Inside Sales and Social Selling for Extreme Results - By Ken Krogue, Founder & President, InsideSales.com

KEN KROGUE

PRESIDENT AND FOUNDER

INSIDESALES.COM

INSIDE SALES AND

SOCIAL SELLING FOR

EXTREME RESULTS

BACKGROUND

IS SOCIAL

SELLING

WORKING?

http://bit.ly/ForbesSocialSellers

SOCIAL

CURRENCY

http://bit.ly/No1SocialCurrency

DEFINITION OF INSIDE SALES

Inside Sales is

Professional Sales Done Remotely

MARKET SIZE

http://bit.ly/is-resources

Copyright © InsideSales.com Inc. All Rights Reserved

Inside Sales Industry Growth

Source: 2009 infoUSA/MIT Study

15x

ORIGINAL 2009 MARKET SIZE STUDY

Copyright © InsideSales.com Inc. All Rights Reserved Source: BLS.gov & 2013 Market Size Study

INSIDE SALES GROWTH 2013

3x2,700,996 2,806,335 2,915,782 3,389,052

0

2

4

6

8

10

12

14

2011 2012 2013 2020

Mil

lio

ns Outside Sales

Inside Sales


US TOTAL GROWTH OF INSIDE SALES

1,974 1,9682,202

2,339 2,381 2,424 2,466 2,509 2,551 2,594 2,636

0

1000

2000

3000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020No

n-R

eta

il In

sid

e S

ale

s

Re

ps

(th

ou

sa

nd

s)

42,400 New

Inside Sales

Reps Per Year

InInclue

IMMEDIATE RESPONSE

http://bit.ly/lrmstudy

Copyright © InsideSales.com Inc. All Rights Reserved 2007-2013 ResponseAudit Research Studies

RESPONSE REPORTS

Cloudforce 2010 472 30.7% 49:49 1.32

LeadsCon East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 39:20 2.05

Dreamforce 2012 2,148 55.0% 38:30 1.57

Distance Education 69 73.0% 24:18 3.48

LeadsCon 2013 311 49.8% 17:17 1.63

AA-ISP 2013 760 58.6% 31:08 1.65

CompaniesResponse

Time% Responded

Response Attempts

Avg

39:22Avg

1.50only

27%

MOST EFFECTIVE LEAD GENERATION

1 Company Website 15 Public Relations2 Email 16 Twitter3 Tradeshows, Conferences 17 Online Display Ads4 Inside Sales++ 18 Online Video5 Webinars, Webcasts 19 Google+6 Linkedin 20 Rich media 7 Search Marketing 21 Radio8 Sponsorships 22 TV Advertising9 Direct Mail 23 Virtual, On-Demand Events

10 Seminars 24 Other Web 2.0 Tools11 Telemarketing 25 Other12 Blogs 26 Pinterest13 Facebook 27 Outdoor Media14 Print Advertising


CONVERSION RATES BY SOURCE

New .

Attempting Contact

Contacted / Appt Set

Qualified

Closed

100.0%

76.4%

10.2%

2.3%

0.2%

Lists

100.0%

50.3%

40.7%

38.1%

7.3%

Referrals

100.0%

51.5%

23.1%

18.7%

1.8%

Paid Search

100.0%

38.4%

10.8%

3.3%

0.6%

Tradeshow

100.0%

40.6%

34.0%

16.8%

0.4%

Vendor

100.0%

22.7%

21.9%

16.1%

0.5%

Inbound Leads

New .

Attempting Contact

Contacted / Appt Set

Qualified

Closed

SPECIALIZATION

TOOLS - $2,280 PER REP PER YEAR

72%

39%

67%83%

28% 31%

8% 10% 12%0%

20%

40%

60%

80%

100%

Preferred Contact Method

98%

25%

PREFERRED CONTACT METHOD


84% 79% 81% 86%

17%

49%

18% 15% 17%

0%

20%

40%

60%

80%

100%

Likely to Respond

93%

25%

LIKELY TO RESPOND


84% 79% 81% 86%

17%

49%

18% 15% 17%

72%

39%

67%83%

28% 31%

8% 10% 12%0%

20%

40%

60%

80%

100%

Likely to Respond Preferred Contact Method

98%

93%

25%

COMMUNICATION AT WORK


HARD TO REACH: PREFERRED METHOD

THINGS ARE CHANGING

2012 2013

15X

PLATFORMS

What is working for B2B?

HOW DO BUYERS RESEARCH YOU?

PLATFORM

Companies Using Social?

• 43% No strategy in place

• 33% Unclear of value

• 25% Not applicable

• 18% Don’t have tools

Which Platforms for Demand?

• 80% Facebook

• 78% Twitter

• 51% LinkedIn*

• *LinkedIn is 3X more

effective for lead

generationEloqua research study

THE 6 CORE SKILLS

The 6 Core Skills

1. Complete

2. Content

3. Community

4. Connect

5. Comment

6. Call to Action

SKILL #1

COMPLETE

The 6 P’s of Completion

•Purpose

•Platform

•Plan

•Prepare

•Profile

•Persist

Complete profiles are 40x

more likely to receive

opportunities:

Completed profile?

• Industry

• Location

• Current position

• 2 past positions

• Your education

• Skills (3)

• Photo

• 50 connections

CONTENT STRATEGIES

Content Levels

1. Influencer

2. Industry

3. Company

4. Product

5. Proof

6. Sales

7. Client

Social Nurturing

A = Aware

C = Curiosity

Q = Qualify

U = Understand

I = Interest

R = Relevancy

E = Engage

ASK THE QUESTION

A = Aware………..

C = Curiosity…….

Q = Qualify………

U = Understand…

I = Interest………

R = Relevancy…..

E = Engage……...

Have you heard?

Did you know?

What do you do?

What do we do?

Is it cool?

Do we need it?

Shall we talk?

THE RIGHT

TOOLS

SOCIAL CONNECTION TOOLS

LinkedIn

• Basic

• Connections App

• Premium

• Sales Navigator

Twitter

• Tweepi

• Tweetadder

• Socedo

• Insightpool

STRATEGY #1

JOB POSTINGS

LINKEDIN

MONSTER

CAREERBUILDER

CLASSIFIEDS

STRATEGY #2

CUSTOMER

REFERRALS

#1 SAE

STRATEGY #3

JOB CHANGE

ALERTS

WITH LINKEDIN &

IFTTT

forbes.com/sites/kenkrogue

kenkrogue.com

linkedin.com/in/kenkrogue

@kenkrogue

[email protected]

Let’s Connect!

Q&A Look for my next Forbes Article coming out on Social Media this Week!