Future of Sales-Craig Rispin-Business Futurist
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Transcript of Future of Sales-Craig Rispin-Business Futurist
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The Future of Sales1- he Future of Sa es
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ANATOMY OF THEMODERN SALES PROBy Traackr
WHAT HE LOOKS LIKETHOUGHT LEADER
WHAT HE FOCUSES ONEYES ON THE PRIZE
WHAT HE'S TAKING INEMPATHETIC LISTENER
WHAT HE CARES ABOUTPASSIONATEPROBLEM SOLVER
WHAT TOOLS HE USESDISRUPTIVE TECHENTHUSIAST[
1
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WHAT HE LOOKS LIKETHOUGHT LEADER
WHAT HE FOCUSES ONEYES ON THE PRIZE
/
HOW HE COMMUNICATESKNOWLEDGE MEGAPHONE
WHAT HE CARES ABOUPASSIONATEPROBLEM SOLVER
WHAT TOOLS HE USESDISRUPTIVE TECHENTHUSIAST
1
WHERE HE STANDSONE FOOT IN SALES,ONE IN MARKETING
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Technology Changes Exponentially
People Think Linearly
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Do You Remember the 8 Exponential
Technologies?
Do You Rememberthe 8 ExponentiaTechno ogies?
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The convergence of marketing and sales, combined with the wealth of data that
modern technology has made available to prospects, has led to the emergence of
new ideas like “social selling” and “smarketing.”
- HubSpot.com
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Let’s Check Out Your Social Selling Index (SSI):
linkedin.com/sales/ssi
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The sales rep is no longer in charge; in fact, it’s quite the opposite, as prospects now hold the power. This change in the buyer-seller power
structure demands a corresponding change in the way sales reps interact with prospects. It’s
no longer about selling, it’s about helping.
- Hubspot.com
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Gartner Says the Future of IT Sales is a
Flipped Organisation:Focused on the Customer
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When Was the Last Time You Asked Your Client,
“How do you like to be sold or marketed to?”
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Thought Leadership Marketing –Tops for Marketers & Buyers
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� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
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Reaching Global Executives:12Megatrends in B2B Marketing
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sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
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Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
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Social Selling Index (SSI)
Create a professional
brand
Find the right people
Engage with insights
Build strong relationships
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%of B2B Buyers use social media to
make purchasing decisions
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%Of B2B decision-makers expect new
or different insights from sales professionals
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More likely to engage with sales professionals via warm introduction
than cold outreach.
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3X more likely to go to club
Go to Club
51% more likely to exceed quota
Exceed Quota
Promoted to VP 17 months faster
Get Promoted Faster
Sales Professionals Who Are Social Selling
• Achieved more than 120% of quota (#1 rep)• Has built over 100 new clients in pipeline
“If it wasn’t for LinkedIn, I would not have built the existing network I have with some large NFP organizations…LinkedIn Navigator is addictive. It is like having a strategy manager working for me 24/7. ”
SSI64
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3X more likely to go to club
Go to Club
51% more likely to exceed quota
Exceed Quota
Promoted to VP 17 months faster
Get Promoted Faster
Sales Professionals Who Are Social Selling
• President’s Club FY 2014• Finished the year at 166% of Quota
“I put it down to LinkedIn; when I track down my lead sources for deals I closed LinkedIn had a profound effect on how I engaged with decision makers and how I went about identifying those individuals.”
SSI71
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Create a Thought Leader’s Linkedin Profile
Professional photo is your first impression
Tagline should be action oriented, not just a title
Summary should describe your passions
Rich media should illustrate your story
Educate potential buyers who visit your profile
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A Great Example - Linkedin Approved:
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80
Hunting – Step 1 is to build a lead list
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Let LinkedIn do the hunting for you
Hunting – Step 2 is to engage recommended leads
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Hunting – Step 3 is to find team connections
Take advantage of your entire company’s rolodex
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Hunting – Step 4 is to listen for selling moments
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An example of a selling moment
The rep sees an insight in the feed…
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An example of a selling moment
Reaches out while prospect is in the moment…
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…Magic happens
An example of a selling moment
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The Future of Sales