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Challenging your prospects from do nothing to yes
Tom Pisello, CEO and founder of Alinean, emphasizes the necessity for B2B vendors to generate more leads and overcome prospects' resistance to change, influenced by the 'status quo'. He advocates for personalized, value-based content and diagnostic tools that help buyers justify changes over sticking with traditional methods. The document highlights the importance of integrating customer intelligence and third-party validation in sales strategies to effectively transition prospects from indecision to agreement.
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Challenging your prospects from do nothing to yes
- 1. Tom Pisello CEO &Founder The ROI Guy Twitter: @tpisello @AlineanROI Challenging Your Prospects from “Do Nothing” to Yes
- 2. Today’s Speaker Tom Pisello CEO& Founder of Alinean Who’s Who in B2B Demand Generation Serial entrepreneur Ex-Gartner Managing VP Creating value-based interactive content marketing campaigns and diagnostic sales tools to break the status- quo, accelerate sales cycles and reduce discounting
- 3. What do thesenumbers have in common? Of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC) Of deals are not lost to competition, instead are lost to the status quo (Sales Benchmark Index) Lengthening of the average purchase decision cycle over the past 5 years (SiriusDecisions) of buyers focused on price as primary decision factor, driving increased discounting by > 10% (U of Dayton)
- 4. Frugal Cost of doing nothing + value of change > risks + costs of change Skeptical More risk averse than ever Tired of traditional pitches Need personalized & Overloaded compelling insight Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors In Control Fueled by Internet & social media Opportunities, you & your competition Inviting sales later (> 65% along)
- 5. Decision Science Current Costs & Risks Priorities Benefits & Justification Value Differentiation Different Stakeholders & Higher Authority (eg CFO) New Brain Risks > Gain Visual Appeal Self Centered Contrast Old Brain Social Validation Similarity and Association
- 6. Barriers to Yes? -Of prospects stick with business as usual because not seeing a quantified reason to change -Are not able to justify change on their own Turn to you for help - Require 3rd party proof points & validation in order to trust results
- 7. 65% To those setting 35% To those winning the buying need bake-off Product Research Micro-sites Brochures Demos / White Papers 41% = Ineffective Content Sales Trials Case Competitive • Not Aligned PPTs Comparisons Studies • Too long Videos Blogs & Webinars • Not Relevant Enough Newsletters • Not Differentiating Enough • Customer Intelligence? Forrester Content Marketing Institute
- 9. Interactive White Papers Personalized Quantitative+ Qualitative Compelling Insight http://www.alinean.com/value_marketing/interactive_white_papers
- 10. Benefit Estimators Cost of“Doing Nothing” Benefits http://www.alinean.com/value_marketing/benefit_estimators
- 11. Diagnostic Assessments Issue Illumination Peer Comparisons Solution Guidance http://www.alinean.com/value_selling/assessment_tools
- 12. ROI Analysis Cost of“Doing Nothing” Required Investment Benefits & Key CFO Financials http://www.alinean.com/value_selling/roi_tools
- 13. TCO Comparison Differentiate Value QuantifyCompetitive Advantage http://www.alinean.com/value_selling/tco_tools
- 14. You Need anEdge … Yes = Old Brain Appeal + New Brain Logic From Status Quo to Yes From Marketing to Sales Integrated Customer Intelligence 3rd Party Credibility & Experience
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- 16. Next Steps andResources • The Opportunity • The Solutions – Value Marketing – Value Selling • The Proof • Resources and Insight – Fight Frugalnomics Resource Center – Ask the ROI Guy Resource Center
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