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Business Development
Clinic


                  Smartbreakfast® Series
             Paris, Tuesday, July 7th 2009
1 2 3
                                  3 things to
                                  remember
  SalesChannel Europe ©2009...
1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain




          SalesChannel Europe ©2009 All...
1

                                        Referral Marketing

    SalesChannel Europe ©2009 All rights reserved        4
Is Cold Calling effective?




SalesChannel Europe ©2009 All rights reserved   5
Typical Sales Conversion Rates

 1. Cold calling:                                                    < 4%
                ...
Find ways to get recommended

               SalesChannel Europe ©2009 All rights reserved   7
2

The buyer’s journey


                SalesChannel Europe ©2009 All rights reserved   8
1. The Sales Cycle is dead




SalesChannel Europe ©2009 All rights reserved
2. Birth of buyer-centric thinking




SalesChannel Europe ©2009 All rights reserved
A journey into the unknown?




SalesChannel Europe ©2009 All rights reserved   11
Show them the way forward




SalesChannel Europe ©2009 All rights reserved
The Buyer’s Decision Process


 1. Person
 2. Company
 3. Product
 4. Price (Value)
 5. Why Now?




                    S...
Set realistic expectations




SalesChannel Europe ©2009 All rights reserved
Avoid this…..




                SalesChannel Europe ©2009 All rights reserved
and this.....




SalesChannel Europe ©2009 All rights reserved               16
17
Create a sense of urgency




                 SalesChannel Europe ©2009 All rights reserved   18
3

Sell to the Emotional Brain

                 SalesChannel Europe ©2009 All rights reserved   19
20
Because people make emotional
decisions that they justify with logic

                  SalesChannel Europe ©2009 All righ...
Get to the emotional
                                 heart of the matter

SalesChannel Europe ©2009 All rights reserved
23
By asking questions that uncover:




                                        1. Facts
                                   ...
1 2 3
                                  3 things to
                                  remember
  SalesChannel Europe ©2009...
1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain




          SalesChannel Europe ©2009 All...
Rather important
to get them right!




                     SalesChannel Europe ©2009 All rights reserved   27
SalesChannel Europe ©2009 All rights reserved   28
SalesChannel Europe ©2009 All rights reserved   29
David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Email: david@saleschannel-europe.com
Website: w...
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Business Development Clinic 07.07.09

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Smartbreakfast® Series: Business Development Clinic. 3 key ideas:
1) Referral Marketing (Recommendation selling)
2) The buyer's journey
3) Selling to the Emotional Brain

Published in: Business, Education
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Transcript of "Business Development Clinic 07.07.09"

  1. 1. Business Development Clinic Smartbreakfast® Series Paris, Tuesday, July 7th 2009
  2. 2. 1 2 3 3 things to remember SalesChannel Europe ©2009 All rights reserved
  3. 3. 1. Referral Marketing 2. The Buyer’s Journey 3. Selling to the Emotional Brain SalesChannel Europe ©2009 All rights reserved
  4. 4. 1 Referral Marketing SalesChannel Europe ©2009 All rights reserved 4
  5. 5. Is Cold Calling effective? SalesChannel Europe ©2009 All rights reserved 5
  6. 6. Typical Sales Conversion Rates 1. Cold calling: < 4% Between 1-5% 2. External Recommendation: Your company should use Rob Smith. 44% He is a highly knowledgeable expert 10 X cold calling in your field. 3. Internal Recommendation We should use Rob Smith. He is a highly knowledgeable expert in our 88% 2 X External field. recommendation 20 X cold calling SalesChannel Europe ©2009 All rights reserved 6
  7. 7. Find ways to get recommended SalesChannel Europe ©2009 All rights reserved 7
  8. 8. 2 The buyer’s journey SalesChannel Europe ©2009 All rights reserved 8
  9. 9. 1. The Sales Cycle is dead SalesChannel Europe ©2009 All rights reserved
  10. 10. 2. Birth of buyer-centric thinking SalesChannel Europe ©2009 All rights reserved
  11. 11. A journey into the unknown? SalesChannel Europe ©2009 All rights reserved 11
  12. 12. Show them the way forward SalesChannel Europe ©2009 All rights reserved
  13. 13. The Buyer’s Decision Process 1. Person 2. Company 3. Product 4. Price (Value) 5. Why Now? SalesChannel Europe ©2009 All rights reserved 13
  14. 14. Set realistic expectations SalesChannel Europe ©2009 All rights reserved
  15. 15. Avoid this….. SalesChannel Europe ©2009 All rights reserved
  16. 16. and this..... SalesChannel Europe ©2009 All rights reserved 16
  17. 17. 17
  18. 18. Create a sense of urgency SalesChannel Europe ©2009 All rights reserved 18
  19. 19. 3 Sell to the Emotional Brain SalesChannel Europe ©2009 All rights reserved 19
  20. 20. 20
  21. 21. Because people make emotional decisions that they justify with logic SalesChannel Europe ©2009 All rights reserved 21
  22. 22. Get to the emotional heart of the matter SalesChannel Europe ©2009 All rights reserved
  23. 23. 23
  24. 24. By asking questions that uncover: 1. Facts 2. Opinions 3. Feelings 24 SalesChannel Europe ©2009 All rights reserved 24
  25. 25. 1 2 3 3 things to remember SalesChannel Europe ©2009 All rights reserved
  26. 26. 1. Referral Marketing 2. The Buyer’s Journey 3. Selling to the Emotional Brain SalesChannel Europe ©2009 All rights reserved
  27. 27. Rather important to get them right! SalesChannel Europe ©2009 All rights reserved 27
  28. 28. SalesChannel Europe ©2009 All rights reserved 28
  29. 29. SalesChannel Europe ©2009 All rights reserved 29
  30. 30. David R Ednie President & CEO SalesChannel Europe SARL Ph: +33 676 600 925 Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com Blog: http://saleschannel.blogspot.com Sales Acceleration 2.0 SalesChannel Europe ©2009 All rights reserved 30
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