Top 5 Ways To Connect Engage And Sell Executives - Feb 2012
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Transcript of Top 5 Ways To Connect Engage And Sell Executives - Feb 2012
Top 5 Ways to Connect, Engage and Sell to Cx Level Executives
Tom Pisello - CEO & Founder Twitter: @tpisello
Powering B2B sales to economic buyers
Mari Anne Vanella - CEO/Founder Twitter: @vanellagroup
© 2012 Alinean, Inc. 2
Today’s Speakers
Mari Anne Vanella CEO & Founder of The Vanella Group Top 20 Women to Watch in 2011 by the Sales
Lead Management Assn. The Vanella Group - Teleservices for
Enterprise Technology Companies
Tom Pisello CEO & Founder of Alinean Who’s Who in B2B Demand Generation Parallel entrepreneur Ex-Gartner Managing VP Alinean - Leading provider of value-based
interactive content marketing campaigns and diagnostic sales tools
© 2012 Alinean, Inc. 3
Some Important Facts
- of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC)
- of deals are not lost to competition, instead are lost to the status quo (SBI)
- Of B2B vendors face lengthened sales cycles over the past 5 years (SiriusDecisions)
- of buyers focused on price as primary decision factor, driving increased discounting (U of Dayton)
© 2012 Alinean, Inc. 4
• Use internet to research • Decide when to engage • Inviting sales later (65% in)
Today’s Buyer Has Fundamentally & Permanently Changed
• Challenged to do-more-with-less • Little time for vendors • Not waiting for you…
• Adverse to Risk • Tired of the traditional pitch • Wants compelling insight
• Sticks with Status-quo • Needs proof to change • Change=2 x (cost + risk)
© 2012 Alinean, Inc. 5
Does Frugalnomics Have a Cost?
For a typical $500M software firm:
For details: http://www.fightfrugalnomics.com
M – Cost for Incremental Leads to Deliver Same Amount of Biz M – The Annual Cost of the “Do Nothing” Buyer
M / month – The Cost of Lengthened Sales Cycles
M - the Annual Cost of Increased Discounting
$
$
$
$
© 2012 Alinean, Inc. 6
Top 5 Ways to Connect, Engage & Sell to Cx Level Executives
© 2012 Alinean, Inc. 7
Tip #1: Cut Through the Noise
Don’t make your prospect try to figure out why you are calling Ask: Would you listen to YOU? Greatest resource you already have - your customers
© 2012 Alinean, Inc. 8
8 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute
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Reps Execs
Call
s to
Con
nec
t
Attempts Required To Connect After Initial Interest
3-5 Additional Attempts Needed
Tip #2: Persistence Pays
Typical exec requires 6+ attempts to reach
© 2012 Alinean, Inc. 9
Tip #3: Engage at Right Time
Does BANT work anymore?
9 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute
© 2012 Alinean, Inc. 10
Tip #4: Engage with the Right Content
Do you have the right content / conversations to answer each? Can you effectively engage earlier where it matters most?
65% of Deals 35% of Deals Forrester
© 2012 Alinean, Inc. 11
Tip #5: Take the Right Engagement Path
11 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute
It’s not about you & your solution ... It’s about them
Every conversation may be different based on their unique Objectives & Challenges
© 2012 Alinean, Inc. 12
Top 5 Ways to Improve Connecting and Engaging
#1 – Cut through the Noise #2 – Persistence Pays #3 – Engage at the Right Time #4 – Engage with the Right Content #5 – Take the Right Engagement Path
12 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute
© 2012 Alinean, Inc. 13
Better Connections & Engagement Yield Significant Value
% more sales ready leads and 33% lower cost per lead (Forrester)
% more sales reps making quota and 10%
shorter ramp up time (CSO Insights)
% - nurtured leads increase sales opportunities vs. non-nurtured leads (DemandGen Report)
% more qualified leads from provocative
/ value-focused content vs. traditional content (IDC)
13 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute
© 2012 Alinean, Inc. 14
Questions?
© 2012 Alinean, Inc. 15
Next Steps
http://www.fightfrugalnomics.com
http://www.alinean.com/faq/
Insights Into Cold Calling
42 Rules of Cold Calling Executives
© 2012 Alinean, Inc. 16
Thank You!