Presentation explains the changes in the salesforce management after emergence of social media platforms

1. Social Media And Related Technology : Drivers Of
Change In Managing The Contemporary Sales Force
Written By :William C. Moncrief , Greg W. Marshall , John M. Rudd
Presented By: Group 19
Vikram Anand
Prabhjot Singh
Pradeep Kumar

2. About the Paper:
The selling environment has undergone tremendous transformation over the past 2 decades
The latest dramatic change has been the rapidly increasing use of social media and other
related technologies in the business-to business realm.
Substantive discussion on how social media is affecting the role of the sales manager was
missing so far ?
This article systematically examines how social media is impacting the sales management
function through eight lessons based on Walker, Churchill, and Ford’s (1979) Sales
management model

3. Emergence of Social Media as a Business Tool
 Social media is transforming the customer from being a passive player in the buying process to an
active , and maybe controlling, participant in creating and sharing information and needs
 Ever since the emergence of Internet and related technologies, thousands of small players (even
one membered company) have entered the market, the overall effect has been a significant
fragmentation of market share and a significant increase in the number of competitors.
 In the age ‘ Mass Customization’ it is not just the selling process that is affected. Indeed, the sales
manager of today must determine how social media is going to affect the day-to-day management
of the sales force
 Social media affects how the manager supervises, selects, trains, compensates, and deploys the
sales force. In addition, social media will greatly impact salesperson performance vis-a`-vis his or
her role, aptitude, and motivation.

4. Walker, Churchill and Ford’s Sales Management Model(1979)
Sales
management
Functions
Selection
Training
Compen
sation
Deploym
ent
Supervisi
on
Salesperson
Performance
Role
Motivation
Aptitude
/Skill

5. Effects of Social media on Sales Management Functions

6. Emerging issues and Possible Resolution
Variable Possible issue Resolution
Supervision Anxiety by the salesperson based on feeling
on call and accessible 24/7.
Sales manager needs to be cognizant of the
need for privacy and down time by members
of the sales force
Another potential issue is the manager’s
ability to view salespeople’s Facebook or
LinkedIn sites
Salesperson to separate their personal social
media communications from those that are
work related
Selection Pictures of unprofessional activities from days
gone by can shape a perception of the recruit
that leads to rejection of the candidacy.
Mandatory for HR to browse through social
posts for gaining knowledge about possible
recruits by examining recruit or employee
social media sites
Deployment In a global territory set up many conversations
between salesperson and supervisor are at an
inconvenient time of day for one party. This
acts as precursors of role stress and burnout.
Bifurcation of salesforce by deployment
around the 80/20 rule. (the 20% of the
business that produces 80% of sales is on
,The rest may be outsourced.)

7. Effects of Social media on Salesperson Performance

8. Changes in the sales role in the age of Social Media
Sale Step Old ways New ways
Prospecting telemarketing Referrals coming from LinkedIn, interest from blog sites,
‘likes’ on Facebook, and large-scale analytics of Twitter
messages
Pre-approach fact-finding through initial sales
call
a salesperson can look at the prospect’s webpage and get
a feel for the specific needs of the potential customer
Approach
Presentation Scheduled in -person meeting ,
Demonstration
Occur continually through social media outlets and
webpages, including the use of YouTube video capabilities,
WebEx, and other connective platforms.
Handling objections Spontaneous at sight Two-way communication through Twitter , Facebook ,
LinkedIn ,forum pages
Close Spontaneous at sight Close can happen before sales call as buyer is having
more product information
Follow-up Tele-calling,
Email etc.
Instantaneous feedback through social media and related
technology and are fully informed about the success or
failures of the product

9. Salespersons acting as Advertisers : Four Phases of Social Media Selling
1
• Establish a Social Media Presence
2
• Determine how to bring customers/potential customers to Social Media
3
• View Social media as primary or secondary selling tool
4
• Full integration of Social media to sales strategy

10. THANK YOU