SlideShare a Scribd company logo
The new reality of sales for B2B
(Business to Business) companies
A look at what we have learned, what works and why
As prepared by
1	
  
Table of Contents
Triggerstrategies.ca	
  
Introduction 3
What a sales person needs today 5
Let’s start with how someone buys 6
The Sales Funnel 8
Recommendations 9
A few companies we work with 15
About the authors 16 	
  
2	
  
Introduction
Gone are the days of trial closes, cold calls and talking about
your prospects golf pictures to build rapport.
The sales landscape has changed and unless you’re prepared
you will be doomed to compete solely on price, because in the
absence of value price becomes the deciding factor.
So here’s the new reality, your customers are more demanding,
better educated and have more choices than ever.
So what can you do?
Begin by setting clear expectations with everyone on your team.
The number one reason we see sales initiatives fail is because of
a huge gap in expectations between sales people and the
management of the company. Get everyone involved in setting
clear and measurable goals.
You need to offer more than products and services. You must
bring more to the table than product knowledge; your customers
can find that online with the click of a mouse.
•  How can you affect their business?
•  What insights can you bring to them that your competitors
can’t?
Your team needs to become resources and people your
customers can count on, not just sales people.
Communicate with your market using multiple streams. Today
you need to use a combination of traditional media, web, social
media and direct tactics to break through the noise and get your
message in front of the right people at the right time.
Triggerstrategies.ca	
   3	
  
Introduction
Develop sharable content. You and your team need to establish
credibility and standout in your market. A great tool to accomplish
this is to develop content your customers need and find
interesting. It can be as simple as a blog, or you can create videos
or even reports and complete eBooks. The goal is to establish you
as a thought leader in your category.
Know that you can never rest. You and your team need to stay
hungry. This means continuous learning and improvement of skills
and tools.
The best way to accomplish this is to meet with customers regularly
and ask them what they need now that they didn’t need before.
The more you stay focused on what your customers are telling you
and not sitting in your office making hunches, you’ll see
measurable success.
This report will give you the step-by-step strategy and tools you’ll
need to sell successfully in today’s environment.
Triggerstrategies.ca	
   4	
  
What a sales person needs today
If you were to ask most sales people what are the top three
things they need to be successful, what they need in their
“sales tool kit”, what do you think they would be?
We usually hear:
1.  Product knowledge
2.  Good leads
3.  More time in the day
The truth is that’s not what successful sales people need today,
what’s really needed is a new way of looking at sales.
We believe the top three things a sales person needs today is:
1.  Credibility in the market – them not just their company
2.  The ability to understand their customers business beyond
the products and services they sell
3.  The ability to understand and manage the right numbers
Before we get into how to achieve these goals, let’s first look at
how someone buys.
Triggerstrategies.ca	
   5	
  
Let’s start with how people buy
No matter who you are, when you purchase something you sub-
consciously go through five stages. At each stage you need different
information to help you move on to the next stage or to decide to stop.
The first stage is Awareness. At this stage you become aware that
something is not right. You see human beings won’t change until what
they are currently using no longer works for them. This is why 99.9% of the
promotional messages aimed at you go ignored. You only pay attention
to those that are relevant to your current reality. So this stage is important,
but most of the marketing aimed at you will still go ignored unless the
“pain” is too great, which then moves you to the next stage.
Interest is the next stage, and the big difference here is that you are
prepared to take some form of action to eliminate the pain. This is where
you will start not only paying attention to promotional messages related to
your current need, you’ll start to seek them out.
As you start to gather information, you move to stage three which is
Evaluation. Here you’re on a fact finding mission. You’re looking for
product/service information, reviews, testimonials, and credible sources.
As a marketer this is where you have a chance to stand out and show
why you’re unique. This is where sales and marketing come together to
help move the person to the next stage.
Triggerstrategies.ca	
   6	
  
Let’s start with how people buy
As you become better informed and start to clarify what your real need is,
you move to stage four; Analysis. In stage three you were gathering as
much information as possible, in stage four you’re now narrowing your
choices. This is typically where you start comparing your top choices
based on a criteria of value that is tied to what you believe is important.
The final stage is Commitment. Here you make a final choice. And that
doesn’t always mean you make the purchase. Your decision may be to
stick with what you have because the price is greater than the perceived
value.
This process can take seconds “I’m hungry” to months or years “I need to
buy a new car”. But as a marketer you need to have information
available that speaks to your market at each stage and answers their
questions to help them move from one stage to the next.
Triggerstrategies.ca	
   7	
  
The sales funnel
Just as an individual goes through five stages when making a purchase,
those same stages exist when we sell. We call this a sales funnel, because
as we work with people our primary job is not to “close” someone. That
went out with plaid sports coats in 1987. Your job is to qualify them.
What we mean by qualify is that your job is to help them determine if your
solution is right for their problem. As you ask more of the right questions you
help them get clearer about what’s important to them, then the solution
becomes apparent and closing is redundant.
How the sales funnel works:
Contacts
•  Companies or individuals you’ve identified that you believe would buy
what you sell, but you’ve not contact as of yet
Prospects
•  Companies or individuals you’ve contacted and qualified that they do
buy what you sell, but they have not indicated an urgency to act
Leads
•  Companies or individuals that have an urgency to take action and
that are interested in you helping them
Proposals/Quotes
•  Companies or individuals that you have discussed detailed solutions
with and have provided a specific offer to
Customers
•  Companies or individuals that have agreed to do work with you via
payment or PO
Triggerstrategies.ca	
   8	
  
