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MAINTAINING CONTROL OF THE SALE IN A COMPETITIVE SITUATION

David Donlan

Head of Corporate Sales, HubSpot

Favorite Book: Olivia “The Pig” Sells Cookies

@ddonlan

DAVIDDONLAN

Been with HubSpot for 6 Years

Keep my hair relaxed on weekends

Employee Number 20 @HubSpot

15 Years of Sales and Marketing Experience

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COMPETITION

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GORDON GEKKO BETS ON SURE THINGS

Sales is not about making friends

Sheep get slaughtered

If you need a friend, get a dog

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PREDICTED THE WINNER

WHAT MADE THIS GUY SPECIAL?

1 Know more than your customer

2 Eliminate the competition

3 Perfect practice makes perfect

4 Give them homework

5 Embrace more job roles

6 Numbers don’t lie…show the ROI

6 WAYS TO KEEP CONTROL OF THE SALE

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1 KNOW MORE THAN YOUR CUSTOMER

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Be the Expert!

• Speak the Client’s Language

• Be passionate its infectious

• Believe in your product, if you don’t no one will

• If you can’t relate to your buyer, its pretty hard to build trust

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Don’t ask questions you should know the answer too

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Know their business: (financial, products, revenue distribution)

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Read 2/Hours per day

Read 2/hours per day

Cite examples in presentations and discussions

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2 ELIMINATE THE COMPETITION

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KNOCK THEM OUT!

In the First Round

Don’t give them a chance

Time is your biggest adversary

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Slot machines payout 33%

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3 PERFECT PRACTICE MAKES PERFECT

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Peer to Peer

• Coaching

• Role play

• Why wouldn’t they buy?

• Setup a regular cadence

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Pitch Together! Sell as a Team!

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Read 2/Hours per day

Read 2/hours per day

Document every encounter

Is it a deal breaker?

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4 GIVE THEM HOMEWORK

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Challenge: 90% of the B2B purchase process happens before sales people get involved.

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Keep control of the sale by giving them homework

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Tell them what they should be reading after every encounter

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Technical Questionnaires, ROI Calculators, Benchmark Surveys

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Never let them off

the hook

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5 EMBRACE MORE JOB ROLES

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Make your

meetings 1 on 1

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6 NUMBERS DON’T LIE…SHOW THE ROI

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Get the numbers early

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You can tell a better story with data

ROI of HubSpot

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Master the Art of

Storytelling

“ Tell me a fact and I will Learn. Tell me a truth and I will believe. Tell me a story and it will live in my heart forever.”

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FINAL THOUGHT

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If you need a friend, get a Dog.-Gordon Gekko

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QUESTIONS ?