sales shift: how inbound marketing has turned sales upside down

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2013 Maximizer Software Inc. WWW.MAXIMIZER.COM


Frank Belzer VP of Corporate TrainingKurlan and Associates

Host: Neal Cranna, Director of Marketing Maximizer CRM 2013 Maximizer Software Inc. WWW.MAXIMIZER.COM

What is Inbound Marketing? 2013 Maximizer Software Inc. WWW.MAXIMIZER.COMvsvs

Cold Calling Cold Emails (SPAM)Interruptive AdsMarketer - CentricSEOBloggingAttractionCustomer - Centric INBOUNDTRADITIONAL 2013 Maximizer Software Inc. WWW.MAXIMIZER.COMThe old marketing

86% skip TV ads91% unsubscribefrom email200Mon the Do Not Call list44% of direct mail is never opened

BROKEN.playbook is 2013 Maximizer Software Inc. WWW.MAXIMIZER.COMYou dont find customers anymore.They find you.

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMThe customer is in control. 2013 Maximizer Software Inc. WWW.MAXIMIZER.COMMarketing AND Sales needs to change, too.The world has changed 2013 Maximizer Software Inc. WWW.MAXIMIZER.COM8Why we are hereThe 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.

2013 Maximizer Software Inc. WWW.MAXIMIZER.COM9Featured SpeakerFrank BelzerKurlan and Associates@fbelzer

Frank Belzer is the author ofSales Shiftwhich details how inbound marketing has turned sales upside down.

2013 Maximizer Software Inc. WWW.MAXIMIZER.COM10What has happened toYour Sales PipelineYour Sales CycleYour Sales ProcessYour Sales PrioritiesYour Top Sales People

Buyers no longer need/in fact they hateThe sharing of information about your product, your company or the sales personTo know what you think or what others think about your product or your solutionHearing about the technical superiority or functionalityAn unnecessary demo or trialTo be treated like a number/everyone elseA process that adds no value to what they have done already on their own

But they long forSomeone to help fill in the piecesSomeone to ask them the right questionsSomeone to make them feel importantSomeone that builds a true business relationshipSomeone that isnt scared to push back if they have drawn some wrong conclusionsSomeone to help them customize the solution

Less time to build the relationshipOnly 24% of sales people excel at building relationships early enough in the processEngaging the prospectRecognizing that the way they feel about you (the rep) will have an impact on the lead converting into a viable sales opportunityMay 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 consultativeListen more than they talkKnow how to ask great high gain questions of the prospectBecome the value that the prospect cannot get anywhere elseCreate a comfort level for the prospect that enables them to make a decisionEstablish trust

Pipeline managementWe need to have more customization within our pipeline to accommodate the different buying patterns of the prospects that are in our funnelWe need to know that not every lead is a prospect We need to understand how we differentiate and utilize lead nurturingWe need to recognize that even when someone raises their hand and requests help it might take 10 plus attempts to actually speak with themAlthough they came to us through a digital interaction we must treat them like people The big shifts in how we sellWe started the sales discussionWe picked the topic/applicationWe set the timelinesWe used our processWe shared the information we wanted to shareWe focused on getting to the ultimate decision makerThey started the discussionThey selected their area of interestThey have their own timelineThey are in the middle of their buying processThey already have information and they are looking for something elseThey are deciding collaboratively and have an internal team to do that

Expectations have changedThe B2C and B2B worlds have merged - Impact of Amazon They havent only looked at you they have looked at everyoneAll sites are created equalAn inbound lead is drawn to your company for some reason and they expect their interaction with sales to validate that and not contradict itAn 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 beAlthough 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 opportunityAlthough 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 stepsAlthough 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

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMOur SHIFTA Unique ChallengeAmplify marketing efforts with flat budgetExpand presence in competitive segmentIncrease inbound leads quality Accelerate efforts with smaller teamCreate better sales conversations

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMAmplify Marketing Efforts

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMWebinar:

2013 Maximizer Software Inc. WWW.MAXIMIZER.COM23Results of SHIFTInbound Web Metrics 13% increase in traffic, 20% increase in Unique visitors 19.2% increase in page per visit 2013 Maximizer Software Inc. WWW.MAXIMIZER.COMResults of SHIFTLead Quality Invalid leads down - 73%, Sales lead retention up - 52%

Cost/Time SavingsMarketing Headcount Down 33%Metrics Admin Saving 16 hrs. per month

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMWhat we learnedSales ShiftNeed leadership buy-in to SHIFT Training of new staff is crucial Re-evaluate long existing processEngagement of low level leadsBecoming advisors, consultants and value add to the prospect journey

2013 Maximizer Software Inc. WWW.MAXIMIZER.COMQuestions?

Call Maximizer:1-800-804-6299

Frank BelzerKurlan and Associates

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2013 Maximizer Software Inc. WWW.MAXIMIZER.COM