social selling for executives: what the management team needs to know to succeed with today's...
DESCRIPTION
Are you a top executive in sales and marketing wondering how a social media strategy fits in your business? Or are you a sales or marketing professional who wants to discuss the benefits of social selling with your manager, an executive team or board of directors? Listen in as Anneke Seley presents data, metrics and customer case stories to illustrate:•Why and when you should include social media in your selling strategy•How companies large and small are using social selling•How you can get started with social sellingTRANSCRIPT
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
Thank You