Craig Elias
CEO & Chief Catalyst.
How to
WIN THE SALE
74% OF THE TIME
Photograph by EwanNichols
Slide 3
© COPYRIGHT Craig Elias 2002 – 2013
Trigger Event Selling™
Book
Steven M.R. Covey
“… simple but profound truths th...
Slide 4
© COPYRIGHT Craig Elias 2002 – 2013
Sales is ALL About The Pole Position
Slide 5
© COPYRIGHT Craig Elias 2002 – 2013
Traditional Selling (BANT) is Dead
Authority
Need
Budget
Timeline
MoreLikelyTo...
Slide 6
© COPYRIGHT Craig Elias 2002 – 2013
Status Quo
Slide 7
© COPYRIGHT Craig Elias 2002 – 2013
Status
Quo
Authority & Close Ratios
0%
Authority
Searching For Alternatives
Slide 9
Timing & Close Ratios
16%
Searching for
Alternatives
Lead Lifecycle Management: Building a Pipeline that Never Lea...
Slide 10
Ready to Buy is Too Late!
“70%
of the buying decision is
made before a sales
person gets
involved”
Cofounder of B...
Slide 11
© COPYRIGHT Craig Elias 2002 – 2013
Window of Dissatisfaction™
Slide 12
© COPYRIGHT Craig Elias 2002 – 2013
Timing & Close Ratios
Window of
Dissatisfaction™
74%
Forrester: 2012 Buyer In...
Slide 13
© COPYRIGHT Craig Elias 2002 – 2013
Timing and The Best Customers
• Loyal
• Profitable
• Testimonials, Referrals,...
Slide 14
© COPYRIGHT Craig Elias 2002 – 2013
Loyalty
“A simple 5% increase in
customer loyalty can
double your profits in
...
Slide 15
© COPYRIGHT Craig Elias 2002 – 2013
Profit
“ A 1% increase in price
leads to an average
increase in operating
mar...
Slide 16
© COPYRIGHT Craig Elias 2002 – 2013
Word of Mouth
“Word of mouth is more
than 10 times as
effective than traditio...
Slide 17
© COPYRIGHT Craig Elias 2002 – 2013
Silver Bullet in Sales
TIMING!
Reaching the best prospects
at EXACTLY the rig...
Slide 18
© COPYRIGHT Craig Elias 2002 – 2013
Its Happened Before
3
In the
Window
of Dissatisfaction™
WindowOfDissatisfacti...
Slide 19
Brute Force Does Not Work
McKinsey Quarterly: The basics of business-to-business sales success, May 2010
1,200 pu...
Slide 20
Trigger Event Buying™
The New Path to B2B Purchases – DemandGen, 2011
Bit.ly/NewPurchasePath
77%
of purchases
are...
Slide 21
Get In Before They Start Searching!
Steve W. Martin
bit.ly/decisionalreadymade
“75%
Made their decision
halfway t...
Slide 22
© COPYRIGHT Craig Elias 2002 – 2013
What Triggers The Best Timing?
Slide 23
© COPYRIGHT Craig Elias 2002 – 2013
Events NOT Circumstances
Slide 24
© COPYRIGHT Craig Elias 2002 – 2013
Events NOT Circumstances
• Circumstances
– Falling stock price or shrinking m...
Slide 25
© COPYRIGHT Craig Elias 2002 – 2013
Three Forms of Trigger Events
Afford
Funnel Movers
Justify
Funnel Shakers
Wan...
Slide 26
Interest
Trigger
Decision
Trigger
bit.ly/CustomerDecisionJourney
McKinsey 2009
Afford
Trigger*
20,000 Consumers
5...
Slide 27
Google 2011
ZeroMomentOfTruth.com
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Trigger Event*
Trigger Ev...
Slide 28
CEO’s & The Zero Moment Of Truth
Slide 29
ZMOT: Zero Moment Of Truth
“It applies in both a consumer and
a business-to-business context”
Beth Comstock
CMO &...
Slide 30
ZMOT Resources
Jim Lecinski
VP US Sales & Service
@JimLecinski
Slide 31
© COPYRIGHT Craig Elias 2002 – 2013
Reach Decision Makers When …
Want
Slide 32
© COPYRIGHT Craig Elias 2002 – 2013
Opens The Door...
Slide 33
© COPYRIGHT Craig Elias 2002 – 2013
Adds One More Thing...
