for executives: what the management team needs to know to succeed with today's...

Social Selling for Executives:What the Management Team Needs

to Know to Succeed with Today’s Customer

Anneke SeleyCEO, Phone WorksCoauthor, Sales 2.0

Social Media haschanged both the buying & selling

process

•

T O D A Y ’ S C U S T O M E R

Justin Davison

“My time is limited and my workload is

not.”

“Unprepared sales people impair my

focus and productivity.”

“In the world of social media, I am not

secretive about the projects I am working

on.”

| SLIDE :8

B2B Customers areusing social media to make

buying decisions.

Sales teams needto be engaged to find

these prospects.

CUSTOMER BUYING BEHAVIOR

time

leve

l of

bu

yer

act

ivit

y

“I’m just downloading

stuff”

“We have a project”

“We’vemade a decision”

“I’m just browsing”

“We’ve shortlisted vendors”

AWARENESS CONSIDERATION PURCHASE

online

70% of the buyer’s journey is complete before it gets to sales

(Source: Sirius Decisions)

Over 1/3 of respondentshave already used social media to

engage with their vendors.

MARKET INSIGHTS

75% are likely to use social media inthe purchase process in the future.

Source: 2011 TeleWeb Buyer Preference Study

TODAY’S SALES LEADERS

Gregory BrushVice President of Sales, InsideView

“I have increasing pressure to produce

more revenue at lower cost.”

“Sales cycles are longer and more

complex.”

“I need different waysto reach different

kindsof buyers.”

“Show me measurable,

predictable, scalable results”

1. Changing communications preferences

2. Shifting power from sales to customers

3. Rising cost of sales

4. Customer demand for CSR

5. Different markets, different economics

6. Decreasing sales effectiveness

7. Increased demand for trust

Seven Factors Driving Change

How Must Selling Change?

SOCIAL SELLING

A more efficient & effective way of engagement for

both the buyer and the seller enabled through social media

technology

Dan Harding,Social Sales Rep

25% Annual Quota

VERY LARGE SOCIAL SALES COMPANY

0 to over 1,000 target audience connections

in first 4 weeks

START-UP SOCIAL SALES COMPANY

30% revenue and95% of pipeline from

social selling

• More than doubled account penetration rate from 10-15% to 30%

•Cut account research time by 50%

SOCIAL TECHNOLOGY COMPANY

Obstacles to Success

Skepticism

Grass Roots vs. Strategic Initiatives

Poor Metrics Management

Social Processes,Tools not Integrated

How To Get Started?

Social Selling Strategy & Implementation Plan

Pilot Program/Proof of Concept

Social Selling Enablement

Sales Playbooks

Before & After Metrics

Advice from Customer 2.0

More EffectiveProspecting

• A new way of customer engagement is here…

• …with real and demonstrable ROI

• Now is the time to implement Social Selling

Key Take-Aways

Discussion & Sharing, Q&A

sales20book.comPhoneworks.com

aseley@phoneworks.com

@annekeseley

Thank You