The Sales Funnel
Contacts
Prospects
Leads
Proposals/
Quotes
Customers
Recommendations
Triggerstrategies.ca	
   9	
  
Through our work with hundreds of B2B companies and their sales teams, we have identified five key areas that
we believe make a sales person and a sales department successful.
The team
•  Skills and attitude
Your offer
•  Stop selling products and services and start selling value
Credibility
•  Become known for something to your market and be a resource beyond the sale
Knowing the numbers
•  Measure more than just sales. Focus on activity, behavior and conversion rates
90-day plans
* Set clear expectations, manage the sales funnel and continuous skills training
We will now walk you through each of these five steps and give you recommended steps to take to see positive
results with your sales efforts.
Recommendations
Triggerstrategies.ca	
   10	
  
The Team
There are five critical areas of importance when developing your sales team:
1.  Willingness to learn
2.  Ability to self-manage
3.  Teamwork
4.  Ability to build trust, respect and rapport
5.  Work ethic
Each is equally important. As the owner of the company or sales manager, this is the first step in developing
a powerful sales team. Remember you can’t fix people. If you start with a poor team, you will get poor
results.
If you start with people that have these key attributes you can easily train them in selling skills and product
knowledge. If however, they are stuck in their ways, believe they already know all there is to know about
selling or want to coast on past performance, your chances for success are slim.
When hiring, don’t focus as much on experience focus more on attitude and personality. No matter how
much training you provide for someone you can’t teach them to like people.
While sales skills can take time to learn, someone who is easy to like, works hard and is eager to learn will
always surpass the old stuck in past sales rep.
Remember that the goal of sales is to transfer confidence, therefore you need to ensure your people are
confident, prepared and can influence others. You can always train for sales skills but never attitude.
Invest your time in getting the right people, this is by far the most important step in today’s sales
environment.
Recommendations
Triggerstrategies.ca	
   11	
  
Your Offer
If you are competing more and more on price, then you are not viewed by your customers as a resource or
a partner, rather you’re simply a product peddler. To them you bring no added value so the deciding factor
is the lowest price.
That’s the fastest way to go out of business.
To combat this the first thing you need to do is to ensure that you and your team understand your
customers business beyond the products and services you sell.
You might think this is a waste of time. “My customers are busy they don’t have time for all this stuff”.
The reality is you and your team only talk to them about what you want, not about their business. All of your
conversations are about the things you sell. When you walk into their place of business they automatically
think “what does he want to sell me today”.
To truly build a relationship with a customer they have to see and believe that you have their best interest at
heart. To do this requires a full understanding of their business and what’s important to them. This way you
can be helpful.
This is a change in how you look at selling. Are you after sales or customers?
There is a concept called LTV, it stands for Life Time Value. It means that a customer is worth more than a
single transaction, they are worth a lifetime of transactions, service upgrades and referrals.
You can’t win a customer for life with the lowest price. If you win them on price you will lose them on price.
Recommendations
Triggerstrategies.ca	
   12	
  
Credibility
Each of your people need to be known to your market. We don’t mean
known only that they work for you, rather, that they have knowledge,
ideas and solutions that are beyond what you sell and are beneficial to
the people you want to connect with.
To do this each member of your team should employ as many of these
tactics as possible:
Content Creation
Speaking
Networking
Social Media
You don’t need to be “the” expert, but you need to show your market
that you and your team have expertise and that you’re willing to share
it.
A simple exercise to help you get started is to identify the top 25
questions you get asked most by your customers. This will become your
best content and at the same time position you and your team as
knowledgeable, intuitive and approachable.
Imagine at your next tradeshow if your sales leaders were key note
speaking instead of just standing at your booth.
Recommendations
Triggerstrategies.ca	
   13	
  
Knowing the numbers
While revenue numbers are important, they are not the only numbers
that are critical to the success of your sales efforts. We have found that
the successful B2B teams we work with focus on these numbers:
•  Sales Funnel Conversion rates (From contact to customer – each
stage)
•  Dollars pitched
•  Dollars committed
•  Activities
•  Contacts
•  Touches
•  Appointments
•  Proposals/Quotes
By monitoring and understanding these numbers, you will be in a much
better position to act quickly should the market fluctuate, competitors
become more aggressive or new opportunities present themselves.
Each member of your team will perform at a different rate based on
personality, ability, customer base and experience. You should never
determine one set of numbers for the whole team to reach. Work with
each team member individually to set targets that are reachable, but
at the same time tough (stretch goals).
Recommendations
Triggerstrategies.ca	
   14	
  
90-Day Plans
When sales people are left to develop their own success plan, most fail. To ensure this doesn’t happen
we have been using a tool for years called the 90-Day Plan.
Why 90-days? Three reasons:
1.  It allows your team to break down their annual goals into a more manageable size so it doesn’t seem
so daunting
2.  It’s a long enough time period to see results but not too long to not be able to correct mistakes
3.  It allows you and your sales person (or just you) to be part of the planning process and have a stake in
creating your results
We believe in the old saying of Henry Ford “failing to plan is planning to fail. The 90-day plan is a tool that
brings everything that is important for success into the play.
Elements of The 90-Day Plan
•  Quarterly revenue target
•  Current customers you want to increase business with
•  Lost customers you would like to win back
•  New prospects you want to target
•  Touch campaign
•  Activity requirements (touches, calls, appointments, quotes/proposals)
•  Competitors
•  Tools and Resources needed (technology, training, product knowledge)
•  Milestones – 30 day and 60 day targets to ensure the sales rep is on track
You can feel free to add or subtract what ever you want from the list above. Just the fact that you are
focused on doing and monitoring the right things will have a tremendously positive effect on your results.
A few of the companies we work with
Triggerstrategies.ca	
  
