Sales Engagement Optimization
•0 likes•818 views
Report
Share
Download to read offline
SalesNexus.com CEO Craig Klein presents "Sales Engagement Optimization" to the Boston meeting of the AA-ISP.
More Related Content
What's hot
What's hot(20)
Viewers also liked
Viewers also liked(16)
Similar to Sales Engagement Optimization
Similar to Sales Engagement Optimization(20)
More from Craig Klein
More from Craig Klein(9)
Recently uploaded
Recently uploaded(20)
Sales Engagement Optimization
- 1. Learn Share Network#IS2015 Sales Engagement Optimization
- 2. #IS2015 SalesNexus.com Marketing & Sales Automation 1 solution Zero IT hassles Craig Klein CEO
- 3. #IS2015
- 4. #IS2015
- 5. #IS2015
- 6. #IS2015
- 7. #IS2015 Redstone Payment Solutions 50 Sales Reps 2000 Existing Customers 1 Email 40 Leads/Responses 4 Sales
- 8. #IS2015
- 9. #IS2015 Understand Best Practices of Lead Nurturing Tracking Where Customers Are in the Process Creating Content – What to Say, What to Send
- 10. #IS2015
- 11. #IS2015
- 12. #IS2015
- 13. #IS2015
- 14. #IS2015
- 15. #IS2015
- 16. #IS2015
- 17. #IS2015
- 18. #IS2015
- 19. #IS2015
- 20. #IS2015 Current Situation Salespeople 10 Calls per Lead 3 Calls per Day 50 Close Rate 20% 667 monthly closes Lost Leads 133 per day 2667 per month 32000 per year With Lead Nurturing Nurture Responses 320 per email Emails per month 3 960 per month Closes 192 29% more closes per month Assumptions 1% of emails will get "clicked" Sales team can respond to "clickers" within 24 to 48 hours
- 21. #IS2015
- 22. #IS2015
- 23. #IS2015
- 24. #IS2015
- 25. #IS2015
- 26. #IS2015
- 27. #IS2015 Awareness Ask - Is PAIN a problem for you? Does Symptom ever happen to you? Have you considered making a change? Offer - Download “How to Know if Pain/Symptom is a Problem for You” Download “3 Tips on Curing the Pain/Symptom”
- 28. #IS2015 Education Ask - Have you thought about fixing PAIN? Would you be interested in how companies like yours have benefited from improving PAIN? Offer - Case Studies 5 Ways to Reduce Costs/Increase Profits by Fixing Pain.
- 29. #IS2015 Engagement Ask - Are you considering any other solutions? Have you made a list of requirements? What have you tried so far? Offer - Vendor/Feature Comparison Cost/ROI Analysis
- 30. #IS2015 Decision Ask - Who will be responsible for implementation? Have you thought about a training plan? Does UNIQUE USE OF YOUR DIFFERENTIATOR ever happen to you? Offer – 5 Surprises to Avoid When Buying Product/Service 3 Keys to Success Implementing/Installing/Changing Product/Service
- 31. #IS2015
- 32. #IS2015
Editor's Notes
- I’ve been in sales for my entire career. We started SalesNexus 13 years ago and have helped thousands of sales teams grow.
- Anyone familiar with Sandler Sales Training? How about the concept of Pain? Ask questions until you find the customers pain, then present your solution in light of that pain right? WRONG!
- Customers do NOT want to talk with you. They’re overloaded, over stimulated. The web has changed marketing. Has it changed sales? How?
- Survey: How many of you have a lead nurturing program in place today? (qualify it - all new leads from all sources get put into some sort of on-going communication program so they NEVER stop hearing from you). For those that do, how’s it working? Paying off? ROI? For those that don’t, have you considered it? What’s holding you back?
- I call this “the money in your mattress.” It’s just sitting there for you to pull out, any time you want. CASE Study: Small List - 2000 of existing customers, 1 email, 40 Leads/responses, 4 sales
- The title of the discussion today is “Sales Engagement Optimization”. Who knows what that means? Right! Making the most of your most precious resource, sales time. Connecting salespeople with the right prospect or customer at the right time and removing as much of the rest from their plate as you can. My hope is that after today, you’ll be able to take a big step in this direction, without buying new toys or spending tons of cash. We’re going to cover several things and I want to be sure we spend most of our time on what’s most important to you.
