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Social Selling for Executives: What the Management Team Needs to Know to Succeed with Today's Customers

Are you a top executive in sales and marketing wondering how a social media strategy fits in your business? Or are you a sales or marketing professional who wants to discuss the benefits of social selling with your manager, an executive team or board of directors? Listen in as Anneke Seley presents data, metrics and customer case stories to illustrate:

•Why and when you should include social media in your selling strategy

•How companies large and small are using social selling

•How you can get started with social selling

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Social Selling for Executives: What the Management Team Needs to Know to Succeed with Today's Customers

  1. 1. Social Selling for Executives: What the Management Team Needs to Know to Succeed with Today’s Customer
  2. 2. Anneke Seley CEO, Phone Works Coauthor, Sales 2.0
  3. 3. Social Media has changed both the buying & selling process
  4. 4. T O D A Y ’ S C U S T O M E R Justin Davison
  5. 5. “ My time is limited and my workload is not.”
  6. 6. “ Unprepared sales people impair my focus and productivity.”
  7. 7. “ In the world of social media, I am not secretive about the projects I am working on.”
  8. 8. | SLIDE : B2B Customers are using social media to make buying decisions. Sales teams need to be engaged to find these prospects.
  9. 9. CUSTOMER BUYING BEHAVIOR time level of buyer activity “ I’m just downloading stuff” “ We have a project” “ We’ve made a decision ” “ I’m just browsing” “ We’ve shortlisted vendors” AWARENESS CONSIDERATION PURCHASE online 70% of the buyer’s journey is complete before it gets to sales (Source: Sirius Decisions)
  10. 10. <ul><li>Over 1/3 of respondents have already used social media to engage with their vendors. </li></ul>MARKET INSIGHTS 75% are likely to use social media in the purchase process in the future. Source: 2011 TeleWeb Buyer Preference Study
  11. 11. TODAY’S SALES LEADERS Gregory Brush Vice President of Sales, InsideView
  12. 12. “ I have increasing pressure to produce more revenue at lower cost.”
  13. 13. “ Sales cycles are longer and more complex.”
  14. 14. “ I need different ways to reach different kinds of buyers.”
  15. 15. “ Show me measurable, predictable, scalable results”
  16. 16. <ul><li>Changing communications preferences </li></ul><ul><li>Shifting power from sales to customers </li></ul><ul><li>Rising cost of sales </li></ul><ul><li>Customer demand for CSR </li></ul><ul><li>Different markets, different economics </li></ul><ul><li>Decreasing sales effectiveness </li></ul><ul><li>Increased demand for trust </li></ul>Seven Factors Driving Change
  17. 17. <ul><li>How Must Selling Change? </li></ul>
  18. 18. SOCIAL SELLING A more efficient & effective way of engagement for both the buyer and the seller enabled through social media technology
  19. 19. Dan Harding, Social Sales Rep 25% Annual Quota
  20. 20. VERY LARGE SOCIAL SALES COMPANY 0 to over 1,000 target audience connections in first 4 weeks
  21. 21. START-UP SOCIAL SALES COMPANY 30% revenue and 95% of pipeline from social selling
  22. 22. <ul><li>More than doubled account penetration rate from 10-15% to 30% </li></ul><ul><li>Cu t account research time by 50% </li></ul>SOCIAL TECHNOLOGY COMPANY
  23. 23. Obstacles to Success
  24. 24. Skepticism
  25. 25. Grass Roots vs. Strategic Initiatives
  26. 26. Poor Metrics Management
  27. 27. Social Processes, Tools not Integrated
  28. 28. How To Get Started?
  29. 29. Social Selling Strategy & Implementation Plan
  30. 30. Pilot Program/ Proof of Concept
  31. 31. Social Selling Enablement
  32. 32. Sales Playbooks
  33. 33. Before & After Metrics
  34. 34. Advice from Customer 2.0
  35. 35. More Effective Prospecting
  36. 36. <ul><li>A new way of customer engagement is here… </li></ul><ul><li>… with real and demonstrable ROI </li></ul><ul><li>Now is the time to implement Social Selling </li></ul>Key Take-Aways
  37. 37. Discussion & Sharing, Q&A
  38. 38. [email_address] @annekeseley
  39. 39. Thank You