Build Your Professional Relationships into Social Strategic Partnerships

By Janice B Gordon | B2B Sales

Feb 13
Scale Your Sales Blog

The world has evolved; created by challenges in the global economic environment and the advances in technology. Sales leaders must now overcome three pressing problems:

  1. Unmotivated sales reps.
  2. Under-performance of sales teams.
  3. Lack of access to decision-makers.

The Reasons Why B2B Sales Must Adapt

90% of decision makers will not answer cold contacts but 80% of contacts in LinkedIn are open to new opportunities. 57% of buyers are in the decision-making process before reaching out to you and your company.

The buying process is more complex, services are becoming personalised and bespoke. CEB’s research shows that the average B2B opportunity has 5.4 decision makers involved. Today’s purchasing decisions need more discussion and due diligence. Buyers are careful to choose who they allow on to their shortlist. Sales reps must now establish many relationships within an account or company. If they are to develop a long term preferred buyer relationship.

It is unlikely that one person makes the decision to invest and buy. The decision-making unit contains gatekeepers, users, initiators, influencers, users, buyers and decision-makers.

Social: A Way Sales Professionals Are Adapting

Although I talk about and do social selling to nurture online relationships. Technology makes you more efficient in targeting of buyers, users, influencer and decision-makers. It cannot, do the whole job. That’s because your products and solutions tend to be bespoke and so more complicated. To educate buyers and build the required trust, you need to build good, old-fashioned human interaction.

According to HubSpot, “Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.”

The 2014 IDC report, found that 3/4 B2B buyers and 8/10 executive buyers use social media to make purchasing decisions. Buyers who use social media are more influential, have larger budgets, and buy frequently. Since these are the buyers you want to engage with, it makes sense to engage with them on social platforms and bypass the gatekeepers.

To engage sales professionals and to them engage decision-makers; you must personalise the engagement and the service. Afterall, decision-makers are people and even in B2B relationships, people buy people.

Scale Your Sales: Build Your Professional Relationships into Social Strategic Partnerships

Even the superstar salesperson will become unmotivated at some point. It is not only about creating resilience but rather creating a strategy that helps them to regenerate. Their actions are reflected in their beliefs. If you work on your beliefs, your actions are consistent and your energy to perform your actions will not become drained. This is visibly showing-up as a trusted advisor with a credible solution.

2/3rd of sales reps fail to reach their annual sales quota, which is a staggering statistic. Sales productivity is maximising sales revenue results while minimising cost and time resources. Scale your sales helps build efficiency and effectiveness by focusing on the areas that give the highest ROI. Reducing waste and increasing effectiveness.

50% missed their quotas for the year and 33% attributed their lost deals to a lack of visibility with key decision makers. A business partnership is an elevated professional relationship. Social is a conversation whether online of offline. Online conversation gives your decision-makers the assurance of a trustworthy person and business.

Scale Your Sales is a system using key account management tools and social selling methods that supports your sales professional to scale your sales. Scales your sales will introduce your sales professionals to strategies to engage, educate and elevate their professional relationships into long term strategic partnerships.

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About the Author

Janice B Gordon: The Problem Solver Business Growth Expert, Speaker, Consultant and Mentor. Janice is author of Business Evolution - Creating Growth in a Rapidly Changing World This book gives you the guidance you need to evolve you and your business and exceed your customers' wants and needs.