This document discusses how social media is changing B2B sales and communication. It notes that customers now find information online and do not consider email an effective communication tool. It recommends that sales teams adapt by modifying their sales process and structure to incorporate social media tools and create new content. Specifically, it suggests training teams on social tools, gradually modifying processes, and creating new content to engage customers and improve win rates and reduce acquisition costs.

1. Riding The Social Media
Wave To Drive B2B
Sales Team Efficiency

2. The Way We:
• Communicate
• Build Trust
• Develop Relationships
With Our Clients Is Changing…..

3. Fast!
Are You Ready?
3

4. “ It’s not the strongest
of the species that survive;
nor is it the smartest.
It’s the ones that are the
most responsive
to change that survive.
”
Charles Darwin
4

5. “
When the winds of change
blow some seek shelter,
others build windmills
”
Chinese Proverb
5

6. A. What is Happening?
B. Why is it Happening?
C. What Should We Do?

7. What Is Happening?

8. “ We are going from the
era of automation into
the era of collaboration
PCC Summit 2012, Gartner
”

9. A letter from the Client
“
I find your approach to sales to
be fundamentally exasperating
to me and unproductive for you.
I do not need your reps to “sell”
me. I find more out about you &
your product/service online.
And I certainly do NOT
consider e-mail an
“
“
effective tool for
communication.

10. Why Is This Happening?

11. Your Buyers and Employees are Changing
11

12. The 5 Major Influencers
1. Broadband Everywhere
2. Consumerization
3. Mobile Devices
4. Cloud Enabled Services
5. Social Media Tools

13. Evolution of B2B Communication Tools
Adoption Speed
Sophistication
Time
13

14. “ Consumerization* is the most
significant trend affecting IT in the
next 10 years.
“
“
PCC Summit 2012,
Gartner
*Consumerization: The growing tendency for new information technology to emerge first
in the consumer market and then spread into business & government organizations.

15. Pinch-point Remains
Buyer & Seller Cost & Centralized
Productivity Pressures Decisions
• Decisions centralized and raised to executives
• Pressure to reduce sellers CAC (Customer Acquisition Cost)
• Buyers/Executives do not have time to waste
• Will only connect with trusted pro’s in their network
• The web replaced the rep as “ information

16. What Should We Do?

17. Clients Are
Calling For Help!
How Should Sales
Teams Respond?

18. How To Get From Today - To “The New
World”
1) New World Sales Process/Structure Methodology
2) New World Methodology
3) New World Content Process
Content
&
4) New World Tools Structure
Tools
Plan To: Assess, Train, Implement & Reinforce!
18

19. Current Sales Process
When the client looks to
us as problem solvers, it
give us an opportunity to
express our
competence, show
concern and earn his
trust …
Open
Minded
Instead we spam him
with email blasts, lead-
gen calling campaigns,
& inside sales reps
hunting to set up a Ra
meeting tio
s Th na
c es g
is
is ld
pro in g
sh rnin
wh
fig er
ec
n
i
bl a ur e w is
io ta e es e io
s es and ,d p n
e ci be rn at
a
r ov pr
oc
d ld nce an ide
ou o
n al sh g c .
e in t
d pr
de ici
m ng
es
s
otio ere w how trus os , f
. ac
s ts
E m wh ,
s nce
,
i e
s
i t
Close Th pe
m DEAL!
Minded co

20. New World, Social Media Enabled Sales Process
Provide context to your
request. Leverage
references to earn
trust.
Provide a high quality,
video powered pitch from
your companies best Open
presenters. Minded
Instead of spamming, give
them an opportunity to
subscribe to your news Ra
feed, encouraging you to tio
s Th na
es
stay relevant.
e,
re is ld
oc nc
le is
va w ec
Express & discuss, pr te
pe tc.
nt h e
da re is
n io
variety of solutions
sio m e
co rns,
ta we
,p p n
around the problems in i ish e pr
ec
er r
the market. bl onc fo ovid oc
ld ta c rm e
es ss fa es
na
de c
we re m ts s
io e add o’ , f
ot
r s ig
he st, et u r
c. es
Em is is rn tru
w
Th ea
Close The Trust Triangle™
Minded DEAL!

21. No longer is it about creating value FOR the client,
it is about creating value WITH the client.

22. The Proof:
Shorten Improve Reduce
Sales Cycle Win/Loss Rate Client Acquisition Cost
97%
95%
Standard
$39,000
Social Media Enabled
58 weeks
$119,000
Social Media Enabled Standard
37 weeks

23. The 5 Keys
• Don’t Be Afraid To Act – “The Worst
Action Is No Action”
• Not Too Late - Start Running Now
• Train Team On Social Sales Tools
• Gradually Modify Sales Process &
Structure
• Create New Content

24. “ Every morning in Africa a gazelle wakes up. It knows it must
run faster than the fastest lion or it will be killed.
Every morning a lion wakes up. It knows it must outrun the
slowest gazelle or it will starve to death.
It doesn't matter whether you are a lion or a gazelle –
”
when the sun comes up, you had better be running.
Unknown

25. One Final Thought……

26. “ It's not the big that eat the small,
”
It's the fast that eat the slow.
Jason Jennings
Daniel J. Adams Jacco Van Der Kooij
ADAMS & ASSOCIATES #IndoJacco
www.trusttriangleselling.com jacco.vanderkooij@gmail.com
dadams@trusttriangleselling.com www.linkedin.com/in/jaccovanderkooij
www.linkedin.com/in/adamsdaniel
26
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