First in Wins!

Craig EliasChief Catalyst.

© COPYRIGHT Craig Elias 2002 - 2015Slide 2

When is the BEST TIMING?

© COPYRIGHT Craig Elias 2002 - 2015Slide 3

Status

Quo0%Happy & Not Looking

Slide 4

Chasing Status Quo Leads

“You can spend time

trying to move

someone so they

become interested but

in my book that’s

wasting time.”Linda Crawford

EVP Sales Cloud, Salesforce.com

http://bit.ly/WereAllInSales

© COPYRIGHT Craig Elias 2002 - 2015Slide 5

16% Searching for

Alternatives

Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009

Unhappy and Looking

Slide 6 http://bit.ly/ChallengerTriggers - February 26th

Slide 7

Get In Early

© COPYRIGHT Craig Elias 2002 - 2015Slide 8

Window of

Dissatisfaction™74%

Forrester: 2012 Buyer Insights Study

Unhappy and Thinking of Looking

Slide 9

Michael Bosworth Says…

Requirements Company A Company B Company C

“COLUMN FODDER”

“Column A Enjoys a Huge Advantage”Customer Centric Selling: Second Edition - Page 16

© COPYRIGHT Craig Elias 2002 - 2015Slide 10

The Best Leads

Specific

People Or

Businesses

Ability To Make

A Purchase

Dissatisfied With

The Status Quo*

10X*Those recently dissatisfied with the Status Quo are up to10 time more likely to switch vendors

- Craig Elias

Slide 11

Brute Force Does Not Work

Bit.ly/DestructiveSalesActivity

Slide 12

The Tree of Discontent

Bit.ly/TreeOfDiscontent

© COPYRIGHT Craig Elias 2002 - 2015Slide 13

AffordFunnel Movers

JustifyFunnel Shakers

WantFunnel Fillers

Status

Quo

Window of

Dissatisfaction™

Searching for

Alternatives

Events That Trigger Dissatisfaction

© COPYRIGHT Craig Elias 2002 - 2015Slide 14

Interest

Trigger

Decision

Trigger

20,000 CONSUMERS

5 INDUSTRIES

3 CONTINENTS

http://bit.ly/McKinseyOnTriggers

* The Afford Trigger is not part of McKinsey’s original research

Afford

Trigger*

McKinsey Gets ‘It’ (2009)

Slide 15 * Trigger Events are not part of Google’s original research

Trigger Event*

Google Gets ‘It’ (2011)

Slide 16

GE Gets ‘It”

Beth Comstock

CMO & SVP

“It applies in both a

consumer

AND

a business-to-business context”

Slide 17

“80%of B2B purchases are

unplanned and

unbudgeted”

bit.ly/BreakingOutOfTheFunnel

DemandGen Gets ‘It’ (2013)

Slide 18

Fast Follow Up Is a Differentiator

0.6%In 5 minutes

or less

bit.ly/LeadResponseManagement

Slide 19

Why Leverage Trigger Events

20%More reps make

quota

http://bit.ly/AberdeenOnTriggers

© COPYRIGHT Craig Elias 2002 - 2015Slide 20

31%Finding & keeping

customers was

their biggest

challenge

Slide 21

The Power of Focus

Increase in close rate when you have a pipeline of

3X or less

http://bit.ly/PerfectFunnel-Sirius

32%

Slide 22

Brute Force Does Not Work

35%Too much contactwas destructive tothe relationship

McKinsey Quarterly: The basics of business-to-business sales success, May 2010

1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe

Slide 23

Top 10 Sales Initiatives in 2014

Slide 24

49%Of executives put a

vendor on a short list

based on a cold call

Calling At The Right Time Works!

Slide 25 Bit.ly/57PercentOfDecisionMade

57%of the buying decision is

made before a sales

person gets

involved

Ready To Buy Is TOO LATE!

