28
How Organizations Must Evolve to Counter Today’s Highly Empowered Customers The Social & Insight Selling Era ©2014 LinkedIn Corporation. All Rights Reserved. Matthew Kiel Senior Director, CEB Kevin Ryan Marketing Manager, LinkedIn September 23, 2014

The insight selling era - live webcast with LinkedIn & CEB

Embed Size (px)

DESCRIPTION

‘The Insight Selling Era’ – how buyer sophistication is forcing organizations to transform how they sell Speakers: Kevin Ryan, Marketing Manager: http://www.linkedin.com/in/kevryan Matthew Kiel, Senior Director, CEB: http://www.linkedin.com/in/mpkiel

Citation preview

Page 1: The insight selling era - live webcast with LinkedIn & CEB

How Organizations Must Evolve to Counter Today’s Highly Empowered Customers

The Social & Insight Selling Era

©2014 LinkedIn Corporation. All Rights Reserved.

Matthew KielSenior Director, CEB

Kevin RyanMarketing Manager, LinkedIn

September 23, 2014

Page 2: The insight selling era - live webcast with LinkedIn & CEB

Agenda for today

• Introduction and Housekeeping

• The Social Selling Era

• The Insight Selling Era

• Q&A

Page 3: The insight selling era - live webcast with LinkedIn & CEB

Relationships are foundational for sales success

Kevin

Company

A

Company

B

Company

C

Page 4: The insight selling era - live webcast with LinkedIn & CEB

are now involved in the average B2B buying decision

peopleBoss

Peer

Direct report

Business leader

Cross-functional partner

CorporateExecutiveBoard2013–WinningTheConsensusPurchase

Your target buyer

5.4

Decisions involve more people than ever before

Page 5: The insight selling era - live webcast with LinkedIn & CEB

75%of B2B buyers now usesocial media to be more informed on vendors

IDC 2014 – Social Buying Meets Social Selling

Decision makers rely on social media to choose between potential vendors

Network referrals

White papers

Company websites

Blogposts

Company pages

Your target buyers

Socialrelationships

Page 6: The insight selling era - live webcast with LinkedIn & CEB

Your competitor

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

90%of decision makers say they never respond to cold outreach

Decision makers now ignore cold outreach

You

Your competitor

X

X

X

Your target buyers

Page 7: The insight selling era - live webcast with LinkedIn & CEB

5.4 75of B2B buyers now usesocial media to be more informed on vendors

% 90of decision makers say they never respond to cold outreach

%people are now involved in the average B2B buying decision

Corporate Executive Board 2013 – Winning The Consensus PurchaseCorporate Executive Board 2012 – New Decision Timeline

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

The buyer’s process has changed

Page 8: The insight selling era - live webcast with LinkedIn & CEB

%75of B2B buyers now use social media to be more informed on vendors

Relying on the buyer to inform you onkey updates

5.4people are now involved in the average B2B buying decision

Looking for one all-powerful decision maker

%90of decision makers say they never respond to cold outreach

Cold-calling prospects like they’re just a name in a database

I found out a month later the Director of Marketing left my

account and joined another top prospect

of mine

The VP of Marketing went dark and now

I’m back at square one

I keep pounding – email, phone, voicemail

– but can’t get a response

How well has your team adapted to this new normal?Are you still:

Page 9: The insight selling era - live webcast with LinkedIn & CEB

Focus on the right people and

companies

Stay informed on key updates at

your target accounts

Build trust with your prospects and customers

Building relationships with prospects and customers is different in this new normal. You need to:

Page 10: The insight selling era - live webcast with LinkedIn & CEB

Billionsof professional relationships

313M+members

2B+member updates per week

LinkedIn has a wealth of information on the people & companies with whom you want to build relationships

Page 11: The insight selling era - live webcast with LinkedIn & CEB

Relevant news

LinkedIn’s network data

Your accounts,leads & preferences

Sales Navigator makes it simple to establish and grow relationships with your prospects and customers

Sales Navigator

Page 12: The insight selling era - live webcast with LinkedIn & CEB

The Insight Selling EraHow Organizations Must Evolve to Counter Today’s Highly Empowered Customers

Page 13: The insight selling era - live webcast with LinkedIn & CEB

THE TRIED AND TRUE SALES APPROACH

13

Page 14: The insight selling era - live webcast with LinkedIn & CEB

CHANGING CUSTOMER BUYING BEHAVIOR

n = 1,460

14

Page 15: The insight selling era - live webcast with LinkedIn & CEB

MAKE ME SMARTER

n = 4,960

15

Page 16: The insight selling era - live webcast with LinkedIn & CEB

• Always goes the extra mile

• Doesn’t give up easily

• Self-motivated• Interested in

feedback and development

• Always has a different view of the world

• Understands the customer’s business

• Loves to debate• Pushes the customer

• Reliably responds• Ensures that all

problems are solved• Detail oriented

• Follows own instincts

• Self-assured• Independent

• Builds strong customer advocates

• Generous in giving time to help others

• Gets along with everyone

Hard Worker Challenger Relationship Builder

Lone Wolf Problem Solver

THE 5 PROFILES OF SALES PROFESSIONALS

© 2012 The Corporate Executive Board Company. All Rights Reserved.

