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Top 5 Ways To Connect Engage And Sell Executives - Feb 2012


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Is it me, or does 2012 seem like more of the same: with more companies budget constrained and risk adverse, and senior level executives even more involved in buying decisions. With Frugalnomics still in full effect, these more overloaded, skeptical and frugal execs are having a hard time making purchase decisions, and in turn, making your job more challenging than ever.

Even though you may be up to the challenge, it doesn’t mean a little “secret sauce” on how to more effectively connect, engage and sell to these senior level executives wouldn’t help.

Our speakers, telesales & marketing expert Mari Anne Vanella , founder of the Vanella Group and Tom Pisello, the ROI Guy and founder / Chairman of leading value selling and marketing firm Alinean, think they have the formula for success. In this session they will share 5 proven ways you can up your game with Sr. Level Executives.

Recommended for marketing and sales executives, content marketers and sales enablement teams, this webinar will discuss key research findings and practical ways you can fight Frugalnomics, answering these important questions:

What techniques work best to break-the-ice and connect effectively?
Once connected, what tactics can be used to overcome “do-nothing” malaise?
How can you best implement these techniques and tactics effectively into your marketing campaigns and sales engagements?

Published in: Business, Technology
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Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

  1. 1. Powering B2B sales to economic buyersMari Anne Vanella - CEO/Founder Tom Pisello - CEO & FounderTwitter: @vanellagroup Twitter: @tpisello Top 5 Ways to Connect, Engage and Sell to Cx Level Executives
  2. 2. Today’s SpeakersMari Anne Vanella Tom PiselloCEO & Founder of The Vanella Group CEO & Founder of AlineanTop 20 Women to Watch in 2011 by the Sales Who’s Who in B2B Demand Generation Lead Management Assn. Parallel entrepreneurThe Vanella Group - Teleservices for Ex-Gartner Managing VP Enterprise Technology Companies Alinean - Leading provider of value-based interactive content marketing campaigns and diagnostic sales tools © 2012 Alinean, Inc. 2
  3. 3. Some Important Facts - of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC) - of deals are not lost to competition, instead are lost to the status quo (SBI) - Of B2B vendors face lengthened sales cycles over the past 5 years (SiriusDecisions) - of buyers focused on price as primary decision factor, driving increased discounting (U of Dayton) © 2012 Alinean, Inc. 3
  4. 4. Today’s Buyer Has Fundamentally & Permanently Changed • Sticks with Status-quo • Needs proof to change • Change=2 x (cost + risk)• Adverse to Risk• Tired of the traditional pitch• Wants compelling insight • Challenged to do-more-with-less• Use internet to research • Little time for vendors• Decide when to engage • Not waiting for you…• Inviting sales later (65% in) © 2012 Alinean, Inc. 4
  5. 5. Does Frugalnomics Have a Cost?For a typical $500M software firm:$ M – Cost for Incremental Leads to Deliver Same Amount of Biz$ M – The Annual Cost of the “Do Nothing” Buyer$ M / month – The Cost of Lengthened Sales Cycles$ M - the Annual Cost of Increased Discounting For details: © 2012 Alinean, Inc. 5
  6. 6. Top 5 Ways to Connect, Engage & Sell to Cx Level Executives © 2012 Alinean, Inc. 6
  7. 7. Tip #1: Cut Through the NoiseDon’t make your prospect try to figure out why youare callingAsk: Would you listen to YOU?Greatest resource you already have - yourcustomers © 2012 Alinean, Inc. 7
  8. 8. Tip #2: Persistence Pays Typical exec requires 6+ attempts to reach 3-5 Additional Attempts Needed 7 6 Calls to Connect 5 4 3 2 1 0 Reps Execs Attempts Required To Connect After Initial Interest© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 8 © 2012 Alinean, Inc. 8
  9. 9. Tip #3: Engage at Right Time Does BANT work anymore?© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 9 © 2012 Alinean, Inc. 9
  10. 10. Tip #4: Engage with the Right Content 65% of Deals 35% of Deals ForresterDo you have the right content / conversations to answer each?Can you effectively engage earlier where it matters most? © 2012 Alinean, Inc. 10
  11. 11. Tip #5: Take the Right Engagement PathIt’s not about you & your solution ... It’s about them Every conversation may be different based on their unique Objectives & Challenges© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 11 © 2012 Alinean, Inc. 11
  12. 12. Top 5 Ways to Improve Connecting and Engaging #1 – Cut through the Noise #2 – Persistence Pays #3 – Engage at the Right Time #4 – Engage with the Right Content #5 – Take the Right Engagement Path© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 12 © 2012 Alinean, Inc. 12
  13. 13. Better Connections & Engagement Yield Significant Value % more sales ready leads and 33% lower cost per lead (Forrester) % more sales reps making quota and 10% shorter ramp up time (CSO Insights) % - nurtured leads increase sales opportunities vs. non-nurtured leads (DemandGen Report) % more qualified leads from provocative / value-focused content vs. traditional content (IDC)© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 13 © 2012 Alinean, Inc. 13
  14. 14. Questions? © 2012 Alinean, Inc. 14
  15. 15. Next Steps Insights Into Cold Calling 42 Rules of Cold Calling Executives © 2012 Alinean, Inc. 15
  16. 16. Thank You! © 2012 Alinean, Inc. 16