Often, when people think about "customer experience", they think about the experience of servicing a customer once they've signed on the dotted line. That may have once been true, but these days, due to heightened buyer expectations, your sales success hinges on creating experiences that knock buyer’s socks off, at every touch point in the buying and customer lifecycle.
Check out my on-demand webinar on the Sales Experts channel about this topic. bit.ly/salesexperience
Welcome – today, I’ll be talking about the experience factor in sales and what that means to you in achieving your quota objectives.
Some housekeeping items:
This presentation is being recorded and will be available for download shortly after the presentation. Don’t forget to register for many of the other great sessions delivered by 62 of my other sales peers. Also, I’m including gifts for you that you can download – from the attachments are to the right.
Your Sales Message Matters e-book from me – Barb Giamanco
Phone Habits Training Module: Marylou Tyler http://maryloutyler.com/7-healthy-phone-habits-to-secure-more-meetings/
7 Healthy Phone Habits to Get More First Meetings: Marylou Tyler bit.ly/phonehabitsmtyler
Kendra Lee contribution
I want to talk about experience from the sales point of view. We often hear about “customer” experience, which almost suggests that great experiences start when someone becomes a customer. That’s not true. The experience begins from the very first interaction with a buyer(s) and continues on throughout the lifecycle of your work with them.
Just stop this. Buyers are interested in the features of your product or solution. At least not initially.
In Demand Gen’s Report 2016 B2B Buyer’s Survey Report, there were four top reasons why buyers ultimately choose a winning vendor. They are: 98% - Timeliness of a vendor’s response to inquiries 97% - Demonstrated a stronger knowledge of the solution area and business landscape 94% - Demonstrated a stronger knowledge of our company and its needs 90% - Provided content that made it easier to show ROI and build a business case for purchase
Notice there is nothing about loving it when salespeople ramble on with a pitch/feature dump.
Use good subject lines… not things like Call tomorrow at 10 am, Can I get a few minutes of your time, I haven’t heard back from you (when that’s your first message) Steer clear of the so-called “break up” emails. Some people think it’s funny or that it will spur a buyer to take action. It might, but it also may make you look bad. We are not entitled to anything from buyers. They have NO moral obligation to respond to us. It is one thing if we’ve been in conversations and then things go dark. Even then be careful. The buyer may not be ready today. A stupid break up email isn’t going to work in your favor. Sure, you think it helps you move on. Perhaps no response from a stranger means they aren’t Interested right now. Put them into your nurture campaign. Don’t hound buyers… I’ve sent you 3 emails and haven’t heard back. Buyers aren’t obligated to respond to us. Sales is hard. Suck it up and do your job.
Let’s dissect this email.
Never start with can I get a few minutes of your time. Make sure the grammar is correct. If your solution is unique, tell me how. Sending me cold email spam doesn’t seem unique to me. Am I the best person to reach? Did you look on the website or my LinkedIn profile? Availability today? You are a stranger. My calendar isn’t empty waiting for you. Discovery call? No. What do you know about me/my business. Best number to reach me? Again, did you look at my website?
This is short and sweet. Speaks to the outcome the Sales VP can expect. I give just enough detail to intrigue. Then I’d go further and include a white paper, a case study. I’d ask for 15-minutes and then suggest 2-3 dates/times.
Yes, you’ll have to put your thinking cap on but it isn’t hard to gather the data. LinkedIn, InsideView, DiscoverOrg… lots of ways to gather data to help you.
Batch this by customer type or industry – then customize every message.
The Experience Factor in Sales
The Experience Factor
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by 2020 customer
experience will overtake
price & product as the key
according to the Walker
2020 Customers Report
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"86% of buyers
will pay MORE
for a great
only 1% feel that
deliver." - CEI
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the sales experience
begins with the very first
interaction with a buyer and
continues throughout the
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“While time is scarce, trust
and confidence can be even
rarer. Buyers making high-
impact decisions will
gravitate toward methods
that make confidence
building easier.” - IDC
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"Whether you are a marketing professional
focused on campaigns or a sales
professional who gets results from
conversations, much is riding on the
message you convey."
-Anneke Seley, Britton Manasco
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SiriusDecisions reported that…
“According to sales management, the
salesperson’s ability or inability to
communicate value messages is the biggest
inhibitor keeping salespeople from achieving
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blend your prospecting
approach to incorporate
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but stop spamming buyers
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you are a brand and you represent
your companies brand
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spray and pray is not an effective
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more of what isn't working is
not the answer
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quality is what leads to
better sales outcomes
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how you sell is more important
than what you sell
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“Seventy-nine percent of
business buyers say it is
absolutely critical or very
important to interact with a
salesperson who is a trusted
advisor — not just a sales rep
— who adds value to their
business.” - Salesforce State
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message matters if you
want to stand out
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"An average office worker
gets 121 emails per day."
"But 2/3 of all emails are
completely ignored and
never opened." -HubSpot
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get the sales meeting
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to succeed your email and
phone messages should be
tailored to each buyer
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ditch the feature dump
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skip the gimmicks
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what is in it for the buyer?
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"Hi Barbara, Could I get a few minutes of your
time to discuss about our lead generation
service? We might be able to offer a different
perspective on how our unique approach can
get you in front of the prospective clients you
are trying to reach. Are you the best person to
speak with regarding this? If yes, do you have
any availability today or Monday next week for
a quick discovery call? Please let me know
the best number to reach you."
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I show Sales VP's how to
TRIPLE their team's sales
meeting acceptance rates in
as little as 6-weeks through
better messaging, the right
people skills and process.
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prepare then engage
• what do I know about the buyers
• what problem do we solve?
• why should the buyer care?
• what happens if they do nothing?
• what expertise do I need to show?
• how do I gain their commitment to give
me their valuable time?
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value and relevance
• a business or economic trend that could
impact their business
• competitive insight
• an industry study that provides insights
into specific market segments the
buyer's company may be targeting
• new leadership best practices
• trends in sales performance
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REMEMBER... more = more
not necessarily better
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invest the time to do it right!
you rarely get a second chance to make a good first impression
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• how to build a sales process that
drives successful behaviors - George
• sales success - looking through your
customer's lens - Janice Mars/Lisa
• 5 secrets that will change your
approach to LinkedIn networking -
Alice Heiman 2/22
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