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Finding Leads in the Digital Age
How to Turn the Radical Shift in B2B Buying into a
Competitive Advantage
What We’ll Cover
How to: q Navigate the changing buying cycle. q Capture quality leads from your
website. q Turn leads into sales opportunities. q Get marketing and sales on the
same page.
WHAT’S GOING ON? The World Has Changed.
Traditional Selling q Scarcity of
information.
q Sales Rep as “expert” advisor.
q Time pressure to decide.
Inbound Selling q Abundance of
information.
q Sales rep as ‘purchase facilitator’.
q No time pressure.
What it Feels Like Businesses used to operating as a trusted advisor suddenly feel like vendors hawking goods at the market and battling with customers over price.
GOOD BYE SALES FUNNEL The Buyer Is In Control.
Disintermediation Getting Rid of the Monkey in the Middle
Music Industry Independent artists bring a greater variety of good music to the masses at lower cost, while making more money. Music labels, agents and managers lose control.
Self-Publishing Agents, publishers and bookstores cede control of the print market to authors while self-publishing takes off.
Real Estate For Sale By Owner services start to grow rapidly in 2012. Anticipate downward pressure on realtor commissions and realignment of service offerings and fee structures.
Remember this guy? Today, the buyer is in control.
Buyer Behavior Today’s buyer navigates the majority of the sales process independently, without ever engaging directly with your company.
Buyers’ Changing Expectations “I already know what I need, how much it should cost and what quantity I will buy. I’m looking to you to validate my decision and help me make it happen.”
TOUR GUIDE The New Professional Sales Person.
It’s a Jungle Out There The buyer isn’t confident that he has absorbed all of the information, or even the right information. But he has constructed a story to help him organize it. Your job is to align your company with that story.
Information Overload By the time the buyer gets to sales, he has been presented with multiple different explanations. Often, the explanations are in conflict with one another.
PAC4E Yourself Selling is a marathon, not a sprint.
BUYER PERSONAS Aligning Sales & Marketing.
The Buyers’ Journey Status Quo
Buyer Wakes Up
Google It
Self Diagnosis
• First Decision -‐ What
Shopping! • Second Decision – How much? Shortlist vendors.
Engage prospecHve vendors.
SelecHon & purchase.
• The final decision – who gets the sale.
Sharing the Experience
Where sales typically enters the conversaHon.
Where conversaHon needs to begin!
Understanding Buyers Develop a buyer persona to inform every communication you have around your prospective customers. Marketing & sales must agree on who the buyer is, what he needs, and more importantly what he fears and what motivates him.
Who is Your Buyer
Can you describe your ideal buyer? ² Industry, role, title, age range, gender,
marital status, education? ² What are common interests of people
who fit this profile, outside of work? ² What organizations does your buyer
belong to? ² What publications – online & off – are
read?
Who is Your Buyer
What does your buyer need? ² What trigger event(s) most often start
the ‘wake up’ process? ² What is the end goal, the unrealized
problem the buyer needs to solve? ² How does the buyer frame that
problem? ² What is the story he is telling himself
about the problem?
Who is Your Buyer Why does your buyer need you?
² How do you solve the problem, as the buyer sees it?
² What reservations is he likely to have about buying your product?
² How does your solution fit into the story the buyer has constructed?
² What do you need to influence about the buyer’s story?
² What action do you need buyers to take, to begin a sales engagement?
Who is Your Buyer What questions does your buyer need to answer:
² To understand his problem? ² To choose a course of action? ² To narrow down the vendors to
consider? ² To get the best value from your product
after purchase? ² To remain confident that he has made
the best choice possible?
Next, answer each of these questions: q Using the same language as the buyer
q In a manner consistent with the lens through which the buyer sees the world
q At the exact moment the buyer needs the answer
q Without appearing too pushy or salesy
q While presenting multiple non-threatening options to engage with a human being.
THE PAC4E SYSTEM Inbound Sales & Marketing.
~85% of all B2B purchases start with a web search.
85 – 99% of website visitors are “just looking”
Of the 1-‐2% who are ‘real’ another 80% will not be markeHng qualified leads
(MQL)
Of the remaining 20%, less than half will likely become
sales qualified leads.
What is your closing raHo?
B2B Selling Goes Retail
When the seller is in control, nothing above this point mabers.
Selling is a marathon, not a sprint. You don’t want to be this guy!
Platform & Positioning Create your own podium and establish a platform from which you can get the word out.
Attract Qualified Visitors Buyer’s Journey – the prospect is moving from the status quo and waking up to the problem. Focus your content here around the trigger events that are likely to start this process.
Connect and Capture MQLs Buyer’s Journey – the prospect is aware that something needs to change and is in the “learning” stage, gathering and absorbing as much information as possible. Your goal at this stage is influence the story they will tell themselves about how the problem should be solved.
Cultivate Trust and Develop SQLs Buyer’s Journey – the prospect has developed the story about how they will frame the problem, and is investigating solutions. Convince them to put you in the mix.
Close the Deal – The Sales Conversation As a sales person, you will either take the order or blow the deal. The choice is yours. Are your words consistent with the story that has been constructed?
Captivate Customers In the age of social media, what happens after the deal is done matters. It matters a lot. What do your customers say the morning after?
Evangelize After-sale care is more important than ever. It is the only real opportunity to create a point of differentiation that will hold up under scrutiny. Identify those customers who take pride in their influence, keep them happy and leverage their popularity.
In a Nutshell q Know your buyer. q Develop answers to his questions at each stage
of the buying process. q Create content to answer specific questions &
make it freely available. q Automate information delivery. q Collect contact details in exchange for
information. q Use lead scoring to shape sales response and
personalize automated communications. q Maintain contact post-sale.
Thank You Paula Skaper
KinetixMedia.com [email protected]