LinkedIn: Social media driving sales technology
The professional network’s study also explored the utilisation of ‘cold-calling’ and why it is no longer effective
In a newly released study that explored the impact of technology on the sales profession, LinkedIn noted that investments in sales technology were being driven by social media.
The survey, which was conduct in close collaboration with YouGov, a market research agency, also noted the positive impact of new technologies, which includes accelerating connections, shortening sales cycles, and improving transparency.
Commenting on the survey, Stefanie Fernandez, head of Sales Solutions at LinkedIn MENA, shared: "Investment in sales technology is increasing, and it's being invested in emerging technologies like social tech. Younger salespeople are pioneering new technology, and younger decision makers are turning to social media more readily. The ‘Sales Tech Revolution' is in full swing."
She added: "It is also interesting to know what customers think about cold calls and how compared to economic considerations, such as price or the return on investment, trust comes out as the most important factor when closing the deal. We hope the insights from our survey help sales professionals create richer and deeper relationships with their customers."
Part of LinkedIn's second annual States of Sales study, the recent report also found that more than 90% of sales professionals credit closing more deals to introducing social network into their respective sales strategy.
Additionally, customers and prospects were to found to be more likely to engage with someone with a professional image. Eighty one percent of businesses reported that they would be more like likely to engage with a salesperson and opt for a sales professional's company as a vendor, if the brand was reputed. Meanwhile, 71% reported that they would be encouraged to engage with sales reps if they understood the nature of their business.
Miguel Khouri, general manager of Abu Dhabi and Yemen at Gulf Business Machines (GBM) said; "I am a great advocate for enterprise social media interaction without a doubt. Using social media to increase GBM's visibility and accessibility is crucial and brings us closer to social media selling.
"A tool like LinkedIn's Sales Navigator will support us drive more business, stay informed, and plan ahead; therefore customers will appreciate it and we will also see a return on our investment. This is also a great way for us to cover some market segments that we have not been able to access easily, and also communicate with those people who are difficult to reach through traditional methods."