Teach First. Then Sell.

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In this webinar held by Cliff Polan of Postwire and TK from ToutApp, they cover how by teaching early in the sales process instead of hard selling, you can win more deals and out-teach your …

In this webinar held by Cliff Polan of Postwire and TK from ToutApp, they cover how by teaching early in the sales process instead of hard selling, you can win more deals and out-teach your competition.

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  • 1. LIVE
  • 2. How You Sell Matters
  • 3. How You Sell Matters 2
  • 4. 65% Source: Forrester
  • 5. Source: ITSMA
  • 6. Source: Rain Group
  • 7. Setting the Buying Vision Context ConversationContent Bring clarity & Motivate change
  • 8. 1. See the problem 2. Commit to a solution path 3. Plan out the change Closed DealStatus Quo Discuss Issues with Status Quo Their Ideas for Change Steps to Launch Solution Uncover Their Change Motivations Their Fears Needs of Larger team Useful Content 3rd Party research Educational webinars White papers Case studies Expert interviews FAQs Free trial/Live demo Planning checklist ROI calculator
  • 9. Jul-13© IDC For Internal Use Only. Not for Distribution without IDC Permission. How Do Sales Teams Need to Evolve? 8 Sales Needs to:  Add more value to the individual buyer: – Communicate a vision; – Be a trusted advisor. Pre-90s 90s 2000s 2010+ IT’S  ALL   ABOUT... IT’S  ALL   ABOUT... THE BUYERME Selling Focus Product Solution Company’s business need(s) Individual  buyer’s   business & professional needs Knowledge Transfer  Collateral (hard copy)  Trans- parencies  1 to Many Web Site  Collateral (soft copy)  PowerPoint  Sales enablement  Targeted Web content  Rapid Customer enablement  Customized workspace Interaction  Snail mail  In-Person  Phone  Email  Mobile  Conference call  Mobile  Text Instantaneous or asynchronous  Social media  Telepresence  Leverage new channels to learn, prepare, interact. . . Intelligent Interaction  Provide relevant and focused knowledge and insight for the individual buyer and the buying team
  • 10. Examples
  • 11. Initial Outreach The “Follow Up” Meet Call Demo $$$ Inbound Leads Leads from Email Automation Start with the most basic pain point. Nurture
  • 12. Start Teaching
  • 13. http://headrush.typepad.com/ Teach them the basics. Kathy Sierra
  • 14. • Start a blog on Tumblr and start writing what you know • Record yourself on Youtube showcasing what you know • Write a quick short digestible e-book using the Apple iBook Creator • Curate great content Step 1. Cultivate Content
  • 15. • Email a simple link or attachment • Publish online and share on LinkedIn/ Twitter to build followers and start conversations • Build your own personal Mailing List and share content regularly Step 2. Incorporate Content
  • 16. • Never, never, never try to sell on the first few touches • Always, always, always have a call to action to further the conversation and relationship Rules of Teaching
  • 17. Teaching Via Email
  • 18. • Highlight problem, provide solution, try to sell them on the first email • Highlight benefit, ask to chat • Provide value, build relationship over a series of emails 3 Different Ways to Email
  • 19. • Highlight problem, provide solution, try to sell them on the first email • Highlight benefit, ask to chat • Provide value, build relationship over a series of emails 3 Different Ways to Email BAD OK GOOD
  • 20. Rules of Engagement ✓Keep it short and simple ✓Don’t try to close a deal on the first email ✓Personalize, Personalize, Personalize ✓Keep it short, seriously.
  • 21. 5 x 5
  • 22. 5 emails 5 day intervals
  • 23. Initial Outreach ProvideValue / Build Trust Ask them / Show you care Sell
  • 24. Getting Started Deal Stage What’re we communicating? Template Name What’s the call to action? Next Step? Prospecting High level problem we solve “Initial Outreach” Watch video on website Follow Up on Engaged Leads Prospecting Solution Details Video Followup Setup Phone Call Reminder .... Pricing/ Negotiating Value of product Case Study Review the case studies Phone Call ....
  • 25. Initial Outreach The “Follow Up” Meet Call Demo $$$ Inbound Leads Leads from Email Automation Follow Up Nurture
  • 26. Great Templates ✓Are Short ✓Have a clear call to action ✓Reminds you to {{PERSONALIZE}} ✓Are Short (this is really important)
  • 27. Initial Outreach The “Follow Up” Meet Call Demo $$$ Inbound Leads Leads from Email Automation Set Up Meetings Nurture
  • 28. Questions
  • 29. About Postwire • Postwire is on a mission to change the way B2B solutions are sold. • Gone are the days of cold calling and emailing, and in are the days of personalized education.  • Postwire gives you one place to capture, organize, and share educational content with your prospects in a highly visual and personal way. • Using Postwire, you'll know what content is being accessed when so that you can nurture prospects with content and conversation at the appropriate times.
  • 30. About ToutApp ✓Helps Salespeople focus on selling ✓Complete Sales Communications Platform ✓Plugs into Gmail, Outlook, Salesforce and more... ✓Streamlines emails and phone calls ✓Tracks day to day emails, presentations, calls ✓Keeps CRM updated ✓Real-Time analytics