What the Management Team Needs to Know to Succeed with Today\'s Customers

1. Selling in a Social World:
What the Management Team
Needs to Know to Succeed with
Today's Customers
Anneke Seley
CEO, Reality Works Group, formerly Phone Works, Coauthor,
Sales 2.0
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3. Today’s Customer
Justin Davison
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7. B2B Customers are
using social media to
make buying decisions.
Sales teams need to be
engaged to find these
prospects.
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8. Customer Buying Behavior
Awareness Consideration Purchase
“ We have a
Level of buyer activity
project”
“I’m just
downloading stuff” “ We’ve
made a decision”
“ We’ve
shortlisted
vendors”
“I’m just browsing”
70% of the buyer’s journey is complete
before it gets to sales.
Sirius Decisions
Time
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9. Market Insights
“
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From 2011 TeleWeb Buyer Preference Study
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10. Today’s Sales Leaders
Dave Spencer
Global Vice President,
Cloud Sales, SAP
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15. Seven Factors Driving Change
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
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16. How Must Selling Change?
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17. Social Selling
A measurably more
efficient and effective way
of engagement for both
the buyer and the seller enabled
through social media technology.
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18. Dan Harding, Social Sales Rep
80% of [Dan’s] qualified leads
now come from referrals, social
networking and social media.
25% Annual Quota
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19. Very Large Social Sales Company
0 to over 1,000 target audience
connections in first 4 weeks
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20. Start-Up Social Sales Company
30% revenue and
95% of pipeline from social selling
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21. Obstacles to Success
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26. How do you make sense of all of this?
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27. Harness Social Sales Intelligence
Company Info
√
People Connections
Industry
News Competition
Insights
SME & Analyst
Social Buzz
Reports
CRM
Right Right Right
Person Message Time
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28. Embed Social Selling into Sales Tools
Account-specific
social insights Ÿ Company Info
Ÿ News Alerts
Ÿ Social Profiles
Ÿ Social Buzz
Ÿ Financials
No Ÿ Family Tree
more
cold Ÿ Industry
calls Profiles
Ÿ Connections
News alerts & Ÿ List Building
trigger events
Use cases with SAP Sales OnDemand & InsideView
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29. Mine Corporate Social Connections
Leverage your internal “relationship assets” to find warm connections to prospects
Find contacts and connections
you didn’t know existed
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30. It’s about People, Not Contacts
• Follow companies and
people of Interest
• Learn their interests
and issues
• Build Trust more
quickly
• Engage in Social
Conversations from
within InsideView and
SAP Sales OnDemand
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31. Take Action & Engage
Convert social intelligence into meaningful conversations
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32. How To Get Started?
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33. Social Selling Strategy & Implementation Plan
What is the purpose/objective?
Where in the sales cycle?
Integration with marketing?
What is the measurable goal and by when?
How to roll out/execute?
Can use outside consulting expert for help
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41. Key Take-Aways
A new way of customer engagement is here…
…with real and demonstrable ROI
Now is the time to implement Social Selling
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42. sales20book.com
realityworksgroup.com
+1 510 749 9073
@annekeseley
© 2012. All rights reserved.