15	
  
15	
  
About the authors
We get approached by business owners because they are not happy with sales,
development, team performance and growth. After our first conversation we usually
find out they have trouble getting things done because of one or two things. The
company has grown to a new size, or they simply do not have the right people in the
right places. Because of this, they are unsure about what to do next.
So we are known throughout Ontario for helping companies do four things:
1. We work with your team, to make sure you have the right people in the right roles
2. We work with your company to ensure you have a clear and committed corporate
vision and strategy
3. We work with you and your team to better communicate with and service your
market and customers
4. And lastly we put everything into action with dates, commitments, resources and
accountability. We measure results and help you drive change
These owners tell us they do not want theories and books, they want us to tell it like it is.
If that sounds like something you need, call us.
Triggerstrategies.ca	
  
Larry Anderson
Trigger Strategies
Direct: (905) 321-2663
larry@triggerstrategies.ca
Neil Thornton
Trigger Strategies
Direct: (905) 401-1434
neil@triggerstrategies.ca
16	
  

More Related Content

What's hot

buyer_s_journey_guide
buyer_s_journey_guidebuyer_s_journey_guide
buyer_s_journey_guide
Eric Murphy
 
Sales attitude & customer behavior
Sales attitude & customer behaviorSales attitude & customer behavior
Sales attitude & customer behavior
Amit Goyal
 
7 steps to small bussiness marketing success
7 steps to small bussiness marketing success7 steps to small bussiness marketing success
7 steps to small bussiness marketing success
LUONG NGUYEN
 

What's hot (20)

How to Improve sales Basics and Advance Techniques
How to Improve sales Basics and Advance TechniquesHow to Improve sales Basics and Advance Techniques
How to Improve sales Basics and Advance Techniques
 
10 Mistakes that Kill Sales Calls
10 Mistakes that Kill Sales Calls10 Mistakes that Kill Sales Calls
10 Mistakes that Kill Sales Calls
 
Sales motivation
Sales motivationSales motivation
Sales motivation
 
Contribution Factor
Contribution FactorContribution Factor
Contribution Factor
 
The Sales Process: Prospecting
The Sales Process: ProspectingThe Sales Process: Prospecting
The Sales Process: Prospecting
 
10 Reasons Why Sales People are Successful
10 Reasons Why Sales People are Successful10 Reasons Why Sales People are Successful
10 Reasons Why Sales People are Successful
 
Sales Fundamental
Sales Fundamental Sales Fundamental
Sales Fundamental
 
buyer_s_journey_guide
buyer_s_journey_guidebuyer_s_journey_guide
buyer_s_journey_guide
 
ENTREPRENEURSHIP week 5-PPT.pptx
ENTREPRENEURSHIP week 5-PPT.pptxENTREPRENEURSHIP week 5-PPT.pptx
ENTREPRENEURSHIP week 5-PPT.pptx
 
17 Tips to Take Your Prospecting Skills to the Next Level
17 Tips to Take Your Prospecting Skills to the Next Level17 Tips to Take Your Prospecting Skills to the Next Level
17 Tips to Take Your Prospecting Skills to the Next Level
 
Sales person
Sales personSales person
Sales person
 
Sales management
Sales managementSales management
Sales management
 
Your Annual Marketing Department Toolkit
Your Annual Marketing Department ToolkitYour Annual Marketing Department Toolkit
Your Annual Marketing Department Toolkit
 
Sales attitude & customer behavior
Sales attitude & customer behaviorSales attitude & customer behavior
Sales attitude & customer behavior
 
Aghreni Technologies Direct Marketing
Aghreni Technologies   Direct MarketingAghreni Technologies   Direct Marketing
Aghreni Technologies Direct Marketing
 
Sales training course 2020 - START SELLING
Sales training course 2020 - START SELLINGSales training course 2020 - START SELLING
Sales training course 2020 - START SELLING
 
7 steps to small bussiness marketing success
7 steps to small bussiness marketing success7 steps to small bussiness marketing success
7 steps to small bussiness marketing success
 
Improve your sales performance
Improve your sales performanceImprove your sales performance
Improve your sales performance
 
10 Essential Selling Skills for 2014
10 Essential Selling Skills for 201410 Essential Selling Skills for 2014
10 Essential Selling Skills for 2014
 
Success in Sales and Marketing Part 2- BASIS Marketing Training
Success in Sales and Marketing Part 2- BASIS Marketing TrainingSuccess in Sales and Marketing Part 2- BASIS Marketing Training
Success in Sales and Marketing Part 2- BASIS Marketing Training
 

Viewers also liked

ข้อมูลประตู หน้าต่าง Atech
ข้อมูลประตู หน้าต่าง Atechข้อมูลประตู หน้าต่าง Atech
ข้อมูลประตู หน้าต่าง Atech
Nida business School
 
