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What are you selling ?
Question #1
You are selling a …
What do your customers want from you today ?
Question #2
Customers want a …
What are your customer's key
challenges today ?
Question #3
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Customer Challenge #1
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Coping strategies
Your job is to …www.flickr.com/photos/77485110@N00/2431582475
Guide them to the right solution
“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 B2B customers
More reactive
More agile
Business Transformation
Operational Excellence
Value
Cost
Price
Executive
Management
Operations
OrganisationThinking Time Horizon Drivers of change
BusinessDrivers
OperationalNeeds
Growth at 3 Time Horizons
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Get it right
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Get it wrong
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
Marketing Leadership =
Thought Leadership
• Blog
• Social media
• Provoke
• Disrupt
• Challenge the status quo
• Create content
• Curate content
Question: How do you demonstrate Thought Leadership?
Question: How do you engage your tribe?
Answer: Create and share relevant content with your tribe
Create content
Curate content
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Capture their imaginations
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
Engaging Conversation
Audience 2
Create a community of followers
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
Moving people out of ‘Status
Quo’
Source: www.corportevisions.com
3 Questions that you must be
able to answer
“Why Change?”Quantify the Pain1
“Why Us?” Justify the Business Benefit2
“Why Now?” Justify the Financial Gain3
Marketing = Sales of
tomorrow
Source: www.corportevisions.com
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
The Sales Cycle
Prospection Qualification Proposal CloseNegotiation
Time
32
P CRx SALES=
P = Number of prospects
CR = Conversion Ratio
33
P CRx SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
34
P CRx SALES=
10 40%
Example 2
S = 4*Requires considerable effort. Not easily sustainable
*
35
P CRx SALES=
33%
Example 3
S = 6*Requires less effort. Is sustainable
20 *
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Between 1-5%) 4%
88%20 X Cold calling
Create a community of fans
Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
You can’t teach an old dog new tricks
Your mindset is your ultimate
competitive advantage
Organisationalalignment is key to your sustainable
performance
Sustainable Success = Managing
Accelerators and Barriers to
Growth (Prospecting)
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“Eighty percentof success isshowing up.”
- Woody Allen
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Get it right
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.comwww.flickr.com/photos/horacio/3781750
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