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

Beyond Glen GarryPut social in your sales process and get to the next level
AndyRudin
Axel Schultze
Xeesm.com/AndyRudin
Xeesm.com/AxelS

If I signed up for this webinar, what would I want from it?
Know how to solve a persistent problem or challenge in a new way
Strategies and tactics that provide me a competitive advantage
Skills I can apply to a broad range of selling situations

"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."
Alan Alda (1936 - American actor, screenwriter & director

Fast facts
60% of B2B salespeople said sales cycles are getting longer.
25% of buyers said social media influenced the selection of a solution provider.
43% of buyers followed an online discussion or conversation to learn about a product.
22% of buyers connected directly with a solution provider via social networks
Source: OneSource’s 2009 B2B Buyer Transformation Study

Yet, some sales objectives are unchanged:
Beat the competition
Identify new opportunities
Shorter buy cycles with better predictability
Greater productivity

Make lemonade with a new sales paradigm!
Asking the right questions:
From initial query to purchase, what is the path that prospects expect?
What path do they actually take?
What tools do prospects use and where do these fit in the buying process?
What must occur to ensure the buying process continues?
What tools are available to professionally leverage the connection web?

Sales did evolve in the past and will continue to do so
Do you still carry your wares on your heads?
Do you still sell door to door ?
Do you still call up and down your rolodex?

The buying – selling disconnect today (B2B)
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Sales processes need to be realigned
CRM systems fail to support sales teams in the new reality

The model of influence changed in its foundation
Leads represented the start of a sales process ending with an “Educated Purchase Decision”.
But the customer education process has fundamentally changed
The leads sales people get today are nothing more than purchased addresses!
+ Internet reg. pages
+ TV commercials
+ Tradeshows
+ Bill boards
????
News paper

Some did quite well regardless
WholeFoods (B2C)Grew during the recession despite the fact that it is a more expensive shop
Zappos (B2C)Grew from $500MM to $1B from 2006 – 2009 – selling shoes online
Comcast (B2X)Turned a mediocre and controversially discussed brand into a well respected company
Cisco (B2B)Bypassed any competitor, invested in new media while others filed chapter 11, got bought.

The conversation age
Bottom line:Customers are in the process of redefining how they want to talk with you. - Louis Columbus (2008)

Looking forward – not backward

Buying and selling 2010 (B2B)
A similar realignment need to happen in B2C business

First things first
Have your own presence up and running like Twitter, LinkedIn, Facebook…
Let all your contacts know where and how to find YOU – be approachable first
THENTake your customer list and see for yourself if they are engaged in social media.
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)
Xeesm.com is a free Social Address Book

Lead generation 2010
Social media monitoring100 different tools Scoutlabs, Biz360, Techrigy…
Use Google Alerts
Daily prospect visits (You have 600 Minutes a day)
Networking (getting connected)
Leave comments and notes
Care & share
Help people find what they are looking for
But don’t sell ! – Not NOW!

Reference Selling 2010
Prospects want to connect with existing users
There is no longer “the reference customer” instead an entire community of references
Make sure prospects find your customers as easily as possible without your intervention or participation

Social media is where customers meet customers forexperience, skill development, failure prevention…

Your Customer Engagement Process

Successfully leveraging social media

Your customer engagement stream
Social engagement one person at a time(remember you have 400-600 minutes a day)
Day 1 review all sites
Day 2 listen / read several posts
Day 3 chiming in the conversation
Day 4 commenting on relevant blogs
Day 5 commenting on a group question
Day 6 making an introduction to someone
Day 7 suggesting an interesting site or post
Day 8 invitation to your own group
Day 9 Have a conversation over the phone
Day 10 Bring others to the conversation
Do care – but do not sell
Be social first – the selling comes at the end

It’s a high speed, a high reach sales model
Social selling is a FAST, HIGH REACH sales model (if done right) – press the accelerator hard
Inside Sales
Reach up to 250 contacts a day
Get 30% response rate
Field Sales
‘Visit’ 50 people a day
Have 30 meaningful dialogs
Add online to the mix of Phone & F2F
The power is in the mix & in the ratio
F2F: 5 meetings a day | prep 1-2 weeks
Phone: 10 isch conversations | prep 1-2 days
Social: 30 dialogs | prep: Instant

Prospects Need Pricing Early in their Research
Pricing
Contrary to what most people think,
prospects need budgetary pricing early
in the Awareness and Research Phases

Social Selling Success
"I don't have enough quality leads to make my number.“  Intensify the amount of contacts
"To reach my prospects, I need more than phone and email.“  Quadruple the number of touch points
"If I knew more precisely what moves and motivates my prospects, I could be more effective communicating with them.“ Know what people care about
Make EVERY sales person a Sales Super Star
Increasing Sales by 20%Make the $1 Million quota  $1.2 Million Because you canBecause your competitor is lame

Turning this into a manageable process

Social CRM
From entity focus to people focus
From cold calling to socializing
From cookie cutter sales processes to custom engagements
Relationship strength as new key performance indicator
From best guess forecasting to predictive models

Where do you start?

Creating an action road map for the next 3 quarters
20 Minutes a day ! (4%)
Social media monitoring – the new lead gen
Social engagement – the new cold calling
Sharing and caring – the new nurturing process
Community management – the new reference selling
Mind share development – the new competitive edge
Advocates engagement – the new closing amplifier
Social CRM – your new Rolodex
20% increase in sales by end of this year!

A three quarter sales development process
Q1 Discovery Process (Apr, May, Jun)
Social Media Monitoring
Individual engagement
Substantially strengthening relationships
Q2 High Impact Sales Process (Jul, Aug, Sep)
Community Building Process
Visiting 200 customer per day / per person
Social CRM expertise
Q3 Social Competition (Oct, Nov, Dec)
Mindshare development
Advocacy engagement strategy
Relationship based competition displacement

Social Selling Training
Relationship & Social Selling Training
Starting May 14
Four session, one per week, one hour Plus exercises (All Online)
Dates: May 14, May 21, May 28, June 4
8 am Pacific Time (PDT),11 am Eastern Time (EDT),17:00 Central European Time
Program no. SOMA-3012 Price: $495 per person

There are the new leads
“there are the Glen Gary Leads”
“they are not for you…
“…they are for closers”

Feedback – Q+A
Q + A

Thank You
(650) 384-0057
http://xeesm.com
Xeesm.com/Xeesm
Please comment on our Facebook page, LinkedIn Group or Blog or tweet about your thoughts
© 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.
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.
Xeequa Corp. | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057 | Info@xeequa.com | www.xeesm.com

About
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.
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.
The privately held company is based in Palo Alto, California.

“…my customer is not using social media…”

Changing the way we use Social Media
Moving from Network Focus to People Focus
No more searching every single person
No more distraction from the social chatter
No more random streams
Instead focus on relevant people
Moving from reacting back to acting
No more reacting what you accidently see
No more reviewing who just happens to be online
Instead visit all your connection and know what is on top of their mind – and ACT.

Engagement and Socializing

The toughest decision - Cutting the ropes

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

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