Centerpartiet SLL - För en fri och grön stockholmsregion
Centerpartiet SLL - För en fri och grön stockholmsregionCenterpartiet SLL - För en fri och grön stockholmsregion
Centerpartiet SLL - För en fri och grön stockholmsregion
Centerpartiet i SLL
 
LinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
LinkedIn for Buisness - Half Day Workshop Design - Trigger StrategiesLinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
LinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
Neil Thornton HBA, MA
 
Initial Ideas Presentation
Initial Ideas PresentationInitial Ideas Presentation
Initial Ideas Presentation
leahmarie
 
Creperie Seattle Description
Creperie Seattle DescriptionCreperie Seattle Description
Creperie Seattle Description
jeaneq
 
video de reggae
video de reggaevideo de reggae
video de reggae
lucesitha
 

Viewers also liked (20)

China earthquake of 22 july 2013
China earthquake of 22 july 2013China earthquake of 22 july 2013
China earthquake of 22 july 2013
 
ข้อมูลประตู หน้าต่าง Atech
ข้อมูลประตู หน้าต่าง Atechข้อมูลประตู หน้าต่าง Atech
ข้อมูลประตู หน้าต่าง Atech
 
Bedrijfspresentatie Seeder De Boer
Bedrijfspresentatie Seeder De BoerBedrijfspresentatie Seeder De Boer
Bedrijfspresentatie Seeder De Boer
 
How to increase profits in your equestrian centre
How to increase profits in your equestrian centreHow to increase profits in your equestrian centre
How to increase profits in your equestrian centre
 
Centerpartiet SLL - För en fri och grön stockholmsregion
Centerpartiet SLL - För en fri och grön stockholmsregionCenterpartiet SLL - För en fri och grön stockholmsregion
Centerpartiet SLL - För en fri och grön stockholmsregion
 
Arquitecturaclienteservidor
ArquitecturaclienteservidorArquitecturaclienteservidor
Arquitecturaclienteservidor
 
Law of the chain
Law of the chainLaw of the chain
Law of the chain
 
Lessons learned from past catastrophic flooding in russia
Lessons learned from past catastrophic flooding in russiaLessons learned from past catastrophic flooding in russia
Lessons learned from past catastrophic flooding in russia
 
The Art And Science Of Identifying And Eliminating Vulnerabilities
The Art And Science Of Identifying And Eliminating VulnerabilitiesThe Art And Science Of Identifying And Eliminating Vulnerabilities
The Art And Science Of Identifying And Eliminating Vulnerabilities
 
LinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
LinkedIn for Buisness - Half Day Workshop Design - Trigger StrategiesLinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
LinkedIn for Buisness - Half Day Workshop Design - Trigger Strategies
 
Initial Ideas Presentation
Initial Ideas PresentationInitial Ideas Presentation
Initial Ideas Presentation
 
Creperie Seattle Description
Creperie Seattle DescriptionCreperie Seattle Description
Creperie Seattle Description
 
Cpsp evolution of strategic plans
Cpsp evolution of strategic plansCpsp evolution of strategic plans
Cpsp evolution of strategic plans
 
Looking back at the 2012 atlantic basin hurricane season
Looking back at the 2012 atlantic basin hurricane seasonLooking back at the 2012 atlantic basin hurricane season
Looking back at the 2012 atlantic basin hurricane season
 
The Host
The HostThe Host
The Host
 
wiliams
wiliamswiliams
wiliams
 
Part 1 Typhoons. Learning from Global Disaster Laboratories in 2014
Part 1 Typhoons.  Learning from Global Disaster Laboratories in 2014Part 1 Typhoons.  Learning from Global Disaster Laboratories in 2014
Part 1 Typhoons. Learning from Global Disaster Laboratories in 2014
 
Magnitude 6.1 Earthquake Devastates China on August 3rd
Magnitude 6.1 Earthquake Devastates China on August 3rdMagnitude 6.1 Earthquake Devastates China on August 3rd
Magnitude 6.1 Earthquake Devastates China on August 3rd
 
video de reggae
video de reggaevideo de reggae
video de reggae
 
Cpsp forecasting 1
Cpsp forecasting 1Cpsp forecasting 1
Cpsp forecasting 1
 

Similar to Trigger Strategies - The New Reality of Sales - Report

insidesales.com-15-time-wasters
insidesales.com-15-time-wastersinsidesales.com-15-time-wasters
insidesales.com-15-time-wasters
Aaron Braria
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
Matt Weeks
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
William Mathurai
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
Grant Bentley
 
Business Essentials - Sales
Business Essentials - SalesBusiness Essentials - Sales
Business Essentials - Sales
James Leavold
 

Similar to Trigger Strategies - The New Reality of Sales - Report (20)

100 Sales Tips for 2014 Salesforce ebook
100 Sales Tips for 2014 Salesforce ebook100 Sales Tips for 2014 Salesforce ebook
100 Sales Tips for 2014 Salesforce ebook
 
Getting Everything You Can Out of All You've Got
Getting Everything You Can Out of All You've GotGetting Everything You Can Out of All You've Got
Getting Everything You Can Out of All You've Got
 
7 Strategies for Selling in Tough Time
7 Strategies for Selling in Tough Time7 Strategies for Selling in Tough Time
7 Strategies for Selling in Tough Time
 
