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1
2
You know what’s on your customer’s mind?
Develop Stronger
Customer
Relationships
Make sense of Data
New Competitors
Anti...
3
And, you have the solutions to solve their problems
Sales Force
Automation
Security
Data Center
Networking
CRM
Big Data
...
4
!  Social Tools
!  People & Networks
!  Processes
!  Information & Assets
!  Internal & Externally
Focused Activities
5
So...
“80% respondents in IT,
Technology and Telecomm
companies stated social
business was important to their
business.”
6
And, ...
7
Recent studies show a clear connection between social
business and top marketing priorities and sales projects
!  Lead g...
Lower
Sales
Productivity
Ineffective
Lead
Generation
Poor
Pipeline
Quality
Reduced
Forecast
Accuracy
Longer
Sales
Cycles
H...
Outbound Sales Is “Interrupt”
Driven
!  Cold Calls
!  Voice mail
!  Unsolicited e-mail; SPAM
!  Letters
!  Doesn’t align w...
Because what was once the sales process has become the
buying process requiring sellers to either “Adapt or Die”
!  Online...
11
And, to engage today’s information savvy buyers requires an
entirely different sales methodology
“….customers now handl...
What’s needed is a new approach
10 Things Social Selling Does:
!  Delivers customer focused content
!  Educates and informs
!  Generates awareness & inter...
14
That uses storytelling to articulate why your company is
uniquely positioned to solve a buyers problems
Effective Story...
15
And provides clear and differentiated messages through
customer focused content
Customer Focused Messaging
!  Solution ...
16
An approach that parallels and intersects with a customers
buying process
Engage With The Buyer Process
!  Uses buyer p...
17
That aligns Marketing and Sales to provide a single voice in
all communications
Aligning Marketing & Sales
!  One messa...
18
While using rich data and analytics to learn more about
customer needs and preferences through their interactions
Rich ...
With the underlying objective that
enables buyers to purchase from YOU
20
Social Selling delivers
tangible business results for
Technology &
Telecommunications sales
organizations
21
Social Selling delivers
tangible business results for
Technology &
Telecommunications sales
organizations
Want to learn more about social selling and social business?
Check us out at www.clearconsultgroup.com
22
Strategy &
Consu...
We just might be able to
help you harness the
power of social
business and social
selling
23
24
THANK YOU
@clearviewCMG
facebook/clearviewconsulting
clearconsultgroup.com/blog
clearconsultgroup.com
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Adapting to Today's Buyer Driven Sales Environment

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Selling has changed. The traditional approach of cold calling and paying for expensive leads has been usurped by "social selling": utilizing the very platforms your potential buyers are already using to interact with them, educate them, and eventually, sell to them.

Published in: Social Media
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Adapting to Today's Buyer Driven Sales Environment

