Social Sales ebook: a prerequisite to #winning

SocialSalesA prerequisite to #winning

First, a deeper dive into thesales rep research.About Corporate Executive Board’sThe Challenger SaleTo determine which type of sales rep is mostly likely to succeed in the current economy, Corporate Executive Board askedover 450 first line sales managers to assess three of their direct reports (two core performers and one high performer)across 44 different attributes covering areas such as attitudes, skills, behaviors, activities, and knowledge. They then useda number of regression techniques, including factor analysis, to assess the impact of each of these attributes on the overallgap-to-goal sales performance for each rep across the past year.Note:Content, including the 5 common sales profiles, analysis of their performance, and the 3 techniques required forChallengers, is based on research by the Corporate Executive Board (CEB), as published in The Challenger Sale,www.thechallengersale.com, © Corporate Executive Board, 2011.

Common Sales Profiles The “Problem Solver” Detail orientated, reliable, and naturally drawn to solving client issues. The Problem Solver excels at handling the post-sale service issues that can harm a client relationship. The “Relationship Builder” What Focused on serving the customer. This profile is adept at building and nuturing customer relationships by being highly accessable to customers and responsive to sales profile do thier specific needs. The “Challenger” The debater on the team. The Challenger has a deep understanding of the customer’s business and isn’t afraid to share their view. Assertive in dealing with you think wins the internal and external stakeholders. Tends to push people out of their comfort zone. The “Lone Wolf” Self confident. This profile follows their own instincts instead of the rules. most? The “Hard Worker” Always willing to go the extra mile. This person is self motivated and does not give up easily. The Hard Worker seeks out feedback and tries to identify opportunities for improvement. The Challenger Sale ©Corporate Executive Board (CEB), 2011 www.thechallengersale.com

The fan favoriteThe “Relationship Builder” Conventional wisdom says reps with the best customer relationships always win. Certainly building connections with your customers and prospects is important–but is it enough? What do the numbers say?

The clear winner The “Challenger” 39% The “Lone Wolf” 25% It’s not just about relationships. Top sales performers are The “Hard Worker” 17% “Challengers” who force their customers to think outside their norms, push for creative solutions to problems, and even highlight problems that their 12% customers miss. The “Problem Solver” 10X better for complex sales High performers in complex sales are 7% 10x more likely to be “Challengers” than “Relationship Builders”. The “Relationship Builder” The Challenger Sale ©Corporate Executive Board (CEB),Percent of top sales performers by type. 2011 www.thechallengersale.com

Every rep can be morelike the ChallengerSocial tools help reps understand customers Get your entire team on track Challengers use 3 techniques: 1. Teach for differentiation 2. Tailor the message 3. Control the conversation Win with social The Challenger Sale ©Corporate Executive Board (CEB), 2011 www.thechallengersale.com

1 Teach for . differentiationListen to customersInformation is currency to the Challenger–the social web provides unique $perspectives into industry sentiment, market drivers, and the competitivelandscape that can be easily shared with customers.Collaborate as a teamEven the Challenger can’t do it all–challenger leverages their companysocial network to connect with experts, getting access to specific andvaluable insight and advice that can be used to win deals. Competitiveplays are just a connection away.

2 Tailor the . message @salesleaderUse social insights #winningThe Challenger includes social feeds from sources like Twitter, Facebook,and LinkedIn to get better insight into customer and prospect thoughtsand preferences.Tap into your company’sknowledgeThe Challenger impresses customers with an in-depth understandingof their business and industry. Connecting with winning strategies andcontent used in similar deals, and leveraging customer success storiesthat resonate with prospects is key to success.

3 Control the . conversationFollow every customerinteractionThe Challenger stays connected to conversations colleagues are havingwith customers to ensure they are driving towards a common goal.Engage and collaborate @ @ # #with customersThe Challenger doesn’t just rely on email, calls, and occasional visits.Social channels help create a high-touch, two-way environment, anddrive the conversation to a successful close.

Creating aChallenger army Sales people love to win and managers need to create an environment that makes it easy for reps to share and take up the challenge. Share what works with each other Recognize and call out specific activities that exist in each of the Challenger-fueled deals. Create discussion groups to compare notes on challenger deals. Actively review and discuss Challenger concepts and strategies. Promote company-wide transparency Pave the way for open communication among your team with collaborative technologies, transparent analytics, and social tools.

Going socialisn’t just for salesThere’s a social component to every department. Welcome to the Social Enterprise Becoming a social enterprise is fast Product becoming a prerequisite for success. It’s time to transform your business, to Finance Sales delight your customers by connecting to them—and to your employees—in new and powerful ways. Service HR

For more information, please visit salesforce.com/salescloud facebook.com/salescloud

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Social Sales ebook: a prerequisite to #winning

by Salesforce on Jul 20, 2012

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