1. Finding Leads in the
How to Turn the Radical Shift
in B2B Buying into a
2. What We’ll Cover
q  Navigate the changing buying cycle.
q  Capture quality leads from your
q  Turn leads into sales opportunities.
q  Get marketing and sales on the
3. The World Has Changed.
WHAT’S GOING ON?
4. Traditional Selling
q  Scarcity of
q  Sales Rep as
q  Time pressure to
5. Inbound Selling
q  Abundance of
q  Sales rep as
q  No time pressure.
6. What it Feels Like
Businesses used to operating as a trusted advisor
suddenly feel like vendors hawking goods at the market
and battling with customers over price.
7. The Buyer Is In Control.
GOOD BYE SALES FUNNEL
Getting Rid of the Monkey in the Middle
9. Music Industry
Independent artists bring a greater variety of good music
to the masses at lower cost, while making more money.
Music labels, agents and managers lose control.
Agents, publishers and bookstores cede control of the print
market to authors while self-publishing takes off.
11. Real Estate
For Sale By Owner services start to grow rapidly in 2012.
Anticipate downward pressure on realtor commissions and
realignment of service offerings and fee structures.
12. Remember this guy?
Today, the buyer is in control.
13. Buyer Behavior
Today’s buyer navigates the majority of the sales process
independently, without ever engaging directly with your
14. Buyers’ Changing Expectations
“I already know what I need, how much it should cost and
what quantity I will buy. I’m looking to you to validate my
decision and help me make it happen.”
15. The New Professional Sales Person.
16. It’s a Jungle Out There
The buyer isn’t confident that he has absorbed all of the
information, or even the right information. But he has
constructed a story to help him organize it. Your job is to align
your company with that story.
17. Information Overload
By the time the buyer gets to sales, he has been
presented with multiple different explanations. Often, the
explanations are in conflict with one another.
18. PAC4E Yourself
Selling is a marathon, not a sprint.
19. Aligning Sales & Marketing.
20. The Buyers’ Journey
21. Understanding Buyers
Develop a buyer persona to inform every communication
you have around your prospective customers. Marketing &
sales must agree on who the buyer is, what he needs, and
more importantly what he fears and what motivates him.
22. Who is Your Buyer
Can you describe your ideal buyer?
role, title, age range, gender,
marital status, education?
²  What are common interests of people
who fit this profile, outside of work?
²  What organizations does your buyer
²  What publications – online & off – are
23. Who is Your Buyer
What does your buyer need?
trigger event(s) most often start
the ‘wake up’ process?
²  What is the end goal, the unrealized
problem the buyer needs to solve?
²  How does the buyer frame that
²  What is the story he is telling himself
about the problem?
24. Who is Your Buyer
Why does your buyer need you?
do you solve the problem, as the
buyer sees it?
²  What reservations is he likely to have about
buying your product?
²  How does your solution fit into the story
the buyer has constructed?
²  What do you need to influence about the
²  What action do you need buyers to take, to
begin a sales engagement?
25. Who is Your Buyer
What questions does your buyer need
understand his problem?
²  To choose a course of action?
²  To narrow down the vendors to
²  To get the best value from your product
²  To remain confident that he has made
the best choice possible?
26. Next, answer each of these questions:
q Using the same language as the buyer
q In a manner consistent with the lens through
which the buyer sees the world
q At the exact moment the buyer needs the
q Without appearing too pushy or salesy
q While presenting multiple non-threatening
options to engage with a human being.
27. Inbound Sales & Marketing.
THE PAC4E SYSTEM
29. Selling is a marathon, not a sprint.
You don’t want to be this guy!
30. Platform & Positioning
Create your own podium and establish a platform from
which you can get the word out.
31. Attract Qualified Visitors
Buyer’s Journey – the prospect is moving from the status quo
and waking up to the problem. Focus your content here around
the trigger events that are likely to start this process.
32. Connect and Capture MQLs
Buyer’s Journey – the prospect is aware that something needs to
change and is in the “learning” stage, gathering and absorbing as
much information as possible. Your goal at this stage is influence
the story they will tell themselves about how the problem should
33. Cultivate Trust and Develop SQLs
Buyer’s Journey – the prospect has developed the story
about how they will frame the problem, and is
investigating solutions. Convince them to put you in the
34. Close the Deal – The Sales Conversation
As a sales person, you will either take the order or blow
the deal. The choice is yours. Are your words consistent
with the story that has been constructed?
35. Captivate Customers
In the age of social media, what happens after the deal is
done matters. It matters a lot. What do your customers
say the morning after?
After-sale care is more important than ever. It is the only
real opportunity to create a point of differentiation that will
hold up under scrutiny. Identify those customers who take
pride in their influence, keep them happy and leverage
37. In a Nutshell
q Know your buyer.
q Develop answers to his questions at each stage
of the buying process.
q Create content to answer specific questions &
make it freely available.
q Automate information delivery.
q Collect contact details in exchange for
q Use lead scoring to shape sales response and
personalize automated communications.
q Maintain contact post-sale.
38. Thank You