top 5 ways to connect engage and sell executives - feb 2012

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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

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Is it me, or does 2012 seem like more of the same: with more companies budget constrained and risk adverse, and senior level executives even more involved in buying decisions. With Frugalnomics still in full effect, these more overloaded, skeptical and frugal execs are having a hard time making purchase decisions, and in turn, making your job more challenging than ever.Even though you may be up to the challenge, it doesn’t mean a little “secret sauce” on how to more effectively connect, engage and sell to these senior level executives wouldn’t help.Our speakers, telesales & marketing expert Mari Anne Vanella , founder of the Vanella Group and Tom Pisello, the ROI Guy and founder / Chairman of leading value selling and marketing firm Alinean, think they have the formula for success. In this session they will share 5 proven ways you can up your game with Sr. Level Executives.Recommended for marketing and sales executives, content marketers and sales enablement teams, this webinar will discuss key research findings and practical ways you can fight Frugalnomics, answering these important questions: What techniques work best to break-the-ice and connect effectively? Once connected, what tactics can be used to overcome “do-nothing” malaise? How can you best implement these techniques and tactics effectively into your marketing campaigns and sales engagements?

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Page 1: 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

Page 2: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 3: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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)

Page 4: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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)

Page 5: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

$

$

$

$

Page 6: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 2012 Alinean, Inc. 6

Top 5 Ways to Connect, Engage & Sell to Cx Level Executives

Page 7: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 8: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 2012 Alinean, Inc. 8

8 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute

0

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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

Page 9: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 2012 Alinean, Inc. 9

Tip #3: Engage at Right Time

Does BANT work anymore?

9 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute

Page 10: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 11: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 12: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 13: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 14: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 2012 Alinean, Inc. 14

Questions?

Page 15: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 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

Page 16: Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

© 2012 Alinean, Inc. 16

Thank You!