3 Ways to LOCK OUT YOUR COMPETITION

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  • Your goal is to get into pole position in your client’s mind. To be the first person they call when they’re ready to buy.In formula 1, 53% of drivers who started in pole position in the 2009 season won the race. Last year it was 42%. So far this year it’s been 54%.It’s the same in sales – starting in pole position with a favoured relationship with the buyer doesn’t guarantee you’ll win every time – but you’ll win more than your fair share.
  • Let’s think about the buyer’s journey.It starts on the right when life is okay. And it ends with a closed deal.It is a three act play:Life is okay (status quo).They see a problem and decide to find a solutionThey plan out how to make the change…and, they sign the deal. (Hopefully.)
  • Products are becoming commodities – how you sell matters!34% say the ability to match relevant capabilities to specific client resources is what differentiates a vendor from the competition the mostOnly 5% consider economic value of the offering as the strongest differentiator72% execs say they will take an appt with salespeople when already looking for the product the vendor sells69% say when the vendor addresses a business problem that I currently haveForresterHow Exec Differentiate among their suppliers June 15, 2010Technilogy Buyer Insight StudyBy Scott Santucci
  • Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
  • Customer Engagement:The Role of Content in the IT Purchase ProcessCustomer EngagementConducted across the IDG Enterprise brands: CIO,Computerworld, CSO, InfoWorld, ITworld & Network World
  • 3 Ways to LOCK OUT YOUR COMPETITION

    1. 1. 3 Ways ToLOCK OUT YOUR COMPETITION Craig Steve Cliff Elias Richard Pollan
    2. 2. iSell: One Source To …• Over 19m contacts and decision makers• Integrates 2,600 real time news sources• Incorporates LinkedIn updates
    3. 3. OneSource Sales Triggers http://sellingpower.typepad.com/gg/customer-relationships/
    4. 4. 1. Define Your Targets
    5. 5. 2. Expand Contacts & Get Details
    6. 6. 3. Research the Prospect
    7. 7. 4. Make Your Call/Email Relevant
    8. 8. Sales is ALL About The Pole Position
    9. 9. First In Wins Most of the Time Scott Santucci 2011 Corporate Visions Conference Bit.ly/FirstInWins @ the 27:00 mark
    10. 10. Michael Bosworth Says… Requirements Company A Company B Company C              “COLUMN FODDER”     “Column A     Enjoys a     Huge   Advantage”  Customer Centric Selling:Second Edition - Page 16
    11. 11. Photograph by EwanNicholson.ca
    12. 12. Craig’s 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!” © COPYRIGHT Craig Elias 2002 - 2012
    13. 13. Silver Bullet in Sales TIMING!Getting in front of the best prospects at EXACTLY the right time! © COPYRIGHT Craig Elias 2002 - 2012
    14. 14. Status Quo
    15. 15. Searching For Alternatives
    16. 16. Window of Dissatisfaction™
    17. 17. 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
    18. 18. Brute Force Does Not Work http://sellingpower.typepad.com/gg/customer-relationships/
    19. 19. What Triggers The Best Timing? © COPYRIGHT Craig Elias 2002 - 2012
    20. 20. Events NOT Circumstances
    21. 21. Trigger Events Vs. Circumstances?• Circumstances – Falling stock price – Shrinking margins – Unhappy with current solution• Trigger Events – Their competitor gets acquired – There is a change decision makers – They win a large customer contract – Their competitor launches a new product – Your competitor’s sales person moves on © COPYRIGHT Craig Elias 2002 - 2012
    22. 22. 77% of Purchases Are UnplannedPurchases Don’t Follow BANT Any More Bit.ly/NewPurchasePath
    23. 23. Authority & Close RatiosAuthority Status Quo 0% Want © COPYRIGHT Craig Elias 2002 - 2012
