Aberdeen View: Social Selling Powers B2B Success
Practical Perspectives for the Midsize Business. Brought to you by IBM.
[The] most effective sales teams utilize collaborative applications, generally integrated into the CRM, to facilitate a virtual water-cooler environment and encourage user-generated content that helps add to the overall tribal knowledge of the enterprise. As a result, sellers more effectively tap into the collective wisdom of a larger circle of knowledge.
Research Fact: the Best-in-Class are 90% more likely to use “Predictive social intelligence: using current data about prospects / customers to highlight most likely repeat purchasing patterns,” compared with other companies. The form factor of this informal user-generated content is often of benefit to sales reps seeking to end-around the polished and scrubbed pronouncements of corporate PR teams. Even better, it creates the opportunity to cut through red tape via…
We repeatedly hear in about scenarios in which a prospect does not answer the phone or e-mails but responds quickly to a direct message. I’m sure that many of us have a love-hate relationship with our inboxes – and perhaps someday direct messages will become more annoying than they are now – but today, this communications modality is fresh and new enough to make it the communications channel of choice between seller and buyer personas. Try it a few times; you’ll be pleasantly surprised.
The Non-Salesy SME
[A] wise sales professional will actually not make a sales pitch within their social networks, but rather become a subject matter expert whom their prospects and customers come to associate with helpful knowledge. The easiest way to do this is to simply re-tweet (curate) the content that the product experts, engineers, or intellectual leaders within your organization are producing; there is little need to create fresh content, given the remarkably easy curation tools within social networks.
I couldn’t possible add to these great recommendations from Aberdeen.
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