Post on 30-Oct-2014
description
3 Ways ToLOCK OUT YOUR COMPETITION
Craig Steve Cliff Elias Richard Pollan
iSell: One Source To …
• Over 19m contacts and decision makers
• Integrates 2,600 real time news sources
• Incorporates LinkedIn updates
OneSource Sales Triggers
http://sellingpower.typepad.com/gg/customer-relationships/
1. Define Your Targets
2. Expand Contacts & Get Details
3. Research the Prospect
4. Make Your Call/Email Relevant
Sales is ALL About The Pole Position
Scott Santucci2011 Corporate Visions Conference
Bit.ly/FirstInWins@ the 27:00 mark
First In Wins Most of the Time
Michael Bosworth Says…
“Column A Enjoys a Huge Advantage”Customer Centric Selling: Second Edition - Page 16
Requirements Company A Company B Company C
“COLUMN FODDER”
Photograph by EwanNicholson.ca
Craig’s BookSteven M.R. Covey“… simple but profound truths that will help you leverage intent for immediate action and cut down the selling cycle, while creating lasting bonds with customers.”
Gerhard Gschwandtner“This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.”
Keith Ferrazzi“By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…”
Ivan Misner“Elias and Shanto have brought referrals into the 21st Century, showing you how to … capitalize on the key moments that will bring you success in a busy, fast-paced world. This is a must read!”
© COPYRIGHT Craig Elias 2002 - 2012
Silver Bullet in Sales
TIMING!Getting in front of the best prospects
at EXACTLY the right time!
© COPYRIGHT Craig Elias 2002 - 2012
Status Quo
Searching For Alternatives
Window of Dissatisfaction™
Brute Force Does Not Work
McKinsey Quarterly: The basics of business-to-business sales success, May 20101,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe
Brute Force Does Not Work
http://sellingpower.typepad.com/gg/customer-relationships/
What Triggers The Best Timing?
© COPYRIGHT Craig Elias 2002 - 2012
Events NOT Circumstances
Trigger Events Vs. Circumstances?• Circumstances
– Falling stock price– Shrinking margins– Unhappy with current solution
• Trigger Events– Their competitor gets acquired– There is a change decision makers– They win a large customer contract– Their competitor launches a new product– Your competitor’s sales person moves on
© COPYRIGHT Craig Elias 2002 - 2012
77% of Purchases Are Unplanned
Purchases Don’t Follow BANT Any More Bit.ly/NewPurchasePath
StatusQuo
Authority & Close Ratios
Want0%
Authority
© COPYRIGHT Craig Elias 2002 - 2012
Authority Need & Close Ratios
Window ofDissatisfaction™
75%*
* InnerSell Survey of over 200 sales executives and sales people, 2003
Need
© COPYRIGHT Craig Elias 2002 - 2012
• Loyal• Profitable• Testimonials & Referrals
Authority Need & the Ideal Customer
Authority Need & Close Ratios
Window ofDissatisfaction™
Afford
© COPYRIGHT Craig Elias 2002 - 2012
Need
BAN & Close Ratios
16%**
Searching for
Alternatives
Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009
Budget
© COPYRIGHT Craig Elias 2002 - 2012
Bit.ly/LeakySalesFunnel
Ready to Buy is TOO LATE!“70% of the buying
decision is made
before a sales
person gets
involved”
Eric Berridge, Cofounder of Bluewolf at Sales 2.0 Conference – San Francisco March 2011
© COPYRIGHT Craig Elias 2002 - 2012
Searching for
Alternatives
BANT & Close Ratios
Justify
NEW Status QuoTimeline
© COPYRIGHT Craig Elias 2002 - 2012
0%
Searching for
Alternatives
StatusQuo
Why You Can’t Win Using BANT
Window ofDissatisfaction™
NEW Status Quo
Authority
Need
Budget
Timeline
© COPYRIGHT Craig Elias 2002 - 2012
Mo
re Likely To
Bu
yL
ess
Lik
ely
to B
uy
Fro
m Y
ou
Get In Before They Start Searching!“…75 percent of the time,
customers made their
decision halfway
through the
process.”
Steve W. Martin
Steve W. Martin
Heavy Hitter Sales
What's Wrong With Your Sales Training Program
Bit.ly/DecisionAlreadyMade
© COPYRIGHT Craig Elias 2002 - 2012
StatusQuo
AN Gets You In First
Window ofDissatisfaction™
Authority
Need
© COPYRIGHT Craig Elias 2002 - 2012
75%*
* InnerSell Survey of over 200 sales executives and sales people, 2003
It’s Already Happened To You
Those with three or more check marks were in the Window of Dissatisfaction™
WindowOfDissatisfaction.com
© COPYRIGHT Craig Elias 2002 - 2012
Want Trigger Event
Opens The Door...
Adds One More Thing...
Turns On Selective Perception
Won Sales Analysis™
What we seedepends on whatwe look for-John Lubbock
Time
Won Sales Analysis™
#1
#2
#3
1.What event(s) lead up to this purchase?
2.When did these events happen?
3.What made you choose us?
4.What can you do to make it easier to become our customer?
