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DCS: Jill Konrath "Using Conent to Establish Sales Credibility"

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Jill Konrath, author of the new book Snap Selling, shares insights into how successful sales executives can be “invaluable” by using relevant content and thought leadership to sell value and “become the expert clients can’t live without.”

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DCS: Jill Konrath "Using Conent to Establish Sales Credibility"

  1. 1. Using Content to Establish Sales Credibility
  2. 2. Welcome Webinar Attendees <ul><li>Your GoToWebinar Attendee Viewer is made of 2 parts: </li></ul>1. Viewer Window 2. Control Panel Type your question here
  3. 3. Follow The Conversation on Twitter
  4. 4. Panelists Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
  5. 5. • Content That Connects Buyers & Sellers • Converts Leads To Opportunities • Leads To Closed Business Get your Free Content Audit! www.demandcreationspecialists.com
  6. 6. Growth of Content Marketing <ul><li>Avg. content marketing budgets are 33% of the total marketing budget (up from 29% in 2008) </li></ul><ul><li>6 of 10 marketers are increasing content marketing spending in 2010. </li></ul><ul><li>Small companies spend more than 2x the amount on content marketing as larger companies. </li></ul>
  7. 8. <ul><li>$12 Billion </li></ul>
  8. 10. Using Content to Establish Sales Credibility Jill Konrath Author, Sales Strategist, Speaker
  9. 11. Marketing / Sales Gap
  10. 12. SALES Giving salespeople the insights, ideas & information they need to open doors and close sales. Enablement
  11. 13. Beware the naked seller!
  12. 14. Key Factors Business Case Buyer’s Ecosystem Decision Process
  13. 15. <ul><li>Responsibilities </li></ul><ul><li>Objectives & measures </li></ul><ul><li>Strategies & initiatives </li></ul><ul><li>Internal & external factors impacting </li></ul><ul><li>Status quo </li></ul><ul><li>Rational for change </li></ul>Positioning the Business Case
  14. 16. Don’t make them search for the value Camouflage art by Liu Bolin
  15. 17. <ul><li>The Foundation </li></ul><ul><li>Lead generation </li></ul><ul><li>Sales tools </li></ul><ul><li>For salespeople’s confidence and the right messaging </li></ul><ul><li>www.snapselling.com </li></ul>
  16. 18. Buyer’s Ecosystem Today
  17. 20. Busy woman <ul><li>They haven’t got time for the pain. </li></ul>
  18. 21. <ul><li>They can’t handle complexity! </li></ul>
  19. 22. Competing agendas, turf issues, conflict
  20. 23. Don’t waste my time!
  21. 25. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
  22. 26. It takes lots of plays to score!
  23. 27. <ul><li>How can we sell to crazy-busy people? </li></ul>
  24. 28. The Decision Process 1st Decision ALLOW ACCESS 2nd Decision INITIATE CHANGE 3rd Decision SELECT OPTIONS
  25. 29. 1st Decision: Allow Access Pique Curiosity = Goal <ul><li>How to increase … • How XYZ Co achieved </li></ul><ul><li>5 strategies to … • What the new legislation means </li></ul><ul><li>New trends impacting • How to deal with … issue </li></ul>
  26. 30. 2nd Decision: Initiate Change <ul><li>Buyer Issues </li></ul><ul><li>No reason to change </li></ul><ul><li>Not sure if worth it </li></ul><ul><li>Impact on status quo </li></ul><ul><li>Buy-in issues </li></ul><ul><li>Can’t figure it out </li></ul><ul><li>Sales Content </li></ul><ul><li>White papers </li></ul><ul><li>Articles </li></ul><ul><li>Case studies </li></ul><ul><li>Webinars / events </li></ul><ul><li>Financial analysis </li></ul>
  27. 31. 3rd Decision: Select Options <ul><li>Buyer Issues </li></ul><ul><li>Making right decision </li></ul><ul><li>Justifying choice </li></ul><ul><li>Implementation problems </li></ul><ul><li>Reducing risk </li></ul><ul><li>Sales Tools </li></ul><ul><li>How to choose … </li></ul><ul><li>6 mistakes to avoid </li></ul><ul><li>Questions you should ask .. </li></ul><ul><li>External validation </li></ul><ul><li>Implementation plans </li></ul>
  28. 32. Make It
  29. 33. Keeping in touch
  30. 34. <ul><li>Photo compliments of www.conversationmarketing.com </li></ul>
  31. 35. Make Your Reps Stand Out in the Crowd
  32. 36. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
  33. 37. <ul><li>For more info …. </li></ul>www.SnapSelling.com NEW May 2010 <ul><li>Download 2 chapters </li></ul><ul><li>Four FREE resources </li></ul><ul><li>FREE launch bonus: Winning Sales Questions eManual ($77) </li></ul>Need a speaker for your upcoming sales meeting? Jill Konrath shows sellers how to increase sales to crazy-busy prospects. To learn more, email jillkonrath@snapselling.com
  34. 38. Questions Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
  35. 39. Thank you! Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
  36. 40. Clients:
  37. 41. Contact Owen McDonald for your FREE Content Audit. Owen McDonald VP, Client Strategies 1 (786) 200-4538 [email_address]
  38. 42. <ul><li>Save The Date for the Next DCS Webinar: </li></ul><ul><ul><li>Content's Role in Real-Time Marketing Featuring Monique Reece, Author of the new Book “Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing and Create a Culture of Execution” </li></ul></ul>

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