n = 10,000+

Page 17: The insight selling era - live webcast with LinkedIn & CEB

CHALLENGER REPS MOST LIKELY TO WINPe

rcen

tage

of P

opul

ation

% of Core Performers

% of High Performers

Challenger Lone Wolf Hard Worker Problem Solver Relationship Builder

23%

39%

15%

25%22%

17%

14%12%

26%

7%

n = 10,000+ 17

Page 18: The insight selling era - live webcast with LinkedIn & CEB

Challenger•Offers unique perspective•Two-way communication skills

•Knows customer value drivers•Can ID economic drivers

•Comfortable discussing money•Can pressure the customer’s thinking

Relationship Builder•Forms good relationships•Builds internal advocates•Builds cross-functional relationships

•Can work with anyone•Is genuine•Accessible to customers•Gives time to help others•Respects customer’s time

Build Constructive Tension Reduce Customer Tension

Tailor

TakeControl

Teach Gets along with Others

Likeable

Generous with Time

THE CHALLENGER BLUEPRINT

18

Page 19: The insight selling era - live webcast with LinkedIn & CEB

CHALLENGERS EXCEL IN COMPLEX SALES

Low Com-plexity Sale

High Com-plexity Sale

20%

54%25%

25%26%

10%18%

7%11%4%Relationship Builder

Problem Solver

Hard Worker

Lone Wolf

Challenger

Pe

rce

nta

ge

of

Hig

h P

erf

orm

ers

© 2013 The Corporate Executive Board Company. All Rights Reserved.

Page 20: The insight selling era - live webcast with LinkedIn & CEB

THE NEW HIGH PERFORMING SALES REP

Teach for Differentiation

Take Control

Tailor for Resonance

The Challenger Rep20

Page 21: The insight selling era - live webcast with LinkedIn & CEB

A REQUIRED SHIFT

21

Page 22: The insight selling era - live webcast with LinkedIn & CEB

• Customer buying behavior and expectations have changed

• New buying behaviors necessitate new selling behaviors

• HOW YOU SELL > WHAT YOU SELL

• Relationships are still vitally important, but they are a means to an end

• Customers want to be challenged, but generally want to avoid change

• Challenger is ORGANIZATIONAL CAPABILITY FIRST, INDIVIDUAL CAPABILITY LAST

• The question should not be “How can I make all my reps Challengers?” but rather “How can we can enable better Teach, Tailor, and Take Control behaviors across the org?”

22

KEY TAKEAWAYS

Page 23: The insight selling era - live webcast with LinkedIn & CEB

23

BECOMING A CHALLENGER ORGANIZATION

Four Pillars of the Challenger Journey

Page 24: The insight selling era - live webcast with LinkedIn & CEB

• Do we know how our customers buy?

• Do we know how many stakeholders participate in that process?

• Why should our customers buy from us over everyone else? Does it matter? Can we prove it?

• How can we enable our sellers to have different-in-kind conversations with customers? What are the implications for training and development?

• How do we evolve our hiring/interviewing process to screen for these skills?

• What about first-line managers? Are we arming them with the differentiated skills they need to lead in this environment?

• How do our process and metrics need to evolve?

24

QUESTIONS TO CONSIDER

Page 25: The insight selling era - live webcast with LinkedIn & CEB

CHALLENGER IS THE TIP OF THE ICEBERG

25

Since Challenger, CEB has continued to analyze customer and rep behavior in an effort to gain a very tactical, data drive understanding of how the best reps go to market differently than most. Data shows that high performers have very different approaches to:

• Opportunity Qualification• Sales process • Stakeholder targeting• Stakeholder engagement

ceburl.com/SolutionSales

Page 26: The insight selling era - live webcast with LinkedIn & CEB

26

DISMANTLING THE SALES MACHINE

As customers grow more educated and empowered, how we need to engage them grows in complexity and in variability.

There are massive implications to:

• Sales Process• CRM• Dashboards, metrics, and comp plans• How and where we source talent• Emerging skillsets for sales reps (IQ over EQ)• Emerging skillsets for sales managers

(judgment and network performance)

ceburl.com/Dismantling

Page 27: The insight selling era - live webcast with LinkedIn & CEB

z

@CEB_Challenger

www.thechallengersale.com

Page 28: The insight selling era - live webcast with LinkedIn & CEB

Visit sales.linkedin.com for more information