b2b brave new world of sales
TRANSCRIPT
The Brave New World of Sales: Responding to Shifts in the Buying Model
Thursday, January 7, 2010
Sponsored by:
#BTOBWC
Responding to Shifts in the Buying Model
CHALLENGE: A more discerning and educated buyer has lengthened sales cycles and puts more pressure on Sales and Marketing professionals.
Live Polling QuestionWhen it comes to prospects/customer teaching, we do [select one]:-None-Very little-Some-A great deal-This defines us
Live Polling QuestionWhat is the top obstacle in implementing teaching [select one]: -Financial-Technical-Time-Training Materials-Executive Buy-In
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What should I teach?
Marketing: Unique value proposition, per segmentPermission to stay in communicationAdd value at each interactionUnderstand who is engaged, who is not
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Building a University
Unique value propositionFlying car challenge
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How do I enable Sales
Sales: Sequence and structure teaching interactionsUnderstanding of current situation is keyThree levels of understanding> Individual> Buying Team> Territory
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Sales: Understand Individuals
What knowledge are they searching for?What offers of education have they responded to?
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Sales: Understand Individuals
Search
Email re: web
activity
What knowledge are they searching for?What offers of education have they responded to?
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Sales: Understand Individuals
Search Careful
education
Call: eliminated
Email re: web
activity
Demo
Deep Dive: Product Pages
What knowledge are they searching for?What offers of education have they responded to?
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Sales: Understand Individuals
Search Careful
education
Call: eliminated
Email re: web
activity
Demo
Silence
What knowledge are they searching for?What offers of education have they responded to?
Deep Dive: Product Pages
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Sales: Understanding Teams
Who is engaged in an educational experience? Who is not?Who might be questioning/challenging the education?
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Sales: Understanding Territories
Which organizations are beginning to self-educate?
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How do I arm advocates?
Advocates: easily sharable informationWhat content is being soughtHow to create that contentSocial media facilitates sharing
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Advocates: Deep Content
Search complexity increasing
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Your solution, their businessSubject Matter ExpertsNon-standard writers
Advocates: Arm with expertise
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Advocates: Content Creation Asymmetry
Most content created by minority of writersMost writers are active on social mediaTwitter -> Relationship -> Writing
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Summary
Educate each segment towards a unique value propMaintain permission to keep in contact
Enable sales to educate
Arm advocates on your behalfSharable, deep, high quality content
Commercial Teaching
Additional InformationAnthony AnticoleDirectorCorporate Executive Board E-mail: [email protected]
Steve WoodsCTOEloquaE-mail: [email protected] Twitter: @stevewoods Digital Body Language blog: http://digitalbodylanguage.blogspot.com