How WIN THE RACE To The ‘Ideal Customer’ Craig Jakob Magnus Elias Löwenbrand Sandman.

HowWIN THE RACE

To The ‘Ideal Customer’

Craig Jakob Magnus Elias Löwenbrand Sandman

Presentation Resources

Today• Handout• http://bit.ly/Handout-IdealCustomerRace

In 2 days• Recording• http://bit.ly/Recording-IdealCustomerRace• Wait for email announcing it’s release

Sales is ALL About The Pole Position

Photograph by EwanNicholson.ca

Silver Bullet in Sales

TIMING!Getting in front of the best prospects

at EXACTLY the right time!

© COPYRIGHT Craig Elias 2002 - 2012

Craig’s Book

Steven M.R. Covey“… simple but profound truths that will help you leverage intent for immediate action and cut down the selling cycle, while creating lasting bonds with customers.”

Keith Ferrazzi“By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…”

Ivan Misner“Elias and Shanto have brought referrals into the 21st Century, showing you how to … capitalize on the key moments that will bring you success in a busy, fast-paced world. This is a must read!”

Gerhard Gschwandtner“This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.”


Status Quo

Searching For Alternatives

Window of Dissatisfaction™

Scott Santucci2011 Corporate Visions Conference

Bit.ly/FirstInWins@ the 27:00 mark

First In Wins Most of the Time

http://bit.ly/FirstInWins

http://bit.ly/FirstInWins

Brute Force Does Not Work

McKinsey Quarterly: The basics of business-to-business sales success, May 20101,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe

Brute Force Does Not Work

http://sellingpower.typepad.com/gg/customer-relationships/

What Triggers Change


Events NOT Circumstances

Trigger Events Vs. Circumstances?

• Circumstances– Falling stock price– Shrinking margins– Unhappy with current solution

• Trigger Events– Their competitor gets acquired– There is a change decision makers– They win a large customer contract– Their competitor launches a new product– Your competitor’s sales person moves on


77% of Major Purchases Are Unplanned

Purchases Don’t Follow BANT Any More Bit.ly/NewPurchasePath

http://bit.ly/NewPurchasePath

http://bit.ly/NewPurchasePath

StatusQuo

Authority & Close Ratios

Want0%

Authority


Authority Need & Close Ratios

Window ofDissatisfaction™

75%*

* InnerSell Survey of over 200 sales executives and sales people, 2003

Need


• Loyal• Profitable• Testimonials & Referrals

Authority Need & the Ideal Customer

Authority Need & Close Ratios


Afford


Need

BAN & Close Ratios

16%**

Searching for

Alternatives

Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009

Budget


Bit.ly/LeakySalesFunnel

http://bit.ly/LeakySalesFunnel



Ready to Buy is TOO LATE!

“70% of the buying

decision is made

before a sales

person gets

involved”

Eric Berridge, Cofounder of Bluewolf at Sales 2.0 Conference – San Francisco March 2011


Searching for

Alternatives

BANT & Close Ratios

Justify

NEW Status QuoTimeline


0%

Searching for

Alternatives

StatusQuo

You Can’t Win The Race Using BANT


NEW Status Quo

Authority

Need

Budget

Timeline


Get In Before They Start Searching!

“…75 percent of the time,

customers made their

decision halfway

through the

process.”

Steve W. Martin

Steve W. Martin

Heavy Hitter Sales

What's Wrong With Your Sales Training Program

Bit.ly/DecisionAlreadyMade


http://bit.ly/DecisionAlreadyMade



StatusQuo

AN Gets You In First


Authority

Need


75%*

* InnerSell Survey of over 200 sales executives and sales people, 2003

It’s Already Happened To You

Those with three or more check marks were in the Window of Dissatisfaction™

WindowOfDissatisfaction.com


Want Trigger Event

Opens The Door...

Adds One More Thing...

Searching for

Alternatives

StatusQuo

AIDA Mapped To Trigger Event Selling


NEW Status Quo

Awareness

Interest

Desire

Action


Turns On Selective Perception

• Less than 10% said a vendor proactively contacted them

How was your first point of contact made?

