Digitalizing the Sales Dialogue

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Juha Pihkakoski

By Tuomas Haapsaari, CMO, ZEF at Marketing Meetup Helsinki: Digitalization of Marketing & Sales.

Marketing

Double your close rate
with pre-meeting profiling

Most of the companies are not selling the
way customers want to buy

They are way too sales centric when they
should be customer centric instead

Sales & marketing teams are too apart
from each other

How to improve the sales experience, according to buyers?
69%Listen to
my needs
61%Provides
relevant information
45%Care about the success of
my business or project
Source: HubSpot Sales Perception Survey, Q1 2016

How good are sales reps at
69%Questioning to assess needs?
(Fair or Poor)
51%Matching solutions to needs?
(Fair or Poor)
Source: TACK international - Buyers’ views of salespeople 2015
Over half of your customers aren’t getting what they need

Let’s think about the traditional
sales process

There is no communication before the
meeting

We spend huge amount of
time mapping customers needs in the first
meeting
What is the value for the customer?

We book another meeting to go through
the proposal based on customers needs

Usually there are more
people attending the 2nd
meeting and we have to start from
almost the beginning

During the second meeting
we might be able to close
the deal but usually it takes many more
meetings to get the deal

Every fourth B2B sales cycle
takes at least
7 months
Source: Harvard University and Gallup

What can we do in order to solve these
problems?

Let’s use our time between booking call
and the meeting to commit our prospect to
the meeting
Call Meeting

@zefstories
BEFORE THE MEETING
WE ASK OUR PROSPECT
TO TELL US HOW DOES
SHE WANT TO BUY
FROM US

@zefstories
THEN WE AUTOMATICALLY
EDUCATE HER BEFORE THE
MEETING.

@zefstories
BECAUSE WE KNOW OUR PROSPECT BETTER,
WE ARE ABLE TO PREPARE THE PROPOSAL
BEFORE THE MEETING

@zefstories
BECAUSE OUR PROSPECT GETS
OUR CONTENT BEFORE THE
MEETING SHE WILL BE
BETTER PREPARED

@zefstories
THE FIRST MEETING WILL NOT BE
JUST MAPPING NEEDS, BUT
PERSONALIZED MEETING FOR
DESIGNING THE PROPOSAL
TOGETHER WITH THE PROSPECT

How does the pre-meeting profiling
help us?
Automates listening to the
buyer’s needs
Sends personalized and valuable
information to the buyer
Gives insight to the sales rep
regarding the buyer’s persona
and her situation
Shortens the selling cycle
Increases the close rates

Profiled vs traditional
Customer-oriented
Personalized experience
Easy for the buyer
Comfortable for the sales rep
Sales-oriented
Same experience for everyone
Hard for the buyer
Difficult for the sales rep

17% → 6%
Decrease in no-show
+70%Increase in close rates 12%
Who denied to meet with the sales rep
wanted to meet after profiling process
Results

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Digitalizing the Sales Dialogue

1. Double your close rate with pre-meeting profiling

2. Most of the companies are not selling the way customers want to buy

3. They are way too sales centric when they should be customer centric instead

4. Sales & marketing teams are too apart from each other

5. Sales & marketing team = Revenue team

6. How to improve the sales experience, according to buyers? 69%Listen to my needs 61%Provides relevant information 45%Care about the success of my business or project Source: HubSpot Sales Perception Survey, Q1 2016

7. How good are sales reps at 69%Questioning to assess needs? (Fair or Poor) 51%Matching solutions to needs? (Fair or Poor) Source: TACK international - Buyers’ views of salespeople 2015 Over half of your customers aren’t getting what they need

8. Why?

9. Let’s think about the traditional sales process

10. Sales rep sets up a meeting

11. There is no communication before the meeting

12. We spend huge amount of time mapping customers needs in the first meeting What is the value for the customer?

13. We book another meeting to go through the proposal based on customers needs

14. Usually there are more people attending the 2nd meeting and we have to start from almost the beginning

15. During the second meeting we might be able to close the deal but usually it takes many more meetings to get the deal

16. Every fourth B2B sales cycle takes at least 7 months Source: Harvard University and Gallup

17. What can we do in order to solve these problems?

18. Let’s use our time between booking call and the meeting to commit our prospect to the meeting Call Meeting

19. @zefstories BEFORE THE MEETING WE ASK OUR PROSPECT TO TELL US HOW DOES SHE WANT TO BUY FROM US

20. @zefstories THEN WE AUTOMATICALLY EDUCATE HER BEFORE THE MEETING.

21. @zefstories BECAUSE WE KNOW OUR PROSPECT BETTER, WE ARE ABLE TO PREPARE THE PROPOSAL BEFORE THE MEETING

22. @zefstories BECAUSE OUR PROSPECT GETS OUR CONTENT BEFORE THE MEETING SHE WILL BE BETTER PREPARED

23. @zefstories THE FIRST MEETING WILL NOT BE JUST MAPPING NEEDS, BUT PERSONALIZED MEETING FOR DESIGNING THE PROPOSAL TOGETHER WITH THE PROSPECT

24. How does the pre-meeting profiling help us? Automates listening to the buyer’s needs Sends personalized and valuable information to the buyer Gives insight to the sales rep regarding the buyer’s persona and her situation Shortens the selling cycle Increases the close rates

25. Pre-meeting profiling

26. Profiled vs traditional Customer-oriented Personalized experience Easy for the buyer Comfortable for the sales rep Sales-oriented Same experience for everyone Hard for the buyer Difficult for the sales rep

27. 17% → 6% Decrease in no-show +70%Increase in close rates 12% Who denied to meet with the sales rep wanted to meet after profiling process Results

Digitalizing the Sales Dialogue

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