sales shift: how inbound marketing has turned sales upside down

DECEMBER 10TH 2013

START TIME: 2:00PM ET 11:00AM PT

Frank Belzer

VP of Corporate Training

Kurlan and Associates

Host: Neal Cranna, Director of Marketing

Maximizer CRM

© 2013 Maximizer Software Inc. WWW.MAXIMIZER.COM

What is Inbound Marketing?


vsvsCold Calling

Cold Emails

(SPAM)

Interruptive Ads

Marketer -

Centric

SEO

Blogging

Attraction

Customer -

Centric

INBOUNDTRADITIONAL


The old marketing

86% skip TV ads

91% unsubscribefrom email

200Mon the Do Not Call list

44% of direct mail is never opened

BROKEN.

playbook is


You don’t find customers anymore.

They find you.


The customer is in control.


Marketing AND Sales needs to change, too.

The world has changed…


Why we are here

The way we sell has been forever transformed by

the way people buy. The idea that selling has

changed is not new – what is new are the

approaches, techniques and philosophy that sales

teams require to benefit from this shift.


Featured Speaker

Frank BelzerKurlan and Associates

@fbelzer

Frank Belzer is the author

of Sales Shift which details how

inbound marketing has turned

sales upside down.

http://www.frankbelzer.com/make-a-sales-shift/

What has happened to……Your Sales Pipeline

Your Sales Cycle

Your Sales Process

Your Sales Priorities

Your Top Sales People

Buyers no longer need/in fact they hateThe sharing of information about your product, your company or the sales person

To know what you think or what others think about your product or your solution

Hearing about the technical superiority or functionality

An unnecessary demo or trial

To be treated like a number/everyone else

A process that adds no value to what they have done already on their own

But they long forSomeone to help fill in the pieces

Someone to ask them the right questions

Someone to make them feel important

Someone that builds a true business relationship

Someone that isn’t scared to push back if they have drawn some wrong conclusions

Someone to help them customize the solution

Less time to build the relationshipOnly 24% of sales people excel at building relationships early enough in the process

Engaging the prospect

Recognizing that the way they feel about you (the rep) will have an impact on the lead converting into a viable sales opportunity

May no longer have the luxury of “in person meeting” which means the phone conversations and email exchanges need to be better than they were in the past!

Truly consultative sales peopleOnly 21% of current sales population can be described as truly consultative

Listen more than they talk

Know how to ask great high gain questions of the prospect

Become the value that the prospect cannot get anywhere else

Create a “comfort level” for the prospect that enables them to make a decision

Establish trust

Pipeline managementWe need to have more customization within our pipeline to accommodate the different buying patterns of the prospects that are in our funnel

We need to know that not every lead is a prospect

We need to understand how we differentiate and utilize lead nurturing

We need to recognize that even when someone raises their hand and requests help it might take 10 plus attempts to actually speak with them

Although they came to us through a digital interaction we must treat them like people

The big shifts in how we sellWe started the sales discussion

We picked the topic/application

We set the timelines

We used our process

We shared the information we wanted to share

We focused on getting to the ultimate decision maker

They started the discussion

They selected their area of interest

They have their own timeline

They are in the middle of their buying process

They already have information and they are looking for something else

They are deciding collaboratively and have an internal team to do that

Expectations have changedThe B2C and B2B worlds have merged - Impact of Amazon

They haven’t only looked at you – they have looked at everyone

All “sites” are created equal

An inbound lead is drawn to your company for some reason and they expect their interaction with sales to validate that and not contradict it

An inbound lead has not only been educated on your product or service during the course of their research, they have also learned about buying and negotiating with you.

The tendency might be……Although the tendency might be to approach a lead as if they are far along in the process and ready to buy the right thing to do is assume they are a red light opportunity

Although the tendency may be to simply pick up the process wherever the lead appears to be the right thing to do is back up and validate their earlier steps

Although the tendency might be to treat everyone at certain stages of the funnel the same way it is actually better to individualize and differentiate

A common story


Our SHIFT

A Unique Challenge

• Amplify marketing efforts with flat budget

• Expand presence in competitive segment

• Increase inbound leads quality

• Accelerate efforts with smaller team

• Create better sales conversations

Amplify Marketing Efforts

Webinar:


Results of SHIFT

Inbound Web Metrics • 13% increase in traffic,

• 20% increase in Unique visitors

• 19.2% increase in page per visit


Results of SHIFT

Lead Quality • Invalid leads down - 73%,

• Sales lead retention up - 52%

Cost/Time Savings• Marketing Headcount – Down 33%

• Metrics Admin – Saving 16 hrs. per month


What we learned

• Sales Shift

• Need leadership buy-in to SHIFT

• Training of new staff is crucial

• Re-evaluate long existing process

• Engagement of low level leads

• Becoming advisors, consultants and

value add to the prospect journey


Questions?

Call Maximizer:1-800-804-6299

maximizer.com/hubspot

Frank BelzerKurlan and Associates

Request a Tool Kit:[email protected]

sales shift: how inbound marketing has turned sales upside down

Documents

maximizer software

sales teams

sales needs

sales personto

sales people buyers

current sales population

consultative sales peopleonly

viable sales opportunitymay