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Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Commerce Revenue

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  • Super-cool info over on closing B2B sales. Have you considered using tools such as ReplyUp.com (Gmail plugin for email follow-ups), Whoisvisiting.com (Identify website business visitors) and Found.ly (sales prospecting tool) to support your efforts in these activities?
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Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Commerce Revenue

  1. 1. Beyond Lead Generation: How to Close the Sale Onlineand Grow your B2B e-Commerce Revenue<br />Joe Rawlinson<br />Senior e-Commerce Product Manager & StrategistNational Instruments<br />@joerawlinson<br />
  2. 2.
  3. 3.
  4. 4. B2B<br />
  5. 5. X%online<br />
  6. 6.
  7. 7. Why?<br />
  8. 8. Source: “The Tyranny of Choice”, The Economist<br />
  9. 9. NarrowChoices<br />Reduce Complexity<br />Source: “The Tyranny of Choice”, The Economist<br />
  10. 10. Revenue<br />5-40%<br />Reduce Costs<br />10-35%<br />Source: “The Tyranny of Choice”, The Economist<br />
  11. 11.
  12. 12. Virtual Sales Visit<br />
  13. 13. You<br />Customer<br />
  14. 14. Traditional Wisdom<br />
  15. 15. More is better? Right?<br />
  16. 16.
  17. 17.
  18. 18.
  19. 19. Unfortunately…<br />
  20. 20.
  21. 21. Psychology<br />
  22. 22. Look at Examples<br />
  23. 23. Homework<br />
  24. 24. Write it Down<br />
  25. 25. Do Something<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. Which attracted more people?<br />
  30. 30.
  31. 31. Which led to more sales?<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35. 10 X More Likely to Purchase<br />
  36. 36. Buy<br />Customer<br />Choices<br />
  37. 37. Confused<br />
  38. 38. Quick and Easy<br />
  39. 39. Perfect Choice<br />
  40. 40.
  41. 41. Mental Overload<br />
  42. 42. Analysis Paralysis<br />
  43. 43.
  44. 44. Walk Away<br />
  45. 45. Pick<br />
  46. 46. Choose<br />
  47. 47. You Need to Be Chosen<br />
  48. 48. Understand Choices<br />
  49. 49. Understand Tradeoffs<br />
  50. 50. Dilip Soman<br />
  51. 51. John Gourville<br />
  52. 52. Alignable vs. Non- Alignable<br />
  53. 53. Large<br />Medium<br />Small<br />Alignable Trade-Offs<br />
  54. 54. vs<br />Alignable Trade-Offs<br />
  55. 55. Non-Alignable Trade-Offs<br />
  56. 56. vs<br />Non-Alignable Trade-Offs<br />
  57. 57.
  58. 58.
  59. 59.
  60. 60. Solutions<br />
  61. 61. Simplify Choices<br />
  62. 62.
  63. 63.
  64. 64. Product Presentation<br />
  65. 65. Unit Growth<br />+29%<br />Revenue Growth<br />+28%<br />
  66. 66. How can you simplify choices for your customers?<br />
  67. 67. Help with Preferences<br />
  68. 68. Show Trade-Offs<br />
  69. 69. Conversion to Cart and Quote +50%<br />
  70. 70. Intelligent Selections<br />
  71. 71. Collaborative Filtering<br />
  72. 72. How can you help customers understand their preferences and tradeoffs?<br />
  73. 73. Organize and Eliminate Options<br />
  74. 74.
  75. 75. Help Me Choose<br />
  76. 76. Simple, Relevant Question<br />
  77. 77. Show Applicable Products<br />
  78. 78. 2X<br />Find a Product<br />Help Me Choose<br />
  79. 79. How can you organize and eliminate options to best help your customer?<br />
  80. 80. Attribute-Based Decisions<br />
  81. 81.
  82. 82. Step-by-Step<br />
  83. 83. Step-by-Step<br />
  84. 84. Step-by-Step<br />
  85. 85. Step-by-Step<br />
  86. 86. How can you simplify the choice to one attribute or care-about at a time?<br />
  87. 87. Recommendations<br />
  88. 88.
  89. 89. Defaulting Accessories<br />
  90. 90. How can defaults or recommendations help your customers?<br />
  91. 91. Social Proof<br />
  92. 92.
  93. 93.
  94. 94. Localized Social Proof<br />
  95. 95.
  96. 96.
  97. 97.
  98. 98.
  99. 99. Targeted Social Proof<br />
  100. 100. Localized Social Proof<br />
  101. 101. How can yousprinkle social proof into your marketing?<br />
  102. 102. It is Time to Buy<br />
  103. 103. Now What?<br />
  104. 104. Match Buyer’s Process<br />
  105. 105. If they can’t pay…<br />
  106. 106. Walk Away<br />
  107. 107. Buy Right Away<br />
  108. 108. Have an Online Store<br />
  109. 109. Accept Credit Cards<br />
  110. 110. Split Over Multiple Cards<br />
  111. 111. Local Bank Cards<br />
  112. 112. Bank/Wire Transfers<br />
  113. 113. Purchase Orders<br />
  114. 114. Print and Fax<br />
  115. 115. Tax Exempt Status<br />
  116. 116. Email Orders<br />orders@ni.com<br />
  117. 117. What order methods are you missing?<br />
  118. 118. Facilitate Purchase Approvals<br />
  119. 119. Quotes<br />
  120. 120. Proposals<br />
  121. 121. Enable Collaboration<br />
  122. 122. How can you help your customers convince their boss?<br />
  123. 123. What about purchasing agents?<br />
  124. 124. Show Discounts<br />
  125. 125. Add by Part Number<br />
  126. 126. Terms and Conditions<br />
  127. 127. Re-Ordering Tools<br />
  128. 128. How can you make a purchasing agent’s life easier?<br />
  129. 129. Take it Offline<br />
  130. 130. Phone Option<br />
  131. 131. Chat<br />
  132. 132. Contact as the Call to Action<br />
  133. 133. When would offline save the day?<br />
  134. 134.
  135. 135.
  136. 136.
  137. 137. Virtual Sales Visit<br />
  138. 138. Simplify Choices<br />
  139. 139. Help with Preferences<br />
  140. 140. Organize and Eliminate Options<br />
  141. 141. Attribute-Based Decisions<br />
  142. 142. Recommendations<br />
  143. 143. Social Proof<br />
  144. 144. Match Buyer’s Process<br />
  145. 145. Buy Right Away<br />
  146. 146. Facilitate Purchase Approvals<br />
  147. 147. Take it Offline<br />
  148. 148. Do Something<br />
  149. 149.
  150. 150.
  151. 151. Homework<br />
  152. 152. X%online<br />
  153. 153.
  154. 154. Thank You<br />Beyond Lead Generation: How to Close the Sale Onlineand Grow your B2B e-Commerce Revenue<br />Joe Rawlinson<br />Senior e-Commerce Product Manager & StrategistNational Instruments<br />@joerawlinson<br />joe.rawlinson@ni.com<br />(512) 683-8583<br />www.linkedin.com/in/jrawlinson<br />
  155. 155. Takeaway Points<br />Create the Virtual Sales Visit<br />Reduce the Complexity of Choice<br />Match the Customer’s Buying Process<br />

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