You’ve got a great productnow how do you sell it?How to build a successful salesstrategy for your B2B organization

Jared Bodnar, President, Loop Demand GenFebruary 23, 2012

Jared Bodnar, President, Loop Demand Gen

• Entrepreneur—owner of Loop Demand Gen

• More than 10 years of marketing and sales experience

• Advertising Agency Background

• Loop offers end-to-end demand gen campaigns

• Specializes in B2B telemarketing and inside sales support programs

• We help you run circles around your competition

Teleprospecting Appointment Setting

Lead Nurturing Marketing Research

Event Recruitment CRM Services

Data Cleansing E-mail Marketing

Marketing Automation SEO

Lead Management Event Management

What do you want to accomplish?

1. Anatomy of an entrepreneur

2. How to categorize your business

1. Proven prospecting strategies

2. Why have a selling system?

3. The psychology of sales

4. Success metrics that matter

What will you learn today?

1) The anatomy of an entrepreneur

Entrepreneurial DNA

Humility

No fear

Fire

What does sales bring to mind?

2) Categorizing your business

DirectDirect & Integrator

Channels and Direct

ChannelsOnline/Catalog

Proactive Partnering

Solution

Consultative

Commodity

Strategic

Tactical

$$$$

$

Committee

The Boss

Prospect

The Bodnar Sales Diagram

OEMs

Distributors

End-users

Value-added Resellers

Small

Large

Size

of a

udie

nce

Small

Large

Deal size

Direct Sales

Indirect Sales

Problem identification

Evaluating options

Looking for solutions

Narrowing focus

Buying decision

Typical B2B Buying Stages

3) Proven prospecting strategies

Who likes cold calling?

Networking

Content Marketing

Telemarketing/Cold Calling

Referrals Social media

Online and e-mail marketing

Prospecting Methods

Survey Marketing

Direct Mail

Trade shows

What is a qualified lead?

BANT Qualification Criteria

Budget Authority (to buy) Need Timeframe

SCOTSMAN lead qualification criteria

Solution Competition Originality Timing

Size Money Authority Need

The Demand Generation Funnel

Trade Shows/Networking

Social Media

Online Searches

Public Relations

Company Website

Marketing Automation Software

tracks user interactions online

Marketing Automation

Software captures leads

Marketing Automation Software scores and segments

leads

Telemarketing

E-mail Marketing

Direct Mail

ALeads

BLeads

CLeads

Leads passed to sales rep via CRM

Lead Nurturing via Marketing Automation

Qualified

Unqualified

Leads are re-scored

4. Lead Scoring

3. Lead Nurturing

2. Track Online Activity1. Capture Contact Information

Marketing Sales

Sales and Marketing process flow

Marketing AutomationCRM

Only high-quality leads are being delivered to sales

Results are tracked and returned leads go into a Lead Nurturing program

4) Why have a selling system?

Selling System Example

UFC Pain Budget Decision Fulfillment Post Sell

Yes

No

Inside Sales

Outside Sales

The psychology of sales

5) What motivates people to buy?

Emotion?

Logic?

People must have an ‘Emotionally Compelling Reason’ to buy

6) Success metrics that matter

XClosing Attempts

The Magic Formula

% of SuccessX

Revenue(s)=

Number of Leads

Success Metrics (The Basics)

Opportunities/Pipeline

Revenue

Raw Leads Qualified Leads Discovery Meetings

Presentations Proposals Revenue

Success Metrics (Advanced)

1. Entrepreneurs are all sales people

2. Categorizing your business will help determine your strategy

3. The right prospecting strategies will bring you the right leads

4. A selling system will help you diagnose defects

5. Selling is all about emotion

6. Revenue is the most important number

Key takeaways

Questions?Contact:

Jared Bodnar, President

Loop Demand Gen

jbodnar@loopdemandgen.com

480-545-1015

@LoopDemandGen

http://www.linkedin.com/company/loop-demand-gen