How to use social selling to improve sales productivity
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MarketBridge will share insights and strategies that will help you use social selling techniques to sell better digitally, increase your pipeline and become a technology-enabled sales rep.
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How to use social selling to improve sales productivity
- 1. Three Technologies That Together Will Double Your Sales Productivity Webinar 1 of 4: Social Selling November 19, 2014 Tim Furey CEO MarketBridge Jill Rowley Chief Evangelist and Founder Jill Rowley Kelly Waffle VP, Strategic Solutions Group MarketBridge
- 2. ©2014 MarketBridge Corp.– 2 – “57% of a typical purchase decision is made before a customer even talks to a sales rep.”CEB “67% of the buyer’s journey is now done digitally” Sirius Decisions “Only 29% of sales reps, complain buyers, are well prepared to engaged with them”IDC “76% of customers prefer to receive content unique to their stage in the buying process” Pardot/SFDC “90% of next year’s revenues will come from existing customers and prospects currently in the pipeline” MarketBridge
- 3. ©2014 MarketBridge Corp.– 3 – Meet Joe How Does a Typical Sales Professional Leverage Technology?
- 4. ©2014 MarketBridge Corp.– 4 – Joe has a diverse sales funnel… Active opportunities + people Joe is talking to on a regular basis Used to be in a cycle but went cold Once joined a couple meetings Just plain unqualified (today) No idea what the company does Attended a webinar once “Old School” Sales Model …all opportunities in CRM system but he has limited time and coverage capacity
- 5. ©2012 MarketBridge Corp.– 5 – Traditional Approach to Increasing Sales Productivity A B C D E Traditional Strengths Create “priority-based” pipeline segmentation Focus inside sales and field sales efforts on highest value opportunities Improve near-term revenue yield per sales hour by focusing on “hottest” opportunities Common Weaknesses Ignores C-E opportunities • Results in lost accounts Emphasizes “in-quarter” Sales • Fails to nurture longer term buying cycles Uneven Sales team acceptance • Sales teams rely on own judgment; 3rd party “qualified” leads are weak, not ready to buy Relies on phone, F2F prospecting and lead qualification • Multiple, costly attempts at customer calendaring Lacks personalized digital content • Misses growing buyer preference for digital interaction Prioritize leads and customers based on demographic, BANT profiling… …creating a Sales pyramid for account and call prioritization “Hot” “Warm” “Lower Priority”
- 6. ©2014 MarketBridge Corp.– 6 – Creating the “Technology-Leveraged Sales Rep” Social Selling Content Marketing Predictive Analytics • Rich prospect/customer profiles • Signals of intent & interest • Network connections • Communication via channels other than email and phone • Curate, personalized digital content • Tracked response and engagement • Connects Marketing to Sales • Lead/Account scoring • Cross-Sell Scoring (e.g. next offer) • Loyalty/Retention Scoring • Optimized context-relevant content
- 7. ©2012 MarketBridge Corp.– 7 – Redefining the Sales Coverage Model A B C D E Traditional Approach: Priority-based customer scoring and Sales coverage Active Deals Renewals Cross-Sell Marketing Qualified Leads Unqualified Prospects Breakthrough Approach: Profile-based customer engagement thru multi-channel Sales & Marketing programs
- 8. ©2012 MarketBridge Corp.– 8 – Tech-Leveraged Sales Coverage: Digital + Data = Quantum Growth in Sales Productivity Active Deals Renewals Cross-Sell Marketing Qualified Leads Unqualified Prospects Revenue per Sales rep can see >30% increase thru the integration of social selling, predictive analytics, and digital content ❶Social Selling: Deeper Customer Profiling • Social Profiling • Interests and Activity • Network of contacts ❷Predictive Analytics: Targeted Contacting • Customer Segmentation and Personas • Account/Lead Scoring • Cross-Sell/Best Offer Scoring • Personalized Content ❸Content Marketing: Integrated Digital & Sales Coverage • Sales focus on “hot” opportunities • Inside sales w/ digital to focus on renewals, cross-selling • Personalized digital content w/ Marketing Digital Engagement Sales Engagement
- 9. Why do Social Selling? @jill_rowley #SocialSelling
- 10. Only 33% of buyers trust what a logo tells them But 92% trust what another buyer tells them!
- 11. @jill_rowley #SocialSelling Social Selling is using Social Networks to do Research to be Relevant to build Relationships that drive Revenue.
- 12. 5 Pillars, Practices, Principles of Social Selling @jill_rowley #SocialSelling
- 13. • Headline should be descriptive; NOT your job title • Include #hashtags Review the “Who’s Viewing Your Profile” • NEVER leave blank • Tell stories • Write in the 1st person. This is not your online resume!! • Choose skills you want to highlight • Seek endorsements & recommendations - do the same for others Headline Include #Keywords Profile Summary Recommendations & Endorsements •High quality and professional photo •11x more likely to be viewed with a photo Profile Picture Keys to a Successful LinkedIn Profile @jill_rowley #SocialSelling
- 14. The Art of a LinkedIn Invite @jill_rowley #SocialSelling
- 15. Use Your Alumni Network @jill_rowley #SocialSelling
- 16. Six Things to do Right Away! Optimize your LinkedIn profile for the Buyer; not the Recruiter. Create a Twitter account and/or complete your profile. Photo. Bio. LinkedIn URL. Research and Follow your Customers on LinkedIn and Twitter. Expand your Professional Network. ABC = Always Be Connecting. Leverage your College Alumni. Join LinkedIn Groups where your Customers are Members. Research and Follow your Competitors. See who they are following and who is following them. @jill_rowley #SocialSelling
- 17. ©2014 MarketBridge Corp.– 17 – The Technology-Leveraged Sales Rep Social Selling Content Marketing Predictive Analytics • Rich prospect/customer profiles • Signals of intent & interest • Network connections • Communication via channels other than email and phone • Curate, personalized digital content • Tracked response and engagement • Connects Marketing to Sales • Lead/Account scoring • Cross-Sell Scoring (e.g. next offer) • Loyalty/Retention Scoring • Optimized context-relevant content
- 18. ©2014 MarketBridge Corp.– 18 – Coming Soon!
- 19. ©2014 MarketBridge Corp.– 19 – There’s No Reason Not to Become “Tech Leveraged” in 2015! MarketBridge is advancing the state-of-the-art in tech-enabled Sales and Marketing teams to help its customers achieve as much as >30% Sales productivity improvement Coming in Q1 2015: A powerful new UI that brings Social, Predictive, and Digital Content to both Sales and Marketing desktops We are actively screening for beta clients…interested in learning more? Schedule your 20-minute “glimpse of the future” through the survey at the end of this presentation.
- 20. – 20 – WEBSITE MarketBridge Website OUR COMMUNITY WEBINAR SERIES www.market-bridge.com www.the-digital-bridge.com Today: Overview & Social Selling 2nd Session: Recap & Content Marketing 3rd Session: Recap & Predictive Analytics Final Session: Tying it Together – A Breakthrough App 2015 Webinar Series Thank You ! Jill Rowley Chief Evangelist Jill Rowley Tim Furey CEO MarketBridge Kelly Waffle VP MarketBridge
Editor's Notes
- customer don’t want to talk to you until THEY are ready…so YOU need to be prepared when the opportunity arises