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Sell and market through a straw webinar

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Your marketing and sales messages are much stronger when you have a plan and a target. In this web seminar, we discussed the key challenges, market trends and business development cycle - and how to …

Your marketing and sales messages are much stronger when you have a plan and a target. In this web seminar, we discussed the key challenges, market trends and business development cycle - and how to leverage them for success. You can view the webinar replay by sending an email and requesting access


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  • 1. The  Sales  Funnel  is  Dead  Marke2ng  &  Sales  Through  a  Straw  
  • 2. “IF  YOU  DON’T  LIKE  CHANGE,  YOU’RE  GOING  TO  LIKE  IRRELEVANCE  EVEN  LESS.”      -­‐  GEN.  ERIC  SHINSEKI    
  • 3. My  CV  •  25  year  sales  &  marke2ng  veteran    –  9+  years  with  Great  Plains  SoCware  (‘89-­‐’98)  –  6+  years  with  SAP  (‘03-­‐’09)  –  Allaire  –  Macromedia  –  Infinium  SoCware  –  ADP,  Con2nental  Cable  (Comcast)  •  Founded  3  companies  •  University  of  MassachuseVs,  Marke2ng  
  • 4. Leading  Results  •  Marke2ng  services  firm  –  coaching  and  consul2ng    u  1:1  Coaching  &  Consul2ng,  Group  Coaching  u  Frac2onal  VP  of  Marke2ng  u  Public  Rela2ons  &  Social  Media  Consul2ng  u  Referral  Marke2ng  Coaching  and  Strategy  u  Leading  Results  Sales  and  Marke2ng  Academy  u  Hubspot  Cer2fied  Partner  •  Authorized  Duct  Tape  Marke2ng  Consultants  •  Offices  in  Los  Angeles,  Boston,  Philadelphia  and  CharloVe  •  Clients  throughout  North  America  &  Australia  •  We  help  you  put  the  POWER  in  your  WOW  so  you  stop  was2ng  money  on  marke2ng  that  doesn’t  get  results  
  • 5. Leading  Results  Core  Marke2ng  Mantra  •  Dont  talk  about  the  products  you  sell;  talk  about  the  problems  you  solve.      •  Then  talk  about  the  remarkably  different  way  that  I  will  experience  working  with  you  as  you  solve  those  problems.    •  Be  sure  you  tell  me  what  I  get;  NOT  what  you  do.    Because  I  dont  have  2me  to  figure  out  if  what  I  need  is  what  you  do.    
  • 6. Challenge 1: Ideal Customer is Anyone..•  Messaging must be vague due to lack of focus•  No way to gather usable data to help customers•  No referabilty
  • 7. Challenge 2: No Focus On Differentiation•  Company WOW is indistinct•  Sales & Marketing talk about generic features &benefits•  Deals are won/lost on price
  • 8. Challenge 3: Lack of Repeatable Process•  No Process for creating repeatable, sustainablecustomer delight •  No Process for gathering usable customer datafor insights
  • 9. Challenge 4: No Systematic Approach for Finding New Customers•  Website under-performs•  “Hope” for referrals•  Traditional Marketing programs under-perform•  Few metrics & no improvement process
  • 10. Challenge 5: Sales & Marketing seem tobe in different companies•  Marketing passes a “lead”, sales says its not•  Marketing says sales isn’t following up•  Marketing creates messaging; sales uses itsown – sometimes completely unrelated
  • 11. The Big ProblemBusiness Growth is unpredictable and inconsistent
  • 12. True customer loyalty comes from insight
  • 13. We crave predictability
  • 14. We have less patience than ever
  • 15. We want real relationships, not just Facebook ones
  • 16. expectations are higher
  • 17. there’s no such thing as perfect
  • 18. The sales cycle is longer than ever
  • 19. attention is the new scarcity
  • 20. the MP3 is good enough
  • 21. The  short  version:    -­‐  I  want  to  find  you  when  I  need  you    -­‐  You  will  respond    -­‐  I  want  you  to  work  my  way    -­‐  I  will  always  have  other  op2ons  
