Social selling & the role of the sales manager
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Social Selling Case & the role of the Sales Manager https://be.linkedin.com/in/kurtghijsbrecht @GhijsbrechtKurt
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Transcript of Social selling & the role of the sales manager
Social Selling Case & the role of the Sales Manager
https://be.linkedin.com/in/kurtghijsbrecht@GhijsbrechtKurt
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REFERENCES
GOOD OLD TRADITIONS…
SETTING THE SCENE
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There was a time when selling was mainly 121 but world has gotten more complex for B2B salespeople over the last years, there are more and more decision makers and many organizations are more complex & matrixed Often some of the decision makers are in several other countries.
6.8Source:
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Well according to CEB- Corporate Executive Board, there are on average 6.8 decision makers in a B2B Process Again, in the past it was a much lower number. Think about decisions in your own organization! If we think the bare minimum is six relationships we should have with a customer in a B2B setting, we're going to call that concept multithreading, we're properly multithreaded with at least five relationships. Multi-Threading……….
Multi-threaded
5%Single-threaded
68%
Sales deals at BNL companies
What percentage of deals in the Benelux are multi-threaded?
6+ connections 1 connection
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What percentage of sales deals are multithreaded? 5% is multi-threaded: The sales rep is connected to at least 6 DMs (threshold) in this account, therefore, the risk of losing this deal due to changes is low 68% are single-threaded: The sales rep has only one connection to this account, therefore, if this connection changes position there is a risk for the deal
Account rep
People Moving Jobs
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Increasingly we are seeing the length of time people spend in a role across every function in the world shrink. And so this job movement adds a lot more uncertainty already to our sales process.
1 in 4What is the likelihood a decision-maker leaves their position within a year?
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Given last year's (2015) data, we expect that 1 out of 4 decision makers will change position within a year. The number includes changes within the same company and changes to another company. Think about it, 1 in 4
1 in 3What about your reps?
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Then what about your sales reps? Sales Reps job movement It’s even more……. 1 in 3 of your reps will change job, internally or externally within a year. 1 in 3……
What happens when you combine the job movement of your reps with that
of your customers?
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53%of our deals are at risk
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46% of our deals are at risk 46% of our pipeline is at risk This percentage describes the percentage of deals that will be at risk if either one of the two events happen either sales rep move job or DM move job).
Is Social Selling the answer?
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Social selling is the answer. Social selling is just growing your business through relationships by using social media, social networking. Social networking is the network on top of the Internet, which is the network of networks. And so it shouldn't be a surprise that social networking can help in this regard.
WHAT DID WE DO?
LinkedIn & Sales Navigator as a first step
From single to multi-threaded
Provide content across channels (offline & online)
Start inmailing & calling
THE ROLE OF THE SALES MANAGER
Set Goals & define successCreate a PlanTrack ProgressStay MotivatedImprove your results
SET GOALS & DEFINE SUCCESS
1. What is your business need?: More Qualified leads Bigger sales pipeline Increase customer retention
2. How will you define success? Impact on sales results ( in €, bigger pipeline, …) Use SSI also as a measuring tool by focusing on the 4 building
blocks : • Create a professional brand• Find the right people• Engage with insights• Build strong relationships
SET GOALS & DEFINE SUCCESS
3. What kind of goals? Start SMART Number of connections (av.= 930) Number of connection requests
• Customers (no brainer!)• Prospects (10/week + increase gradually)
Connection at Key accounts• 6,8 B2B decision makers, SO??
Network leverage – “the network of your network”• “get introduced”
LinkedIn group participation• sales team segmented by branch
Engagement Rate• Evaluate the amount of content shared by rep
CREATE A PLAN
1. Create Buy-In
Look for a Sponsor• Your boss
Involve Marcom from the beginning• You will need them!
Budget?• Marketing, sales, communication? Get aligned!
2. Educate & train your people
WORKING TIME – requirements to implement Etiquette, best practices, tips & trics, LinkedIn helps its customers!
CONTENT
TRACK PROGRESS
HOW?• Profile complete?• Receiving endorsements?• Publishing posts?• Daily logging in?• Inmail response rate >10%• Connecting to VP’s?• Are people engaging with your posts?• Is your acceptance rate for connection request >20%?• Viewing your profile & vice versa?• Using LinkedIn Search?
This is the heavy part but so important if you want to be successful!
TRACK IMPACT ON YOUR BUSINESS
Share successes
Evaluate the program + Goals
Bigger pipeline?
Differences between reps!
Consider speeding up or slowing down
Weekly SSI dashboard
OUR RESULTS?
Team: 5 x Sales & marketing manager
Connections: • Total 1st degree network 4.776• 736 connections on average (659 – 2.300)• Evolution (2016) January 1st – December 31th :
4.776 connections 5.889 = +4/day
SSI• Individual Average last 3 months : 82 / 79 / 78 / 43 / 39 / 34
And the EURO’s• Use of Sales Navigator generated 150k extra turnover after
1 year
STAY MOTIVATED
What will you see?: Fear Falling back in day-to-day routines Resistance …
The sales managers job is to: Promote confidence Coach & train Keeping the eyes on the “price” (goals) Celebrate Top social reps
IMPROVE YOUR RESULTS
The extra step?
Recruit socially engaged repsMake social media part of the reps routine
KEY TAKEAWAYS
Social selling = mindset = change
Make really sure you have a PLAN!
Involve marcom
Train, motivate & celebrate
Track real results