Slide 26

Rearch Out at the Right Time

Bit.ly/OutboundWorks

© COPYRIGHT Craig Elias 2002 - 2015Slide 27

The Power of Focus

more likely to make quota if they have pipelines of

3X or less

http://bit.ly/PerfectFunnel-Sirius

66%

Slide 28

Losing takes too much time

68%Longer to lose a

sale than to win

Bit.ly/LongerToLose – Slide #9

Slide 29

70%Want to talk to salespeople

during the ‘early stages’

of the buying process

Challenging The Challenger Sale

bit.ly/ProvideValueInEveryStage

IT Services

Marketing

Association

Slide 30 How Clients Buy: 2009 Benchmark Report on Professional Services Marketing and Selling from the Client Perspective

25%Tire Kickers

25%Short Term

50%Long Term

75% Form Fills Buy In 24 Months

Slide 31

75%

Took an appointment orattended an event based on a well-time outbound email or call

Bit.ly/OutboundWorks

Slide 32

“75%made their decision

halfway through

the process.”Steve W. Martin

Heavy Hitter Sales

What's Wrong With Your Sales Training Program

Bit.ly/DecisionAlreadyMade

Slide 33

Where Most Prospects Are

79%agree there is a problem... but are not committed to doing anything about it.`

Jolles.com

Slide 34

Change in Executives

Spending $1Million+ onnew initiatives did so within

the first 90 days

80%

© COPYRIGHT Craig Elias 2002 - 2015Slide 35

Trigger Event Marketing Pays

80%Saving in direct

marketing costs

Slide 36

Persistence Matters

80%Of company

revenues come from

those

who make four

or more callsSource: National Dry Good

Association (USA)

Slide 37

80%Spent more

with those viewed

as strategic providers

Strategic Vendors Get More

Forrester: 2012 Buyer Insights Study

Slide 38

The Power of Focus

20% close ratio

$150,000 sale

$2,220,000

93% Increase

Marketing Equally

Sized Segments

Segment

Size

Lead

Rate$ Value

200 9% $200K

200 7% $150K

200 5% $100K

200 3% $75K

200 1% $50k

1,000 5% $115

20% close ratio

$115,000 sale

$1,150,000

Vs.

Marketing Proportionally

Sized Segments

Segment

Size

Lead

Rate$ Value

400 9% $200K

400 7% $150K

200 5% $100K

1,000 7.4% $150

bit.ly/TripleYourTradeshowLeads

Slide 39

Breaking Out Of The Funnel– DemandGen, 2013bit.ly/BreakingOutOfTheFunnel

97%A prospect

reached out and

initiated the process

Prospects Initiate The Sale!

Slide 40

The Power of Focus

bit.ly/MicroTargetSelling

100%Increase in

growth rate

© COPYRIGHT Craig Elias 2002 - 2015Slide 41

Unbudgeted Buyers and Word Of Mouth

Unbudgeted buyers are:

• 2X more likely to act as a reference

• 75% more likely to share their experience on LinkedIn discussion forums

• 50% more likely to blog about their experience

Breaking Out Of The Funnel– DemandGen, 2013

bit.ly/BreakingOutOfTheFunnel

Slide 42

The Power of Word Of Mouth

“…Word of mouth generates

more than twice the sales

of paid advertising…”

Bit.ly/WordOfMouthStats

© COPYRIGHT Craig Elias 2002 - 2015Slide 43

Trigger Event Marketing

500%Improvement in

response rateshttp://www.visiongraphics-inc.com/blog/post/what-is-

event-triggered-marketing

Slide 44

Triggering Better Conversion Rates

bit.ly/PredictablePipeline

530%Improvement in

first call conversion

330%Improvement in

second call conversion

Slide 45

Trigger Event Emails

600%Higher response rate

http://bit.ly/RightTime-vs-RealTime

© COPYRIGHT Craig Elias 2002 - 2015Slide 46

Ready to Buy

Those who recently experienced

a financial event and can now

afford your services, are ready

are now up to 8X more likelyto buy now

Slide 47

5-Minute Form Fill Follow Up

900%Increase in contact rate vs. 60 minute follow up

bit.ly/LeadResponseManagement

Slide 48 Photograph by EwanNicholson.ca

ShiftSelling.com

Craig@ShiftSelling.com

+1.403.874.2998