Garnering insights from hundreds of sales, marketing and enablement leaders and professionals worldwide, the first bi-annual “Social Selling 2017 Trends” report examines how companies that have formalized a social selling process compare to those that lack one. Organizations are about to invest more heavily in social selling in 2017. But how they do it will be the defining factor between a thriving pipeline and a faltering one.
No longer thought of as a stand-alone sales process, social selling has become an additive sales methodology — a daily routine that enhances sales teams’ ability to find, engage and develop relationships with buyers. With B2B buyers more active on social networks than ever before, social selling has become an essential fabric to the modern sales process. How do properly trained social sellers compare to those who fall short on social training, accountability and skillset?
Here’s an overview of key findings from the trends report.
1) Teams Who Embrace A Social Routine Fill Pipeline Faster
Maintaining engagement with prospects requires consistent activity on the part of salespeople. In the age of the customer, best-in-class sales teams not only respond to customer inquiries but also proactively educate them. Sales teams who embrace social experience 18% more pipeline (volume) 28% faster (velocity).
2) Companies With Formalized Social Selling Processes Are More Likely To Hit Revenue Goals
Best-in-class social selling teams are equipped not only with the right technology and tools, they’re set up for success with accountability to social activity and long-term training. The majority of social sellers with long-term training in place (78%) hit their revenue goals in the past 12 months versus those with without formalized training (38%).
3) Social Sellers Experience Higher ROI When Compared To Traditional Tactics
The sales profession is transitioning away from invasive, pushy sales tactics. In today’s buyer-centric selling environment, the role of sales has evolved to be more consultative, generating a greater need for salespeople to leverage educational content in the buying process. Salespeople leveraging social selling experience 31% higher ROI than those who stick to traditional tactics.
For a more comprehensive look into the processes, tactics and results that sales organizations experience with social selling, download the full report.