Sales 2.0: Improve Business Results Using Innovative Sales Practices and Technology

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Wiley, Dec 23, 2008 - Business & Economics - 256 pages
Two Silicon Valley insiders reveal the emerging Sales 2.0 trend and how companies can profit from it

Sales 2.0 explores the emerging Sales 2.0 phenomenon, how it is characterized, why it is imperative for a company’s long-term success, and how anyone can get started with this new approach to generating revenue. Driven by an explosion of online products and changing customer buying preferences, Sales 2.0 is the marriage of Web 2.0 technologies with innovative sales processes. The book shows readers how to redeploy their sales teams for greater bottom-line results and reveals all the differences between Sales 2.0 and traditional selling. Through real world case studies, readers will learn how industry leaders achieved phenomenal results and a competitive advantage. Applicable to sales teams in any industry, Sales 2.0 presents the future of sales today.

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Sales 2.0 for me is personal as I feel like "we" have been on a long journey together experiencing both highs and lows in the "Sales 2.0 Movement". While taking a moment to reflect on my voyage...or better yet...on my expedition with the Sales 2.0 methodology, it seems as though everything lined up and happened according to a masterful plan. But trust me when I tell you the rite of passage to get this point certainly didn't seem to be a smooth ride by any stretch of the imagination.
When I was in the first grade my dad taught me a valuable sales lesson. There was a contest at school to see who could sell the most cans of popcorn. He said "son if you want to win, you knock on every door till there are no more doors". (ahh...sales is a number game!). Even though his sales advice couldn't be more true, I remember being frustrated while going door to door...I remember thinking "there has to be a faster way...I should use my bike". And the same frustration existed while delivering all those cans of popcorn..."there has to be a faster dad should drive me". Needless to say, I don't get aggravated as easily these days but as you read my Sales 2.0 journey below I think you will recognize the continuing theme in striving for efficiencies.
Professionally I was introduced to improving efficiencies in the late 90s as I was a part of a ISO 9001 effort. Not only did we achieve our ISO certification in our new paperless work environment, but it made sense and it helped our business considerably. Then in the early 2000s I started my first technology sales job. This is when I started using a Sales/Activity Formula where I could calculate the exact number of contacts required to accomplish certain goals by utilizing a formula that uses the Lead to Proposal Ratio, Proposal to Sale Ratio and Average Sales Value. During this time I was content but I definitely wasn't satisfied as there was a continual sense that much more could be sold with less effort.
During the 90s to the mid-2000s technology was an exciting place as innovation was all around us and happening at a startling pace! First there was the strong ASP push then the SaaS base model took off. Next the traditional static pages to websites started to transition to sites that allowed users to interact and collaborate in what we now refer to as Virtual Communities. Finally there started to be a term used to describe this shift which was actually coined back in 1999 by the consultant Darcy DiNucci...hence "Web 2.0".
All of this was fascinating but when I would think through all the different advancements there continued to be a sense of frustration as I didn't know exactly how but I certainly knew we were missing opportunities to use these technological improvements to drive drastic efficiencies within the sales process.
Next in 2007, Nigel Edelshain came onto the scene when he coined the term "Sale 2.0". In his description he stated that Sales 2.0 was "using Internet tools to boost sales performance" and "taking sales to the next level." As I'm sure you can imagine this strongly resonated with many of the tensions which I had been managing in my desire to produce more with less.
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About the author (2008)

ANNEKE SELEY was the twelfth employee at Oracle and the designer of the company's revolutionary inside sales operation. She is currently the CEO and founder of Phone Works, a consultancy that helps large and small businesses build and restructure sales teams to achieve predictable, measurable, and sustainable sales growth.

BRENT HOLLOWAY is a practicing sales manager with more than a decade of direct and channel sales experience at high-tech companies. He currently manages a sales team at Verint Systems that has dramatically increased incremental revenue, profit, and customer retention.

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