Results Based Sales 2.0: Sales 2.0 Book Review

March 8th, 2010 by

By Pat Hinds

I recently read the book “Sales 2.0 Improve Business Results Using Innovative Sales Practices and Technology” by Anneke Seley and Brent Holloway. The concept of having a defined category for Sales 2.0 is fairly new; as a result, this is one of the first books I have seen on the topic.

The book has four parts:

Part 1: Selling in the 21st Century – This section speaks to the definition of Sales 2.0 and the key drivers behind the sales 2.0 movement.

Part 2: Your Entry into Sales 2.0 – This section speaks to the role telemarketing and telesales plays in the sales 2.0 environment.

Part 3: Profiles of Your Sales 2.0 Leaders – This section provides an overview of four companies that have adopted sales 2.0 and provides details on their successes.

Part 4: Getting Started with Sales 2.0 – Provides strategies on where to start to become a sales 2.0 company.

The thing I found most interesting about the book was the way Anneke accounted for the history and progression of Oracle in becoming one of the great technology and sales companies of all time. One quote referenced by Larry Ellison was why he put so much urgency on revenue growth – “It’s a matter of survival. The window is now, or well be gone in ten years”. Oracle also contributed many of the sales 2.0 leaders and entrepreneurs like Marc Benioff of and Tom Siebel of Siebel Systems among countless others. The Oracle story puts into perspective how the development of sales 2.0 has been a labor of love over the last 15 years.

The book spends a lot of time positioning the role of telemarketing and telesales in the sales 2.0 environment. While reading the book I was asking myself if sales 2.0 was going to be the death of the outside sales rep. I do not think Anneke was positioning the complete annihilation of the outside sales rep, but she is very passionate about wanting to drive down the cost of sales, take advantage of technology and adjust selling to the new ways customers want to communicate. The book strongly positions that all companies need to explore the role inside sales will play as you transition your sales organization to a sales 2.0 company.

The messages in the book are mostly high level reasons for wanting to adopt a sales 2.0 environment and supported by customer examples. Anneke does take time to do a deep dive into the type of people you should consider as sales 2.0 reps. She also spends time on discussing the value of scoring sales opportunities and some of the tactics on how to implement a lead scoring system. This book is not a technical manual; it is focused on the high level concept of sales 2.0 and the role telemarketing and telesales plays in transforming to a sales 2.0 company.

I strongly recommend that any company or sale person who is considering sales 2.0 purchase the book “Sales 2.0 Improve Business Results Using Innovative Sales Practices and Technology”.

Topics: Sales Consulting