Developing selling skills presented at lorache consulting lagos
Developing selling skills presented at lorache consulting lagosDeveloping selling skills presented at lorache consulting lagos
Developing selling skills presented at lorache consulting lagos
 
Define Your Sales Process To Grow Your Business
Define Your Sales Process To Grow Your BusinessDefine Your Sales Process To Grow Your Business
Define Your Sales Process To Grow Your Business
 
Option 1 marketing top tips and advice for multi level marketing success
Option 1 marketing top tips and advice for multi level marketing successOption 1 marketing top tips and advice for multi level marketing success
Option 1 marketing top tips and advice for multi level marketing success
 
Article winning edge jan 2016
Article winning edge jan 2016Article winning edge jan 2016
Article winning edge jan 2016
 
insidesales.com-15-time-wasters
insidesales.com-15-time-wastersinsidesales.com-15-time-wasters
insidesales.com-15-time-wasters
 
The Nine Point Sales Strategy for More Sales
The Nine Point Sales Strategy for More SalesThe Nine Point Sales Strategy for More Sales
The Nine Point Sales Strategy for More Sales
 
Accelerate sales onboarding
Accelerate sales onboardingAccelerate sales onboarding
Accelerate sales onboarding
 
Business Breakthrough
Business BreakthroughBusiness Breakthrough
Business Breakthrough
 
Partner Training: Sales skills
Partner Training: Sales skillsPartner Training: Sales skills
Partner Training: Sales skills
 
My First 90 Days in Sales & Marketing
My First 90 Days in Sales & MarketingMy First 90 Days in Sales & Marketing
My First 90 Days in Sales & Marketing
 
Avention 12 tipsfinal
Avention 12 tipsfinalAvention 12 tipsfinal
Avention 12 tipsfinal
 
The 7 ps of marketing
The 7 ps of marketingThe 7 ps of marketing
The 7 ps of marketing
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
 
Best Practices for B2B Lead Nurturing
Best Practices for B2B Lead NurturingBest Practices for B2B Lead Nurturing
Best Practices for B2B Lead Nurturing
 
Marketing Mindset - Less Selling Means More Buying
Marketing Mindset - Less Selling Means More BuyingMarketing Mindset - Less Selling Means More Buying
Marketing Mindset - Less Selling Means More Buying
 
Business Essentials - Sales
Business Essentials - SalesBusiness Essentials - Sales
Business Essentials - Sales
 

More from Neil Thornton HBA, MA

Neil - Full Bio and Speaking Topics - 2015
Neil - Full Bio and Speaking Topics - 2015Neil - Full Bio and Speaking Topics - 2015
Neil - Full Bio and Speaking Topics - 2015
Neil Thornton HBA, MA
 
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
Neil Thornton HBA, MA
 

More from Neil Thornton HBA, MA (20)

THORNTONGROUP Recruitment Projects
THORNTONGROUP Recruitment Projects THORNTONGROUP Recruitment Projects
THORNTONGROUP Recruitment Projects
 
Thornton Group - Who We've Helped To Recruit Rock Stars
Thornton Group - Who We've Helped To Recruit Rock StarsThornton Group - Who We've Helped To Recruit Rock Stars
Thornton Group - Who We've Helped To Recruit Rock Stars
 
Body Language - Understanding the Fundamentals and Your Influence - Thornton ...
Body Language - Understanding the Fundamentals and Your Influence - Thornton ...Body Language - Understanding the Fundamentals and Your Influence - Thornton ...
Body Language - Understanding the Fundamentals and Your Influence - Thornton ...
 
Thornton Group Speakers Kit
Thornton Group Speakers Kit Thornton Group Speakers Kit
Thornton Group Speakers Kit
 
The Thornton Group - Finding and Keeping the Best Talent - An 8 Step Hiring ...
The Thornton Group -  Finding and Keeping the Best Talent - An 8 Step Hiring ...The Thornton Group -  Finding and Keeping the Best Talent - An 8 Step Hiring ...
The Thornton Group - Finding and Keeping the Best Talent - An 8 Step Hiring ...
 
Time association insights yep hamilton chamber - 2016 - thornton group
Time association insights   yep hamilton chamber - 2016 - thornton groupTime association insights   yep hamilton chamber - 2016 - thornton group
Time association insights yep hamilton chamber - 2016 - thornton group
 
Neil - Testimonials - 2015
Neil - Testimonials - 2015Neil - Testimonials - 2015
Neil - Testimonials - 2015
 
The Thornton Group - Business and Academic Testimonials
The Thornton Group - Business and Academic Testimonials The Thornton Group - Business and Academic Testimonials
The Thornton Group - Business and Academic Testimonials
 
Neil - Full Bio and Speaking Topics - 2015
Neil - Full Bio and Speaking Topics - 2015Neil - Full Bio and Speaking Topics - 2015
Neil - Full Bio and Speaking Topics - 2015
 
Impact and Influence - Own The Room - YEP Hamilton Chamber - 2015 - thornton ...
Impact and Influence - Own The Room - YEP Hamilton Chamber - 2015 - thornton ...Impact and Influence - Own The Room - YEP Hamilton Chamber - 2015 - thornton ...
Impact and Influence - Own The Room - YEP Hamilton Chamber - 2015 - thornton ...
 
