Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning Strategy

transcript

webinar Featuring:

Featuring: Ken Krogue, President and Founder at InsideSales.com and Koka Sexton, Social Selling Expert at LinkedIn

BEYOND COLD CALLING: BRIDGING SOCIAL SELLING WITH INSIDE SALES FOR A WINNING STRATEGY

Koka SextonSocial Media & Content

LinkedInlinkedin.com/in/KokaSexton

Today’s Speakers

Ken KroguePresident & FounderInsideSales.com

linkedin.com/in/KenKrogue

HOW THIS WILL WORK

• This webinar will last about an hour

• Type your questions in the Q&A box as you think of them

• Join the conversation using #InsideSalesWebinar

• This is being recorded… I’ll tell you how to access the

recording at the end

POLL QUESTION

• Multiple Choice Answers

WEBINAR RECORDING & FREE RESOURCES

• Tomorrow we will email you a link to today’s recorded webinar. Feel free to share it with your colleagues.

• Take advantage of the resources available for download.

Agenda

• State of The Cold Call• Evolution of Inside Sales• The Opportunity for Social• Bridging the Gap• Takeaways

STATE OF THE COLD CALL

2013 “COLD CALLING

IS DEAD”

PAST WEBINARS12,346

#1 ON FORBES.COM!

History thread of the Cold Calling & LinkedIn events:

• Steve Masters began with this article published on Business2Community (B2C).

• Ken Krogue replied on Forbes.• Article went viral over the weekend.• Ken Krogue hosted a live Google

Hangout.• Steve Masters replied to Ken Krogue's

Forbes & Google.

EVOLUTION OF INSIDE SALES

Contact Cadence• Impression Marketing

Mail à Call à Campaign

Call à Fax à Call

UltimateMotorCycle.comArmChairGeneral.com

Specialization

The Leverage of Multi-Media Contact Cadence

Impression MarketingTM

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Ratios Manual Dialer Increase

Contacts

Closes

(-----Generalist-------- Specialist)

It Started with Making Calls

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Ratios Manual Dialer Increase

Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1 4 X

Specialization and the DialerProductivity Increased Fourfold

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Ratios Manual Dialer

Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1

Receptionist

Voicemail

But There was a New Idea…

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Calls 50 200Contacts 10% 5 20

Leads 25% 1.25 5Closes 20% .25 1

Receptionist

Voicemail

Progress the Sale on Every Call

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Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1

ReceptionistCall-FAX-Call7:45 of Calling460 Dials298 Faxes11 Sales8 Sales = 6 weeks later

Leverage of ‘Fax Impressions’

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1st Month 2nd Month 3rd Month 4th Month 5th Month

1% 3.5%

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Steve Tate20,000 Fax Numbers

20,000 @ 1% = 200 leads

Per month with no calling

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Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1Media 50% 100

Leverage of ‘Media Impressions’

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Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1Media 50% 100VM 50% 100

Leverage of ‘Voice Impressions’

+5+5=15

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Calls 50 200Contacts 10% 5 20

Leads 25% 1.25 5Closes 20% .25 1Social 50% 100VM 50% 100

Leverage of ‘Impressions’

+5+5=15

12XIncrease!

THE BUYER HAS CHANGED

5.4 75% 90%key influencers in B2B

buying decisionof B2B buyers now use

social networks to be more informed on vendors

of decision makers say they never respond to cold outreach

THE OPPORTUNITY FOR SOCIAL

How do we define it?

SOCIAL SELLING

SOCIAL SELLING MEASURES YOUR PERFORMANCE AGAINST FOUR ESSENTIAL ELEMENTS: CREATE A

PROFESSIONAL BRAND, FIND THE RIGHT PEOPLE, ENGAGE WITH INSIGHTS AND BUILD

RELATIONSHIPS

Social buyers also make 61% more purchases on average than buyers who don’t use social

# of purchases made by non-social buyers

# of purchases made by social buyers

Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760

EASILY IDENTIFY BUYERS

Average spend of non-social buyers

Average spend of social buyers

Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760

EASILY IDENTIFY BUYERS

Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase

SALES PROFESSIONALS CAN PARTNER MORE EFFECTIVELYWITH SOCIAL BUYERS BY INCREASING SOCIAL PROXIMITY, PRESENCE AND CAPITAL

Social proximity

Grow social networks and contribute to conversations.

Social presence

Manage a professional identity that is credible, authentic, accurate,

information-rich and service oriented.

Social capital

Do your social homework to ensure relevancy before you reach out and

facilitate peer-to-peer recommendations.

SSI leaders create 45% more opportunities per quarter

than SSI laggards.

SSI leaders are 51% more likely to hit quota

than SSI laggards.

45%more opportunities

51%more likely to hit quota

WHY IS SOCIAL SELLING IMPORTANT?

Sales reps that exceed quota engage with prospects 39% more than laggards

Sales reps that that exceed quota have their updates engaged 98% more than laggards

39%more engagement

98%Engagements received

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

WHY IS SHARING IMPORTANT?

MOVING FROM ONLINE TO OFFLINE

BRIDGING THE GAP

Social Mediaà

Virtual Media à

Live Media

Digital Mediaà

Man + Machine

DON’T DROP THE BATON…

ALIGNMENT

CONTEXT TRUMPS

CADENCE

ALIGNMENT

• Social Alignment– Who are we connected with?– How are we connected?– What conversations have we had?

• Lead Sources– Where have you heard of me?

• Offer Type– What content have you seen?– What events have you been to?

KEY TAKEAWAYS

Prioritize your profile.

Follow key contacts and companies on LinkedIn for insights.

Look up and research prospects before dialing. Keep things personal.

Create a plan for building relationships online and offline.

4 THINGS YOU CAN DO TO START SOCIAL SELLING

Get Your SSI Scorehttps://www.linkedin.com/sales/ssi

Koka SextonSocial Media & Content

LinkedInlinkedin.com/in/KokaSexton

Ken KroguePresident & FounderInsideSales.com

linkedin.com/in/KenKrogue

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