webinar april 2nd_2014 bm updates
TRANSCRIPT
The Future of SellingH O W S E L L I N G H A S C H A N G E D
Heather Nairn-RandSenior ConsultantSalesHub
@hnairnrand
Doug O’GradySales DirectorSalesForce Search
@DougOGrady
The Future of SellingS p e a k e r s
Matthew CookCEO, SalesForce SearchCEO, SalesHub
@MattCookSales
The Future of SellingA g e n d a
• The Future of Selling
• Introduction to SalesHub
• Case Study – How SalesForce Search has Adapted to the Future of Selling
T H I S I S Y O U R N E W B U S I N E S S C A R D
Who is online? On Google, Bing, Yahoo?
Worldwide . . .88,000,000,000 searchesper month on Google
PER SECOND…………………………………………… 34,000
PER MINUTE…………………………………………… 2,000,000
PER HOUR………………………………………………. 121,000,000
PER DAY………………………………………………….. 3,000,000,000
Who is online?
46% of daily
searchesare for
information onproducts
orservices
Who is buying online?
Social Media
1 billion + users on Facebook
650,000,000 users on Twitter
300,000,000 LinkedIn Profiles
How people look to buy• The Internet has forever fundamentally changed the way people find,
discover, share, connect and buy
• Most buyers begin their purchasing process online, even if they ultimately make the purchase either in person or over the phone
• 60% of the traditional sales process has disappeared because of the Internet (Source: Google and CEB The Digital Evolution in B2B Marketing )
• Customers are well educated on products and services well before they engage a seller
• Customers want control over the buying process. Selling has changed
The Future of SellingR E T H I N K I N G S A L E S
Old Marketing
o Website
o Brochure
o Company Centric
o Hope People Come
o Static
o Manual
New Marketing
o Web Asset
o Answers Questions
o Customer Centric
o Drives Visits
o Dynamic
o Automated
The Future of SellingR E T H I N K I N G S A L E S & M A R K E T I N G
Old “interruption selling”
o Cold Calling
o Trade Shows
o Direct Mail
o Email Blasts
o Print Ads
o TV/Radio Ads
New “permission selling”
o Blogging
o Social Media
o Lead Nurturing
o SEO / SEM
o Free Tools / Trials
o Videos
The Future of SellingR E T H I N K I N G S A L E S & M A R K E T I N G
Old School Saleso Cold Calling
o Follow up Calls
o Send information
o Follow up Calls
o Try to Book Meeting
o Interest or Not
New Way of Sellingo Website Visit
o Education
o Download or Inbound Call
o Further Education
o Close
o Customer Service
The Traditional Hunter The New Farmer
Inbound efforts cost 62% lessper lead than traditional, outbound efforts
Outbound:AVG COST/LEAD: $373
Inbound:AVG COST/LEAD: $143
The Future of SellingR e a c h i n g Y o u r A u d i e n c e
• You need a Web Asset that will attract people
• The message needs to resonate with your buyer...quickly
• Content needs to provide answers to customer problems
• Content needs to continually be produced
• Your message needs to be spread to reach your
audience
The Future of SellingR E A C H I N G Y O U R A U D I E N C E
The Future of SellingT h e C r e a ti o n o f S a l e s H u b
Common Selling Problems
If you are not reaching your audience . . .
and answering their questions or solving their problems . . .
your competitors will !
• Your website is little more than a product brochure• Your website isn’t getting found
• Cold calling isn’t effective• Difficult to connect live with prospects (call display, voice mail)
• Because they have adapted to the future of selling and are educating your prospects
• Competitors are on page 1 of a Google search and you are not
Common Website Problems
• You have a website but does anyone come?
• Do you track who they are and how they got there?
• If they are not finding you, who are they finding and why?
• How much are you spending on conferences, cold calls
etc...What is your cost of acquiring a new customer?
The sooner you answer these questions, the faster you will grow
revenue
The Future with SalesHubSalesHub transforms your website into an automated virtual internet sales team which attracts customers and increases your closing rates
Deliverables:
• Increases size of your sales funnel
• Weeds out unprofitable prospects
• Persuade Undecided Prospects More Effectively
• Find Better Prospects
• Increase the Speed of your funnel
• Replenish your funnel every week
SalesHub
New Role of SalesHub New Role of your Seller
SalesHub
• We are a One Stop Shop. We Develop, Design and Build. We Manage, Create and Execute...Accountable
• Transform Your Website into a Web Asset• Drive Customers to Your Web Assets• Generate Key Messages and Content that answer Customer Questions
and Problems• It’s Our Job to Keep you on the Cutting Edge• SalesHub is your Virtual Sales Team automating the first 60% of the
sales process• All for about the cost of one sales person
SalesHub is a virtual sales team designed to optimize a company’s web
assets, drive down the cost of acquisition and improve the effectiveness of your sales team.
MEDIUM
• WEB ASSETS• FACEBOOK• TWITTER• LINKEDIN• LEAD NURTURING• PR
MESSAGE
• CONTENT TRANSLATION • CUSTOMER CENTRIC• KEY MESSAGES• BUYER PERSONAS• COMMUNITIES• SEARCHWORDS
METRICS
SalesHubOne Stop Shop
Development• Website development • Blog development• Social profile set up• CRM Set Up
Execution• SEO / technical
optimization• Blog writing, editing,
publishing• Linked In, Facebook and
Twitter sharing• Lead Nurturing & Lead
Generation • Tracking and accountability
Case StudyS a l e s F o r c e S e a r c h
• Our story:• Profit Magazine Hot 50 list in 2010 & 2011• 442,000 Website Visits since March 2012• Ranked in top 3 search results for 193 Keywords • 12,421 organic search visits last month• Lead to the creation of SalesHub.ca
The Future of SellingO u r S t o r y
Year 1 - our Starto Cold Calling
o Base Salaries
o Business Developers
o 10 leads a month
o 1000 Website Visits a
month
o 14 new Customers
Nowo Inbound Leads
o 100% Commission
o Account Managers
o Over 200 Leads a month
o 30,000 Website Visits a
month
o 226 New Customers in
2013
The Future of SellingO u r S t o r y
Cumulative Growth: April 2011 – April 2014
The Future of SellingW h a t N o w ?
The Future of SellingO u r S t o r y
• Companies that adapt to the Future of Selling will succeed• Look critically at your website and content and make sure it
speaks to your customers pain• Embrace the new way companies buy
– Buyers Buying vs. Sellers Selling
The Future of SellingF r e e W e b A s s e s s m e n t
• Free Offer
• Web Asset Audit for all attendees
• Email Heather Nairn-Rand to receive your free offer: [email protected]
Thank YouC O N T A C T I N F O R M A T I O N
ON THE WEB
Matthew Cook
www.SalesForceSearch.comwww.SalesHub.ca
@MattCookSales
Heather Nairn-Rand
[email protected]@hnairnrand
Doug O’Grady
[email protected]@DougOGrady