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
Neil Thornton - SPEAKER BIO - The Thornton Group - 2015
 
Standing Out in a Crowded Marketplace - Lakelands Real Estate Association - 2015
Standing Out in a Crowded Marketplace - Lakelands Real Estate Association - 2015Standing Out in a Crowded Marketplace - Lakelands Real Estate Association - 2015
Standing Out in a Crowded Marketplace - Lakelands Real Estate Association - 2015
 
Impact and influence own the room - fcu 1 awards coaching session - april 2...
Impact and influence   own the room - fcu 1 awards coaching session - april 2...Impact and influence   own the room - fcu 1 awards coaching session - april 2...
Impact and influence own the room - fcu 1 awards coaching session - april 2...
 
Top 5 issues niagara niagara business club - 2015
Top 5 issues niagara   niagara business club - 2015Top 5 issues niagara   niagara business club - 2015
Top 5 issues niagara niagara business club - 2015
 
Developing Next Generation Leadership 10 Steps - Niagara Economic Summit - No...
Developing Next Generation Leadership 10 Steps - Niagara Economic Summit - No...Developing Next Generation Leadership 10 Steps - Niagara Economic Summit - No...
Developing Next Generation Leadership 10 Steps - Niagara Economic Summit - No...
 
Trigger Strategies - Brand Influence and Presence - The 3 Keys to the C-Suite...
Trigger Strategies - Brand Influence and Presence - The 3 Keys to the C-Suite...Trigger Strategies - Brand Influence and Presence - The 3 Keys to the C-Suite...
Trigger Strategies - Brand Influence and Presence - The 3 Keys to the C-Suite...
 
Impact and Influence - Own the room - Ontario Chamber Executives
Impact and Influence - Own the room - Ontario Chamber ExecutivesImpact and Influence - Own the room - Ontario Chamber Executives
Impact and Influence - Own the room - Ontario Chamber Executives
 
Leading Today's Teams - Cultivating a culture that embraces change - Ontario ...
Leading Today's Teams - Cultivating a culture that embraces change - Ontario ...Leading Today's Teams - Cultivating a culture that embraces change - Ontario ...
Leading Today's Teams - Cultivating a culture that embraces change - Ontario ...
 
Brock University Co-op Program - Brand You
Brock University Co-op Program - Brand YouBrock University Co-op Program - Brand You
Brock University Co-op Program - Brand You
 
Change Management, 'What is Working in the Real World.'- HRPA Niagara - Septe...
Change Management, 'What is Working in the Real World.'- HRPA Niagara - Septe...Change Management, 'What is Working in the Real World.'- HRPA Niagara - Septe...
Change Management, 'What is Working in the Real World.'- HRPA Niagara - Septe...
 

Recently uploaded

Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Dubai Multi Commodity Centre
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
AnaBeatriz125525
 

Recently uploaded (20)

Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small Businesses
 
Engagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed GuideEngagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed Guide
 
Using Generative AI for Content Marketing
Using Generative AI for Content MarketingUsing Generative AI for Content Marketing
Using Generative AI for Content Marketing
 
Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)
 
FEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service LightningFEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service Lightning
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
Revolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsRevolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon Components
 
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionSeries A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
 
India’s Recommended Women Surgeons to Watch in 2024.pdf
India’s Recommended Women Surgeons to Watch in 2024.pdfIndia’s Recommended Women Surgeons to Watch in 2024.pdf
India’s Recommended Women Surgeons to Watch in 2024.pdf
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
IPTV Subscription UK: Your Guide to Choosing the Best Service
IPTV Subscription UK: Your Guide to Choosing the Best ServiceIPTV Subscription UK: Your Guide to Choosing the Best Service
IPTV Subscription UK: Your Guide to Choosing the Best Service
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
Event Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridEvent Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybrid
 
Cracking the Change Management Code Main New.pptx
Cracking the Change Management Code Main New.pptxCracking the Change Management Code Main New.pptx
Cracking the Change Management Code Main New.pptx
 
How to Maintain Healthy Life style.pptx
How to Maintain  Healthy Life style.pptxHow to Maintain  Healthy Life style.pptx
How to Maintain Healthy Life style.pptx
 
Vendors of country report usefull datass
Vendors of country report usefull datassVendors of country report usefull datass
Vendors of country report usefull datass
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
The Inspiring Personality To Watch In 2024.pdf
The Inspiring Personality To Watch In 2024.pdfThe Inspiring Personality To Watch In 2024.pdf
The Inspiring Personality To Watch In 2024.pdf
 

