Using Content to  Establish Sales Credibility
Welcome Webinar Attendees <ul><li>Your GoToWebinar Attendee Viewer is made of 2 parts: </li></ul>1. Viewer Window 2. Contr...
Follow The Conversation on Twitter
Panelists Andrew Gaffney Editor DemandGen Report Jill Konrath Author of:  Snap Selling
•  Content That  Connects Buyers & Sellers •  Converts   Leads To  Opportunities •  Leads To  Closed Business Get your  Fr...
Growth of Content Marketing <ul><li>Avg. content marketing budgets are  33%   of the total  marketing budget (up from 29% ...
 
<ul><li>$12 Billion </li></ul>
 
Using Content to Establish  Sales Credibility Jill Konrath Author, Sales Strategist, Speaker
Marketing / Sales Gap
SALES   Giving salespeople the insights, ideas & information they need to  open doors and close sales.   Enablement
Beware the naked seller!
Key Factors Business  Case Buyer’s  Ecosystem Decision Process
<ul><li>Responsibilities </li></ul><ul><li>Objectives & measures </li></ul><ul><li>Strategies & initiatives </li></ul><ul>...
Don’t make them search for the value Camouflage art by Liu Bolin
<ul><li>The Foundation </li></ul><ul><li>Lead generation </li></ul><ul><li>Sales tools </li></ul><ul><li>For salespeople’s...
Buyer’s Ecosystem Today
 
Busy woman <ul><li>They haven’t got time for the pain. </li></ul>
<ul><li>They can’t  handle  complexity! </li></ul>
Competing agendas, turf issues, conflict
Don’t waste  my time!
 
SNAP Factors S imple  Complex A ligned  Irrelevant i N valuable  Ordinary P riority    Nicety D-Zone Go Zone
It takes lots of plays to score!
<ul><li>How can we sell to crazy-busy people? </li></ul>
The Decision Process 1st Decision ALLOW ACCESS 2nd Decision INITIATE CHANGE 3rd Decision SELECT OPTIONS
1st Decision: Allow Access Pique Curiosity = Goal <ul><li>How to increase … • How XYZ Co achieved </li></ul><ul><li>5 stra...
2nd Decision: Initiate Change <ul><li>Buyer Issues </li></ul><ul><li>No reason to change </li></ul><ul><li>Not sure if wor...
3rd Decision: Select Options <ul><li>Buyer Issues </li></ul><ul><li>Making right decision </li></ul><ul><li>Justifying cho...
Make It
Keeping in touch
<ul><li>Photo compliments of www.conversationmarketing.com </li></ul>
Make Your Reps Stand Out in the Crowd
SNAP Factors S imple  Complex A ligned  Irrelevant i N valuable  Ordinary P riority    Nicety D-Zone Go Zone
<ul><li>For more info …. </li></ul>www.SnapSelling.com NEW  May 2010 <ul><li>Download 2 chapters </li></ul><ul><li>Four FR...
Questions Andrew Gaffney Editor DemandGen Report Jill Konrath Author of:  Snap Selling
Thank you! Andrew Gaffney Editor DemandGen Report Jill Konrath Author of:  Snap Selling
Clients:
Contact  Owen McDonald  for your FREE Content Audit. Owen McDonald VP, Client Strategies 1 (786) 200-4538 [email_address]
<ul><li>Save The Date for the Next DCS Webinar: </li></ul><ul><ul><li>Content's Role in Real-Time Marketing Featuring Moni...
Upcoming SlideShare
Loading in...5
×

DCS: Jill Konrath "Using Conent to Establish Sales Credibility"

2,550

Published on

Jill Konrath, author of the new book Snap Selling, shares insights into how successful sales executives can be “invaluable” by using relevant content and thought leadership to sell value and “become the expert clients can’t live without.”