  1. 1. 1
  2. 2. 2 You know what’s on your customer’s mind? Develop Stronger Customer Relationships Make sense of Data New Competitors Anticipate Market Shifts Increase Revenue Increase Business Agility & Speed Reduce Capital & Operating Expense Increase Sales Increase Brand Recognition Regulatory Compliance Reduce Time-to- Market Engage Customers in New Ways Increase Collaboration with customers and partners Increase Security Innovation for Growth Increase Customer Satisfaction Traditional Competitors Increase Market Share Improve Speed of Decision Making Employee Productivity
  3. 3. 3 And, you have the solutions to solve their problems Sales Force Automation Security Data Center Networking CRM Big Data Cloud Computing Content Management Business Analytics Wireless Networking Social Relationship Management VoIP Marketing Automation ERP Virtualization SOA Collaboration Software Contact Center Management MobileMobile Apps Infrastructure Management Financial Management Data Services Voice Services Gigabit Ethernet Hosted Services IaaS SaaS PaaS Mobility Routers & Switches Unified Communication Web Conferencing Video Conferencing Storage SAN NAS IP / MPLS Next Generation Networks e-Commerce
  4. 4. 4
  5. 5. !  Social Tools !  People & Networks !  Processes !  Information & Assets !  Internal & Externally Focused Activities 5 So, what is a social business? “…… activities that use social media, social software and technology-based social networks to enable connections between people, information and assets. These activities could be internally focused within the enterprise or externally focused toward customers, suppliers and partners.” MIT Sloan Research Report: Moving Beyond Marketing
  6. 6. “80% respondents in IT, Technology and Telecomm companies stated social business was important to their business.” 6 And, why should you care? “…at least 60% of respondents in most industries agree that social business is important or somewhat important today (four or five on a five-point scale).”
  7. 7. 7 Recent studies show a clear connection between social business and top marketing priorities and sales projects !  Lead generation & conversion !  Increase audience reach !  Increase customer loyalty & revenue !  Reduce costs for lead generation HubSpot State of Marketing 2014 Report
  8. 8. Lower Sales Productivity Ineffective Lead Generation Poor Pipeline Quality Reduced Forecast Accuracy Longer Sales Cycles Higher Discounting Lower Close Ratio Reduced Sales & Profitability Higher Turnover Rising Cost of Sales 8 However, many sales organizations continue to use outdated sales methods that yield lackluster results A Vicious Cycle Time Consuming Research Cold Calling Rising Cost of Sales Seller & Buyer Frustration Expensive Leads Declining Sales Marketing & Sales Dysfunction
  9. 9. Outbound Sales Is “Interrupt” Driven !  Cold Calls !  Voice mail !  Unsolicited e-mail; SPAM !  Letters !  Doesn’t align with customer buying process 9 Research tells us that traditional outbound sales strategies are ineffective and mostly a waste of time and money
  10. 10. Because what was once the sales process has become the buying process requiring sellers to either “Adapt or Die” !  Online Research !  Education !  Community Discussions !  Content Consumption !  Ratings “…..distribute content that enables them to build up credibility and eventually develop a trusted reputation based on their expertise.” “….making sales is now about delivering content at the precise moment each buyer needs it.” !  Recommendations !  Vendor Engagement !  Supplier Selection !  Review & Endorsement THE NEW RULES OF SALES AND SERVICE David Meerman Scott MIT Sloan Research Report: Social Business: Shifting Out of First Gear
  11. 11. 11 And, to engage today’s information savvy buyers requires an entirely different sales methodology “….customers now handle an estimated 53% of the traditional sales process via online research and self- service.” Defining the 21st Century Salesperson: Forrester Research Today’s selling environment requires salespeople to have “a deep understanding of potential clients and can reach out to decision makers and influencers through introductions and build credibility with meaningful content.” The 21st Century Buyers •  Are better informed •  Expect greater knowledge and sophistication from salespeople •  Insist on more than basic product information •  Require collaborative partnerships •  Demand solutions and capabilities that deliver quantifiable, measurable, business results •  Are slashing procurement process costs •  Eliminate vendors that don’t add value
  12. 12. What’s needed is a new approach
  13. 13. 10 Things Social Selling Does: !  Delivers customer focused content !  Educates and informs !  Generates awareness & interest !  Solves customer problems !  Demonstrates expertise & leadership !  Provides insight through storytelling !  Supplies information when and where needed !  Facilitates conversations and connections !  Aligns with the customer buying process !  Employs data to gain deeper customer understanding and anticipate needs 13 One based on building relationships and providing buyers with information they need to make purchase decisions
  14. 14. 14 That uses storytelling to articulate why your company is uniquely positioned to solve a buyers problems Effective Storytelling !  Discusses customer problems and concerns !  Acknowledges industry trends and directions !  Aligns solution messages and value propositions with customer needs and emerging trends !  Uses customer examples, references and case studies to describe how you solve buyer problems !  Employs a single unified message across the organization from Marketing, Sales and Customer Service !  Uses simple language not technical jargon & Gobbledygook !  Told in a compelling manner using a unique tone !  Based on data and analytics gathered through research and social listening tools !  Appropriate level of content for where the buyer is in their journey 65% of industry leading companies use social media to understand market shifts vs. 14% for less socially mature companies MIT Sloan Research Report: Social Business: Shifting Out of First Gear
  15. 15. 15 And provides clear and differentiated messages through customer focused content Customer Focused Messaging !  Solution oriented not product focused !  Describes value not features !  Describes “How and Why” not “What” !  Provides vision and a bridge from customer’s current state to desired state !  Based on fact versus fiction !  Specific to individual buyer profiles: “Buyer of One” !  Is differentiated and unique !  Timely and uses news stories and current events to draw attention and raise visibility !  Distributed through multiple social media venues !  Interesting and engaging “Vendors need to base their message on their high-level value propositions….the wrong value proposition dooms a product or a whole company.” Forrester Research Defining the 21st Century Salesperson
  16. 16. 16 An approach that parallels and intersects with a customers buying process Engage With The Buyer Process !  Uses buyer profiles that aligns your offerings with a buyers problems, needs and concerns !  Increases buyer awareness with customer centric information optimized for buyer searches; available across multiple channels !  Provides appropriate level of content or resources at each stage of the buying cycle !  Encourages collaboration and discussions among buyers, sharing similar problems, and your sales staff !  Provides flexibility for buyers to connect with your salespeople in multiple ways !  Facilitates speed and responsiveness to customer buying signals Give them what they need at each stage !  Discovery: Basic information that educates !  Evaluation: Greater detail for comparison !  Validation: Proof points, value propositions and references !  Purchase: Real-time connection with sales and technical resources
  17. 17. 17 That aligns Marketing and Sales to provide a single voice in all communications Aligning Marketing & Sales !  One message articulated across the organization !  Educates and informs audience !  Focused on individual buyer persona needs, concerns and interests !  Addresses buyer perceptions for doing business with you or your competitors !  Takes into account competitive strategies, messages and solutions !  Based on insight about how, when and why buyers make purchase decisions !  Gives salespeople contextual content to share with buyers at just the right moment !  Structured to lead buyers to eventually connect with your experts & salespeople “Marketing generates attention of the many people who make up a buyer persona, whereas sales communicates with one potential customer at a time, putting the buying process into context.”
  18. 18. 18 While using rich data and analytics to learn more about customer needs and preferences through their interactions Rich Data Provides Insight To: !  Quickly identify and respond to customer buying signals and trigger events !  Anticipate buyer needs !  Improve lead qualification, pipeline and forecast quality !  Facilitate real-time customer connections with your salespeople to accelerate and shorten buying cycles !  Align with the buyer journey by understanding how, when and why they make purchase decisions !  Gauge effectiveness of strategy, messaging and tactics !  Rapidly recognize and capitalize on new market opportunities !  Improve responsiveness to market shifts and competitive threats
  19. 19. With the underlying objective that enables buyers to purchase from YOU
  20. 20. 20 Social Selling delivers tangible business results for Technology & Telecommunications sales organizations
  21. 21. 21 Social Selling delivers tangible business results for Technology & Telecommunications sales organizations
  22. 22. Want to learn more about social selling and social business? Check us out at www.clearconsultgroup.com 22 Strategy & Consulting Content Creation & Management Social Selling & Business Development Increase brand visibility, awareness and customer engagements to deliver increases in measurable business results Reach more customers and develop stronger relationships Increase leads, pipeline quality, forecast accuracy, sales & revenue
  23. 23. We just might be able to help you harness the power of social business and social selling 23
  24. 24. 24 THANK YOU @clearviewCMG facebook/clearviewconsulting clearconsultgroup.com/blog clearconsultgroup.com

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