future of sales-craig rispin-business futurist

The Future of Sales1- he Future of Sa es

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

WHAT HE LOOKS LIKETHOUGHT LEADER

WHAT HE FOCUSES ONEYES ON THE PRIZE

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HOW HE COMMUNICATESKNOWLEDGE MEGAPHONE

WHAT HE CARES ABOUPASSIONATEPROBLEM SOLVER

WHAT TOOLS HE USESDISRUPTIVE TECHENTHUSIAST

1

WHERE HE STANDSONE FOOT IN SALES,ONE IN MARKETING

Technology Changes Exponentially

People Think Linearly

Do You Remember the 8 Exponential

Technologies?

Do You Rememberthe 8 ExponentiaTechno ogies?

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

Let’s Check Out Your Social Selling Index (SSI):

linkedin.com/sales/ssi

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

Gartner Says the Future of IT Sales is a

Flipped Organisation:Focused on the Customer

When Was the Last Time You Asked Your Client,

“How do you like to be sold or marketed to?”

Thought Leadership Marketing –Tops for Marketers & Buyers

� 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

Reaching Global Executives:12Megatrends in B2B Marketing

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

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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75%

Social Selling Index (SSI)

Create a professional

brand

Find the right people

Engage with insights

Build strong relationships

%of B2B Buyers use social media to

make purchasing decisions

%Of B2B decision-makers expect new

or different insights from sales professionals

More likely to engage with sales professionals via warm introduction

than cold outreach.

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

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

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

A Great Example - Linkedin Approved:

80

Hunting – Step 1 is to build a lead list

Let LinkedIn do the hunting for you

Hunting – Step 2 is to engage recommended leads

Hunting – Step 3 is to find team connections

Take advantage of your entire company’s rolodex

Hunting – Step 4 is to listen for selling moments

An example of a selling moment

The rep sees an insight in the feed…

An example of a selling moment

Reaches out while prospect is in the moment…

…Magic happens

An example of a selling moment

The Future of Sales