Put social in your sales process and get to the next level

© Copyright Xeequa Corp. 2010

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© Outside Technologies, Inc.

Beyond Glen GarryPut social in your sales process and get

to the next level

Axel SchultzeXeesm.com/AxelS

Andy RudinXeesm.com/AndyRudin


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If I signed up for this webinar, what would I want from it?

Know how to solve a persistent problem or challenge in a new wayStrategies and tactics that provide me a competitive advantageSkills I can apply to a broad range of selling situations


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"You have to leave the city of your comfort and go into the wilderness of your intuition. You can't get there by bus, only by hard work and risk and by not quite knowing what you're doing."

Alan Alda (1936 - American actor, screenwriter & director


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Fast facts

60% of B2B salespeople said sales cycles are getting longer.

25% of buyers said social media influenced the selection of a solution provider.

43% of buyers followed an online discussion or conversation to learn about a product.

22% of buyers connected directly with a solution provider via social networks Source: OneSource’s 2009 B2B Buyer Transformation Study


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Yet, some sales objectives are unchanged:

Beat the competitionIdentify new opportunitiesShorter buy cycles with better predictabilityGreater productivity


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Make lemonade with a new sales paradigm!

Asking the right questions:

From initial query to purchase, what is the path that prospects expect?

What path do they actually take?

What tools do prospects use and where do these fit in the buying process?

What must occur to ensure the buying process continues?

What tools are available to professionally leverage the connection web?


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Sales did evolve in the past and will continue to do so

Do you still carry your wares on your heads?Do you still sell door to door ?Do you still call up and down your rolodex?


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The buying – selling disconnect today (B2B)

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Sales processes need to be realignedCRM systems fail to support sales teams in the new reality


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The model of influence changed in its foundation

Leads represented the start of a sales process ending with an “Educated Purchase Decision”.But the customer education process has fundamentally changedThe leads sales people get today are nothing more than purchased addresses!

1960 1970 1980 1990 2000 20100

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Lead / inquiry flow over time

News paper

+ Bill boards

+ Tradeshows

+ Internet reg. pages

+ TV commercials

????


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Some did quite well regardless

WholeFoods (B2C)Grew during the recession despite the fact that it is a more expensive shop

Zappos (B2C)Grew from $500MM to $1B from 2006 – 2009 – selling shoes online

Comcast (B2X)Turned a mediocre and controversially discussed brand into a well respected company

Cisco (B2B)Bypassed any competitor, invested in new media while others filed chapter 11, got bought.


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The conversation age

Bottom line:Customers are in the process of redefining how they want to talk with you. - Louis Columbus (2008)


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Looking forward – not backward


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Buying and selling 2010 (B2B)

A similar realignment need to happen in B2C business


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First things first

Have your own presence up and running like Twitter, LinkedIn, Facebook…

Let all your contacts know where and how to find YOU – be approachable first

THENTake your customer list and see for yourself if they are engaged in social media.

Build your “Social Address Book” so that you can find any of your clients right away.(Like you have your physical address book – not your yellow pages with you)

Xeesm.com is a free Social Address Book

http://twitter.com/account/settings

http://www.linkedin.com/myprofile?editAdditionalInfo=&locale=en_US&goback=.prf_en*4US

http://www.facebook.com/axelschultze?ref=profile#/axelschultze?v=info&ref=profile


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Lead generation 2010

Social media monitoring100 different tools Scoutlabs, Biz360, Techrigy…Use Google Alerts

Daily prospect visits (You have 600 Minutes a day)

Networking (getting connected)Leave comments and notesCare & shareHelp people find what they are looking for

But don’t sell ! – Not NOW!


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Reference Selling 2010

Prospects want to connect with existing users

There is no longer “the reference customer” instead an entire community of references

Make sure prospects find your customers as easily as possible without your intervention or participation


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Social media is where customers meet customers for

experience, skill development, failure prevention…


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Your Customer Engagement Process


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Successfully leveraging social media


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Your customer engagement stream

Social engagement one person at a time(remember you have 400-600 minutes a day)

Day 1 review all sitesDay 2 listen / read several postsDay 3 chiming in the conversationDay 4 commenting on relevant blogsDay 5 commenting on a group questionDay 6 making an introduction to someone Day 7 suggesting an interesting site or postDay 8 invitation to your own groupDay 9 Have a conversation over the phoneDay 10 Bring others to the conversation

