The Online Sales Call: How to Get Results
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The Online Sales Call: How to Get Results

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The Art and Science of the Online Sales Call. ...

The Art and Science of the Online Sales Call.

In the past, sales organizations faced the either-or choice between cost savings and efficiency. Today's competitive market demands that we lower costs and increase efficiencies every quarter. The solution: turn your sales team into a world-class sales force that excels during all sales calls, inside or outside. Todd McCormick, VP of SMB Sales at PGi shares his battle-tested insight into fusing art with science to create a high-performance sales organization.

This presentation was given at the Sales 2.0 Conference by Speaker: Todd McCormick, Vice President, SMB Sales, PGi

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  • Travel is more time-consuming because of security. Cost has continuously gone up. This is a drain to productivity and profitability.
  • Information must be accessible from anywhere, any time
  • Customers want instant answers that are personalized to them Value-based selling must articulate individualized ROI. The real reason for buying is less about sales person + more about economic value as perceived by customer. ROI needs to be calculated and accepted by customers. That doesn’t require a face to face sales call.
  • In the face of all these changes, the key is to reduce costs in as many ways as possible, while increasing sales effectiveness. There are always three areas to look at—people, process and technology. We’ll cover all three in this presentation.
  • What outside sales reps do: Diagnose specific problems; Create customized solutions; Demos to one or many; Team selling + rally support; Close sales + do follow up There are constraints / limitations with increasing effectiveness of outside sales. Yes, there’s a trend toward more social selling and mobile selling – iPads to show customers more options and accelerate pipeline a little bit. However, once the sales person has a rapport with the customer – have had lunch dinner or office visit – there is less of a need for personal communication, and more of a need for communicating rapidly because world is moving from a delay economy to real-time economy, as we already said. What good does it to have a rep arrive a day late?
  • That’s why many companies are shifting to an inside sales model. Inside sales jobs are growing at a rate 15 times faster than outside sales jobs, according to Vorsight.
  • But old technology has made it very difficult for inside sales reps to be as effective as outside sales reps.
  • Here’s the reason why. Level of interest – When people are leaning forward, there’s a high level of interest. When it’s online, you can’t see they’re leaning back or surfing the web or reading email. Focus – When they are intent and making eye contact, you know they’re paying attention Eye Movement is same thing – When people look away you know they’re distracted. Most of the time, salespeople over-talk, and they lose customer in process. But when they monitor eye movement, they’ll be more focused. They’ll ask questions sooner and collaborate with customer more effectively Indifference – This is when the customer is already tuned out. It’s easy to discern agitation on the phone, but harder to distinguish indifference. Indifference doesn’t show up much in tone of voice, but is easy to see in body language. Easy for people to hang up on salespeople on a call
  • Thanks to new technology, the traditional inside sales role can do all that outside sales reps can do at a fraction of the cost.
  • In today’s digital world, the traditional ways of creating trusting relationships are shifting. 23% buyers trust friend’s posts on Facebook, 12% Twitter Access my tips on PGi.blog.com Linked profile is 7x more likely to be viewed if it has a photo 93% communication is nonverbal – body language, facial expressions, etc. 5. The typical website visitor spends 57 seconds on a text-only website. She’ll spend 6 minutes on a site with video.
  • iMeet sales team story
  • Tell story about the iMeet client that trained their sales people in China very effectively with iMeet. They didn’t have to fly their Chinese reps across the world. Major cost and time savings. Faster onboarding.

Transcript

  • 1. Face-to-Face in a Sales 2.0 World Todd McCormick VP, SMB SalesMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 2. The New Reality Business is going global.MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 3. Travel is expensive and inconvenient.MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 4. Businesses are going green.MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 5. Companies are moving to the cloud.MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 6. And people are more mobile than ever. MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 7. MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 8. Competitive Edge Cost Call ResultMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 9. Cost of B2B Sales Call $215-400 per call—Sources: Sales Laundry + MarketingPlaybook.comMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 10. Cost of Telesales $25-70 per call —Source: Startup NationMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 11. Limitations: Inside sales technology• Document sharing• Impersonal conference calls• Faceless email 93% ofcommunication missing MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 12. Missing: Nonverbal Cues • Level of interest • Eye movement • Focus • IndifferenceMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 13. Goal: Match outside effectiness… …With the cost of a virtual sales callMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 14. Create trusting relationships• Get social• Write a blog• Show your face—7x views• Turn on the webcam— 93% better communication• Embrace video— 1 min versus 6 MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 15. The video edge• More persuasive – Seeing is believing• More immediate – Takes guesswork out of communication• More authentic – Easier to say no on the phone (and hang up) than it is face-to-face MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 16. Step up sales professionalism Video feedback boosts performance Impressive technology = positive impression More collaboration + co-creationMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 17. Energy = EnthusiasmMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 18. Dale Carnegie — 3 E’s • I Earned the right to talk about this • I am Enthusiastic • I am Eager to share itMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 19. iMeet Sales Channel• Sales calls• Virtual collaboration• Training + onboarding• Coaching• Hiring + recruiting MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 20. People find productinformation and research mostcompelling on video.—Universal McCann MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 21. 40% improvement in lead conversionMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 22. iMeet Sales Channel• Sales calls• Virtual collaboration• Training + onboarding• Coaching• Hiring + recruitingMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 23. Buyers trust online relationships more than ever —Source: eMarketer MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 24. Financial planning company• Will cut in-person meetings by 50% in the next five years MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 25. iMeet Sales Channel• Sales calls• Virtual collaboration• Training + onboarding• Coaching• Hiring + recruitingMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 26. Video conveys more information per minute than any other media platform. —Source: MarketoMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 27. • Cost of a ticket from Philadelphia to China: $4,200• Cost of video for one month: $75MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 28. iMeet Sales Channel• Sales calls• Virtual collaboration• Training + onboarding• Coaching• Hiring + recruitingMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 29. Video is how people learn best 65% 30% Visual Auditory 95% —Source: PrimeInfographics.comMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 30. Attract, Grow, Retain• 87% of info absorbed during sales training session will be lost within one month (Huthwaite)• iMeet solution: Weekly 1:1s MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 31. iMeet Sales Channel• Coaching• Hiring + recruitingMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 32. Hire better talent faster 300% productivity increaseMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 33. How iMeet uses iMeet • Dress for success • Smile has power • Ask good questions • Read visual cuesMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 34. Arrange your office• Company logo + awards• Conversation starters• Eliminate distractions• Webcam at eye level• 2nd monitor = death• QUIET MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 35. Buying Guide1. Security2. Easy-to-use3. No downloads, call-ins or passwords4. Access for all5. Audio + web in one6. Avoid unexpected extra charges7. Cloud-based app MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 36. Summary • Leverage “art” of selling in digital world • Establish trusting relationships online • Use the right online tools for success • Follow new rules of thumb for sales calls that close dealsMARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
  • 37. 70K iMeet users today + growing!Get a free room for 30 days at iMeet.com
  • 38. Make sure you stay You need to stay ahead of the curve. ahead of the curve. Thank you•Todd.McCormick@PGi.com•iMeet.com/ToddMcCormick•@TMcCormick2011MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf