Business Development
Clinic
Smartbreakfast® Series
Paris, Tuesday, July 7th 2009

1 2 3
3 things to
remember
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1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain
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1
Referral Marketing
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Is Cold Calling effective?
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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
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Find ways to get recommended
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2
The buyer’s journey
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1. The Sales Cycle is dead
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2. Birth of buyer-centric thinking
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A journey into the unknown?
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Show them the way forward
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The Buyer’s Decision Process
1. Person
2. Company
3. Product
4. Price (Value)
5. Why Now?
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Set realistic expectations
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Avoid this…..
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and this.....
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17

Create a sense of urgency
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3
Sell to the Emotional Brain
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20

Because people make emotional
decisions that they justify with logic
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Get to the emotional
heart of the matter
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23

By asking questions that uncover:
1. Facts
2. Opinions
3. Feelings
24
SalesChannel Europe ©2009 All rights reserved 24

1 2 3
3 things to
remember
SalesChannel Europe ©2009 All rights reserved

1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain
SalesChannel Europe ©2009 All rights reserved

Rather important
to get them right!
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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: www.saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
Sales
Acceleration 2.0 SalesChannel Europe ©2009 All rights reserved 30