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,550
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Welcome from. Andrew Gaffney, Editor of DemandGen Report. Subscribe to weekly newsletter.
  • Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved. Housekeeping. Invite you submit questions in the GoToWebinar dashboard. Submit as they come to mind, but we will get to them at the conclusion of the presentation. Other housekeeping items: Recording of today’s session will be available to all registrants so you can go back and review or pass along to colleagues. Slides will also be posted on SlideShare.
  • Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved. You can also take part in the conversation around Sales Credibility during’s webinar by posting your questions or comments on Twitter, suing the hashtag above—contentcred.
  • Our featured presenter today is Jill Konrath, a leading-edge sales strategist and business advisor, is a popular speaker at annual sales meetings and association events. She helps sellers crack into corporate accounts, speed up their sales cycle and win big contracts. She&apos;s the author of the instant sales classic, Selling to Big Companies , an Amazon Top 25 sales book for 4 years running. In 2008, Fortune selected it as one of eight &amp;quot;must read&amp;quot; sales books, along with classics such as How to Win Friends &amp; Influence People, The New Strategic Selling and Getting to Yes. Her 2nd book, Get Back to Work Faster , came out in November, 2009 . This book shows job seekers how to leverage Selling to Big Companies strategies to find a new position. Jill is currently at work on her 3rd book on selling to crazy busy decision makers which will be published by Portfolio, Spring 2010. Satisfied clients include IBM, GE, Microsoft, 3M, Hilton, AAA, CoxTarget Media, General Mills, Medtronic, UnitedHealthcare, Bombardier, Business Journals, RSM McGladrey, Imation, eFunds, Acresso, UniFirst, OpenPeak and many more. Read more: http://sellingtobigcompanies.com/content_display.jsp?top=8505&amp;mid=8576#ixzz0wPHp47dn
  • To set the stage for Jill’s presentation I want to talk about a few converging trends we are seeing specific to content marketing. Increased spending on content marketing—represents about 1/3 of total budget--not just among big companies.
  • First we are seeing increased interest and investment in sales enablement tools and processes as deal flow is starting to slow—more focus on nurturing and acceleration—for which content marketing is also a key component.
  • IDC estimates that at least 30% of companies&apos; marketing investment, program, and people spend is dedicated to creating content and marketing assets. With total global marketing spend in the technology sector estimated at approximately $41 billion, this translates into over $12 billion spent to create these assets.
  • IDC research shows that up to 80% of the content Marketing generates is not used by Sales, even though much of it is specifically created for them. IDC research shows that up to 80% of the content Marketing generates is not used by Sales, even though much of it is specifically created for them. Additionally, customers say that Sales reps are insufficiently prepared for their initial meeting 50% of the time.
  • DCS: Jill Konrath "Using Conent to Establish Sales Credibility"

