3 Ways to LOCK OUT YOUR COMPETITION

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

http://bit.ly/FirstInWins

http://bit.ly/FirstInWins

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!


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?


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


77% of Purchases Are Unplanned

Purchases Don’t Follow BANT Any More Bit.ly/NewPurchasePath

http://bit.ly/NewPurchasePath


StatusQuo

Authority & Close Ratios

Want0%

Authority


Authority Need & Close Ratios

Window ofDissatisfaction™

75%*

* InnerSell Survey of over 200 sales executives and sales people, 2003

Need


• Loyal• Profitable• Testimonials & Referrals

Authority Need & the Ideal Customer

Authority Need & Close Ratios


Afford


Need

BAN & Close Ratios

16%**

Searching for

Alternatives

Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009

Budget


Bit.ly/LeakySalesFunnel

http://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


Searching for

Alternatives

BANT & Close Ratios

Justify

NEW Status QuoTimeline


0%

Searching for

Alternatives

StatusQuo

Why You Can’t Win Using BANT


NEW Status Quo

Authority

Need

Budget

Timeline


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


http://bit.ly/DecisionAlreadyMade



StatusQuo

AN Gets You In First


Authority

Need


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


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


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

http://www.onesource.com/isell

Q & A

Craig Elias• +1.403.874.2998

• TriggerEventSelling.com

• [email protected]

• LinkedIn.com/in/CraigElias

Steve Richard• +1.202.302.3193

• Vorsight.com


• LinkedIn.com/in/SalesKickOffSpeaker

Cliff Pollan• +1.781.350.3416

• PostWire.com


• Linkedin.com/in/CliffPollan

Resources• TriggerBook.com

• InsideSalesTraining.com

• PostWire.com

• Bit.ly/10ContentTips

• OneSource.com/iSell

3 Ways to LOCK OUT YOUR COMPETITION

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