Do care – but do not sellBe social first – the selling comes at the end


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It’s a high speed, a high reach sales model

Social selling is a FAST, HIGH REACH sales model (if done right) – press the accelerator hard

Inside SalesReach up to 250 contacts a dayGet 30% response rate

Field Sales‘Visit’ 50 people a dayHave 30 meaningful dialogsAdd online to the mix of Phone & F2F

The power is in the mix & in the ratioF2F: 5 meetings a day | prep 1-2 weeksPhone: 10 isch conversations | prep 1-2 daysSocial: 30 dialogs | prep: Instant


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Prospects Need Pricing Early in their Research

Pricing

Contrary to what most people think,prospects need budgetary pricing earlyin the Awareness and Research Phases


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Social Selling Success

"I don't have enough quality leads to make my number.“ Intensify the amount of contacts"To reach my prospects, I need more than phone and email.“ Quadruple the number of touch points"If I knew more precisely what moves and motivates my prospects, I could be more effective communicating with them.“ Know what people care about

Make EVERY sales person a Sales Super Star

Increasing Sales by 20%Make the $1 Million quota $1.2 Million Because you canBecause your competitor is lame


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Turning this into a manageable process


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Social CRM

From entity focus to people focusFrom cold calling to socializingFrom cookie cutter sales processes to custom engagementsRelationship strength as new key performance indicatorFrom best guess forecasting to predictive models


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Where do you start?


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Creating an action road map for the next 3 quarters

20 Minutes a day ! (4%)Social media monitoring – the new lead genSocial engagement – the new cold callingSharing and caring – the new nurturing processCommunity management – the new reference sellingMind share development – the new competitive edgeAdvocates engagement – the new closing amplifierSocial CRM – your new Rolodex20% increase in sales by end of this year!


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A three quarter sales development process

Q1 Discovery Process (Apr, May, Jun)Social Media MonitoringIndividual engagementSubstantially strengthening relationships

Q2 High Impact Sales Process (Jul, Aug, Sep)Community Building ProcessVisiting 200 customer per day / per personSocial CRM expertise

Q3 Social Competition (Oct, Nov, Dec)Mindshare developmentAdvocacy engagement strategyRelationship based competition displacement


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Social Selling Training

Relationship & Social Selling TrainingStarting May 14

Four session, one per week, one hour Plus exercises (All Online)Dates: May 14, May 21, May 28, June 48 am Pacific Time (PDT),11 am Eastern Time (EDT),17:00 Central European TimeProgram no. SOMA-3012 Price: $495 per person


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There are the new leads

“there are the Glen Gary Leads”“they are not for you…“…they are for closers”


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Feedback – Q+A

Q + A


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Thank You

© 2009 Xeequa Corp. All rights reserved. Xeesm™, Xeequa™, and the Xeequa logo are either trademarks or registered trademarks of Xeequa Corp. All other company names and product names may be trademarks or registered trademarks of their respective companies or owners.

All materials contained herein are the property of each respective company identified on such materials, and may only be used, copied or distributed with the express written permission of each respective company.

Xeequa Corp. | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057 | [email protected] | www.xeesm.com

(650) 384-0057

http://xeesm.comXeesm.com/Xeesm

Please comment on our Facebook page, LinkedIn Group or Blog or tweet about your thoughts

mailto:[email protected]

http://www.xeequa.com/

http://xeesm.xeesm.com/


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About

Xeesm is a brand of Xeequa Corp. Xeequa is a social business application provider helping business teams to create a better customer experience for their market.

Xeequa solutions are delivered as Internet based software service (SaaS), focusing on small medium enterprises. Xeequa has representation in the US, Europe, Asia and Australia. More info on http://xeesm.com http://xeeurl.com and http://xeequa.com or +1 (650) 384-0057.

The privately held company is based in Palo Alto, California.

http://xeesm.com/

http://xeeurl.com/

http://xeequa.com/


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“…my customer is not using social media…”


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Changing the way we use Social Media

Moving from Network Focus to People FocusNo more searching every single personNo more distraction from the social chatterNo more random streamsInstead focus on relevant people

Moving from reacting back to actingNo more reacting what you accidently seeNo more reviewing who just happens to be onlineInstead visit all your connection and know what is on top of their mind – and ACT.


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Engagement and Socializing


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The toughest decision - Cutting the ropes

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Put social in your sales process and get to the next level

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