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The Experience Factor
in Sales
cc: iklash/ - https://www.flickr.com/photos/48805491@N00
why experience matters
cc: Wade Morgen - https://www.flickr.com/photos/31845391@N04
by 2020 customer
experience will overtake
price & product as the key
brand differentiator
according to the Walker
2020 Customers Report
cc: TheeErin - https://www.flickr.com/photos/27073477@N00
"86% of buyers
will pay MORE
for a great
customer
experience, but
only 1% feel that
vendors actually
deliver." - CEI
cc: Philip Taylor PT - https://www.flickr.com/photos/9731367@N02
the sales experience
begins with the very first
interaction with a buyer and
continues throughout the
decision-making process
and beyond
cc: TheStoe - https://www.flickr.com/photos/14583509@N06
“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
cc: OmegaESP - https://www.flickr.com/photos/8820476@N04
"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
cc: Daniela Hartmann (alles-schlumpf) - https://www.flickr.com/photos/29487767@N02
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
quota.”
cc: Kevin Krejci - https://www.flickr.com/photos/48889057888@N01
blend your prospecting
approach to incorporate
social channels
cc: Peter Ras - https://www.flickr.com/photos/48395185@N03
but stop spamming buyers
with noise
cc: CarbonNYC [in SF!] - https://www.flickr.com/photos/15923063@N00
you are a brand and you represent
your companies brand
cc: VFS Digital Design - https://www.flickr.com/photos/58816914@N05
spray and pray is not an effective
prospecting strategy
cc: allison.johnston - https://www.flickr.com/photos/67302178@N07
more of what isn't working is
not the answer
cc: bindermichi - https://www.flickr.com/photos/75073075@N00
quality is what leads to
better sales outcomes
cc: dieselbug2007 - https://www.flickr.com/photos/58372737@N00
how you sell is more important
than what you sell
cc: Stian Eikeland - https://www.flickr.com/photos/14014660@N03
“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
of Sales
cc: Eva the Weaver - https://www.flickr.com/photos/16324044@N00
message matters if you
want to stand out
cc: JASElabs - https://www.flickr.com/photos/8776396@N02
"An average office worker
gets 121 emails per day."
-City A.M.
"But 2/3 of all emails are
completely ignored and
never opened." -HubSpot
cc: Thomas Hawk - https://www.flickr.com/photos/51035555243@N01
get the sales meeting
cc: Foomandoonian - https://www.flickr.com/photos/38677669@N00
to succeed your email and
phone messages should be
tailored to each buyer
cc: khora - https://www.flickr.com/photos/26774111@N00
scrap the corporate history lesson
ditch the feature dump
cc: Thomás - https://www.flickr.com/photos/21862121@N04
skip the gimmicks
cc: mdverde - https://www.flickr.com/photos/9490254@N06
grab interest
what is in it for the buyer?
cc: Overdaforest - https://www.flickr.com/photos/85943352@N00
NO!
"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."
cc: nathangibbs - https://www.flickr.com/photos/57954193@N00
YES!
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.
cc: Artotem - https://www.flickr.com/photos/27698646@N04
prepare then engage
• what do I know about the buyers
business?
• 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?
cc: Mark Sardella - https://www.flickr.com/photos/11125702@N00
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
effectiveness
cc: jjjj56cp - https://www.flickr.com/photos/25171569@N02
REMEMBER... more = more
not necessarily better
cc: kevin dooley - https://www.flickr.com/photos/12836528@N00
invest the time to do it right!
you rarely get a second chance to make a good first impression
cc: rennes_i - https://www.flickr.com/photos/49526657@N04
in closing
cc: Toastwife - https://www.flickr.com/photos/68697343@N00
upcoming sessions
• how to build a sales process that
drives successful behaviors - George
Bronten 2/21
• sales success - looking through your
customer's lens - Janice Mars/Lisa
Dennis 2/22
• 5 secrets that will change your
approach to LinkedIn networking -
Alice Heiman 2/22
cc: sridgway - https://www.flickr.com/photos/68132273@N00
The Experience Factor in Sales

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The Experience Factor in Sales

