High-performing sales reps are embracing a set of demand-shaping approaches traditionally reserved for marketing, particularly through social media, according to CEB (NYSE: CEB), a member-based advisory company
Through social media, the best reps are directly engaging customers where and when they are defining their needs.
CEB research on more than 1,000 sales reps shows that the proper use of social media channels for selling can drive upwards of a 13 percent performance gain.
Contrary to conventional wisdom, which holds that sellers must engage customers once needs are defined, top performers recognize this is far too late in the customer buying process.
Today’s customer can readily identify needs and assess options without supplier support, resulting in tremendous price leverage. CEB finds the best sales reps are opting to engage customers as they passively learn, well before a need is identified.
Social Media in the New Sales Environment
Chief among CEB’s findings is the use of social media to engage prospects and customers alike.
Social media presents a channel of unrivaled breadth, scope, and access enabling top sellers to build their own personal brand by sharing provocative insights and positioning themselves as part of the ongoing learning of customers.
CEB research demonstrates this trend is pervasive even in markets that are less technology-oriented.
In addition to leveraging social media, CEB research shows high performing reps engage prospects with disruptive insight, ultimately generating their own leads and not relying on traditional marketing channels to deliver them.
“Given that 57 percent of a typical purchase decision is made by the time a supplier is engaged, high-performing reps are positioning their solutions well ahead of customer need. They are shaping demand though new channels, like social media, to avoid being called in by customers late in the game for what amounts to no more than a price war,” said Matthew Dixon, executive director, CEB.
“While average performers largely wait for business to present itself, often responding to RFPs, high-performing sales reps are turning into micro-marketers, engaging customers before a purchase process has even started.”




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