Embed Size (px)
DESCRIPTION
Ride The Wave Of Social Media To Drive B2B Sales Effectiveness
Citation preview
Riding The Social Media Wave To Drive B2B Sales Team Efficiency
The Way We:• Communicate
• Build Trust
• Develop Relationships
With Our Clients Is Changing…..
3
Fast!Fast!Are You Ready?Are You Ready?
4
It’s not the strongest of the species that survive;
nor is it the smartest. It’s the ones that are the
most responsive to change that survive.
Charles Darwin
““
””
5
When the winds of change blow some seek shelter, others build windmills
““
””Chinese Proverb
A. What is Happening?
B. Why is it Happening?
C. What Should We Do?
What Is Happening?
We are going from the era of automation
into the era of collaboration
PCC Summit 2012, Gartner
“ ”
I find your approach to sales to be fundamentally exasperating to me and unproductive for you.
I do not need your reps to “sell” me. I find more out about you & your product/service online.
And I certainly do NOT And I certainly do NOT consider e-mail an consider e-mail an effective tool for effective tool for communication.communication.
A letter from the Client
““““
Why Is This Happening?
11
Your Buyers and Employees are Changing
13
Evolution of B2B Communication ToolsSo
phis
ticati
on
Time
Adop
tion
Spee
d
Consumerization* is the most significant trend affecting IT in
the next 10 years.
*Consumerization: The growing tendency for new information technology to emerge first in the consumer market and then spread into business & government organizations.
““ ““PCC Summit 2012,
Gartner
Buyer & Seller Cost & Productivity Pressures
Centralized Decisions
• Decisions centralized and raised to executives
• Pressure to reduce sellers CAC (Customer Acquisition Cost)
• Buyers/Executives do not have time to waste
• Will only connect with trusted pro’s in their network
• The web replaced the rep as “information butler”
Pinch-point Remains
What Should We Do?
Clients Are Calling For Help!
How Should Sales Teams Respond?
18
How To Get From Today - To “The New World”
1) New World Sales Process/Structure
2) New World Methodology
3) New World Content
4) New World Tools
Plan To: Assess, Train, Implement & Reinforce!
Content
Methodology
Tools
Process&
Structure
Current Sales ProcessCurrent Sales Process
Close Close Minded Minded DEAL!DEAL!
Open Open MindedMinded
When the client looks to us as problem
solvers, it give us an opportunity to express our competence, show concern and earn his
trust …
Instead we spam him with email blasts, lead-gen calling campaigns,
& inside sales reps hunting to set up a
meeting
Emot
iona
l dec
ision
pro
cess
Emot
iona
l dec
ision
pro
cess
Rational decision process
Rational decision process
This is where we provide pricing, facts,
figures, data and demos.
This is
where w
e should b
e establis
hing
competence
, showing co
ncern
and earning
trust.
Close Close Minded Minded DEAL!DEAL!
Open Open MindedMinded
Emot
iona
l dec
ision
pro
cess
Emot
iona
l dec
ision
pro
cess
Rational decision process
Rational decision process
This is where we provide facts, figures
relevant data, perform demo’s etc.
This is
where w
e establis
h competence
,
earn tr
ust, addre
ss co
ncern
s, etc.
Provide context to your request. Leverage references to earn trust.
Provide a high quality, video powered pitch from your companies best presenters.
Instead of spamming, give them an opportunity to subscribe to your news feed, encouraging you to stay relevant.
Express & discuss, variety of solutions around the problems in the market.
New World, Social Media Enabled Sales ProcessNew World, Social Media Enabled Sales Process
The Trust Triangle™The Trust Triangle™
No longer is it about creating value FOR the client,
it is about creating value WITH the client.
The Proof:
Client Acquisition CostSales Cycle Win/Loss Rate
58 weeks
95%97%
ReduceShorten Improve
37 weeks
Standard
Sta
nda
rd
Soc
ial M
edia
Ena
bled
Social Media Enabled
$119,000
$39,000
The 5 Keys
1. Don’t Be Afraid To Act – “The Worst Action Is No Action”
2. Not Too Late - Start Running Now
3. Train Team On Social Sales Tools
4. Gradually Modify Sales Process & Structure
5. Create New Content
Every morning in Africa a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death.
It doesn't matter whether you are a lion or a gazelle – when the sun comes up, you had better be running.
Unknown
““
””
One Final Thought……
26
Daniel J. AdamsADAMS & ASSOCIATES
www.trusttriangleselling.com [email protected]/in/adamsdaniel
Jacco Van Der Kooij#IndoJacco
[email protected] www.linkedin.com/in/jaccovanderkooij
CONFIDENTIAL © 2002-2012 Trust Triangle Selling™ Adams & Associates
It's not the big that eat the small,It's the fast that eat the slow.
““””Jason Jennings
