Post on 17-Jul-2015
First in Wins!
Craig EliasChief Catalyst.
© COPYRIGHT Craig Elias 2002 - 2015Slide 2
When is the BEST TIMING?
© COPYRIGHT Craig Elias 2002 - 2015Slide 3
Status
Quo0%Happy & Not Looking
Slide 4
Chasing Status Quo Leads
“You can spend time
trying to move
someone so they
become interested but
in my book that’s
wasting time.”Linda Crawford
EVP Sales Cloud, Salesforce.com
http://bit.ly/WereAllInSales
© COPYRIGHT Craig Elias 2002 - 2015Slide 5
16% Searching for
Alternatives
Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009
Unhappy and Looking
Slide 7
Get In Early
© COPYRIGHT Craig Elias 2002 - 2015Slide 8
Window of
Dissatisfaction™74%
Forrester: 2012 Buyer Insights Study
Unhappy and Thinking of Looking
Slide 9
Michael Bosworth Says…
Requirements Company A Company B Company C
“COLUMN FODDER”
“Column A Enjoys a Huge Advantage”Customer Centric Selling: Second Edition - Page 16
© COPYRIGHT Craig Elias 2002 - 2015Slide 10
The Best Leads
Specific
People Or
Businesses
Ability To Make
A Purchase
Dissatisfied With
The Status Quo*
10X*Those recently dissatisfied with the Status Quo are up to10 time more likely to switch vendors
- Craig Elias
Slide 11
Brute Force Does Not Work
Bit.ly/DestructiveSalesActivity
Slide 12
The Tree of Discontent
Bit.ly/TreeOfDiscontent
© COPYRIGHT Craig Elias 2002 - 2015Slide 13
AffordFunnel Movers
JustifyFunnel Shakers
WantFunnel Fillers
Status
Quo
Window of
Dissatisfaction™
Searching for
Alternatives
Events That Trigger Dissatisfaction
© COPYRIGHT Craig Elias 2002 - 2015Slide 14
Interest
Trigger
Decision
Trigger
20,000 CONSUMERS
5 INDUSTRIES
3 CONTINENTS
http://bit.ly/McKinseyOnTriggers
* The Afford Trigger is not part of McKinsey’s original research
Afford
Trigger*
McKinsey Gets ‘It’ (2009)
Slide 15 * Trigger Events are not part of Google’s original research
Trigger Event*
Google Gets ‘It’ (2011)
Slide 16
GE Gets ‘It”
Beth Comstock
CMO & SVP
“It applies in both a
consumer
AND
a business-to-business context”
Slide 17
“80%of B2B purchases are
unplanned and
unbudgeted”
bit.ly/BreakingOutOfTheFunnel
DemandGen Gets ‘It’ (2013)
Slide 18
Fast Follow Up Is a Differentiator
0.6%In 5 minutes
or less
bit.ly/LeadResponseManagement
Slide 19
Why Leverage Trigger Events
20%More reps make
quota
http://bit.ly/AberdeenOnTriggers
© COPYRIGHT Craig Elias 2002 - 2015Slide 20
31%Finding & keeping
customers was
their biggest
challenge
Slide 21
The Power of Focus
Increase in close rate when you have a pipeline of
3X or less
http://bit.ly/PerfectFunnel-Sirius
32%
Slide 22
Brute Force Does Not Work
35%Too much contactwas destructive tothe relationship
McKinsey Quarterly: The basics of business-to-business sales success, May 2010
1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe
Slide 23
Top 10 Sales Initiatives in 2014
Slide 24
49%Of executives put a
vendor on a short list
based on a cold call
Calling At The Right Time Works!
Slide 25 Bit.ly/57PercentOfDecisionMade
57%of the buying decision is
made before a sales
person gets
involved
Ready To Buy Is TOO LATE!