    24. 24. Authority Need & Close Ratios Window ofNeed Dissatisfaction™ 75%* * InnerSell Survey of over 200 sales executives and sales people, 2003 © COPYRIGHT Craig Elias 2002 - 2012
    25. 25. Authority Need & the Ideal Customer • Loyal • Profitable • Testimonials & Referrals
    26. 26. Authority Need & Close Ratios Window ofNeed Dissatisfaction™ Afford © COPYRIGHT Craig Elias 2002 - 2012
    27. 27. BAN & Close Ratios Searching forBudget Alternatives 16%** Bit.ly/LeakySalesFunnel Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009 © COPYRIGHT Craig Elias 2002 - 2012
    28. 28. Ready to Buy is TOO LATE! “70% of the buying decision is made before a sales person gets involved” Eric Berridge, Cofounder of Bluewolf at Sales 2.0 Conference – San Francisco March 2011 © COPYRIGHT Craig Elias 2002 - 2012
    29. 29. BANT & Close Ratios Searching for Alternatives JustifyTimeline 0% NEW Status Quo © COPYRIGHT Craig Elias 2002 - 2012
    30. 30. Why You Can’t Win Using BANTAuthority Status Quo Window ofNeed Dissatisfaction™ Searching forBudget Alternatives NEW Status QuoTimeline © COPYRIGHT Craig Elias 2002 - 2012
    31. 31. Get In Before They Start Searching! “…75 percent of the time, customers made their decision halfway through the process.” Steve W. Martin Steve W. Martin Heavy Hitter Sales Whats Wrong With Your Sales Training Program Bit.ly/DecisionAlreadyMade © COPYRIGHT Craig Elias 2002 - 2012
    32. 32. AN Gets You In FirstAuthority Status Quo Window ofNeed Dissatisfaction™ 75%* * InnerSell Survey of over 200 sales executives and sales people, 2003 © COPYRIGHT Craig Elias 2002 - 2012
    33. 33. It’s Already Happened To YouThose with three or more check marks were in the WindowOfDissatisfaction.com Window of Dissatisfaction™ © COPYRIGHT Craig Elias 2002 - 2012
    34. 34. Want Trigger Event
    35. 35. Opens The Door...
    36. 36. Adds One More Thing...
    37. 37. Turns On Selective Perception
    38. 38. Won Sales Analysis™What we seedepends on whatwe look for-John Lubbock
    39. 39. Won Sales Analysis™ 1. What event(s) lead up to this purchase?#1 2. When did these events happen? #3 3. What made you choose us? #4a 4. What can you do to make it Emotion easier to become our customer? #4b #2 Time WonSalesAnalyis.com © COPYRIGHT Craig Elias 2002 - 2012
    40. 40. Worksheet: Won Sales Analysis™ • Every time you win an ideal customer • Ask the primary decision maker the four big questions - in grey • Classify the opportunity using the check boxes and notes sections • Search for patterns in: ‒ Close ratio ‒ Sales cycle ‒ Lead source ‒ Trigger Events ‒ Decision maker WonSalesAnalyis.com © Craig Elias 2002 - 2012
    41. 41. Who Are The Best Prospects?• Money• Authority• Influence
    42. 42. Timing Alone is Not Enough “The two most important requirements for major success are: first, being in the right place at the right time, and second, doing something about it.” - Ray Kroc, Founding CEO, McDonalds
    43. 43. Do Top Performers Reach Out? • Less than 7% said a vendor proactively contacted them The New Path to B2B Purchases – DemandGen, 2011 Bit.ly/NewPurchasePath
    44. 44. Do Top Performers Reach Out? • More than 93% of the time a prospect contacted the vendor The New Path to B2B Purchases – DemandGen, 2011 Bit.ly/NewPurchasePath
    45. 45. Cold Calling Works!45 to 53 percent of the executives interviewed said… A cold call they received helped a vendor leapfrog onto the consideration shortlist
    46. 46. “On average, sales reps dedicate 15% of time to prospecting; thatisn’t much time to create 60-70% of the overall new leads neededto maintain a 3x pipeline-to-quota ratio.”
    47. 47. Source of your most qualified opps?Channel ScoreOutbound Prospecting 3.7Website 2.9Inbound Calls 2.6Email Campaigns 2.6Events & Tradeshows 2.5Social Networking Sites 2.1Direct Mail 2.1Webinars 1.8
    48. 48. # of Dials for a Convo? 22.5
    49. 49. “I Can’t Get Anyone on the Phone!”