- Show of hands, Which of the following is most important to you? Just understanding the basic principals of lead nurturing Keeping track of where each customer is in the process Developing the “content” to provide them at each step - what to say, what to send them, etc.
- Even in large organizations, managers will attend a conference like this and see some cool new technology and just sort of drop it in front of their team and tell them to “try it out” and “see if it works/helps”.
- Survey: What’s your close rate? Categories - don’t know, >50%, 25 to 50%, less than 25% So, lots of “old leads” laying around… Do you have a database or electronic list of your leads from the last 12 months? Great! You can increase sales by 30% with just 2 or 3 emails! No need to hire new salespeople. No need to buy any technology. All it takes is 2 or 3 properly crafted emails. That’s the tough part. Creating those emails is counter intuitive to most sales pros.
- Example: Sales lead calls in and asks the sales rep questions about capabilities and pricing. Then says “thanks for the info. We’re just getting up to speed on options, I’ll get back to you when we’re ready to take the next step.” What would your response be? Keep them on the phone, set an appointment, ask “what did I miss”…
- Here we are, in a room full of salespeople, sales managers and sales pros. Why would we want to avoid salespeople? They refuse to give you want YOU want. They are always trying to sell this week’s promotion or “convince” us to move forward toward THEIR goal. Tough to take right? Let it sink in for a minute… Can you agree there is a grain of truth in it? Are salespeople the front line, the face of your relationship with customers? Are customers at the center of your strategy and your success? Shouldn’t their needs be paramount? If I say you shouldn’t be pushing customers forward in your process, is that heresy?
- When a customer is not yet ready to make decisions or purchases, “closing” techniques or “convincing strategies” just scare them away. Tactics that are OK with where the customer is in the process and just adds value to their process rather than change it work. That’s why what used to be called “consultive selling” isn’t working anymore. Don’t get me wrong, I’m a great believer in it. Asking questions and truly understanding each customer’s unique situation and needs is crucial to building a real relationship with them.
- I’m a big Amazon fan. Who uses Amazon regularly? Why? What makes it so valuable to you? Because you don’t have to go to Walmart anymore!
- Sales people will always have a tendency to jump ahead. Base the communication on the actions the customers is taking, not what the salesperson is saying or opinion. The key that your salespeople have to understand is that in the early parts of process, the customer doesn’t want to talk to the salesperson. Eventually – they DO – they’re ready to select a solution. You need to be aware of where the customer is in this process. KB - Example! – moving to Florida
- When you become aware of a problem, you don’t immediately jump up to solve or fix it. You actually go into more of a reflective phase of processing and thinking about the implications/causes of the problem.
- Eventually, you start researching and learning about the problem itself and possible solutions.
- But, as sales organizations, we tend to treat every customer the same and too often, new leads are NOT ready for this. They’re in control. If we jump right into our questioning at the wrong time, it just drives them to someone else’s website.
- Financial analysis - 10 salespeople, 50 calls per day each, 3 calls to each lead (avg), 20% close rate. 2667 Unsold Leads every month Redstone Example - quickest ROI on any marketing they’ve ever done.
- Most sales people tend learn to practice consultive selling sort of minimally. Sure, they ask a few questions to get the customer talking and to identify their pain, then they JUMP on them and take over the process. Now that I’ve found a hot one, I’ll push them forward in MY process. Oh, you have a problem. Have I got a solution for you!
- Sales people will always have a tendency to jump ahead. Base the communication on the actions the customers is taking, not what the salesperson is saying or opinion. It’s crucial that in the early stages, if you’re going to call them, then you have to be aware of where they are. Don’t close, enable, educate.
- Now, you’re sending that email to all the new leads/cold leads on your list. Those that click on it go to the next step. The rest keep getting it. Train the sales team what to say and ask for each of these phases… Table of general sales approaches for each phase
- How many of you have both a CRM and an Email Marketing solution? Great! You’re in good shape. The rest of you may need one or the other… This is an example of a very successful email for a client – 3% or better click rate. Very simple! Daily mine clicks in email system Get lists to sales people Subject: CRUCIAL – short, attention grabbing, not spammy, not about you. Body: Do you have PAIN? Is PAIN costing you money/time/etc.? Are you struggling with PAIN? Link to Content: Call to Action - How will I benefit from clicking?