how to digitalize the modern sales process
TRANSCRIPT
@zefstories
HOW TO DIGITALIZE THE MODERN SALES
PROCESS
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www.zef.fi/en
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Tuomas Haapsaari@Tomehaa
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Jani Aaltonen@JaniAaltonen
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THERE IS TOO MUCH NOISE IN THE MARKETS.
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EVERYBODY IS WRITING, WHO IS READING?
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COMPANY BLOG IS A GREAT TOOL TO EDUCATE
AND MOVE PROSPECTS FORWARD IN THEIR BUYERS JOURNEY.
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HOW TO STAND OUT FROM THE MASS OF BLOG
ARTICLES?
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”TELL ME AND I WILL FORGET TEACH ME AND I WILL REMEMBER INVOLVE ME AND I WILL LEARN”
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INTEGRATED INTERACTIVE CONTENT IS POWERFUL SOLUTION
FOR ATTRACTING VISITORS AND GENERATING PROFILED LEADS
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WHY INTERACTIVE CONTENT?
EASY TO DIGEST
EASY TO SHARE
COLLECTS VERY USEFUL DATA
HAS HIGH CONVERSION RATES
PEOPLE LOVE BEING INVOLVED PROFILED LEADS
NEW CONTENT TYPE
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TODAY WE ARE GOING TO FOCUS ON PROFILING SQL:S
WITH PRE-MEETING SURVEY
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WHY SHOULD WE USE PRE-MEETING SURVEY TO PROFILE
OUR PROSPECTS?
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THE OLD SALES PROCESS:
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SALES REP SETS UP A MEETING
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THERE IS NO COMMUNICATION BEFORE THE MEETING
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WE SPEND HUGE AMOUNT OF TIME MAPPING CUSTOMERS NEEDS
IN THE FIRST MEETING
WHAT DOES THE PROSPECT GETS FROM THIS?
PROSPECT GETS FROM THIS?
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WE BOOK ANOTHER MEETING TO GO THROUGH THE SOLUTION
BASED ON CUSTOMERS NEEDS
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USUALLY THERE ARE MORE PEOPLE ATTENDING THE 2ND
MEETING AND WE HAVE TO START FROM ALMOST THE
BEGINNING
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DURING THE SECOND MEETING WE MIGHT BE ABLE TO CLOSE
THE DEAL BUT USUALLY IT TAKES AT LEAST ONE MORE
MEETING TO GET THE DEAL
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WHAT’S THE CHANGE WITH A PROFILED
PROSPECT?
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WE ASK OUR PROSPECTTO TELL US HOW DOES SHE WANT TO BUY FROM US
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THEN WE AUTOMATICALLY EDUCATE HER BEFORE THE
MEETING.
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BECAUSE WE KNOW OUR PROSPECT BETTER,WE ARE ABLE TO PREPARE THE PROPOSED SOLUTION BEFORE THE MEETING
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BECAUSE OUR PROSPECT GETS OUR MATERIAL BEFORE THE
MEETING SHE WILL BEBETTER PREPARED
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THE FIRST MEETING WILL NOT BE JUST MAPPING NEEDS, BUT DESIGNING THE SOLUTION
TOGETHER WITH THE PROSPECT
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WHAT HAPPENED TO US WHEN WE STARTED TO USE PRE-
MEETING SURVEY?
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OUR PROSPECTS STARTED TO THANK US ABOUT THE WAY
WE SELL
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OUR HIT RATE INCREASED BY
110%
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HOW DOES THE PROCESS GO?
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SALES QUALIFIED LEAD
MEETING IS BOOKED
SURVEY
RICH DATA IS IMPORTANT TO ME
I COLLECT WARM LEADS
RESULTS BASED ON ANSWERS
PERSONA:ANALYTIC LEADER
THANK YOU FOR ANSWERING.
CTA
THANK YOU PAGE
BLOG
DATA-DRIVEN BUSINESS
WEBINAR
GUIDE
AGENDA
MEETING
AUTOMATED PRE-MEETING SURVEY PROCESS
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INTEGRATE ZEF TOOL WITH HUBSPOT
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CREATE 8 - 10 QUESTIONS1. CURRENT STATE
2. BEHAVIOR
3. DECISION MAKING4. EXTENDING THE PARTICIPANT POOL5. AGENDA FOR THE UPCOMING MEETING
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CREATE PROFILES // BUYER PERSONAS
WHAT KIND OF BUYERS DO YOU HAVE
THIS IS NOT ABOUT TITLES BUT MORE ABOUT BEHAVIOR / CURRENT STATE / NEEDS
2. RESULTS BASED
PERSONA:ANALYTIC LEADER
THANK YOU FOR ANSWERING.
CTA
2. RESULTS BASED
PERSONA:ANALYTIC LEADER
THANK YOU FOR ANSWERING.
CTA
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MATCH PROFILES TOANSWERS IN ZEF TOOL
Profile 5 Profile 4
Profile 3
Profile 2RICH DATA IS IMPORTANT TO ME
I COLLECT WARM LEADS
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CREATE A THANK YOU PAGE FOR EACH PROFILE WITH HUBSPOT
THANK YOU PAGE INCLUDES TARGETED CONTENT FOR EACH PROFILE
TARGETED CONTENT HELPS TO PREPAREFOR THE UPCOMING MEETING
3. THANK YOU PAGE
BLOG
DATA-DRIVEN BUSINESS
WEBINAR
GUIDE
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CREATE A WORKFLOW THAT SENDS A PERSONALIZED EMAIL FOR
EACH PROFILEEMAIL INCLUDES A LINK TO THE
THANK YOU PAGE
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WHAT CHANGES IN SALES PROCESS
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WE’LL ASK MORE THAN TELL
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WE’LL HELP OUR PROSPECT TO PREPARE BETTER
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WE’LL BE ABLE TO PREPARE BETTER
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WE’LL SEND THE AGENDA BEFORE THE MEETING BASED ON PROSPECT’S ANSWERS
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WE ARE ABLE TO SERVE OUR PROSPECT THE WAY SHE WANTS TO BE SERVED
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WE WILL GET HAPPIER CUSTOMERS
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WE WILL SELL MORE
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BENEFITS WRAP UP+ INCREASED HIT RATE
+ INCREASED COMMITMENT
+ CUSTOMER IS BETTER PREPARED
+ SALES REP IS BETTER PREPARED
+ SHORTENS SELLING CYCLE
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SALES QUALIFIED LEAD
MEETING IS BOOKED
SURVEY
RICH DATA IS IMPORTANT TO ME
I COLLECT WARM LEADS
RESULTS BASED ON ANSWERS
PERSONA:ANALYTIC LEADER
THANK YOU FOR ANSWERING.
CTA
THANK YOU PAGE
BLOG
DATA-DRIVEN BUSINESS
WEBINAR
GUIDE
AGENDA
MEETING
AUTOMATED PRE-MEETING SURVEY PROCESS