selling to smbs€¦ · local business owners are overwhelmed by their options. and they’re tired...
TRANSCRIPT
Selling to SMBs
Agenda Challenges
Social Selling
Contact Ball
Path to Purchase
Demonstrating ROI & Using Data
SMB Digital Workshops
How Many Vendors or Salespeople are calling on your local businesses every month
On average, local businesses are
called on by…..
39 Different sales people/vendors
every MONTH!
The competitive landscape is as
cluttered as it’s ever been.
Traditional Legacy Sellers Agencies and Resellers Self-Serve Options Out-of-Market Sellers Web-Based Solutions
To some degree, what we are doing has become a commodity.
Local business owners are overwhelmed by their options.
And they’re tired of having to spend hours of their time explaining their business to US.
Needs Analysis Fatigue.
92% of executives do not respond to generic email or cold calls.
Social media sources of information are used by more than 70% of B2B
decision makers.
SMBs have a hard time understanding what is driving results for them, if anything.
They are frustrated with the lack of ability to measure the return on their investment.
Summary of Challenges
Competition Evolving Sales Process Demonstrating Results Education
Social Selling
Tools to Reaching Business Owners in a Highly Competitive Landscape.
Cold Calls
Qualify Leads
Sales Presos
TRADITIONAL SALES MODEL
Social Networks
Engage Educate
NEW SALES MODEL
DO BOTH
Is this really a sales discipline?
14,430 LinkedIn jobs requiring social selling skills 971,929 people with social selling in their professional description 434,489 posts on the topic
HubSpot defines Social Selling as.. “The use of social media by sales organizations for listening, customer engagement and internal collaboration…
It is an inevitable consequence of social buying”.
Usage of Social Media sites has risen
1000%
Since 2005
The number of online U.S. adults who use social media sites has risen from
8% to 80% in the less than ten years.
About 90% of mass affluent consumers
actively use social media. Source:
Why Social Selling?
• Competition is probably doing it
• Shorter sales cycles
• Your prospects are already there
• “Warm” starts instead of “Cold” ones
• Control your personal brand
• Reach a different audience than your core.
72.6% of salespeople using
social media actually outperformed their colleagues
NOT on social media. Hubspot: HOW SALES CAN USE SOCIALMEDIA TO CLOSE MORE DEALS
Let’s Look at this in Action
Here’s What We Know…. A business that exists that we probably never would
have known about
A new marketing director and what their objectives are
Commonalities/shared interests with decision maker
Insight to his personality and preferred platforms
Over ten shared connections
A few ways to get an introduction
Size and age and scope of business
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On average, after how many calls do your sales people typically eliminate a business as a prospect?
How many calls or contacts does it typically take to get an appointment?
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• 2% of sales are made on the 1st contact.
• 3% of sales are made on the 2nd contact. • 5% of sales are made on the Third contact. • 10% of sales are made on the 4th contact. • 80% of sales are made on the 5-12th contact.
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• 48% of sales people never follow up
with a prospect.
• 25% of sales people make a second contact and stop.
• 12% of sales people make three contacts and stop.
• Only 10% of sales people make it more than three contacts with a prospect.
However…
The Contact Ball
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92% of salespeople don’t make it to the 5th sales call.
B2B buyers engage vendors once they are 65% of the way to making buying decision.
What is a Contact Ball? A system for following up with prospects who have not yet granted you a meeting.
Develop a tactical plan for following up with prospects when you get voicemail or are told there is no current interest or need.
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How does it work?
Outcomes:
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1.Start to establish credibility.
3. Uncovers clues to optimal contact time and a first signal to objections.
2. Provide a mechanism to hold yourself accountable.
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The Contact Ball 1. Follow-Up Email 2. Mail a card with your card 3. Connect on LinkedIn 4. Send a referral via email or mail 5. Send calendar invite for an appointment 6. Email marketing article related to industry 7. Send competitive marketing data 8. Email a testimonial from another customer 9. Invite to attend a networking event 10. Follow on social (Twitter/FB/Instagram) 11. Send a spec ad with creative ideas 12. Send a note acknowledging peak season 13. Invite to lunch or stop with coffee 14. Have a manager or supervisor email/call 15. Refer a client, friend or family member
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Using Data to Demonstrate Results and ROI
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One thing that can set us apart from most of the
marketing competition is demonstrating
accountability for results to our customers.
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We can do this in a few ways:
Use Analytics tools such as Google Analytics, and Social platform metrics to discuss how we will be measuring success.
This conversation, coupled with identifying specific business goals and identifying audience should happen at the very beginning of the sales process.
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Best Practices for Using Analytics: Get admin access to analytics as early in the sales process as you can.
Use the data to have monthly or quarterly conversations with your customers to show value and adjust accordingly.
Make sure your customer facing team has the confidence to talk about data.
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Set Goals and Conversion Metrics: Conversions are not limited to businesses with
ecommerce goals. Think about other actionable metrics.
Newsletter Sign-Ups Registrations Form Downloads Contact Us Page Visits Request for Information Appointment Setting
Medium-Sized Home & Garden Business
Small-Sized Beauty & Fitness
There isn’t a magic formula for each business type, but it is important to be able to work with
SMBs to explain why the mix of media types are so important and how they influence buying decisions at different stages of the
purchase cycle.
SMB Workshops are a great way to help educate your local businesses about various
platforms that are unfamiliar to them and why the mix is so important.
Setting Up Digital Workshops for SMBs
• Determine your content and focus • Who is your audience? Specific Categories of businesses? • Who is your internal champion? • Determine your timeline. • Logistics-where/when • Determine marketing materials (email/direct/house ads) • Set account executive goals/targets • Promotions (door prizes) • Determine who will conduct the workshop • Pre-Train your sales team
Workshop Content Try to Keep this Informational Your Customers Came to Learn
• Local spend in your DMA by Business Category and Media Type • Consumer spending in your DMA • Path to purchase and importance of being relevant and discoverable across
platforms (desktop and mobile) • High-level facts about various social platforms and how they perform • Audience-based targeting and marketing strategies • Examples of specific categories and how an audience strategy might look • Your media company’s footprint • Promote specific print and/or digital bundles (perhaps special to those
attending)
Workshop Content Try to Keep this Informational Your Customers Came to Learn
• Local spend in your DMA by Business Category and Media Type • Consumer spending in your DMA • Path to purchase and importance of being relevant and discoverable across
platforms (desktop and mobile) • High-level facts about various social platforms and how they perform • Audience-based targeting and marketing strategies • Examples of specific categories and how an audience strategy might look • Your media company’s footprint • Promote specific print and/or digital bundles (perhaps special to those
attending)
Themes
• Clicks n’ Coffee (What is SEO? SEM? • Social Media BootCamp (101-201) • How are my Customers? Why Does Audience Matter? • Big Data? Small Data? Medium Data? What is it? • Blogging for Business • Lead Generation-What Should I Measure? • Getting the Most from your Website • Marketing Mix: Why it’s Important (Customer Path to Purchase) • Google Grants for Non-Profits
THANK YOU!
Amie Stein Director of Training & Development Local Media Association @amiestein [email protected]