How to Own Each Phase of the Sales Process & Drastically Increase Revenue | ZoomInfo
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In order to drive more revenue for your organization with time being a sales team’s worst enemy, you need to own each phase of the sales process. In this presentation ZoomInfo highlights how to target accounts with similar characteristics to your buyer persona profiles, use different techniques to make your conversations more personalized, determine if the accounts you’re going after will lead to revenue, and learn the sequence of events approach post call to ensure closing the deal is a lay-up.
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How to Own Each Phase of the Sales Process & Drastically Increase Revenue | ZoomInfo
- 1. How to Own Each Phase of the Sales Process & Drastically Increase Revenue Presented by: Mark Ruthfield, Vice President of Sales, ZoomInfo
- 2. • Defining & measuring success • Owning each phase of the sales cycle • Planning • Prospecting • Presenting • Closing • Questions Agenda
- 3. Time = A Sales Leader’s Worst Enemy 30% of people change jobs annually 60% of people’s titles and/or job function change annually 43% of people’s phone numbers change annually 34% of companies change their names annually 37% of email addresses change annually
- 4. Defining & Measuring Success Win FAST Win SLOW Lose FAST Lose Slow
- 6. Where We Spend Our Time Activity that is just activity vs. Activity that will lead to revenue
- 8. Planning
- 9. Go to Market Strategy Company Personas Buyer Personas
- 10. Prospecting
- 11. What is Your Team Doing? Googling corporate phone numbers? Leaving voicemails for gatekeepers? Calling contacts who’ve moved on to new companies?
- 12. The Power of Access to Information Direct dial phone numbers Email addresses Background information
- 13. Securing Buyer Conversation Techniques • Why you? Why you now? • Buyer success imperatives • PBR • Referral from power
- 14. Increase Productivity of Your Sales Team with Accurate Data By getting to the next step quicker
- 15. Presenting
- 16. The Power of RIGHT NOW!
- 17. How Are You Presenting? Are you asking questions that will lead to revenue or are you throwing up on your audience?
- 18. Sequence of Events (SOE’s)
- 19. SOE’s During & After the Call At the end of the call, gain buy-in on: Established goals Next steps Next point of communication
- 20. SOE’s Recap • Scenario: • Qualified opportunity • Value built • Evaluation Now what?
- 21. • Verbally • In writing asking for confirmation • Schedule next call before hanging up Question: What are the two key things an SOE Recap does? SOE’s Recap Answer: Determines the “power line” Creates concrete SOE’s with our buyers’ “buy-in” for the sales cycle for this opportunity.
- 23. Closing
- 25. Key Takeaways • Ensuring everything we do from a time standpoint is geared toward driving revenue • The power of right now • Asking for referrals at the point of signed agreement
- 26. Your Targeted Buyers. Found.
- 27. Questions?
- 28. Mark Ruthfield Vice President of Sales, ZoomInfo mark.ruthfield@zoominfo.com
Editor's Notes
- How to Own Each Phase of the Sales Process & Drastically Increase Revenue
- Every second that goes by, the following can occur: Point contacts leave/change roles Companies can be acquired Budget dollars can be allocated elsewhere/slashed Competitors can step in Think about the last time you changed jobs or someone in your department changed jobs. Souirce: http://www.zoominfo.com/blog/data-decay-is-your-b2b-database-full-of-rotten-apples-infographic/
- There are four possible outcomes to any sales cycle * Change image to a hierarchy
- About Mark on this slide/ZI success Tell a personal story – talk about sales team’s success, how successful ZoomInfo is, etc. We’ve increased profitability by X% due to owning each phase of the sales process. Reference successes – everyone’s here because they care about being successful.
- How do we speed up the cycle How do we own each of these phases to ensure our activity will lead to revenue?
- Identify your target market - Consider title, job function, company size, and industry Who are these people? What are their characteristics and common trends? What industry are they in? What’s their job title? Target key accounts with similar characteristics to your buyer persona profiles Use different techniques to make your conversations more personalized Determine if the accounts you’re going after will lead to revenue Run key accounts/ duplicate success based on data
- In order to identify your target market, talk to your marketing, talk to your finance team, especially talk to your sales team. Then take a look at your existing data to validate. Who are your top performing customers? Who are your best Leads? Your Biggest deals? Which customers close faster?
- Are you using the right technology? (plug ZoomInfo) How are you arming your sales reps to go after each individual persona? Talk about Pro (access to background information, direct dial phone #s, email addresses, etc.) and how ZoomInfo helps increase sales productivity Data driven approach: Talk about going after net new contacts matching the characteristics of your best buyers, not just guessing or basing this off of who you’re told your buyer personas are without data to support it Create relevant talk tracks, voice mail scripts, email templates, pitch decks, etc. targeted to each individual persona
- Don’t waste time researching and spend more time closing Lets find some stats here.
- Why you? Why you now? Buyer success imperatives PBR (purpose, benefit, request) Referral from power
- Maybe include making content relevant based on data
- The power of now – Steli Efti A lot of sales reps have done all this work, but that’s when things get dropped (follow up next week w/ everything then they stop… the power of now) Before hanging up, set the call on the calendar vs. hanging up before that
- Don’t throw up on your audience and tell them everything you know up front
- The sequence of events approach post call to ensure closing the deal is a lay-up *Note: this is a transition slide
- At the end of the call, critical to gain buy in on: Established goals, SOE, next steps, and next point of communication Always get a next call (you can always cancel it if not needed) Recap SOE via e-mail Critical to get confirmation from buyer they agree
- Ask for referrals- if you see that another branch could use the product as well. For instance- use a customer example of where we did this successfully.
- Ask for referrals- if you see that another branch could use the product as well. For instance- use a customer example of where we did this successfully.
- If you’re not familiar with ZoomInfo, we’re a B2B database software company that delivers business data to help improve marketing campaigns and sales outreach.
- We have some time for a few questions from the audience. Is this product available today? Can I test the product without uploading my own test list and seeing results without having to spend money? Not only do I need someone to segment my database better, but I’m missing a lot of key information. Can you help with that?