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How does your brand, your products and services get found by prospects and customers?
Every brand wants their products to be evangelized via “word of mouth” resulting in a “product that sells itself.”
Every marketer will tell you that word of mouth is the best form of marketing.
Until now!
The problem is that now, more people turn to social media, than take word of mouth recommendations.
The modern buyer, as is the modern job hunter, modern investor, etc are all digital.
The data shows we all turn to digital / social for brand discovery.
If as a business, you want a product that "sells itself", you need to invest in a strategy and methodology for your team(s) that empowers them to be active on social media.
Let's call that "social selling" for short.
Let's look at the data, cold calling vs our social selling benchmark
Here at DLA Ignite, we are always wanting to push forward the boundaries of sales, so we decided to put cold calling head to head with the DLA Ignite methodology for social selling and create a benchmark (and business case) for our version of social selling.
So we took a team of "cold callers" cross trained them in our methodology for social selling and here are the results.
It's worth shouting out the team, Alex, Jordan and Jensen and they work for a company called Supero.
Don't believe me? Please check the team out on social and ask them about the results!
The results with cold calling
When the team were cold calling, that is, before we trained them on social selling. I'm not sure what results you get with cold calling but they did whatever they could in terms of warming up the calls with emails or webinars, etc. And the results, they got about 2 calls a week.
As with any cold call, your job is to take the call to a next action, which might be a demo, discovery call and they averaged 0.3 of these calls.
Anyway, you will have your own figures for cold calling in your business and you will know what they are.
The results for social selling
What is social selling?
The DLA Ignite definition of social selling is
"Using your presence and behaviour on social media, to build influence make connections, grow relationships and trust. Which leads to conversation and commercial interaction".
(Please note these figures are for the DLA Ignite methodology, we cannot speak for other suppliers, please check with them, before signing any contracts.)
I need to say, before I get any comments.
There is no spam and no automation in the DLA Ignite social selling methodology!
The DLA Ignite social selling methodology does not use connect and pitch!
The DLA Ignite social selling methodology does NOT use inmails, which are spam.
In fact the program is now back and certified by the Institute of sales professionals (ISP), the only such methodology backed by a sales professional body.
Let's get onto those results for DLA Ignite methodology of social selling
The team are getting a 9% response (on average) to social selling cold outreach, so for every 100 people they ask for a call, 9 say "yes".
This figure is an average, so we think somebody with intermediate skills or an expert should be getting a higher figure should be getting a larger response. In fact, our benchmark for an expert is 13%, but I want to keep figures realistic and conservative.
As we mentioned above, with every "call" based on cold outreach, there has to be some sort of next action. For your own company, you will know what your next action is, it will be a demo, a discovery call or something.
We have found that with DLA Ignite social selling methodology 9% of the people (on average) that agreed to a call, 33.6% are converting to a next action.
This is exponential growth when compared to cold calling.
Each salesperson is averaging 10 calls / meetings per week.
Just think if you scaled that across your sales organization!
(The most successful SDR complains he has got too many meetings, which think is a great problem to have!)
Just think about that being rolled out across your sales team(s).
It's time to work smarter not harder.
Let's look at this with a business case
Let's take a sales team of 10.
We know that the average person can grow their network by 3,000 people a year. Let's assume of these 50% are going to buy, this gives you a network growth of 1,500 per person per year.
If you have 10 salespeople that gives you a total addressable market (TAM) of 15,000 new people to have conversations with.
With our, Institute of sales professionals (ISP) backed, DLA Ignite social selling methodology, (note: we cannot vouch for anybody else) based on our measured benchmark, you should be able to get, on average, meetings with 9% of this TAM of 15,000. This means your sales team can have 1350 new conversations every year.
(As we know, conversations create sales.)
As we discussed above, with any cold outreach the objective is to get a next action and using our social selling methodology and using our measured benchmark we can get 33.6% of 9% of our TAM to a next action, which is 454.
Let assume you win 1 in 3, that's 151 new sales a year using social selling, average order value (AOV) $100,000, that's
$15,120,000 = $15 million
That's an additional $15 million that you are missing by cold calling rather than social selling.
or $1,26 million you miss every month you delay moving from cold calling to social selling.
Of course, if you have more than 10 sales people, you can scale the figures up.