We work across a number of industry sectors – mostly telecoms, IT, technology and professional services (but others too) and we see that one of the biggest challenges for organisations is usually how they prospect and generate these initial leads & meetings.
For sure marketing departments have a major role to play in this but all marketing directors will know that response rates are falling. Whether that’s email, advertising or telemarketing the input continues to need to be increased in order to maintain any given output. This is a major problem because all of those things cost money and the more you need the more it costs. Martech tools have helped so slow the decline but the decline is there and evident for all to see. By deploying social media (focusing on earned rather than owned or paid) enables marketing departments to deliver an outstanding turn-around against all trends of reduced engagement and ROI.
So whether you’re selling data access, software, chemicals or services a sale is rarely made without sitting in front of someone and understanding their specific needs. Creating these meetings is the big challenge, bigger than ever today.
Sales directors are able to stimulate far more of their own leads, providing the salespeople with a far great number of opportunities and therefore a significantly better opportunity to exceed their quota. As organisations place more pressure on sales teams to deliver results, by reducing MQLs and increasing targets often with prescriptive KPIs focused on input – calls, meetings, proposals – rather than output – pipeline and revenue.
Social media, specifically social selling, enables salespeople to build their own credibility and generate their own appointments with far less time spent sending emails and leaving voicemails which never receive a response.
Only social media can do this. I say this with confidence because data shows that 92% of LinkedIn users actively search for information, advice and recommendations whilst only 1% of users regularly publish content to fulfil this need. This is markedly different to people’s engagement with advertising (for example) where 60% of consumers actively distrust adverts (and by association, advertisers).
Telesales (or telemarketing or cold calling or whatever other moniker it might have) fundamentally struggles with breaking through the barrier that we are generally too busy to take a call from someone trying to sell something to us, and even if we do take the call research shows that there’s a 97% change that the call will arrive at a time when we aren’t in a position to buy.
Social media overcomes these, and other issues because, when deployed properly, it’s fundamentally a light-of-touch educational tool to keep you front of mind with prospects on a platform where they have opted in to not just the platform…but you.
Talk to us about how we can help this dream become a reality.
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