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5 Major Changes: The Road to Change

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Gerhard Gschwandtner Presents the 5 Major changes in 2011. Presented as a keynote at the grand opening of the SMEI Hampton Roads Chapter.

Gerhard Gschwandtner Presents the 5 Major changes in 2011. Presented as a keynote at the grand opening of the SMEI Hampton Roads Chapter.


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  • 1. Welcome!Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 2. 2 Keynote: Gerhard Gschwandtner Founder and Publisher of Selling Power magazineAuthor of 17 books onselling and motivationSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 3. 3 5 Major ChangesSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 4. Business is about creating valueSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 5. Everyone wants value • Customers from vendors • Managers from salespeople • Salespeople from companies • CEO’s from sales and marketing teamsSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 6. Value = true northSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 7. All values decline The value of any product or service is destined to decline…Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 8. Value threats 1. Better ideas 2. Better competitors 3. Smarter buyers 4. Change in business climateSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 9. Internet = Platform for Change Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 10. Change # 1: The Internet drives change Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 11. Ongoing revolutionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 12. Chaos is a factory….…that creates golden opportunitiesSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 13. Lesson # 1 Adapt, innovate or become irrelevantSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 14. Action step Move your business processes onlineSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 15. Change # 2: Social mediaSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 16. Customers Drive the Conversation “…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ” Geoffrey James BNET Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 17. Lesson # 2 Join the conversationSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 18. Action steps • Create a social media policy • Make Twitter, FB, LinkedIn part of your sales process • Don’t cold call, social callSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 19. Change # 3: Tech = Acceleration Leaders Salesforce, Apple, Google, Cisco Followers Dell, Garmin Victims of change Kodak, Encyclopedia Britannica,Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 20. Salesforce.com Market cap: $18 BillionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 21. Dell Market cap: $26 BillionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 22. Kodak Market cap: $1.4 BillionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 23. Lesson # 3 Our core business strategy must be aligned with the opportunities that emerge from the revolutionary trends that transform our world…Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 24. Lesson # 3 or we will become victims of changeSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 25. Action step: Lead, follow or get left behindSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 26. Change # 4. The Sales 2.0 Revolution “Sales 2.0 is a more efficient and effective way of selling for the buyer and the seller enabled by technology.” (Anneke Seley, Author Sales 2.0) Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 27. Sales 2.0 Companies Overachieve Sales 1.0 Sales 2.0 Sales Performance Across Performance Performance Performance Levels Comparison Level 1 Level 2 Level 3% Reps Making Quota 45% 52% 60%% of Company Plan Attainment 75% 80% 84%% Forecast − Wins 42% 47% 53%Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 28. Lesson # 4 Sales 1.0 is deadSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 29. Sales 1.0 is dead • Cold calling • Transactional selling • The traditional sales funnel • Sequential dialing • Lead response delays (MIT Study) • The sales pitch • Sales processes without metricsSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 30. Action step Adopt Sales 2.0 and improve your revenue cycleSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 31. Brainshark’s Sales 2.0 Platform (as of 5/1/10) Web & Sales Social Media Portal Web Analytics Conferencing On-Demand Rich Media Content Marketing Sales Automation Intelligence CRM Salesforce Time & Contact Materials Data Event Corvent Proposal Management Creation E-Mail / ChatSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 32. Change # 5. The Customer RevolutionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 33. Chief Listening OfficerSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 34. Customer Success ManagerSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 35. Chief Customer OfficerSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 36. Co-CreateSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 37. Co-create with customers •Ads •Marketing message •Products (Threadless, Fiat 500, Nike)Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 38. CollaborateSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 39. Lesson # 5 In the past we tried to get inside the customer’s mind so we could get a bigger share of the customer’s walletSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 40. Lesson # 5 Today we need to bring the customer’s mind into our company so we can collaborate and co- create our futureSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 41. Change is not enough 1. Adapt, Innovate or become irrelevant 2. Join the social media revolution 3. Align with emerging opportunities 4. Adopt Sales 2.0 to improve revenues 5. Co-create with your customers – make customers part of your value chainSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 42. Create a customer centric revolutionSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 43. True northSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 44. Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
  • 45. True NorthSales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration