This document discusses the future of selling and how it is being radically transformed by digital technologies and social media. It summarizes research findings from a study of over 1,000 sales professionals which found that customers now research products online before engaging with salespeople. It also found that top performing salespeople are adopting social media. The document argues that sales and marketing must work together to create engaging digital content and meet customers in online channels. It provides examples of companies that have boosted sales using social media campaigns. It concludes by urging readers to start walking in customers' digital footsteps and test social selling initiatives.
17. #sellorelse
WHAT DO SALES PROFESSIONALS SAY?
Full-time sales professionals
Sample = 1,007
USA, UK, Brazil, China
18. 61%
70%
56%
70%
THE CUSTOMER IS KING
BUYERS AREN’T RELYING ON SALES PEOPLE FOR
INFORMATION BEFORE MAKING A PURCHASE.
USA UK BRAZIL CHINA
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
19. THE CUSTOMER IS KING
61%
66%
70%
67%
USA UK BRAZIL CHINA
CUSTOMERS ARE OBTAINING MORE INFORMATION OF OUR
PRODUCTS AND SERVICES, BUT NOT THE RIGHT KIND
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
20. SOCIAL MEDIA HELPS SELL
20%
18%
11%STRONGLY
MOSTLY
SOMEWHAT 17% 18% 19%
28%
7% 10%
26%
30%
3%
5%
20%
15%
USA UK BRAZIL CHINATOTAL
IMPORTANCE OF SOCIAL MEDIA LIKE TWITTER, FACEBOOK
AND YOUTUBE IN SUCCESS AS A SALESPERSON
27%
33%
65%
73%
Source: OgilvyOne "Future of Selling" study, Oct 2010
49%% AGREE
21. SOCIAL MEDIA USE VARIES BY COUNTRY
USA UK BRAZIL CHINA
25% 26%
45%
40%
20% 21%
10%
8% 9%
22%
47%
7%
10%
17%
23%
3%
5%
13%
38%
USA UK Brazil China
Facebook (or equivalent)
LinkedIn
Twitter
YouTube (or equivalent)
Own Blog
Source: OgilvyOne "Future of Selling" study, Oct 2010
N/A
22. TOP PERFORMING SALESPEOPLE ARE
ADOPTING SOCIAL MEDIA
49%
28%
33%
65%
73%
65%
38%
54%
70% 71%
Total USA UK Brazil China
USA UK BRAZIL CHINATOTAL
Total
2010 Sales +>25%
Source: OgilvyOne "Future of Selling" study, Oct 2010
SOCIAL MEDIA ARE IMPORTANT IN MY SUCCESS AS A SALESPERSON
% AGREE
23. 48%
55%
41% 42%
SALES IS DESPERATE FOR HELP...
68% 69%
82% 84%
THE BUYING PROCESS IS CHANGING
FASTER THAN SALES
ORGANIZATIONS ARE RESPONDING
MY COMPANY IS AFRAID OF
EMPLOYEES USING SOCIAL MEDIA
USA UK BRA CHN USA UK BRA CHN
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
24. 46%
53%
70%
85%
...REALLY DESPERATE
91% 93%
75% 78%
I WISH MY COMPANY OFFERED MORE
HELP IN USING SOCIAL MEDIA
MY COMPANY DOES NOT TRAIN OR
EDUCATE ON HOW TO USE SOCIAL MEDIA
USA UK BRA CHN USA UK BRA CHN
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
26. A WORLD RADICALLY TRANSFORMED
66%
71%
79%
84%
USA UK BRAZIL CHINA
BEING A SALESPERSON WILL BE RADICALLY DIFFERENT IN 5 YEARS
Source: OgilvyOne "Future of Selling" study, Oct 2010
% AGREE
50. #sellorelse
FIVE THINGS TO DO RIGHT NOW:
1. Walk in the buyer’s digital footsteps
2. Create digital bait
3. Get Marketing and Sales in the same room
4. Test one social selling initiative
5. Join the new selling conversation
54. #sellorelse
PARTNERS
David Brock
PRESIDENT AND CEO
PARTNERS IN
EXCELLENCE
John Callies
PRESIDENT
CALLIES MANAGEMENT
CONSULTING
Cheryl
Ader Smith
EXECUTIVE DIRECTOR
OF STRATEGY
LEOPARD
Lisa Haldeman
EXECUTIVE CONSULTANT
LEOPARD
Todd Herman
CONSULTANT
56. #sellorelse
FUTURE OF SELLING CHECKLIST
VISIT SELLORELSE.COM
TALK TO US ABOUT AN OPPORTUNITY AUDIT WITH 21ST
CENTURY SELLING PARTNERS
I’M JUST HERE FOR THE DRINKS!