Huthwaite Future Forum: Social Selling in Singapore

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Welcome

• Research• Panel discussion• Wrap up

Twitter hashtag for the Forum: #HWFF



Q2 201235%

Q4 201241%

Buyers now engage sellers later in the sales process.

Source: Huthwaite Sales Pulse Survey

Buyers use social media part of the buying process.

Q2 201224%

Q4 201234%

Sellers believe a higher level of business acumen is needed to provide business insight.

Q2 201279%

Q4 201285%

Shifts in just six months:



225,000,000 – # of LinkedIn members Source: LinkedIn

181,000 – # of Twitter users with “social media” in their bio. Source: AdAge

22% – % of China’s Internet users active on Weibo Source: Synthesio

200,000,000 – # of monthly active Twitter users Source: Twitter

33 – % of US Internet users who ended a connection Source: eMarketing with a brand on social media

Social upheaval



The situation

2012 Sales Management Association (SMA) survey of sales managers and sales leaders:

• 96% use LinkedIn at least once a week. • 80% believe sales force would be more productive.• >50% expect to increase their engagement with

LinkedIn, Facebook and Twitter.• 66% of companies do not have a social media strategy

for the sales organisation.

http://salesmanagement.org/



Taiwan

Brunei

Hong Kong

Singapore

Malaysia

China

Macao

South Korea

Maldives

Philippines

Japan

Thailand

Asia

Indonesia

Mongolia

VietnamBhutan

Sri Lanka

NepalIndia

Cambodia

Pakistan

Laos

Bangladesh

Myanmar

56%

53% 52%50%

45% 45%

41%39%

36%

29% 28% 27%

23%

19% 18%

13% 12%

7% 7%5% 5% 4% 4%

2%n/a

Active social media penetration

Global Average

Source: wearesocial.com.sg

23%



The problem

Source: Alimeter Group

Formalised customer-facing social media efforts by group

Marketing

Sales

82%

75%

39%

30%

24%

16%

15%

11%

11%

Marketing

Corp Comms / PR

Web / Digital

Support

HR / Recruitment

Product

Executives

Field (Physical locations)

Sales



The bigger problem

2012 SMA Survey (sales managers / sales leaders)

• Sales force lacks an understanding of social media.

• Few have had sufficient social media training.

Source: Sales Management Association

Social media education in sales

“I have received sufficient training from my organization on using social media.”

18%

15%

10%10%5%

5%

35%

Stronglydisagree

Stronglyagree

Neutral



Brand positioning

Brand awareness

Brand defence

Customer service

Staff recruitment

Lead generation

Cross sell and upsell

Lead nurture

The implication – social media satisfactionMain areas of dissatisfaction:

Source: B2B Marketing Outlook Report 2013

-60% -40% -20% 0% 20% 40% 60% 80%

Dissatisfied

Highly Satisfied

Somewhat Satisfied



Why does it matter?

Social selling remains an ambition, not reality at most B2B organisations today• however, the evidence is

clear that change is underway.

Source: Aberdeen Group

Performance benefits of social selling

64%

55%

54%

46%

49%

48%

42%

38%

Total team attainment of sales quota

Customer renewal rate

Sales forecast accuracy

Per cent of sales reps achieving quota

Users of Social Selling All others



Please welcomeour Panellists

Singapore| Hong Kong | Melbourne | Sydney



The PanelJohn GoldenHuthwaitePresident & CEO

Marco RyanAccenture InteractivePartner / Managing Director

Christel QuekSamsung AsiaRegional Social Business Lead

Andrew ChowSocial Media Strategist

Twitter hashtag for the Forum: #HWFF



Huthwaite’s latest research

• 30% post for business purposes weekly.

Why• 72% to research and make connections with

prospective buyers and clients.• 71% to improve personal brand.• 55% to generate value for customers.

However• 37% don’t know how best to maximise the use of it.• 32% struggle to create the right message.



Emerging trends

• Social media is used almost daily by the majority of salespeople, but not necessarily effectively.

• Salespeople struggle most often with:– creating the right messaging in a given situation;– maximising the use of social media.

• Techniques are evolving rapidly, everyone is still learning.

• Discipline is required.



Huthwaite’s philosophy on social selling

• Create daily routine that fits into existing sales process.• Inspire and educate (give your knowledge away) as you

engage with prospects and customers.• Develop your personal brand and become a

micro-marketer.• Find the platform and technique that works best for you.• Search / Listen / Share.



Thank youSingapore| Hong Kong | Melbourne | Sydney