Polar Bear Pithing Ice Breaker Day 2016 Short description how to integrate b2b sales process to b2b buying process. Ice Breaker Day was event, where startups got the right tools to break through the ice with global investors and media. Hands on workshops sparred by top experts, networking and matchmaking!

1. WORKSHOP
How to #breakthruice in B2B sales?
Hannu Savela, @hasaa
Polar BearPitching 2016

2. ”65 % of entrepreneurs says that the main way to
growth is better sales and marketing.
- Pohjois-pohjanmaan Yrittäjät - Kasvun suunta kysely 12/2015 N=630
Hannu Savela, @hasaa
Polar BearPitching 2016

3. KEY DIFFERENCES
➤ B2B purchasing process is longer.
➤ B2B products and services are more
complex.
➤ B2B buying is teamwork.
➤ B2B evaluation factors are more diverse.
➤ B2B pricing is often more complex.
Hannu Savela, @hasaa
Polar BearPitching 2016

4. BUYING PROCESS
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Customer identify the
existence of the
brand/product etc.
Customer became
interested and
identify the need.
Customer pickup
more information
about your products.
Customer compare
products and
substitutes.
Customer evaluate
the threats and risks.
Customer make
decision.
Where the customer
notices your solution
first time?
Which raises the
customer's interest ?
What kind of
information customer
wants and where?
How he compares the
solution and what he
want to makes sure?
What makes the
customer back off?
How customer makes
decision?
Hannu Savela, @hasaa
Polar BearPitching 2016

5. PROJECT LIFESYCLE
Project
lifesycle
Partnerships Top managers make strategic and longtime planning.
Invests Investors undertake to invest for the projects.
Planning Designers planning the buildings.
Planning
permissions
Experts applying for building permits.
Purchasing Buyer preparing purchase.
Order - Delivery Construction starts.
Hannu Savela, @hasaa
Polar BearPitching 2016

6. TARGET GROUP & PROJECT LIFESYCLE
Project
lifesycle
Target group
Partnerships Top managers make strategic and longtime planning. Management
Invests Investors undertake to invest for the projects. Investors
Planning Designers planning the buildings. Designers
Planning
permissions
Experts applying for building permits. Experts
Purchasing Buyer preparing purchase. Buyer
Order - Delivery Construction starts. Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016

7. Project
lifesycle
Target group
Partnerships Top managers make strategic and longtime planning. Management
Invests Investors undertake to invest for the projects. Investors
Planning Designers planning the buildings. Designers
Planning
permissions
Experts applying for building permits. Experts
Purchasing Buyer preparing purchase. Buyer
Order - Delivery Construction starts. Project Manager
EXERCISE 1 - MY TARGET GROUPS
What kind of
purchasing
process your
customer have?
What is your
target
groups?
Hannu Savela, @hasaa
Polar BearPitching 2016

8. HOW WE INTEGRATE BUYING PROCESS AND TARGET GROUPS?
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Where the
customer notices
your solution first
time?
Which raises the
customer's
interest ?
What kind of
information
customer wants and
where?
How he compares
the solution and
what he want to
makes sure?
What makes the
customer back off?
How customer makes
decision?
Management
Investors
Designers
Experts
Buyer
Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016

9. HOW WE INTEGRATE BUYING AND SELLING PROCESSES
Buying
process
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Where the
customer notice
your solution first
time?
Which raises the
customer's
interest ?
What kind of
information
customer wants and
where?
How he compare
the solution and
what he want to
makes sure?
What makes the
customer back off?
How customer makes
decision?
How we lead customer to the decision?
Selling&
Marketing
process
How we promote
our solution?
How we help to
identify needs?
What information
we can share?
How we help make
comparison?
How we remove
the risks?
How we will ensure
the decision?
Hannu Savela, @hasaa
Polar BearPitching 2016

10. OUR SELLING & MARKETING PROCESS
How we lead customer to the decision?
Selling&
Marketing
process
How we promote
our solution?
How we help to
identify needs?
What information
we can share?
How we help make
comparison?
How we remove
the risks?
How we will ensure
the decision?
Management
Investors
Designers
Experts
Buyer
Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016

11. WORKSHOP
How to #breakthruice in B2B sales?
Hannu Savela, @hasaa
Polar BearPitching 2016