replystream - 10 steps to guided selling

#LS16

Replystream, Inc.KenJisser,VPSales&Servicesken@replystream.comwww.aa-isp.org/chapter.php?id=17www.linkedin.com/in/kenjisser@KenJisser

10 Steps to Guided Selling

10 Steps to Guided Selling

1. IdealCustomerProfile2. IdealContactProfile3. BuildFuelLines4. Follow-upProcess5. PlaybookandPlays6. ConversationGuide7. ConversionRates8. Training&Education9. MonitorProgress10.RetainTeam

No purchases, but some assembly required...

Step 1: Define the Ideal Customer Profile

● Gather100%ofcustomers○ Customerdatacanbeinmultiple systems○ Customerdataisoftenmissingkeyattributes

● Enrichcustomerorganizationdata○ Companydataisfreeandavailable○ Incompletedataisnolonger anexcuse

● Empiricallydescribeyourtargetorganization(s)○ Breakdowncompanydatabysize,and/orindustry○ LeverageNAICScodeswhenpossible

● Segmentandprioritizeyouraddressablemarket○ PutalltheICPdatabackintoSalesforce○ Beproactive tobuild targetlistsforyour team

Very Board & CEO friendly...

Step 2: Define the Ideal Contact Profile

● Gather100%ofcustomercontacts○ Allcontactsassociatedwithcustomers○ Extractcontactsandprepare fordataenrichment

● Enrichcontactdata○ Enrichcontactdatamanuallyormatch&append○ 3rdpartyproviders andfreesources:Netprospex,

Zoominfo, Data.com,DiscoverOrg, Linkedin..● Empiricallydescribeyourtargetcontacts

○ Breakdownbylevel,function, androle○ Define taxonomyofkeytitles;useforlistbuilding○ Definepersonas;keymessaging forvarious targets

‘Calculate’ your Personas...

Ideal Customer Profile = Understand your TAM

Step 3: Build Marketing Generated “Fuel Lines”

FuelLine1: Trials& Inquiries

FuelLine2:Marketing Requests

FuelLine4: Sales Targeted

FuelLine3: In-Person Events

Display Advertising

SEM

Social

Public Relations

Download

Website

Content Syndication

Webinar

Blog

Partner Webinar

Branded Event

Field Event

Partner Event

Contact Us

Trade Show

Community Event

ResearchedContacts

List Import Cold Call

Partner ReferralEmail Send

QuoteRequest

Inbound Call

Step 4: Lead & Activity Management Process

Campaigns Leads

Accounts

Opportunities

ContactsExecuteProgram

CaptureLead

RouteLead

RemoveDupes &BadData

DevelopLead

CompleteMeeting

ConvertLead

CreateOpportunity

CloseOpportunity

SALESFORC

EMAR

KETING

SALES

DEVELOPM

ENT

SALES

NewCustomer

Step 5: Playbook and Plays...

● Personas● Value propositions● Use-cases● Customer references● Discovery questions● Qualification criteria● Objections & rebuttals● Next step...

Step 6: Conversation GuideAll the stuff

you need, none of the

garbage you don’t...

Step 7: Conversion Waterfall

Conversations

ScheduledMeetings

CompletedMeetings

CallAttempts 1,000

60

17

15

CreatedOpportunities

AnnualContractValue$27,500

$82,500 TotalACV

EmailSends 1,000

3ClosedOpportunities

Summary:● PerSDR/ISR● Permonth

1of17calls

2of7conversations

9of10scheduledmeetings

2of3completedmeetings

3of10createdopportunities

10

28%

6%

90%

66%

30%

Step 8: Training, Coaching & Development

● Traintoplaybooksandplays○ Existingcustomersarethebestteachers○ Learnwhatsuccessful salespeople doandsay

● Coachtoconversationguides○ Usereal-world livesituations○ Leadbyexample

● Developtalentbychallengingstatusquo○ Don’t ignore convention; dotheopposite○ Getpeopleoutoftheir comfort zoneoften

● Holdaccountabletoconversionrates○ Provideguidance onexpectedresults○ Setexpectationsthatkeeptheprocess tight

Consistently and daily...

Step 9: Monitor progress

People respect

what you inspect...

Step 10: Retain Team Reward people for doing the right things...

= +

10 Steps to Guided Selling

1. IdealCustomerProfile2. IdealContactProfile3. BuildFuelLines4. Follow-upProcess5. PlaybookandPlays6. ConversationGuide7. ConversionRates8. Training&Education9. MonitorProgress10.RetainTeam

Recap and Results...

200%

#LS16

Replystream, Inc.KenJisser,VPSales&Servicesken@replystream.comwww.aa-isp.org/chapter.php?id=17www.linkedin.com/in/kenjisser@KenJisser

10 Steps to Guided Selling

#LS16