Trigger Strategies - The New Reality of Sales - Report

  • 1. The new reality of sales for B2B (Business to Business) companies A look at what we have learned, what works and why As prepared by 1  
  • 2. Table of Contents Triggerstrategies.ca   Introduction 3 What a sales person needs today 5 Let’s start with how someone buys 6 The Sales Funnel 8 Recommendations 9 A few companies we work with 15 About the authors 16   2  
  • 3. Introduction Gone are the days of trial closes, cold calls and talking about your prospects golf pictures to build rapport. The sales landscape has changed and unless you’re prepared you will be doomed to compete solely on price, because in the absence of value price becomes the deciding factor. So here’s the new reality, your customers are more demanding, better educated and have more choices than ever. So what can you do? Begin by setting clear expectations with everyone on your team. The number one reason we see sales initiatives fail is because of a huge gap in expectations between sales people and the management of the company. Get everyone involved in setting clear and measurable goals. You need to offer more than products and services. You must bring more to the table than product knowledge; your customers can find that online with the click of a mouse. •  How can you affect their business? •  What insights can you bring to them that your competitors can’t? Your team needs to become resources and people your customers can count on, not just sales people. Communicate with your market using multiple streams. Today you need to use a combination of traditional media, web, social media and direct tactics to break through the noise and get your message in front of the right people at the right time. Triggerstrategies.ca   3  
  • 4. Introduction Develop sharable content. You and your team need to establish credibility and standout in your market. A great tool to accomplish this is to develop content your customers need and find interesting. It can be as simple as a blog, or you can create videos or even reports and complete eBooks. The goal is to establish you as a thought leader in your category. Know that you can never rest. You and your team need to stay hungry. This means continuous learning and improvement of skills and tools. The best way to accomplish this is to meet with customers regularly and ask them what they need now that they didn’t need before. The more you stay focused on what your customers are telling you and not sitting in your office making hunches, you’ll see measurable success. This report will give you the step-by-step strategy and tools you’ll need to sell successfully in today’s environment. Triggerstrategies.ca   4  
  • 5. What a sales person needs today If you were to ask most sales people what are the top three things they need to be successful, what they need in their “sales tool kit”, what do you think they would be? We usually hear: 1.  Product knowledge 2.  Good leads 3.  More time in the day The truth is that’s not what successful sales people need today, what’s really needed is a new way of looking at sales. We believe the top three things a sales person needs today is: 1.  Credibility in the market – them not just their company 2.  The ability to understand their customers business beyond the products and services they sell 3.  The ability to understand and manage the right numbers Before we get into how to achieve these goals, let’s first look at how someone buys. Triggerstrategies.ca   5  
  • 6. Let’s start with how people buy No matter who you are, when you purchase something you sub- consciously go through five stages. At each stage you need different information to help you move on to the next stage or to decide to stop. The first stage is Awareness. At this stage you become aware that something is not right. You see human beings won’t change until what they are currently using no longer works for them. This is why 99.9% of the promotional messages aimed at you go ignored. You only pay attention to those that are relevant to your current reality. So this stage is important, but most of the marketing aimed at you will still go ignored unless the “pain” is too great, which then moves you to the next stage. Interest is the next stage, and the big difference here is that you are prepared to take some form of action to eliminate the pain. This is where you will start not only paying attention to promotional messages related to your current need, you’ll start to seek them out. As you start to gather information, you move to stage three which is Evaluation. Here you’re on a fact finding mission. You’re looking for product/service information, reviews, testimonials, and credible sources. As a marketer this is where you have a chance to stand out and show why you’re unique. This is where sales and marketing come together to help move the person to the next stage. Triggerstrategies.ca   6  
  • 7. Let’s start with how people buy As you become better informed and start to clarify what your real need is, you move to stage four; Analysis. In stage three you were gathering as much information as possible, in stage four you’re now narrowing your choices. This is typically where you start comparing your top choices based on a criteria of value that is tied to what you believe is important. The final stage is Commitment. Here you make a final choice. And that doesn’t always mean you make the purchase. Your decision may be to stick with what you have because the price is greater than the perceived value. This process can take seconds “I’m hungry” to months or years “I need to buy a new car”. But as a marketer you need to have information available that speaks to your market at each stage and answers their questions to help them move from one stage to the next. Triggerstrategies.ca   7  
  • 8. The sales funnel Just as an individual goes through five stages when making a purchase, those same stages exist when we sell. We call this a sales funnel, because as we work with people our primary job is not to “close” someone. That went out with plaid sports coats in 1987. Your job is to qualify them. What we mean by qualify is that your job is to help them determine if your solution is right for their problem. As you ask more of the right questions you help them get clearer about what’s important to them, then the solution becomes apparent and closing is redundant. How the sales funnel works: Contacts •  Companies or individuals you’ve identified that you believe would buy what you sell, but you’ve not contact as of yet Prospects •  Companies or individuals you’ve contacted and qualified that they do buy what you sell, but they have not indicated an urgency to act Leads •  Companies or individuals that have an urgency to take action and that are interested in you helping them Proposals/Quotes •  Companies or individuals that you have discussed detailed solutions with and have provided a specific offer to Customers •  Companies or individuals that have agreed to do work with you via payment or PO Triggerstrategies.ca   8   The Sales Funnel Contacts Prospects Leads Proposals/ Quotes Customers
  • 9. Recommendations Triggerstrategies.ca   9   Through our work with hundreds of B2B companies and their sales teams, we have identified five key areas that we believe make a sales person and a sales department successful. The team •  Skills and attitude Your offer •  Stop selling products and services and start selling value Credibility •  Become known for something to your market and be a resource beyond the sale Knowing the numbers •  Measure more than just sales. Focus on activity, behavior and conversion rates 90-day plans * Set clear expectations, manage the sales funnel and continuous skills training We will now walk you through each of these five steps and give you recommended steps to take to see positive results with your sales efforts.