Slide 34
© COPYRIGHT Craig Elias 2002 – 2013
Turns On Selective Perception
Slide 35
© COPYRIGHT Craig Elias 2002 – 2013
Change in Executives
• Change
• Change fast
• Change in vendors
Slide 36
© COPYRIGHT Craig Elias 2002 – 2013
The Domino Effect
Slide 37
Do Sales People Reach Out?
7%
… a sales person
initiated the sale.
The New Path to B2B Purchases – DemandGen, 201...
Slide 38
© COPYRIGHT Craig Elias 2002 – 2013
Won Sales Analysis™
What we see
depends on what
we look for
-John Lubbock
Slide 39
© COPYRIGHT Craig Elias 2002 – 2013
Analyze Your Best Wins
Slide 40
© COPYRIGHT Craig Elias 2002 – 2013
Time
Won Sales Analysis™
#1
#2
#3
1.What event(s) lead up to this
purchase?
2...
Slide 41
Don’t Wait!
The more
challenging aspect is
the ability to know
about them when
they occur and to
follow up before...
Slide 42
© COPYRIGHT Craig Elias 2002 – 2013
Sales 2.0 Tools That I Use
LinkedIn.com/in/CraigElias
Photograph by EwanNicholson.ca
Craig@TriggerEventSelling.com
+1.403.874.2998
CraigElias
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Win The Sale 74% of the Time - Craig Elias - Virtual Sales Summit

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Win The Sale 74% of the Time - Craig Elias - Virtual Sales Summit

  1. 1. Craig Elias CEO & Chief Catalyst. How to WIN THE SALE 74% OF THE TIME
  2. 2. Photograph by EwanNichols
  3. 3. Slide 3 © COPYRIGHT Craig Elias 2002 – 2013 Trigger Event Selling™ Book Steven M.R. Covey “… simple but profound truths that will help you leverage intent for immediate action and cut down the selling cycle, while creating lasting bonds with customers.” Gerhard Gschwandtner “This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.” Keith Ferrazzi “By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…” Ivan Misner “Elias and Shanto have brought referrals into the 21st Century, showing you how to … capitalize on the key moments that will bring you success in a busy, fast-paced world. This is a must read!”
  4. 4. Slide 4 © COPYRIGHT Craig Elias 2002 – 2013 Sales is ALL About The Pole Position
  5. 5. Slide 5 © COPYRIGHT Craig Elias 2002 – 2013 Traditional Selling (BANT) is Dead Authority Need Budget Timeline MoreLikelyToBuy LessLikelytoBuyFromYou
  6. 6. Slide 6 © COPYRIGHT Craig Elias 2002 – 2013 Status Quo
  7. 7. Slide 7 © COPYRIGHT Craig Elias 2002 – 2013 Status Quo Authority & Close Ratios 0% Authority
  8. 8. Searching For Alternatives
  9. 9. Slide 9 Timing & Close Ratios 16% Searching for Alternatives Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009 Budget Authority Need Window of Dissatisfaction™ Status Quo
  10. 10. Slide 10 Ready to Buy is Too Late! “70% of the buying decision is made before a sales person gets involved” Cofounder of Bluewolf at Sales 2.0 Conference San Francisco March 2011
  11. 11. Slide 11 © COPYRIGHT Craig Elias 2002 – 2013 Window of Dissatisfaction™
  12. 12. Slide 12 © COPYRIGHT Craig Elias 2002 – 2013 Timing & Close Ratios Window of Dissatisfaction™ 74% Forrester: 2012 Buyer Insights Study Need Authority Status Quo
  13. 13. Slide 13 © COPYRIGHT Craig Elias 2002 – 2013 Timing and The Best Customers • Loyal • Profitable • Testimonials, Referrals, & WOM
  14. 14. Slide 14 © COPYRIGHT Craig Elias 2002 – 2013 Loyalty “A simple 5% increase in customer loyalty can double your profits in less than 5 years.” Fred Reichheld Author of The Loyalty Effect & Loyalty Rules
  15. 15. Slide 15 © COPYRIGHT Craig Elias 2002 – 2013 Profit “ A 1% increase in price leads to an average increase in operating margins of 11.1%. Michael Marn Author of The Price Advantage
  16. 16. Slide 16 © COPYRIGHT Craig Elias 2002 – 2013 Word of Mouth “Word of mouth is more than 10 times as effective than traditional advertising.” Jonah Berger Author of Contagious Why Things Catch On
  17. 17. Slide 17 © COPYRIGHT Craig Elias 2002 – 2013 Silver Bullet in Sales TIMING! Reaching the best prospects at EXACTLY the right time!