  • 1. The Experience Factor in Sales cc: iklash/ - https://www.flickr.com/photos/48805491@N00
  • 2.
  • 3. why experience matters cc: Wade Morgen - https://www.flickr.com/photos/31845391@N04
  • 4. by 2020 customer experience will overtake price & product as the key brand differentiator according to the Walker 2020 Customers Report cc: TheeErin - https://www.flickr.com/photos/27073477@N00
  • 5. "86% of buyers will pay MORE for a great customer experience, but only 1% feel that vendors actually deliver." - CEI cc: Philip Taylor PT - https://www.flickr.com/photos/9731367@N02
  • 6. the sales experience begins with the very first interaction with a buyer and continues throughout the decision-making process and beyond cc: TheStoe - https://www.flickr.com/photos/14583509@N06
  • 7. “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 cc: OmegaESP - https://www.flickr.com/photos/8820476@N04
  • 8. "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 cc: Daniela Hartmann (alles-schlumpf) - https://www.flickr.com/photos/29487767@N02
  • 9. 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 quota.” cc: Kevin Krejci - https://www.flickr.com/photos/48889057888@N01
  • 10. blend your prospecting approach to incorporate social channels cc: Peter Ras - https://www.flickr.com/photos/48395185@N03
  • 11. but stop spamming buyers with noise cc: CarbonNYC [in SF!] - https://www.flickr.com/photos/15923063@N00
  • 12. you are a brand and you represent your companies brand cc: VFS Digital Design - https://www.flickr.com/photos/58816914@N05
  • 13. spray and pray is not an effective prospecting strategy cc: allison.johnston - https://www.flickr.com/photos/67302178@N07
  • 14. more of what isn't working is not the answer cc: bindermichi - https://www.flickr.com/photos/75073075@N00
  • 15. quality is what leads to better sales outcomes cc: dieselbug2007 - https://www.flickr.com/photos/58372737@N00
  • 16. how you sell is more important than what you sell cc: Stian Eikeland - https://www.flickr.com/photos/14014660@N03
  • 17. “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 of Sales cc: Eva the Weaver - https://www.flickr.com/photos/16324044@N00
  • 18. message matters if you want to stand out cc: JASElabs - https://www.flickr.com/photos/8776396@N02
  • 19. "An average office worker gets 121 emails per day." -City A.M. "But 2/3 of all emails are completely ignored and never opened." -HubSpot cc: Thomas Hawk - https://www.flickr.com/photos/51035555243@N01
  • 20. get the sales meeting cc: Foomandoonian - https://www.flickr.com/photos/38677669@N00
  • 21. to succeed your email and phone messages should be tailored to each buyer cc: khora - https://www.flickr.com/photos/26774111@N00
  • 22. scrap the corporate history lesson
  • 23. ditch the feature dump cc: Thomás - https://www.flickr.com/photos/21862121@N04
  • 24. skip the gimmicks cc: mdverde - https://www.flickr.com/photos/9490254@N06
  • 25. grab interest what is in it for the buyer? cc: Overdaforest - https://www.flickr.com/photos/85943352@N00
  • 26. NO! "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." cc: nathangibbs - https://www.flickr.com/photos/57954193@N00
  • 27. YES! 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. cc: Artotem - https://www.flickr.com/photos/27698646@N04
  • 28. prepare then engage • what do I know about the buyers business? • 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? cc: Mark Sardella - https://www.flickr.com/photos/11125702@N00
  • 29. 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 effectiveness cc: jjjj56cp - https://www.flickr.com/photos/25171569@N02
  • 30. REMEMBER... more = more not necessarily better cc: kevin dooley - https://www.flickr.com/photos/12836528@N00
  • 31. invest the time to do it right! you rarely get a second chance to make a good first impression cc: rennes_i - https://www.flickr.com/photos/49526657@N04
  • 32. in closing cc: Toastwife - https://www.flickr.com/photos/68697343@N00
  • 33. upcoming sessions • how to build a sales process that drives successful behaviors - George Bronten 2/21 • sales success - looking through your customer's lens - Janice Mars/Lisa Dennis 2/22 • 5 secrets that will change your approach to LinkedIn networking - Alice Heiman 2/22 cc: sridgway - https://www.flickr.com/photos/68132273@N00

Editor's Notes

  1. 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
  2. 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.
  3. 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.
  4. 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.
  5. 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?
  6. 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.
  7. 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.