Put social in your sales process and get to the next level


Published on

This is not your typical “you need to do social media” nor the old “10 steps to increase sales” event. We are talking straight:
1) Why sales people are doomed to fail with the old processes
2) The impact of the social customer to the traditional sales organization
3) When sales teams ignore all the rules and thrive
4) What YOU can do to to create a “high speed high reach sales team”.

Join Andy Rudin, Expert in sales strategies for information technology products and services, Managing Principal at Outside Technologies, Inc and Axel Schultze, Founder and CEO of Xeequa, President of the Social Media Academy for an engaging discussion around techniques that help you deal with twice as many people in half the time and increase sales by 20%

Published in: Business

Put social in your sales process and get to the next level

  1. 1. Beyond Glen GarryPut social in your sales process and get to the next level<br />AndyRudin<br />Axel Schultze<br />Xeesm.com/AndyRudin<br />Xeesm.com/AxelS<br />
  2. 2. If I signed up for this webinar, what would I want from it?<br />Know how to solve a persistent problem or challenge in a new way<br />Strategies and tactics that provide me a competitive advantage<br />Skills I can apply to a broad range of selling situations<br />
  3. 3. "You have to leave the city of your comfort and go into the wilderness of your intuition. You can't get there by bus, only by hard work and risk and by not quite knowing what you're doing."<br />Alan Alda (1936 - American actor, screenwriter & director<br />
  4. 4. Fast facts<br />60% of B2B salespeople said sales cycles are getting longer.<br />25% of buyers said social media influenced the selection of a solution provider.<br />43% of buyers followed an online discussion or conversation to learn about a product.<br />22% of buyers connected directly with a solution provider via social networks<br />Source: OneSource’s 2009 B2B Buyer Transformation Study<br />
  5. 5. Yet, some sales objectives are unchanged:<br />Beat the competition<br />Identify new opportunities<br />Shorter buy cycles with better predictability<br />Greater productivity<br />
  6. 6. Make lemonade with a new sales paradigm!<br />Asking the right questions:<br />From initial query to purchase, what is the path that prospects expect?<br />What path do they actually take?<br />What tools do prospects use and where do these fit in the buying process?<br />What must occur to ensure the buying process continues?<br />What tools are available to professionally leverage the connection web? <br />
  7. 7. Sales did evolve in the past and will continue to do so<br />Do you still carry your wares on your heads?<br />Do you still sell door to door ?<br />Do you still call up and down your rolodex?<br />
  8. 8. The buying – selling disconnect today (B2B)<br />//<br />//<br />//<br />//<br />Sales processes need to be realigned<br />CRM systems fail to support sales teams in the new reality<br />
  9. 9. The model of influence changed in its foundation<br />Leads represented the start of a sales process ending with an “Educated Purchase Decision”.<br />But the customer education process has fundamentally changed<br />The leads sales people get today are nothing more than purchased addresses!<br />+ Internet reg. pages<br />+ TV commercials<br />+ Tradeshows <br />+ Bill boards<br />????<br />News paper<br />
  10. 10. Some did quite well regardless<br />WholeFoods (B2C)Grew during the recession despite the fact that it is a more expensive shop<br />Zappos (B2C)Grew from $500MM to $1B from 2006 – 2009 – selling shoes online<br />Comcast (B2X)Turned a mediocre and controversially discussed brand into a well respected company<br />Cisco (B2B)Bypassed any competitor, invested in new media while others filed chapter 11, got bought.<br />
  11. 11. The conversation age<br />Bottom line:Customers are in the process of redefining how they want to talk with you. - Louis Columbus (2008) <br />
  12. 12. Looking forward – not backward<br />
  13. 13. Buying and selling 2010 (B2B)<br />A similar realignment need to happen in B2C business<br />
  14. 14. First things first<br />Have your own presence up and running like Twitter, LinkedIn, Facebook…<br />Let all your contacts know where and how to find YOU – be approachable first<br />THENTake your customer list and see for yourself if they are engaged in social media.<br />Build your “Social Address Book” so that you can find any of your clients right away.(Like you have your physical address book – not your yellow pages with you)<br />Xeesm.com is a free Social Address Book<br />
  15. 15. Lead generation 2010<br />Social media monitoring100 different tools Scoutlabs, Biz360, Techrigy…<br />Use Google Alerts<br />Daily prospect visits (You have 600 Minutes a day)<br />Networking (getting connected)<br />Leave comments and notes<br />Care & share<br />Help people find what they are looking for<br />But don’t sell ! – Not NOW!<br />
  16. 16. Reference Selling 2010<br />Prospects want to connect with existing users<br />There is no longer “the reference customer” instead an entire community of references<br />Make sure prospects find your customers as easily as possible without your intervention or participation<br />
  17. 17. Social media is where customers meet customers forexperience, skill development, failure prevention…<br />
  18. 18. Your Customer Engagement Process<br />
  19. 19. Successfully leveraging social media<br />