  18. 18. Slide 18 © COPYRIGHT Craig Elias 2002 – 2013 Its Happened Before 3 In the Window of Dissatisfaction™ WindowOfDissatisfaction.com
  19. 19. Slide 19 Brute Force Does Not Work McKinsey Quarterly: The basics of business-to-business sales success, May 2010 1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe 35%Too much contact (in person, by phone, or email)
  20. 20. Slide 20 Trigger Event Buying™ The New Path to B2B Purchases – DemandGen, 2011 Bit.ly/NewPurchasePath 77% of purchases are unplanned
  21. 21. Slide 21 Get In Before They Start Searching! Steve W. Martin bit.ly/decisionalreadymade “75% Made their decision halfway through the process”
  22. 22. Slide 22 © COPYRIGHT Craig Elias 2002 – 2013 What Triggers The Best Timing?
  23. 23. Slide 23 © COPYRIGHT Craig Elias 2002 – 2013 Events NOT Circumstances
  24. 24. Slide 24 © COPYRIGHT Craig Elias 2002 – 2013 Events NOT Circumstances • Circumstances – Falling stock price or shrinking margins – Unhappy with current solution • Trigger Events – A change decision in maker – Win a large customer contract – A competitor launches a new product – A vendor or a competitor gets acquired – Your competitor’s sales person moves on
  25. 25. Slide 25 © COPYRIGHT Craig Elias 2002 – 2013 Three Forms of Trigger Events Afford Funnel Movers Justify Funnel Shakers Want Funnel Fillers
  26. 26. Slide 26 Interest Trigger Decision Trigger bit.ly/CustomerDecisionJourney McKinsey 2009 Afford Trigger* 20,000 Consumers 5 Industries 3 Continents * The Afford Trigger is not part of McKinsey’s original research
  27. 27. Slide 27 Google 2011 ZeroMomentOfTruth.com First Moment of Truth Second Moment of Truth Stimulus Trigger Event* Trigger Event* * Trigger Events are not part of Google’s original research
  28. 28. Slide 28 CEO’s & The Zero Moment Of Truth
  29. 29. Slide 29 ZMOT: Zero Moment Of Truth “It applies in both a consumer and a business-to-business context” Beth Comstock CMO & SVP
  30. 30. Slide 30 ZMOT Resources Jim Lecinski VP US Sales & Service @JimLecinski
  31. 31. Slide 31 © COPYRIGHT Craig Elias 2002 – 2013 Reach Decision Makers When … Want
  32. 32. Slide 32 © COPYRIGHT Craig Elias 2002 – 2013 Opens The Door...
  33. 33. Slide 33 © COPYRIGHT Craig Elias 2002 – 2013 Adds One More Thing...
  34. 34. Slide 34 © COPYRIGHT Craig Elias 2002 – 2013 Turns On Selective Perception
  35. 35. Slide 35 © COPYRIGHT Craig Elias 2002 – 2013 Change in Executives • Change • Change fast • Change in vendors
  36. 36. Slide 36 © COPYRIGHT Craig Elias 2002 – 2013 The Domino Effect
  37. 37. Slide 37 Do Sales People Reach Out? 7% … a sales person initiated the sale. The New Path to B2B Purchases – DemandGen, 2011 Bit.ly/NewPurchasePath
  38. 38. Slide 38 © COPYRIGHT Craig Elias 2002 – 2013 Won Sales Analysis™ What we see depends on what we look for -John Lubbock
  39. 39. Slide 39 © COPYRIGHT Craig Elias 2002 – 2013 Analyze Your Best Wins
  40. 40. Slide 40 © COPYRIGHT Craig Elias 2002 – 2013 Time Won Sales Analysis™ #1 #2 #3 1.What event(s) lead up to this purchase? 2.When did these events happen? 3.What made you choose us? 4.What can we do to make it easier to become our customer? 5.??? #4 Emotion WonSalesAnalysis.com
  41. 41. Slide 41 Don’t Wait! The more challenging aspect is the ability to know about them when they occur and to follow up before your competition or before the opportunity slips away. Dario Priolo Chief Strategy Officer http://bit.ly/ProspectingWithTriggerEvents
  42. 42. Slide 42 © COPYRIGHT Craig Elias 2002 – 2013 Sales 2.0 Tools That I Use LinkedIn.com/in/CraigElias
  43. 43. Photograph by EwanNicholson.ca Craig@TriggerEventSelling.com +1.403.874.2998 CraigElias

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