  • 22. The  funnel  is  the  wrong  metaphor    Searching  for…   S2ll  searching  for…  
  • 23. End  to  End  Business  Development  Know   Like   Trust   Buy   Repeat   Refer  TRY  
  • 24. What  are  you  really  Marke2ng  &  Selling?  • Your unique insight• Your unique product/service• Your unique process• Your unique experience• Your unique people• Your unique guarantee• Your unique packaging/delivery…..Against a prospect’s problem(s)
  • 25. Reset  Know  Like  Trust  Try  Buy  Repeat  Refer  Differen2a2on  Repeat-­‐ability  Ideal  Customer  No  Systems  Defini2on  Business  Development  Cycle  Business  Development  Challenges  Loyalty  from  Insight  Predict-­‐ability  No  Pa2ence  Real  Rela2on-­‐ships  High  Expect-­‐a2ons  No  Perfect  Long  Sales  Cycle  AVen2on  Overload  Good  Enough  is  Okay  Marketplace  Trends  
  • 26. So,  What  do  we  do  with  all  this  background?  
  • 27. Business  Development  System  1.  Strategy  before  tac2cs  2.  Planned  Business  Development  Cycle  3.  Publish  educa2onal  content  based  on  insights  4.  Use  a  total  web  presence    5.  Use  a  lead  genera2on  trio  6.  Integrate  selling  and  data  gathering  7.  Live  by  the  calendar    
  • 28. Start  with  Strategy!    Who  is  your  Ideal  Customer?  
  • 29. Ideal  Customer  -­‐  Key  Insights  -­‐  “A”  Perfect  Offer  Key  Insights  -­‐  Create  educa2onal  content  -­‐  Specific  messages  for  sales  -­‐  Specific  messages  for  marke2ng  -­‐  For  web  -­‐  For  tradi2onal  programs  -­‐  Cuts  through  the  noise  “A”  Perfect  Offer  -­‐  Packages  or  bundles  ease  buying  -­‐  Repeatability  possible  -­‐  Repeatability  =  predictability  -­‐  Creates  offers  for  sales  &  mktg  -­‐  Value  pricing  possible  -­‐  Create  manageable  expecta2ons  You  can  build  differen2a2on  &  a  targeted  WOW  Pricing  moves  to  background;  Offers  reduce  sales  cycle  Systems  &  processes  build  trust  Insights+  Content+  Offers  =  Try  Purchase  Happens:  -­‐  Expecta2ons  met  -­‐  Trust  drives  real  rela2onship  Happy  customers  share  data  and  results  Happy  customers  refer  You  can  build  systems  &  processes  that  deliver  WOW  Growth  
  • 30. It  Hinges  on  Understanding  Marke2ng  &  Sales  must  understand…  •  The  challenges  of  the  prospect  »  As  specifically  as  possible  •  The  insights  &  experience  you  bring  »  As  it  applies  to  the  prospect  and  their  challenges  •  The  unique  value  of  your  offers  (business)  »  As  it  relates  to  the  prospec2ve  customer  •  The  prospects  language  set  »  The  exact  words  they  use  
  • 31. Market  and  Sell  through  straws  It  is  not  100  prospects  in  one  funnel    It  is  5  prospects  in  20  straws    Focus  •  Key  insights  •  Specific  messages  •  Offers  that  solve  challenges  Results  •  Higher  Conversions  •  Increase  referability  
  • 32. Summary  •  Sales  and  Marke2ng  must  work  hand-­‐in-­‐hand  to  gather,  understand  and  communicate  insight  •  Business  Development  is  an  integrated  system  •  Be  mindful  the  9  trends  as  you  market  and  sell  
  • 33. What  Next  ?  •  Integrated  Business  Development  Review  »  You  complete  our  ques2onnaire  »  We  spend  45m-­‐60m  with  you  to  review  your  business  development  process  for  quick  wins  and  long  term  changes  to  consider    
  • 34. Thank  You  &  QuesWons    Put  the  POWER  in  your  WOW  and  stop  was2ng  money  on  marke2ng    Contact  Us  Web:  www.leadingresults.com  Email:  dkraus@leadingresults.com  Phone:978-­‐562-­‐4161  TwiVer:  @LeadingResults  facebook.comleadingresults