Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon

Proven Insights How to Successfully Sell to the Enterprise Contacts: Dr. Cindy Gordon, CEO, Helix Commerce or Alex Blom, Innovation and Social Manager, Helix Commerce E-mail: cindy@helixcommerce.com;alex@helixcommerce.com Web: www.helixcommerce.com © Copyright 2010 Helix Commerce International. All rights reserved. 1

A little about me • Founder, Infotech Consultants • VP Citicorp • Global Group Director, Nortel • Director and GM, Xerox • Partner Accenture • Partner, XDL Intervest (VC Fund) • Founder Helix Commerce • Founder CEO Fusion Center • Founding Member, Toronto Maple Leaf Angels • Published 8 books, 2 more in 2010, 2 in 2011 • Experienced Director Profit/Not for Profit • Mother (2); married 27 years • Change Agent! © Copyright 2010 Helix Commerce International. All rights reserved. 2

Selling to Enterprise What if you could... Increase the number of sales opportunities or transactions by 10% Increase the average revenue of each opportunity by 10% Improve the win rate of your partners or your own people by 10% Decrease average sales cycle time by 10% You would improve sales productivity by 48%. © Copyright 2010 Helix Commerce International. All rights reserved. 4

What is a successful sales professional? Research has shown that successful sales professionals do things differently in the following areas: - they have a consistent and structured way of interacting with customers and a structured approach in dealing with their accounts - they have a clear portfolio- or major account strategy that is leading their tactics - they understand the business issues of the customer, know their competition and move well in the political landscape © Copyright 2010 Helix Commerce International. All rights reserved. 5

Getting Enterprise Attention is Hard Work! The $50 billion privatization of Bell Canada collapses, the largest leveraged buyout in history is now history! © Copyright 2010 Helix Commerce International. All rights reserved. 6

You Need to Lead with Relevant Business Context • Market Value Plunging • Bail Out Tensions • Mega Deal Collapses • More with Less • Growth Tension • Uncertainty Dynamics © Copyright 2010 Helix Commerce International. All rights reserved. 8

Lead with CEO like relevant messages • More than 70% of senior executives say that innovation is one of their top three growth drivers • Over 65% of executives are disappointed in their ability to stimulate innovation • Gaps between aspirations and execution capabilities • Majority of companies do not have best practice solutions and processes to seed and cultivate innovation • 94% say that people and corporate culture are the most important drivers of innovation. Sources: IBM Innovation research, Innovation as a Nation research, McKinsey research, Helix Research, 2007-2020. © Copyright 2010 Helix Commerce International. All rights reserved. 10

Publish to make you stand out! Expanding business information sources: Web Access More Knowledge/ Info: Disparate and proprietary Portals Content Rapid Knowledge Access Collaboration Web 2.0 Publishing More Collaboration Employees Applications Partners Customers Databases Suppliers More Geographic Reach Infrastructure Office Breadth Virtual Users © Copyright 2010 Helix Commerce International. All rights reserved. 12

Understand Implementation Realities relevant to your value proposition! Top Barriers: 47% 1.) Company does not understand the Corporate business value or potential return, or risks. Culture 2.) Corporate Culture doesn’t encourage Web 2.0 use. 3.) Company does not provide incentives to 30% adopt or experiment with Web 2.0 and set Structure & up digital native coaches to mentor senior levels. Processes 28% Information Technology 28% Skills & Motivation 27% Management Sources: Helix Commerce International Leadership Research, Harvard, Accenture, McKinsey Research Sources © Copyright 2010 Helix Commerce International. All rights reserved. 14

Clearly Communicate Tangible Benefits Mindshare and Branding • Brand Awareness • Channel Interaction + Reach • Conversation Quality (positive vs. negative) Measuring Web 2.0 ROI is difficult • Best Media sites for Reach: YouTube, Facebook, Orkut, MySpace, Google Sales + Marketing • Innovation + NPI • Marketing Rich Lead Generation • Increased Sales Results Top 3 Adoption Reasons Customer Interaction 1.) Managing Knowledge • Customer Loyalty + Retention 2.) Fostering Collaboration • Establishing Trust • Real-Time Feedback/Research 3.) Enhancing Corporate Culture • Open dialogue via blogging or targeted communities • Example: Dell’s IdeaStorm, Guitar Center’s King of The Blues, Molson’s Brew 2.0 community Employee Engagement • Project collaboration • Finding Relevant Knowledge + Expertise • Communities of Practice (CoP), User Groups • Talent Management – Attract, Develop, Retain • Productivity Improvements • Employee Loyalty © Copyright 2010 Helix Commerce International. All rights reserved. 15

5 Sales Stakes to Play Understand their Point of View & Link to your Value Proposition Listen 80% more than selling your POV Leverage referrals (Linked in can help) Sell High vs. Low Prepare, Prepare, Prepare © Copyright 2010 Helix Commerce International. All rights reserved. 16

Recommendations Courses/Books: Solution Selling Spin Selling Have a Sales Funnel Process Sugar CRM, Sales Force, or Excel SPS Suspect, prospect, concept proposal, proposal, contract, delivery, Have a Sales Coach Hire qualified and experienced sales reps that consistently exceed plan © Copyright 2010 Helix Commerce International. All rights reserved. 17

Questions and Answers Contacts: Dr. Cindy Gordon, CEO, Helix Commerce or Alex Blom, Innovation and Social Manager, Helix Commerce E-mail: cindy@helixcommerce.com; alex@helixcommerce.com Web: www.helixcommerce.com © Copyright 2010 Helix Commerce International. All rights reserved. 18

Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon

by Alex Blom on Oct 05, 2010

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Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon — Presentation Transcript