The Radical Sales Shift - Implications & Diagnostics - Part 2
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Transcript of The Radical Sales Shift - Implications & Diagnostics - Part 2
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Professional Development
Session #2
Session 1 Recap: Introduction & Background
(~pp 1 - 45)
New: Implications & Diagnostics(~pp 45 – 90)
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The Premise: “We can’t find enough hunters”
Peter Saunders, the owner of ClinTek
Good business but churning through sales people – just can’t find good hunters!
hunting is less effective now because people buy differently than
10 years ago
A radical sales shift is occurring. B2B companies have to think about generating sales ‘outside’
of the sales department – ie through marketing.
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Background – Why has selling and buying changed?
Reduced friction for buyers (easier to find the skills you need) Easier access to niches for sellers (easier to market to small groups)
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Research
CEB
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The New Buyer
More informed
More connected
More impatient
More Autonomous
More overloaded
More risk averse
More abundant
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Session #2
Implications of the New Buyer (A new way to think about
revenue generation)
&
3 Diagnostics (~pp 43 - 90)
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3 Implications of the New Buyer
1. New pipeline – the sales process has a lot of twists, turns and loops
2. New sales team skills – the old canned approach doesn’t work
3. The growing role of marketing
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The sales process
Old Funnel - and new reality
New structure full of twists and ‘bounces’ - pinball machine
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Sales team skills
1. Buyers are experts – so sales people have to be MORE expert.
- - Experience, expertise and calibration needed
- - Canned approaches don’t work well
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Marketing has a growing role in revenue generation
This first 57% is marketing!
The remaining 43% is sales &
marketing
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Diagnostic 1: Marketing
1. 5 sections: Strategy, Awareness, Lead Generation, Sales Support, Customer Retention
2. 25 questions, scores on a 0 – 4 scale
3. Questions like:
• We understand who our ideal customers are and why they use us
• We know the keywords (search terms) that people use to find info online about the problems we solve
• We use a CRM system
• We communicate regularly with our past customers
4. Score analysis – Marketing Neophyte, Junior, Senior, Sophisticate
5. Basic recommendations for each
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Diagnostic 2: Sales
1. 4 sections: Recruiting & Training, Process & Skills, Measurement & Mgmt, Performance
2. 25 questions, scores on a 0 – 4 scale
3. Questions like:
• We conduct sales training twice a year or more
• When someone calls our office, it is easy for them to speak with an appropriate sales representative
• We do key account planning on an annual basis
• At least 80% of our sales team meet quota every year
4. Score analysis – Sales Neophyte, Junior, Senior, Sophisticate
5. Basic recommendations for each
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Diagnostic 3: Marketing & Sales Integration
1. 10 questions, scores on a 0 – 4 scale
2. Questions like:
• Sales and marketing have jointly developed the customer persona
• Sales and marketing have created common definitions of terms like ‘qualified lead’, ‘deal size’ and
‘customer retention’
• The marketing team involves the sales team in developing its annual marketing plan
• Marketers go on prospect calls with the sales team at least twice a year
3. Score analysis – Sales and Marketing Silos, Acquaintances, Best Friends
4. Basic recommendations for each
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What’s Next
Session #3
Introduction to the 20 Leaders&
The First 5 Lessons