Learn how the modern buyer has changed the sales game with their ability the tune out interruptions, find their own information and purchase products on their own terms. Slides from live webinar on Feb. 1st, 2017.

1. Sales Has Changed.
How The Modern Buyer Has
Changed The Sales Process

2. 2
Sales Has Changed.
How The Modern Buyer Has Changed The Sales Process.
Sean Henri
Founder, Pepperland Marketing
@SeanHenri

3. 3
Housekeeping

4. 4
Agenda
1. Defining The Modern Buyer
2. New Method Of Selling To The Modern Buyer
3. Recap
4. Questions?

5. 5
Defining The Modern Buyer

6. 6
A Trip Down Memory Lane
PRE-INTERNET:
• Buyer: Relatively uninformed
• Buyer Journey: Linear
• Sales Playbook: Interrupt (cold calls
and outbound advertising).
TODAY:
• Buyer: Well-informed
• Buyer Journey: Fluid and random
(starts with Google)
• Sales Playbook: Being defined.

7. 7
The Internet Has Changed Humans.
• Everyone is an expert
• Product research
• No salesperson required

8. 8
Generic Doesn’t Cut It

9. 9
One Size Does Not Fit All

10. 10

11. 11
Inbound Gets Results
54%
more leads are generated
by inbound tactics than
traditional paid marketing.
2X
as many marketers say
inbound delivers a lower
cost per lead than
outbound methods.
$20K
is the average companies
save per year by investing
more in inbound
marketing vs. outbound.

12. 12
The Inbound Methodology
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Publishing
Forms
Calls-to-Action
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring
Strangers Visitors Leads Customers Promoters
>>> >>> >>> >>>

13. 13
ATTRACT
Blog
Keywords
Social Publishing
Strangers Visitors
>>>
CONVERT
Visitors Leads
CLOSE
Leads Customers
>>>
Forms
Calls-to-Action
Landing Pages
>>>
CRM
Email
Workflows
DELIGHT
Surveys
Smart Content
Social Monitoring
Customers Promoters
>>>

14. 14
{ Lead
MQL
SQL
Opportunity
Customer
{
Marketing
Sales

15. 15
{ Lead
MQL
SQL
Opportunity
Customer
{

16. 16
Cold Calling

17. 17
Cold Calling Is Dead
9/10
top-level B2B
decision-makers simply do
not respond to cold
outreach.
1%
of cold calls ultimately
convert into
appointments. That’s 100
calls to get one meeting.
18
is the number of dials
you’ll have to make on
average to reach a single
buyer.

18. 18
Email Blasts

19. 19
Mass Email Is Ineffective
78%
of consumers have
unsubscribed from emails
because a brand was
sending too many emails.
42%
of marketers do not send
targeted email messages.
Only 4% use layered
targeting.
17.6%
The open rate for emails
with a personalized
message, compared to
11.4% without.

20. 20
Trade Shows

21. 21
Generic
Presentations

22. 22
A legacy sales process is centered
around the way salespeople sell,
instead of how people buy.

23. 23
“Today’s sales organizations must shift from trying to
control their internally driven sales cycle and truly
embrace the new customer-driven buying cycle -
otherwise, prospects will eliminate you from their
consideration list and buy from your competition.”
TIFFANI BOVA, Salesforce Global, Customer Growth and
Innovation Evangelist

24. 24

25. 25
New Method of Selling to the
Modern Buyer

26. 26
• Thanks to modern technology, many
purchases can now occur without
any human interaction.
• When given the option, most buyers
prefer this.

27. 27
The Inbound Methodology
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Publishing
Forms
Calls-to-Action
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring
Strangers Visitors Leads Customers Promoters
>>> >>> >>> >>>

28. 28
How Can We Abandon The Old Techniques?
52
The average numbers of
calls a sales development
rep makes in a day.
18
The number of dials it
takes to connect with a
single buyer.
<1%
The percentage of
prospects who called back
after a cold-call voicemail.

29. 29
The Inbound Sales Methodology
IDENTIFY CONNECT EXPLORE ADVISE
Strangers Leads
Qualified
Leads
Opportunities Customers
>>> >>> >>> >>>

30. 30
Inbound Sales Methodology
• The internet’s rise in prominence has caused a shift in power from the
salesperson to the buyer.
• Inbound Sales is about transforming selling to align with today’s empowered
buyer.

31. 31
Figure out WHO they are, WHAT
they are searching for, & HOW you
can add value.

32. 32
Why bother?

33. 33
Sales productivity is paramount to
enabling a company to grow.

34. 34
• Search Engines
• LinkedIn
• Facebook
• Twitter
• Product Review Sites
• YouTube
• RSS Feeds
Product Research Is Easy

35. 35
The Goal

36. 36
The Inbound Sales Methodology
IDENTIFY CONNECT EXPLORE ADVISE
Strangers Leads
Qualified
Leads
Opportunities Customers
>>> >>> >>> >>>IDENTIFY > CONNECT > EXPLORE > ADVISE

37. 37
Phase 1: Identify
Find Your Buyer:
• Visited your website
• Filled out a form
• Opened an Email

38. 38
Phase 2: Connect
Reach Out Your Buyer:
• Blogs
• LinkedIn
• Twitter

39. 39
Phase 2: Connect (Twitter Tip)
• Understand what interests them – hobbies, business issues/challenges, etc
• What questions are they asking (issues/challenges)?
• What questions have they answered (expertise)?
• Researching your prospect’s industry/market. Are there any trends? What are
people talking about?
• Leverage search.twitter.com

40. 40
Phase 2: Connect (Lead Intelligence)
• What pages have they seen?
• What content have they
downloaded?
• Note any trends?
• Social Media Intelligence
• Custom Lead Score

41. 41
Phase 3: Explore
Leverage Initial Buyer Interest:
• Exploratory conversation
• Leverage information gathered
during Identify and Connect stages
• Uncover buyer goals

42. 42
Phase 4: Advise
Be The Trusted Advisor
• Tailors presentation
• Works with buyer to develop
purchase timeline
• Knowledge transfer to post-sales
• Checks in with buyer after sale,
continues relationship

43. 43
Legacy Salespeople
• Unaware of which buyers are active
in the buyer's journey
• Use cold outreach; lead with generic
elevator pitch to qualify a budget
• Transition into presentation mode
when a buyer expresses interest
• Deliver the same presentation every
time and offer discounts to get
buyers to purchase on seller’s
timeline
Inbound Salespeople
• Prioritize buyers that are active in the
buyer's journey
• Build trust by participating in the
buyer’s online conversations; lead
with personalized messaging and
advice based on buyer’s interest
• Transition into exploration mode
when a buyer expresses interest
• Personalize the presentation to each
buyer and adjust the sales process to
the buyer’s timeline

44. 44
• Listening
• Probing
• Prescribing

45. 45
It all comes back to knowing who
they are, what they are searching,
and how you can add value.

46. Questions?

47. Thank You!