#4b
#4a
Em
otio
n
© COPYRIGHT Craig Elias 2002 - 2012
WonSalesAnalyis.com
Worksheet: Won Sales Analysis™
• Every time you win an ideal customer
• Ask the primary decision maker the four big questions - in grey
• Classify the opportunity using the check boxes and notes sections
• Search for patterns in:‒ Close ratio‒ Sales cycle‒ Lead source‒ Trigger Events‒ Decision maker
© Craig Elias 2002 - 2012
WonSalesAnalyis.com
Who Are The Best Prospects?
• Money• Authority• Influence
Timing Alone is Not Enough
“The two most important requirements for major
success are:
first, being in the right place at the right time, and
second, doing something about it.”
- Ray Kroc, Founding CEO, McDonalds
• Less than 7% said a vendor proactively contacted them
Do Top Performers Reach Out?
The New Path to B2B Purchases – DemandGen, 2011
Bit.ly/NewPurchasePath
• More than 93% of the time a prospect contacted the vendor
Do Top Performers Reach Out?
The New Path to B2B Purchases – DemandGen, 2011
Bit.ly/NewPurchasePath
45 to 53 percent of the executives interviewed said…
A cold call they received helped a vendor leapfrog onto the
consideration shortlist
Cold Calling Works!
“On average, sales reps dedicate 15% of time to
prospecting; that isn’t much time to create 60-70% of the overall new leads needed to maintain a 3x pipeline-to-
quota ratio.”
Channel ScoreOutbound Prospecting 3.7Website 2.9Inbound Calls 2.6Email Campaigns 2.6Events & Tradeshows 2.5Social Networking Sites 2.1Direct Mail 2.1Webinars 1.8
Source of your most qualified opps?
22.5
# of Dials for a Convo?
“I Can’t Get Anyone on the
Phone!”
Agenda
1.Direct Lines2.Call Windows
3.Professional Persistence
1Direct Lines
Associate Ave Meetings Per Month
(last 3)
% Direct Lines on
Contact List
Pete Best 11 51%
Ringo Starr 13 45%
George Harrison
20 76%
Paul McCartney
22 74%
John Lennon 29 87%
George Martin 33 97.6%
Caller ID Looks Different
Where Do I Get Direct Lines?
1. Alt Location s/b
2. Backup s/b Operator
3. Admin to Other Exec
4. Floor Receptionist
5. Random Employee
Admin People
1. IT Help Desk
2. Security Guards
3. Customer Service
4. Sales Lines
5. Accts Receivable
Support People
Audix = **6
Voice Mail System Codes
The Power of Direct Lines
2Call Windows
5 MinutesBeforeTop of Hour
ThursdayPM
What is The Best Time to Call?
How Scheduled
Day Of The Week Scheduled
Time of Day Scheduled
3Professional Persistence
Tenacity
Persistence
What are the Rules for
Persistence?
#1 Manage the Flow of Info
#2 Use a Constant Flow
#3 Sprinkle in Personal Details
#4 Add Value With Each Touch
Thanks for sticking with me, Steve.
I’m very busy and appreciate your
persistence!
1. See the problem
2. Commit to a solution
path
3. Plan out the change
Closed DealStatus Quo
Setting the Buying Vision
Context
ConversationContent
Bring clarity &Motivate change
Shifting Buyer Concerns
Needs
Solution
Risk
Phase ISolution Development
Phase IIEvaluation
Phase IIICommitment
Time
Level of
Bu
yer
Con
cern
*Based on the research of Neil Rackham
Price
People Product Company
Cost
Shifting Buyer Concerns
1. See the problem
2. Commit to a solution
path
3. Plan out the change
Discuss Issues with Status Quo Their Ideas for Change
Steps to Launch Solution
Uncover Their Change Motivations
Their Fears Needs of Larger team
Useful Content
3rd Party researchEducational webinarsWhite papers
Case studiesExpert interviewsFAQs
Free trial/Live demoPlanning checklistROI calculator
Closed DealStatus Quo
Tip#1
Manage Content Inventory & Flow
1:9:90Creators & Synthesizers
Consumers
Tip#2
Put ContentInto Buyers Context
Tip#3
Use Content ThatClarifies TheBuying Vision
Content That Clarifies The Vision
Tip#4
Share 3rd Party Content
Tip#5
Use Content To Create Interaction on
Online Forums
Tip#6
Leverage Humorous Content
Tip#7
Organize Content to Make it Easy to
Decide
iSell Trial
• Companies selected based on your specific target markets
• Contacts based on who is your key buyer – powered by millions of direct dial numbers and emails
• Timeliness prioritized by relevant sales triggers and how well they fit your sweet spot
• Key Issues highlighted through rich information about your target companies and prospects
FREE TRIAL: www.OneSource.com/iSell
The hottest opportunities prioritized by what’s most valuable to you…
First 25 Callers GetExtended Trial
of iSell.
Phone Only866.325.8143
Q & A
Craig Elias• +1.403.874.2998
• TriggerEventSelling.com
• Craig@TriggerEventSelling.com
• LinkedIn.com/in/CraigElias
Steve Richard• +1.202.302.3193
• Vorsight.com
• SRichard@Vorsight.com
• LinkedIn.com/in/SalesKickOffSpeaker
Cliff Pollan• +1.781.350.3416
• PostWire.com
• CPollan@VisibleGains.com
• Linkedin.com/in/CliffPollan
Resources• TriggerBook.com
• InsideSalesTraining.com
• PostWire.com
• Bit.ly/10ContentTips
• OneSource.com/iSell