  20. 20. Your customer engagement stream<br />Social engagement one person at a time(remember you have 400-600 minutes a day)<br />Day 1 review all sites<br />Day 2 listen / read several posts<br />Day 3 chiming in the conversation<br />Day 4 commenting on relevant blogs<br />Day 5 commenting on a group question<br />Day 6 making an introduction to someone <br />Day 7 suggesting an interesting site or post<br />Day 8 invitation to your own group<br />Day 9 Have a conversation over the phone<br />Day 10 Bring others to the conversation<br />Do care – but do not sell<br />Be social first – the selling comes at the end<br />
  21. 21. It’s a high speed, a high reach sales model<br />Social selling is a FAST, HIGH REACH sales model (if done right) – press the accelerator hard<br />Inside Sales<br />Reach up to 250 contacts a day<br />Get 30% response rate <br />Field Sales<br />‘Visit’ 50 people a day<br />Have 30 meaningful dialogs<br />Add online to the mix of Phone & F2F<br />The power is in the mix & in the ratio<br />F2F: 5 meetings a day | prep 1-2 weeks<br />Phone: 10 isch conversations | prep 1-2 days<br />Social: 30 dialogs | prep: Instant<br />
  22. 22. Prospects Need Pricing Early in their Research<br />Pricing<br />Contrary to what most people think,<br />prospects need budgetary pricing early<br />in the Awareness and Research Phases<br />
  23. 23. Social Selling Success<br />"I don't have enough quality leads to make my number.“  Intensify the amount of contacts<br />"To reach my prospects, I need more than phone and email.“  Quadruple the number of touch points<br />"If I knew more precisely what moves and motivates my prospects, I could be more effective communicating with them.“ Know what people care about<br />Make EVERY sales person a Sales Super Star<br />Increasing Sales by 20%Make the $1 Million quota  $1.2 Million Because you canBecause your competitor is lame<br />
  24. 24. Turning this into a manageable process <br />
  25. 25. Social CRM<br />From entity focus to people focus<br />From cold calling to socializing<br />From cookie cutter sales processes to custom engagements<br />Relationship strength as new key performance indicator<br />From best guess forecasting to predictive models<br />
  26. 26. Where do you start?<br />
  27. 27. Creating an action road map for the next 3 quarters<br />20 Minutes a day ! (4%)<br />Social media monitoring – the new lead gen<br />Social engagement – the new cold calling<br />Sharing and caring – the new nurturing process<br />Community management – the new reference selling<br />Mind share development – the new competitive edge<br />Advocates engagement – the new closing amplifier<br />Social CRM – your new Rolodex<br />20% increase in sales by end of this year!<br />
  28. 28. A three quarter sales development process<br />Q1 Discovery Process (Apr, May, Jun)<br />Social Media Monitoring<br />Individual engagement<br />Substantially strengthening relationships<br />Q2 High Impact Sales Process (Jul, Aug, Sep)<br />Community Building Process<br />Visiting 200 customer per day / per person<br />Social CRM expertise<br />Q3 Social Competition (Oct, Nov, Dec)<br />Mindshare development<br />Advocacy engagement strategy<br />Relationship based competition displacement <br />
  29. 29. Social Selling Training<br />Relationship & Social Selling Training<br />Starting May 14<br />Four session, one per week, one hour Plus exercises (All Online)<br />Dates: May 14,  May 21, May 28,  June 4<br />8 am Pacific Time (PDT),11 am Eastern Time (EDT),17:00 Central European Time<br />Program no. SOMA-3012 Price: $495 per person<br />
  30. 30. There are the new leads<br />“there are the Glen Gary Leads”<br />“they are not for you…<br />“…they are for closers”<br />
  31. 31. Feedback – Q+A<br />Q + A<br />
  32. 32. Thank You<br />(650) 384-0057<br />http://xeesm.com<br />Xeesm.com/Xeesm<br />Please comment on our Facebook page, LinkedIn Group or Blog or tweet about your thoughts<br />© 2009 Xeequa Corp. All rights reserved. Xeesm™, Xeequa™, and the Xeequa logo are either trademarks or registered trademarks of Xeequa Corp. All other company names and product names may be trademarks or registered trademarks of their respective companies or owners.<br />All materials contained herein are the property of each respective company identified on such materials, and may only be used, copied or distributed with the express written permission of each respective company.<br />Xeequa Corp. | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057 | Info@xeequa.com | www.xeesm.com<br />
  33. 33. About<br /> Xeesm is a brand of Xeequa Corp. Xeequa is a social business application provider helping business teams to create a better customer experience for their market.<br /> Xeequa solutions are delivered as Internet based software service (SaaS), focusing on small medium enterprises. Xeequa has representation in the US, Europe, Asia and Australia. More info on http://xeesm.comhttp://xeeurl.com and http://xeequa.comor +1 (650) 384-0057.<br /> The privately held company is based in Palo Alto, California.<br />
  34. 34. “…my customer is not using social media…”<br />
  35. 35. Changing the way we use Social Media<br />Moving from Network Focus to People Focus<br />No more searching every single person<br />No more distraction from the social chatter<br />No more random streams<br />Instead focus on relevant people<br />Moving from reacting back to acting<br />No more reacting what you accidently see<br />No more reviewing who just happens to be online<br />Instead visit all your connection and know what is on top of their mind – and ACT. <br />
  36. 36. Engagement and Socializing<br />
  37. 37. The toughest decision - Cutting the ropes<br />