Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning Strategy
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Transcript of Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning Strategy
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.
6
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
10
Contact Cadence• Impression Marketing
Mail à Call à Campaign
Call à Fax à Call
UltimateMotorCycle.comArmChairGeneral.com
Specialization
© 2004 Sales Team Automation, LLC. – Confidential and Proprietary
The Leverage of Multi-Media Contact Cadence
Impression MarketingTM
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer Increase
Calls
Contacts
Leads
Closes
(-----Generalist-------- Specialist)
It Started with Making Calls
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer Increase
Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1 4 X
(-----Generalist-------- Specialist)
Specialization and the DialerProductivity Increased Fourfold
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1
(-----Generalist-------- Specialist)
90%
Receptionist
Voicemail
But There was a New Idea…
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20
Leads 25% 1.25 5Closes 20% .25 1
(-----Generalist-------- Specialist)
90%
Receptionist
Voicemail
Progress the Sale on Every Call
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1
(-----Generalist-------- Specialist)
90%
ReceptionistCall-FAX-Call7:45 of Calling460 Dials298 Faxes11 Sales8 Sales = 6 weeks later
Leverage of ‘Fax Impressions’
webinar Featuring:Call à FAX à Call
1st Month 2nd Month 3rd Month 4th Month 5th Month
1% 3.5%
webinar Featuring:
Steve Tate20,000 Fax Numbers
20,000 @ 1% = 200 leads
Per month with no calling
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1Media 50% 100
Leverage of ‘Media Impressions’
@ 5%
+5=10
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20Leads 25% 1.25 5Closes 20% .25 1Media 50% 100VM 50% 100
Leverage of ‘Voice Impressions’
@ 5%
+5+5=15
@ 5%
webinar Featuring:
© 2004, 2016 InsideSales.com – Confidential and Proprietary
Ratios Manual Dialer
Calls 50 200Contacts 10% 5 20
Leads 25% 1.25 5Closes 20% .25 1Social 50% 100VM 50% 100
Leverage of ‘Impressions’
@ 5%
+5+5=15
@ 5%
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
25
How do we define it?
SOCIAL SELLING
26
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
33
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
42
Get Your SSI Scorehttps://www.linkedin.com/sales/ssi
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Q&A
Koka SextonSocial Media & Content
LinkedInlinkedin.com/in/KokaSexton
Ken KroguePresident & FounderInsideSales.com
linkedin.com/in/KenKrogue
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