Download - Teach First. Then Sell
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How You Sell Matters
How You Sell Matters
2
65% Source: Forrester
Source: ITSMA
Source: Rain Group
Setting the Buying Vision
Context
Conversation Content
Bring clarity & Motivate change
1. See the problem
2. Commit to a solution path
3. Plan out the change
Closed Deal Status Quo
Discuss Issues with Status Quo Their Ideas for Change
Steps to Launch Solution
Uncover Their Change Motivations
Their Fears Needs of Larger team
Useful Content
3rd Party research Educational webinars White papers
Case studies Expert interviews FAQs
Free trial/Live demo Planning checklist ROI calculator
Jul-13 © IDC For Internal Use Only. Not for Distribution without IDC Permission.
How Do Sales Teams Need to Evolve?
8
Sales Needs to: Add more value to the
individual buyer: – Communicate a vision; – Be a trusted advisor.
Pre-90s 90s 2000s 2010+
IT’S ALL ABOUT...
IT’S ALL ABOUT...
THE BUYER ME
Selling Focus
Product Solution Company’s business need(s)
Individual buyer’s business & professional needs
Knowledge Transfer
Collateral (hard copy)
Trans-parencies
1 to Many Web Site
Collateral (soft copy)
PowerPoint
Sales enablement
Targeted Web content
Rapid Customer enablement
Customized workspace
Interaction Snail mail In-Person Phone
Email Mobile
Conference call
Mobile Text
Instantaneous or asynchronous Social media Telepresence
Leverage new channels to learn, prepare, interact. . . Intelligent Interaction
Provide relevant and focused knowledge and insight for the individual buyer and the buying team
Examples
Initial Outreach
The“Follow Up”
MeetCallDemo
$$$
InboundLeads
Leads fromEmail
Automation
Start with the most basic pain point.
Nurture
Start Teaching
http://headrush.typepad.com/
Teach them the basics.
Kathy Sierra
• Start a blog on Tumblr and start writing what you know
• Record yourself on Youtube showcasing what you know
• Write a quick short digestible e-book using the Apple iBook Creator
• Curate great content
Step 1.Cultivate Content
• Email a simple link or attachment
• Publish online and share on LinkedIn/Twitter to build followers and start conversations
• Build your own personal Mailing List and share content regularly
Step 2.Incorporate Content
• Never, never, never try to sell on the first few touches
• Always, always, always have a call to action to further the conversation and relationship
Rules of Teaching
Teaching Via Email
• Highlight problem, provide solution, try to sell them on the first email
• Highlight benefit, ask to chat
• Provide value, build relationship over a series of emails
3 DifferentWays to Email
• Highlight problem, provide solution, try to sell them on the first email
• Highlight benefit, ask to chat
• Provide value, build relationship over a series of emails
3 DifferentWays to Email
BAD
OK
GOOD
Rules of Engagement
✓Keep it short and simple
✓Don’t try to close a deal on the first email
✓Personalize, Personalize, Personalize
✓Keep it short, seriously.
5 x 5
5 emails5 day intervals
Initial Outreach
Provide Value / Build Trust
Ask them / Show you care
Sell
Getting StartedDeal Stage
What’re we communicating? Template Name
What’s the call to action? Next Step?
ProspectingHigh level
problem we solve
“Initial Outreach”
Watch video on website
Follow Up on Engaged Leads
Prospecting Solution Details Video Followup Setup Phone Call Reminder
....
Pricing/Negotiating
Value of product Case StudyReview the case
studiesPhone Call
....
Initial Outreach
The“Follow Up”
MeetCallDemo
$$$
InboundLeads
Leads fromEmail
Automation
Follow Up
Nurture
Great Templates
✓Are Short
✓Have a clear call to action
✓Reminds you to {{PERSONALIZE}}
✓Are Short (this is really important)
Initial Outreach
The“Follow Up”
MeetCallDemo
$$$
InboundLeads
Leads fromEmail
Automation
Set Up Meetings
Nurture
Questions
About Postwire• Postwire is on a mission to change the way B2B
solutions are sold.
• Gone are the days of cold calling and emailing, and in are the days of personalized education.
• Postwire gives you one place to capture, organize, and share educational content with your prospects in a highly visual and personal way.
• Using Postwire, you'll know what content is being accessed when so that you can nurture prospects with content and conversation at the appropriate times.
About ToutApp✓Helps Salespeople focus on selling
✓Complete Sales Communications Platform
✓Plugs into Gmail, Outlook, Salesforce and more...
✓Streamlines emails and phone calls
✓Tracks day to day emails, presentations, calls
✓Keeps CRM updated
✓Real-Time analytics