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Social Sales Revolution - Dreamforce 2012

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The 7-step document outlines how to get ahead in social sales. It recommends getting involved in customer conversations on social media, building relationships and credibility over time, connecting with prospects on multiple platforms, and getting sales teams to think and act social by training them to engage customers, build personalized profiles, and make recommendations. An initial company effort to mandate social sales company-wide failed, but a pilot team that focused on relationships, connections, and patience was more successful in generating leads, engagement, and sales through social media.

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The Social Sales Revolution: 7 Steps to Get Ahead 1 2 3 4 5 6 7 Get in The Know Your Build your First Friends, Connect With Get Together, Customer Social Tweet-up Your Game Then Leads Pipeline Social Sell Smarter Hangouts Market Value Intelligence The power is in the hands of the buyer Earn credibility and respect to be a recommender - be helpful – trusted advisor

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3. Build your Social Market Value A social savvy rep needs to: • Join social dialog • Build credibility • Have experience • Know the industry • Be transparent PHOTO BY KEXINO 2

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Credibility > Selling 3

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Case Study: WE SERVE OVER OPEN TECHNOLOGY AT 60% 4,500+ RACKERS WEB SCALE Choice, flexibility and freedom 190,000+ from vendor lock-in CUSTOMERS OF THE FORTUNE® 100 84,000+ SERVERS SEAMLESS PORTFOLIO OVER $1.2 120 + COUNTRIES Public Cloud, Private Cloud, Hybrid Hosting and Dedicated BILLION $$$$ Hosting Annualized Revenue 8 GLOBAL DATA CENTERS

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Sales injects social into the funnel to accelerate deals Recommendations Relationships Referrals 5

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Online Display Trade Shows Webinars Whitepaper SEM s Events Email Videos SEO Blogs Demos Qualified Leads CUSTOMERS 6

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Department involvement BEFORE Marketing Sales NOW Marketing Sales 7

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THROUGH Awareness Consideration Decision 8

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How we do it Intro Connect Follow Listen Groups prospect prospects to for with social and have prospects feedback platforms them follow us

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Build Advise Content prospects Including on social case media studies, webinars and more

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We train our sales teams to think and act social Build contacts by territory and customer list Involve prospects Join groups and in the gain credibility conversation Engage directly Build and with maintain recommendations relationships and relationships Build Research and personalized social profiles on multiple platforms How to: monitor social media

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Make your sales team: 1. Effective 2. Social 3. Self-reliant 1 2

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% Who Think LinkedIn is a Good Resource for: Getting information about enterprise software companies or products 56% Getting advice on how to solve an enterprise software challenge 52% Finding recommendations for enterprise software products 50% Staying on top of the latest news or trends in enterprise software 43% 0% 20% 40% 60% 80% Base: All IT survey respondents (N = 800). “Do you agree or disagree with the following statements? LinkedIn is a good resource for:” % of respondents who answered “Agree” or “Strongly Agree”. IT Software Study – March 2011

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% Who Would Trust a Recommendation From: Work colleagues / professional network 93% Industry analysts (Gartner/Forrester/IDC) 80% IT publications (CNET, ZDnet, etc.) 59% Consultants 58% IT forums and message boards 51% Vendor websites 23% Vendor salespeople 22% Base: All IT survey respondents (N = 800). 0% 20% 40% 60% 80% 100% “When deciding whether to purchase a particular software product for your company or institution, do you trust recommendations from the following sources?” IT Software Study – March 2011

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The Power of Recommendations on LinkedIn 1 5

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Rackspace vs. Company X 554Recommendations 7 Recommendations

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1 7

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Professionals recommending Rackspace on LinkedIn work for these companies: 1 8

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We failed before we succeeded

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How we first failed: • Our initial approach was too aggressive in scale • Mass mandate failed • No instant results • More planning needed • Disconnect: tying social to quotas

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How we succeeded • A pilot team that • Understood relationships • Connected the dots • Had patience

