78% of Salespeople That Use Social Media are Outperforming Their Colleagues

This weekend, I read a Forbes article about the results of a study by sales community stalwart Jim Keenan on social selling, and I was intrigued. We all know that some of the social media sites can help you in your sales efforts but I’ve never really seen any hard data to speak of. It was fascinating to say the least.

Keenan’s firm issued a report on how social media affects the attainment of salesperson quotas. By far the most telling result was that 78.6% of salespeople that utilize social media in their sales efforts outperformed those who weren’t using social media, as reported in 2012. Keenan says that he wasn’t expecting a number that high. Take a look at one of the charts from the results of the study:

social selling

Not surprisingly, according to the report, the top sites used for social selling were Linkedin, Twitter, Facebook, Blogging, Google+, in that order. (Google+ lags yet again in another report on utility.)

Interesting Statistics from Keenan’s Results

  1. In 2012, 78.6% of salespeople using social media to sell out performed those who weren’t using social media. (Tweet This Stat)
  2. When it comes to attaining sales quota (exceeding quota by more than 10%), social media users were 23% more successful than their non-social media peers. (Tweet This Stat)
  3. Over half of the respondents (54%) who used social media sourced their social media usage back to at least one closed deal. (Tweet This Stat)
  4. Over 40% said they’ve closed between two and five deals as a result of social media. (Tweet This Stat)
  5. More than 10% of the respondents said, “Yes, social media directly contributes to my closes.” (Tweet This Stat)
  6. Social sellers have exceeded quota (exceeded quota by 10% of more) at higher rate than non-social media users every year since 2010. (Tweet This Stat)
  7. Non-social media sellers missed quota (by more than 10% or more) 15% more often than salespeople that use social media. (Tweet This Stat)
  8. 50.1% of salespeople who report using social media state that they spend less than 10% of their selling time using social media. (Tweet This Stat)
  9. The top sites used for social selling (in order) are Linkedin, Twitter, Facebook, Blogging, Google+. (Tweet This Stat)

The data never lies: Social media can positively affect quota attainment… which ushers in an era where Linkedin, Twitter, Facebook, etc. are no longer mildly useful, they are salesperson must haves, as the author so eloquently states.

Garrett Hollander

Garrett Hollander

Director, Content Strategy at SalesStaff
Garrett Hollander serves as the Director of Content Strategy for SalesStaff. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales. In addition, he manages SalesStaff's social media presence, building a strong community of like-minded sales and marketing professionals.
Garrett Hollander
Garrett Hollander

About Garrett Hollander

Garrett Hollander serves as the Director of Content Strategy for SalesStaff. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales. In addition, he manages SalesStaff's social media presence, building a strong community of like-minded sales and marketing professionals.