|Buying in the B2B space is increasingly incorporating social networking as a key component of the buying process.
The sales people who take advantage of that trend are therefore more likely to be successful than their colleagues using more traditional approaches. A recent study by the Aberdeen group found that sales professionals who were taking advantage of social selling were achieving a 16% gain in year-over-year selling revenue, four times the gain at similar companies who are not taking advantage of social selling.
The social network LinkedIn has become one of the leaders in enabling social selling for salespeople in the B2B segment. LinkedIn’s research has discovered that that sales people using their social selling service are over 50% more likely to exceed their quota, three times more likely to significantly exceed quota. As well, their sales leaders are promoted to executive levels 60% faster.
About a year ago I collaborated with a long time sales and marketing colleague Susan Tormollen to creat e a series of posts which discussed the importance of a tight alignment between marketing and sales in eliminating common disconnects across the marketing to sales interface.
In Susan’s current role, she and her team have experienced significant advantages of social selling on the selling side. Susan, as a buyer of marketing services, has also witnessed first hand the advantage seized by a company who used social selling to seek and win her business.
In this four minute video interview, Susan discusses those experiences and lays out some first steps for companies wanting to get on board with of this significant trend, and to capture some of the sales performance benefits noted by LinkedIn.
Here are some of the next steps noted by Susan, echoing many of the ideas of our discussions last spring, but in the context of improved and fast moving capabilities available in the interconnected world:
Join the Conversation!
Add your ideas and comments below.