    50. 50. Agenda 1. Direct Lines 2. Call Windows3. Professional Persistence
    51. 51. 1Direct Lines
    52. 52. Associate Ave Meetings % Direct Lines Per Month on Contact List (last 3) Pete Best 11 51% Ringo Starr 13 45%George Harrison 20 76%Paul McCartney 22 74% John Lennon 29 87%George Martin 33 97.6%
    53. 53. Caller ID Looks Different
    54. 54. Where Do I Get Direct Lines?
    55. 55. Admin People1. Alt Location s/b2. Backup s/b Operator3. Admin to Other Exec4. Floor Receptionist5. Random Employee
    56. 56. Support People 1. IT Help Desk 2. Security Guards 3. Customer Service 4. Sales Lines 5. Accts Receivable
    57. 57. Voice Mail System Codes Audix = **6
    58. 58. The Power of Direct Lines
    59. 59. 2Call Windows
    60. 60. 5 Minutes BeforeTop of Hour
    61. 61. What is The Best Time to Call? Thursday PM
    62. 62. How Scheduled
    63. 63. Day Of The Week Scheduled
    64. 64. Time of Day Scheduled
    65. 65. 3ProfessionalPersistence
    66. 66. Persistence Tenacity
    67. 67. What are the Rules for Persistence?
    68. 68. #1 Manage the Flow of Info
    69. 69. #2 Use a Constant Flow
    70. 70. #3 Sprinkle in Personal Details
    71. 71. #4 Add Value With Each Touch
    72. 72. Thanks for sticking with me, Steve.I’m very busy and appreciate your persistence!
    73. 73. 1. See the 2. Commit to 3. Plan out problem a solution the changeStatus Quo path Closed Deal
    74. 74. Setting the Buying Vision Context Bring clarity & Content Motivate change Conversation
    75. 75. Shifting Buyer Concerns Phase I Phase II Phase III Solution Development Evaluation Commitment Needs Price CostSolution Risk Time People Product Company *Based on the research of Neil Rackham
    76. 76. Shifting Buyer ConcernsDiscuss Issues with Status Quo Their Ideas for Steps to Launch Change SolutionUncover Their Change Their Fears Needs of Larger team MotivationsUseful 3rd Party research Case studies Free trial/Live demoContent Educational webinars Expert interviews Planning checklist White papers FAQs ROI calculator 1. See the 2. Commit to 3. Plan out problem a solution the change pathStatus Quo Closed Deal
    77. 77. Tip#1 Manage ContentInventory & Flow
    78. 78. 1:9:90 Creators & SynthesizersConsumers
    79. 79. Tip#2 Put ContentInto Buyers Context
    80. 80. Tip#3Use Content That Clarifies The Buying Vision
    81. 81. Content That Clarifies The Vision
    82. 82. Tip#4Share 3 rd Party Content
    83. 83. Tip#5Use Content To CreateInteraction on Online Forums
    84. 84. Tip#6Leverage Humorous Content
    85. 85. Tip#7 Organize Content toMake it Easy to Decide
    86. 86. iSell TrialThe hottest opportunitiesprioritized by what’s mostvaluable to you…• Companies selected based on your specific target markets• Contacts based on who is your key buyer – powered by millions of direct dial numbers and emails• Timeliness prioritized by relevant sales triggers and how well they fit your sweet spot• Key Issues highlighted through rich information about your target companies and prospects FREE TRIAL: www.OneSource.com/iSell
    87. 87. Q&ACraig Elias Cliff Pollan• +1.403.874.2998 • +1.781.350.3416• TriggerEventSelling.com • PostWire.com• Craig@TriggerEventSelling.com • CPollan@VisibleGains.com• LinkedIn.com/in/CraigElias • Linkedin.com/in/CliffPollanSteve Richard Resources• +1.202.302.3193 • TriggerBook.com• Vorsight.com • InsideSalesTraining.com• SRichard@Vorsight.com • PostWire.com• LinkedIn.com/in/SalesKickOffSpeaker • Bit.ly/10ContentTips • OneSource.com/iSell

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