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Key Results Increased engagement on social Increased event platforms from sales attendance from their teams and their customers customers More leads through Increased downloads referrals, relationships and engagement with and content recommendations

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Social Sales Revolution - Dreamforce 2012

More Related Content

Social Sales Revolution - Dreamforce 2012

  • 1. The Social Sales Revolution: 7 Steps to Get Ahead 1 2 3 4 5 6 7 Get in The Know Your Build your First Friends, Connect With Get Together, Customer Social Tweet-up Your Game Then Leads Pipeline Social Sell Smarter Hangouts Market Value Intelligence The power is in the hands of the buyer Earn credibility and respect to be a recommender - be helpful – trusted advisor
  • 2. 3. Build your Social Market Value A social savvy rep needs to: • Join social dialog • Build credibility • Have experience • Know the industry • Be transparent PHOTO BY KEXINO 2
  • 4. Case Study: WE SERVE OVER OPEN TECHNOLOGY AT 60% 4,500+ RACKERS WEB SCALE Choice, flexibility and freedom 190,000+ from vendor lock-in CUSTOMERS OF THE FORTUNE® 100 84,000+ SERVERS SEAMLESS PORTFOLIO OVER $1.2 120 + COUNTRIES Public Cloud, Private Cloud, Hybrid Hosting and Dedicated BILLION $$$$ Hosting Annualized Revenue 8 GLOBAL DATA CENTERS
  • 5. Sales injects social into the funnel to accelerate deals Recommendations Relationships Referrals 5
  • 6. Online Display Trade Shows Webinars Whitepaper SEM s Events Email Videos SEO Blogs Demos Qualified Leads CUSTOMERS 6
  • 7. Department involvement BEFORE Marketing Sales NOW Marketing Sales 7
  • 8. THROUGH Awareness Consideration Decision 8
  • 9. How we do it Intro Connect Follow Listen Groups prospect prospects to for with social and have prospects feedback platforms them follow us
  • 10. Build Advise Content prospects Including on social case media studies, webinars and more
  • 11. We train our sales teams to think and act social Build contacts by territory and customer list Involve prospects Join groups and in the gain credibility conversation Engage directly Build and with maintain recommendations relationships and relationships Build Research and personalized social profiles on multiple platforms How to: monitor social media
  • 12. Make your sales team: 1. Effective 2. Social 3. Self-reliant 1 2
  • 13. % Who Think LinkedIn is a Good Resource for: Getting information about enterprise software companies or products 56% Getting advice on how to solve an enterprise software challenge 52% Finding recommendations for enterprise software products 50% Staying on top of the latest news or trends in enterprise software 43% 0% 20% 40% 60% 80% Base: All IT survey respondents (N = 800). “Do you agree or disagree with the following statements? LinkedIn is a good resource for:” % of respondents who answered “Agree” or “Strongly Agree”. IT Software Study – March 2011
  • 14. % Who Would Trust a Recommendation From: Work colleagues / professional network 93% Industry analysts (Gartner/Forrester/IDC) 80% IT publications (CNET, ZDnet, etc.) 59% Consultants 58% IT forums and message boards 51% Vendor websites 23% Vendor salespeople 22% Base: All IT survey respondents (N = 800). 0% 20% 40% 60% 80% 100% “When deciding whether to purchase a particular software product for your company or institution, do you trust recommendations from the following sources?” IT Software Study – March 2011
  • 16. Rackspace vs. Company X 554Recommendations 7 Recommendations
  • 17. 1 7
  • 18. Professionals recommending Rackspace on LinkedIn work for these companies: 1 8
  • 19. We failed before we succeeded
  • 20. How we first failed: • Our initial approach was too aggressive in scale • Mass mandate failed • No instant results • More planning needed • Disconnect: tying social to quotas
  • 21. How we succeeded • A pilot team that • Understood relationships • Connected the dots • Had patience
  • 22. Key Results Increased engagement on social Increased event platforms from sales attendance from their teams and their customers customers More leads through Increased downloads referrals, relationships and engagement with and content recommendations