b2b sales is not a hookup
DESCRIPTION
How is B2B market different from B2C market? What B2B marketers should not learn from B2C? Why in the B2B arena, the entire sales process is often based on relationship building and trust? How can you build world class business off of referrals? Presentation "B2B Sales Is Not A Hookup" will not just help you answer these questions but will give you even more tips on how to master B2B lead generation process and dramatically increase sales.TRANSCRIPT
B2B SALES IS NOT A HOOKUP!
BY: @zturkal (ZLATKO TURKAL)
ROCK PAPER STARTUPS, RIJEKA, CROATIA 11.14.2014
ZLATKO TURKAL3 X ENTREPRENEUR
CEO/FOUNDER AT @b_exchange
10+ YEARS IN THE B2B MARKET
LOVES
STARTING & RUNNING COMPANIES
SHORT MACCHIATO WITH COLD MILK
SUBARU CARS
SAZERAC
ROWING
B2B SALES
VS.
B2C SALES
SHORT SALES CYCLE
CHEAPER
OFTEN EMOTIONAL
HOOKUPS
I DON’T KNOW YOU!
- XYZ %
LONG SALES CYCLE
MORE EXPENSIVE
RATIONAL
RELATIONSHIPS
TRUST IS CRUCIAL!NON DISCOUNT %
PAIN POINT/NEED RESEARCH NEGOTIATION PURCHASE
B2B SALES CYCLE
9 OUT OF 10 BUSINESS BUYERS (BB) SAY WHEN THEY ARE READY TO BUY, THEY WILL FIND YOU
81% OF BB START
THE PROCESS WITH A WEB SEARCH
84% SAID WORD OF
MOUTH RECOMMENDATIONS INFLUENCE THEIR PURCHASE
1. CAN I SEE YOUR
WORK?
2. HOW MANY
REFERENCES DO
YOU HAVE?
3. ARE YOU
TRUSTWORTHY?
4. WHAT IS YOUR
PRICE?SOURCE: FORRESTER RESEARCH
BUYERS COULD BE UP TO 90%THROUGH THEIR BUYER’S
JOURNEY BEFORE EVEN REACHING OUT TO
A VENDOR
IN 2012,
FORRESTER
INDICATED
THAT B2B
AS THE B2B SELLER,
YOUR JOB IS TO
INFLUENCEBUYER’S DECISION
EVEN BEFORETHE NEED ARISES.
S
BUILDING TRUST IS NOTBUILDING ONLINE PRESENCE IS EASY
BUILDING INFLUENCE N THE B2B ARENA
BUY ONLINE DISPLAY ADS
HIRE PR PERSON/AGENCY
PAY FOR PRINT ADVERTISING
TV ADS
Your expenses will be outrageous compared to your benefits in the short run and you don’t have
enough cash to support these activities in the long run.
IN HOUSE SALES TEAM
GET REFERRAL PROCESS IN PLACE
SURVEYS (require feedback)
GROWTH HACKING
BLOG
EMAIL MARKETING
SEO/SEM
EXECUTIVE EVENTS
TRADESHOWS/CONFERENCES
IF YOU DO WEBINARS DON’T CALL THEM WEBINARS
DO VIDEO TUTORIALS INSTEADor
give people the power to decide when to watch.
FIRST THINGS FIRST
PICK UP THE PHONE
AND START DIALLING !
WASTE OF
YOUR TIME
IDENTIFY WHO THE MARKET OF
PROSPECTS IS THAT YOU WANT TO
DIRECT YOUR EFFORTS TOWARD.
THINK OF YOU PRODUCT/SERVICE AND
WHO THE TARGET AUDIENCE IS.
PROSPECTING, THE ACQUISITION OF
VIABLE LEADS TO INTERACT WITH AND
CREATE A SALE.
GET IN FRONT OF
THE RIGHT GUYS
ASK FOR INTRODUCTIONS
CONFERENCES & SEMINARS
EXECUTIVE EVENTS
RESOURCES:
HAVE A PROCESS IN PLACE
PREPARE LIST OF PROSPECTSe.g: “3h of preparation for 1h or course time.
If you put on a series of 4 lectures = 12h of work in total.
Say that you have 10 students. Next 12 months they will work 20,000 for your company.
If training efforts result in a 1% improvement in your sales team performance, the company will gain the equivalent of 200h of work for 12h being
invested in training”
PREPARE SALES SCRIPT
Andy Grove
1ST DESIGN YOUR OWN SALES PROCESS USING .XLS SPREADSHEET
2ND TEST & TWEAK
3RD MOVE TO PROVEN/PAID SOLUTION Coffee is for
closers :/
A lwaysB eC losing
TRAIN YOUR PEOPLE:
AINCENTIVES MAKE THE WORLD GO ROUND
PUT THAT COFFEEDOWN, COFFEE IS
FOR CLOSERS
ONLY!
FIRST CALLS ARE IMPORTANT
FOLLOW UPS ARE CRUCIALSTRATEGY AND DISCIPLINE
BEING PERSISTENT
BEING PROFESSIONAL=
GET REFERRAL PROCESS IN PLACE
Only two person are needed to start a business. One who has a great product or service and the other who will pay for it and tell everybody else.
HOW DO YOU SHARE POSITIVE EXPERIENCES
THAT YOUR CUSTOMERS HAVE
WITH YOUR COMPANY?
HOW DO YOUR CUSTOMERS
SHARE POSITIVE EXPERIENCES THEY THEY HAVE WITH YOUR COMPANY?
HOW DO YOU CAPTURE POSITIVE
STUFF THAT YOU ARE DOING WITH YOUR
CUSTOMERS?
REFERRAL
ENGINE
COLLECTING FEEDBACK/TESTIMONIALS WILL:
HELP YOUR RELATIONSHIP WITH EXISTING CUSTOMERS
HELP YOU BUILD TRUST TOWARD YOUR COMPANY
BRING YOU ADDITIONAL CUSTOMERS
ASK SPECIFIC QUESTIONS THAT ARE IMPORTANT FOR THE RELATIONSHIP WITH YOUR CUSTOMER
HOW TO COLLECT
RESULTS?
FEEDBACK/TESTIMONIALS
AND YIELD THE BEST
SEND SHORT QUESTIONNAIRE IN WRITTEN AND REQUIRE THE ANSWERS IN WRITTEN AS WELL
PUBLISH AND SHARE COLLECTED TESTIMONIALS ON THE INTERNET USING SPECIALIZED B2B TOOLS.
www.business-exchange.co
ONLINE TESTIMONIALS WILL SKYROCKET YOUR BUSINESS
help you expand company’s current
trading area to the whole world
improve search engine credibility
and will move company’s name up
in terms of search results
enhance company’s global
presence and recognition
@zturkal