Top Performers Reach Out

Using LinkedIn’s Advanced Search

Title, Size, Location, 1st & 2nd Degree

Save and Choose Notification Time

Budget

Authority

Marketing & Sales Alignment

Need

Timeline

Awareness

Interest

Desire

Action

Mo

re Likely To

Bu

yL

ess

Lik

ely

to B

uy

Fro

m Y

ou


1: Choose the Ideal Prospects

• Money• Authority• Influence

1: Choose the Ideal Prospects

Analyze Your Best Customers• List 10 most recently won

customers

• Put a check mark next to the each customer where:

‒ The sale cycle was shorter‒ The sales was relatively

easy to make‒ There was limited objection

about price‒ The customer is willing to

act as a reference

Those with 3 or more checks are the ones you want to duplicate

© Craig Elias 2002 - 2012

2: Find the Best Trigger Events

What we seedepends on whatwe look for-John Lubbock

2: Find the Best Trigger Events

Won Sales Analysis™• Every time you win an ideal customer

• Ask the primary decision maker the four big questions in grey

• Classify the opportunity using the check boxes and notes sections

• Search for patterns in:‒ Close ratio‒ Sales cycle‒ Lead source‒ Trigger Events


3: Content That JUMPS OUT!

4: Solve The Here vs. There Problem

• What do they do• Where do they go• What do they read

• Did you get it?

• What resonated?

• What happened recently?

5: Convert & Connect!

The Power of 5 Minute Follow Up

5 Minute Follow Up

Which questions should you ask?

1. Did you get the email?

2. What resonated and made you check it out?

3. I’m curious what happened recently to make this content more important or more relevant?

LeadResponseManagement.org/lrm_study

http://www.leadresponsemanagement.org/lrm_study

http://www.leadresponsemanagement.org/lrm_study

Sirius Decision’s Demand Waterfall

6: Nurture

It’s programs

6: Nurture

6: Nurture, Score

6: Nurture, Score


TriggerEventScoring.com

http://triggereventqualifying.com/

6: Nurture, Score, Notify Sales

• Bounced email

• View justify assets

• Reach scoring threshold


7: Analyze New Wins

7: Analyze New Wins

Won Sales Analysis™• Are they an ideal customer

• Ask the primary decision maker the four big questions in

• Classify the opportunity using the check boxes and notes sections

• Search for patterns in:‒ Close ratio‒ Sales cycle‒ Lead source‒ Trigger Events


7: Improve

• Content

• Location

• Scoring

SmarketingFunnel.com

Convert via form

Alert Salesperson

ConnectNurtureScore

Drive toLanding Page

Analyze

Revise Scoring System

Revise Content & Placement


Free Resources

Free copy of Craig’s Sales Book SHiFT!• ShiftSelling.com/Race

Free version of LeadSius• http://bit.ly/LeadSiusStarter

Free version of Lead Gen Analyis• http://bit.ly/FreeLeadGenAnalysis

Handout & recording• http://bit.ly/Handout-IdealCustomerRace• http://bit.ly/Recording-IdealCustomerRace

Q & A

Craig Elias• +1.403.874.2998

• TriggerEventSelling.com

• [email protected]

• LinkedIn.com/in/CraigElias

Jakob Löwenbrand• +46 708 64 59 67

• BrightVision.com


• LinkedIn.com/in/ JakobLowenbrand

Magnus Sandman• +46 70 971 01 91

• LeadSius.com


• Linkedin.com/in/ MagnusSandmanMarketing

Resources• ShiftSelling.com/Race

• Bit.ly/LeadSiusStarter

• Bit.ly/FreeLeadGenAnalysis

• WonSalesAnalysis.com

• WindowOfDissatisfaction.com

mailto:[email protected]

How WIN THE RACE To The ‘Ideal Customer’ Craig Jakob Magnus Elias Löwenbrand Sandman.

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Transcript of How WIN THE RACE To The ‘Ideal Customer’ Craig Jakob Magnus Elias Löwenbrand Sandman.