    1. 1. Using Content to Establish Sales Credibility
    2. 2. Welcome Webinar Attendees <ul><li>Your GoToWebinar Attendee Viewer is made of 2 parts: </li></ul>1. Viewer Window 2. Control Panel Type your question here
    3. 3. Follow The Conversation on Twitter
    4. 4. Panelists Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
    5. 5. • Content That Connects Buyers & Sellers • Converts Leads To Opportunities • Leads To Closed Business Get your Free Content Audit! www.demandcreationspecialists.com
    6. 6. Growth of Content Marketing <ul><li>Avg. content marketing budgets are 33% of the total marketing budget (up from 29% in 2008) </li></ul><ul><li>6 of 10 marketers are increasing content marketing spending in 2010. </li></ul><ul><li>Small companies spend more than 2x the amount on content marketing as larger companies. </li></ul>
    7. 8. <ul><li>$12 Billion </li></ul>
    8. 10. Using Content to Establish Sales Credibility Jill Konrath Author, Sales Strategist, Speaker
    9. 11. Marketing / Sales Gap
    10. 12. SALES Giving salespeople the insights, ideas & information they need to open doors and close sales. Enablement
    11. 13. Beware the naked seller!
    12. 14. Key Factors Business Case Buyer’s Ecosystem Decision Process
    13. 15. <ul><li>Responsibilities </li></ul><ul><li>Objectives & measures </li></ul><ul><li>Strategies & initiatives </li></ul><ul><li>Internal & external factors impacting </li></ul><ul><li>Status quo </li></ul><ul><li>Rational for change </li></ul>Positioning the Business Case
    14. 16. Don’t make them search for the value Camouflage art by Liu Bolin
    15. 17. <ul><li>The Foundation </li></ul><ul><li>Lead generation </li></ul><ul><li>Sales tools </li></ul><ul><li>For salespeople’s confidence and the right messaging </li></ul><ul><li>www.snapselling.com </li></ul>
    16. 18. Buyer’s Ecosystem Today
    17. 20. Busy woman <ul><li>They haven’t got time for the pain. </li></ul>
    18. 21. <ul><li>They can’t handle complexity! </li></ul>
    19. 22. Competing agendas, turf issues, conflict
    20. 23. Don’t waste my time!
    21. 25. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
    22. 26. It takes lots of plays to score!
    23. 27. <ul><li>How can we sell to crazy-busy people? </li></ul>
    24. 28. The Decision Process 1st Decision ALLOW ACCESS 2nd Decision INITIATE CHANGE 3rd Decision SELECT OPTIONS
    25. 29. 1st Decision: Allow Access Pique Curiosity = Goal <ul><li>How to increase … • How XYZ Co achieved </li></ul><ul><li>5 strategies to … • What the new legislation means </li></ul><ul><li>New trends impacting • How to deal with … issue </li></ul>
    26. 30. 2nd Decision: Initiate Change <ul><li>Buyer Issues </li></ul><ul><li>No reason to change </li></ul><ul><li>Not sure if worth it </li></ul><ul><li>Impact on status quo </li></ul><ul><li>Buy-in issues </li></ul><ul><li>Can’t figure it out </li></ul><ul><li>Sales Content </li></ul><ul><li>White papers </li></ul><ul><li>Articles </li></ul><ul><li>Case studies </li></ul><ul><li>Webinars / events </li></ul><ul><li>Financial analysis </li></ul>
    27. 31. 3rd Decision: Select Options <ul><li>Buyer Issues </li></ul><ul><li>Making right decision </li></ul><ul><li>Justifying choice </li></ul><ul><li>Implementation problems </li></ul><ul><li>Reducing risk </li></ul><ul><li>Sales Tools </li></ul><ul><li>How to choose … </li></ul><ul><li>6 mistakes to avoid </li></ul><ul><li>Questions you should ask .. </li></ul><ul><li>External validation </li></ul><ul><li>Implementation plans </li></ul>
    28. 32. Make It
    29. 33. Keeping in touch
    30. 34. <ul><li>Photo compliments of www.conversationmarketing.com </li></ul>
    31. 35. Make Your Reps Stand Out in the Crowd
    32. 36. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
    33. 37. <ul><li>For more info …. </li></ul>www.SnapSelling.com NEW May 2010 <ul><li>Download 2 chapters </li></ul><ul><li>Four FREE resources </li></ul><ul><li>FREE launch bonus: Winning Sales Questions eManual ($77) </li></ul>Need a speaker for your upcoming sales meeting? Jill Konrath shows sellers how to increase sales to crazy-busy prospects. To learn more, email jillkonrath@snapselling.com
    34. 38. Questions Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
    35. 39. Thank you! Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
    36. 40. Clients:
    37. 41. Contact Owen McDonald for your FREE Content Audit. Owen McDonald VP, Client Strategies 1 (786) 200-4538 [email_address]
    38. 42. <ul><li>Save The Date for the Next DCS Webinar: </li></ul><ul><ul><li>Content's Role in Real-Time Marketing Featuring Monique Reece, Author of the new Book “Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing and Create a Culture of Execution” </li></ul></ul>

    ×