What’s your cost per lead? How accurately can you predict revenue from increased meetings booked each month?
Kevin Gaither, VP Inside Sales at uSamp – has this down to a science. Let’s face it, he’s one of the 25 most influential inside sales leaders according to AA-ISP. So two things were going to be obvious before we embarked on Social Selling training for his sales team.
- 1. He’s going to expect a very solid ROI – he knows exactly what those numbers should be
- 2. There is no BS’ing Kevin, he’s seen all kinds of sales training “dog & pony shows”
uSamp is the “fastest growing market research firm, and premier provider of technology and survey respondents used to obtain consumer and business insights”. If that sounds like a complex sale, it definitely is. This industry is also filled with heavy-hitters and aggressive competitors.
In this ultra-competitive space, here is what uSamp was able to achieve:
18 Net New Appointments with Qualified Prospects in 30 days
This also wasn’t achieved with 100 sales reps, nope… 5 sales reps!!! That’s an average of 3.5 net new meetings per month – PER SALES REP! Kevin’s team is just BEGINNING to develop their grove with Social Selling. Over the next 6 months, it will be scary to see what they can achieve.
Now think of your business. If your team could generate 10, 20, 30 more meetings this month (or quarter), what is the assumed ROI?
For Kevin’s team, even if they won only a fraction of these new meetings… the ROI is a no-brainer.
HOW IS USAMP BOOKING ALL THESE NEW MEETINGS?
1. Endorsement & Commitment to Excellence from the top
If you want your sales team to learn how to drive more opportunities using LinkedIn & Twitter, you (and the management team) need to buy-in. Kevin was gung-ho from Day 1, and thus his team was as well. Kevin set targets and guidelines for the team to follow… and also practices the Social Selling steps himself. We get CC’d on emails of great content that Kevin finds that he forwards to his sales team that will be shared with prospects.
2. Learning the “ Sphere of Influence”
Here is a simple trade secret – if you want to open doors in LinkedIn, leverage your success stories. You have great stories from past client deals, so let those specific clients network know how amazing you are. These are the highest probability prospects that want to talk further. This simple step (after we demonstrated its power) has been a goldmine.
3. Leveraging great CURATED articles to kick-start conversations
If you recall our article about Lauren Winer booking meetings with Feedly – she’s not at 2 meetings anymore, make that 6! Her “Why you, why you now” messaging tactics have been extremely effective.
4. LinkedIn Signal has become part of their DNA
LinkedIn Signal is easily the most important Social Selling tool in the world (just my opinion). uSamp is unearthing companies they didn’t know of, think of… all from activity going on in LinkedIn (24 -7). The sales team has developed a habit of checking their saved searches each day for juicy sales intelligence.
5. Attract attention with Twitter
Heather Scrittorale has been using an under-utilized Social Selling strategy – starting conversations with prospects on Twitter.nWhile Heather can’t confirm a meeting has been directly booked yet, she’s definitely getting on prospects radar with Twitter.
The Bottom Line
If you don’t want to be left behind the 8 ball – you need to start to take action. The following dozen blog posts on utilizing Social Selling strategies using LinkedIn can help you start. If you are really looking for some hidden gems on how you can attract a very specific prospect, I recommend you check out 42 LinkedIn Tips
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