  • 10. Recommendations Triggerstrategies.ca   10   The Team There are five critical areas of importance when developing your sales team: 1.  Willingness to learn 2.  Ability to self-manage 3.  Teamwork 4.  Ability to build trust, respect and rapport 5.  Work ethic Each is equally important. As the owner of the company or sales manager, this is the first step in developing a powerful sales team. Remember you can’t fix people. If you start with a poor team, you will get poor results. If you start with people that have these key attributes you can easily train them in selling skills and product knowledge. If however, they are stuck in their ways, believe they already know all there is to know about selling or want to coast on past performance, your chances for success are slim. When hiring, don’t focus as much on experience focus more on attitude and personality. No matter how much training you provide for someone you can’t teach them to like people. While sales skills can take time to learn, someone who is easy to like, works hard and is eager to learn will always surpass the old stuck in past sales rep. Remember that the goal of sales is to transfer confidence, therefore you need to ensure your people are confident, prepared and can influence others. You can always train for sales skills but never attitude. Invest your time in getting the right people, this is by far the most important step in today’s sales environment.
  • 11. Recommendations Triggerstrategies.ca   11   Your Offer If you are competing more and more on price, then you are not viewed by your customers as a resource or a partner, rather you’re simply a product peddler. To them you bring no added value so the deciding factor is the lowest price. That’s the fastest way to go out of business. To combat this the first thing you need to do is to ensure that you and your team understand your customers business beyond the products and services you sell. You might think this is a waste of time. “My customers are busy they don’t have time for all this stuff”. The reality is you and your team only talk to them about what you want, not about their business. All of your conversations are about the things you sell. When you walk into their place of business they automatically think “what does he want to sell me today”. To truly build a relationship with a customer they have to see and believe that you have their best interest at heart. To do this requires a full understanding of their business and what’s important to them. This way you can be helpful. This is a change in how you look at selling. Are you after sales or customers? There is a concept called LTV, it stands for Life Time Value. It means that a customer is worth more than a single transaction, they are worth a lifetime of transactions, service upgrades and referrals. You can’t win a customer for life with the lowest price. If you win them on price you will lose them on price.
  • 12. Recommendations Triggerstrategies.ca   12   Credibility Each of your people need to be known to your market. We don’t mean known only that they work for you, rather, that they have knowledge, ideas and solutions that are beyond what you sell and are beneficial to the people you want to connect with. To do this each member of your team should employ as many of these tactics as possible: Content Creation Speaking Networking Social Media You don’t need to be “the” expert, but you need to show your market that you and your team have expertise and that you’re willing to share it. A simple exercise to help you get started is to identify the top 25 questions you get asked most by your customers. This will become your best content and at the same time position you and your team as knowledgeable, intuitive and approachable. Imagine at your next tradeshow if your sales leaders were key note speaking instead of just standing at your booth.
  • 13. Recommendations Triggerstrategies.ca   13   Knowing the numbers While revenue numbers are important, they are not the only numbers that are critical to the success of your sales efforts. We have found that the successful B2B teams we work with focus on these numbers: •  Sales Funnel Conversion rates (From contact to customer – each stage) •  Dollars pitched •  Dollars committed •  Activities •  Contacts •  Touches •  Appointments •  Proposals/Quotes By monitoring and understanding these numbers, you will be in a much better position to act quickly should the market fluctuate, competitors become more aggressive or new opportunities present themselves. Each member of your team will perform at a different rate based on personality, ability, customer base and experience. You should never determine one set of numbers for the whole team to reach. Work with each team member individually to set targets that are reachable, but at the same time tough (stretch goals).
  • 14. Recommendations Triggerstrategies.ca   14   90-Day Plans When sales people are left to develop their own success plan, most fail. To ensure this doesn’t happen we have been using a tool for years called the 90-Day Plan. Why 90-days? Three reasons: 1.  It allows your team to break down their annual goals into a more manageable size so it doesn’t seem so daunting 2.  It’s a long enough time period to see results but not too long to not be able to correct mistakes 3.  It allows you and your sales person (or just you) to be part of the planning process and have a stake in creating your results We believe in the old saying of Henry Ford “failing to plan is planning to fail. The 90-day plan is a tool that brings everything that is important for success into the play. Elements of The 90-Day Plan •  Quarterly revenue target •  Current customers you want to increase business with •  Lost customers you would like to win back •  New prospects you want to target •  Touch campaign •  Activity requirements (touches, calls, appointments, quotes/proposals) •  Competitors •  Tools and Resources needed (technology, training, product knowledge) •  Milestones – 30 day and 60 day targets to ensure the sales rep is on track You can feel free to add or subtract what ever you want from the list above. Just the fact that you are focused on doing and monitoring the right things will have a tremendously positive effect on your results.
  • 15. A few of the companies we work with Triggerstrategies.ca   15   15  
  • 16. About the authors We get approached by business owners because they are not happy with sales, development, team performance and growth. After our first conversation we usually find out they have trouble getting things done because of one or two things. The company has grown to a new size, or they simply do not have the right people in the right places. Because of this, they are unsure about what to do next. So we are known throughout Ontario for helping companies do four things: 1. We work with your team, to make sure you have the right people in the right roles 2. We work with your company to ensure you have a clear and committed corporate vision and strategy 3. We work with you and your team to better communicate with and service your market and customers 4. And lastly we put everything into action with dates, commitments, resources and accountability. We measure results and help you drive change These owners tell us they do not want theories and books, they want us to tell it like it is. If that sounds like something you need, call us. Triggerstrategies.ca   Larry Anderson Trigger Strategies Direct: (905) 321-2663 larry@triggerstrategies.ca Neil Thornton Trigger Strategies Direct: (905) 401-1434 neil@triggerstrategies.ca 16