Slide 26
Rearch Out at the Right Time
Bit.ly/OutboundWorks
© COPYRIGHT Craig Elias 2002 - 2015Slide 27
The Power of Focus
more likely to make quota if they have pipelines of
3X or less
http://bit.ly/PerfectFunnel-Sirius
66%
Slide 28
Losing takes too much time
68%Longer to lose a
sale than to win
Bit.ly/LongerToLose – Slide #9
Slide 29
70%Want to talk to salespeople
during the ‘early stages’
of the buying process
Challenging The Challenger Sale
bit.ly/ProvideValueInEveryStage
IT Services
Marketing
Association
Slide 30 How Clients Buy: 2009 Benchmark Report on Professional Services Marketing and Selling from the Client Perspective
25%Tire Kickers
25%Short Term
50%Long Term
75% Form Fills Buy In 24 Months
Slide 31
75%
Took an appointment orattended an event based on a well-time outbound email or call
Bit.ly/OutboundWorks
Slide 32
“75%made their decision
halfway through
the process.”Steve W. Martin
Heavy Hitter Sales
What's Wrong With Your Sales Training Program
Bit.ly/DecisionAlreadyMade
Slide 33
Where Most Prospects Are
79%agree there is a problem... but are not committed to doing anything about it.`
Jolles.com
Slide 34
Change in Executives
Spending $1Million+ onnew initiatives did so within
the first 90 days
80%
© COPYRIGHT Craig Elias 2002 - 2015Slide 35
Trigger Event Marketing Pays
80%Saving in direct
marketing costs
Slide 36
Persistence Matters
80%Of company
revenues come from
those
who make four
or more callsSource: National Dry Good
Association (USA)
Slide 37
80%Spent more
with those viewed
as strategic providers
Strategic Vendors Get More
Forrester: 2012 Buyer Insights Study
Slide 38
The Power of Focus
20% close ratio
$150,000 sale
$2,220,000
93% Increase
Marketing Equally
Sized Segments
Segment
Size
Lead
Rate$ Value
200 9% $200K
200 7% $150K
200 5% $100K
200 3% $75K
200 1% $50k
1,000 5% $115
20% close ratio
$115,000 sale
$1,150,000
Vs.
Marketing Proportionally
Sized Segments
Segment
Size
Lead
Rate$ Value
400 9% $200K
400 7% $150K
200 5% $100K
1,000 7.4% $150
bit.ly/TripleYourTradeshowLeads
Slide 39
Breaking Out Of The Funnel– DemandGen, 2013bit.ly/BreakingOutOfTheFunnel
97%A prospect
reached out and
initiated the process
Prospects Initiate The Sale!
Slide 40
The Power of Focus
bit.ly/MicroTargetSelling
100%Increase in
growth rate
© COPYRIGHT Craig Elias 2002 - 2015Slide 41
Unbudgeted Buyers and Word Of Mouth
Unbudgeted buyers are:
• 2X more likely to act as a reference
• 75% more likely to share their experience on LinkedIn discussion forums
• 50% more likely to blog about their experience
Breaking Out Of The Funnel– DemandGen, 2013
bit.ly/BreakingOutOfTheFunnel
Slide 42
The Power of Word Of Mouth
“…Word of mouth generates
more than twice the sales
of paid advertising…”
Bit.ly/WordOfMouthStats
© COPYRIGHT Craig Elias 2002 - 2015Slide 43
Trigger Event Marketing
500%Improvement in
response rateshttp://www.visiongraphics-inc.com/blog/post/what-is-
event-triggered-marketing
Slide 44
Triggering Better Conversion Rates
bit.ly/PredictablePipeline
530%Improvement in
first call conversion
330%Improvement in
second call conversion
Slide 45
Trigger Event Emails
600%Higher response rate
http://bit.ly/RightTime-vs-RealTime
© COPYRIGHT Craig Elias 2002 - 2015Slide 46
Ready to Buy
Those who recently experienced
a financial event and can now
afford your services, are ready
are now up to 8X more likelyto buy now
Slide 47
5-Minute Form Fill Follow Up
900%Increase in contact rate vs. 60 minute follow up
bit.ly/LeadResponseManagement
Slide 48 Photograph by EwanNicholson.ca
ShiftSelling.com
Craig@ShiftSelling.com
+1.403.874.2998