Lisa Leitch, President of Teneo Results, interviews Nigel Edelshain, President of Sales 2.0, about how using social media can secure an initial meeting with the decision-maker.
Q: How do you define social calling in the sales context?
A: Social calling is actually a framework we made up. Basically, it’s about leveraging social media and sales 2.0 tools to get us a first meeting and get in the door with buyers.
Q: In your e-book, you mention it takes 100 cold calls to get one appointment, whereas it only takes 12 social calls to get one appointment.
A: That’s right. We run an inside sales organization, and we’ve been tracking data on this. Conservatively, it takes 100 cold calls to get an initial meeting or to advance your sales process. When you use the framework we call social calling we found that it only takes 12 calls to achieve the same result. You’re looking at an eight times improvement in using this framework versus smile and dial cold calling.
Q: Can you identify the 3 most important factors that dictate why a prospective buyer will meet with a sales professional?
A: The three most important factors in social calling are prospect profile, building a prospect list out of prospect profiles, and trigger events or which changes in the buyer’s environment and relationships.
Prospect profile is the concept of calling the right people and titles in companies of the right size, revenue, and industry. There’s actually some interesting research out that, for large purchases in large enterprises, there might be twenty-one people involved in buying that particular product. Salespeople need to think not only about the companies that we’re selling to but the titles and the
people they’re selling to.
Trigger events are any kind of change in the buyer’s environment. Any kind of change tends to create a need in the buyer and the buyer’s company. Need is the friend of a sales team because we can solve it with our products and services.
The last factor is relationships, which is something we have lost track of in the sales profession as we’ve focused on technology and transactions. We’ve always knows that referral selling worked better than cold calling, and so we’re actually using these new tools to bring relationships back into the sales process.
Q: How much time do you recommend sales professionals spend on social networking?
A: The answer to your question is that when prospecting in a social calling way, you will have these tools up all the time. They are your dashboard as much as your CRM might be.
This article was originally published in CPSA’s Contact Magazine.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.