turbo selling playbook

TABLE OF CONTENT 2

Turbo Selling Playbook

1 Intro2 Turbo Selling Defined3 Evolution of B2B Selling4 4 Essential Elements of turbo selling5 What ldquoBestrdquo prospect means and why it matters6 3 Reasons why BANT lowers success rates7 Maximizing selling time8 4 must-have technical capabilities Searching for hidden buying signals Smart information filtering Listening amp surveillance Dynamic delivery of hot leads9 Turbo Selling worksheets

Copyright 2014 Smart Selling Tools Sponsored by

INTRODUCTION

laquoTWEET THIS

3


Wersquove all heard the adage that you canrsquot continue to do the same thing and expect to get different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today

This playbook tells you whatrsquos required to turbo-charge and accelerate your sales Just like any engine turbo-charging requires additional technology You canrsquot get faster acceleration by pressing the pedal harder onto the floor board Acceleration and speed is limited by the capabilities of the engine itself And the same is true of selling

Read this ebook and learn whatrsquos needed for your team to turbo-sell its way to quota achievement

Copyright 2014 Smart Selling Tools

ldquoLearn how to turbo sell your way to quota achievementrdquo

Sponsored by

Wersquove all heard the adage that you canrsquot continue to do the same thing and expect different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today



TURBO SELLING DEFINED 4


Selling

Turbo Selling


persuade someone of the merits of

close more deals faster than you can otherwise

he sold the idea of making a film about childhoodsynonyms promote persuade someone to accept talk someone into bring someone around to win someone over to win approval for he still has to sell his plan to management

ldquoshe is turbo selling her way to quota achievementrdquo synonyms selling to prospects who are most likely to buy at the time theyrsquore most likely to buy thereby minimizing wasted sales effort

note accomplished through the use of smart technology that dynamicallymdashand in near real-timemdashidentifies and notifies salespeople of prospects that fit an ideal buyer description and that have experienced a trigger event (which) makes them 10x more likely to buy

laquoTWEET THISp6WTDQ5GNNKPIUGNNKPIVQRTQURGEVUVJCVƂVCPKFGCNRTQƂNGVTKIIGTGXGPVOCMKPIVJGOZOQTGNKMGN[VQDW[q

EVOLUTION OF B2B SELLING 5


Buyer Dependence on Salespeople

Buyers primarily relied on salespeople for information

Stage 1 Selling Stage 2 Selling Turbo Selling

Buyers can educate themselves about solutions using the Internet Donrsquot need salespeople for that

Buyers get value from salespeople who offer proactive timely and relevant insight

Availability of options and choice Buyers had limited choices Buyers have seemingly limitless options which complicates decision processes and lengthens sales cycles

Buyers invite preferred sellers to collaborate on the decision process

Seller Prospecting Tools Salespeople identified prospects using crude tools like phone directories financial reports and DUNS lists

Salespeople can use the Internet to search for prospects But search engine tools are not sophisticated enough to filter through the abundance of information So much time is lost trying to locate relevant prospect data

Salespeople use big data technology to monitor and identify the best prospects in real-time Time spent selling is maximized Time spent researching is minimized


laquoTWEET THISldquoThe 3 evolutionary stages of B2B sales Which stage are youldquo

4 ESSENTIAL ELEMENTS OF TURBO SELLING 6

Turbo Selling Playbook Copyright 2014 Smart Selling Tools Sponsored by

As yoursquoll learn in this guide these 4 essential elements are not possible without the aid of ldquobig datardquo and automation Can sales be automated Certainly not the entire process The key is to identify the parts of the sales process that can be automated so

] more time is spent selling and ] itrsquos spent with the best prospects

If you want your team to turbo sell there are four factors to keep in mind

1 Identification of the ldquobestrdquo prospects based on high purchase-probability factors2 Special consideration for timing3 Ability to get prospects to engage4 Emphasis on productive activities ie maximizing your selling time

laquoTWEET THISldquoWant to turbo sell Yoursquoll need big data automation and these 4 ingredientsrdquo


WHAT lsquoBESTrsquo MEANS AND WHY IT MATTERS 8


The best prospect is the one that is most likely to have a need for your product at this particular moment in time and is most likely to want to buy from you

In other words the prospect

CVEJGU[QWT+FGCN2TQƂNG (for someone that would need and want your product)- Has experienced a trigger event (signifying that their ability and willingness to purchase is at a high level)

To define your ideal profile take a look at your current customers for commonalities Do they tend to be of a certain size Do they tend to be in a given industry Do they tend to pop up in articles about certain topics like health-care Do they sell to similar types of customers and markets

You should go one step further however and ask yourself what happened that made each customer decide to buy when they did These events are known as trigger events

Trigger events can be many things To know whether something is a trigger event for you just ask whether the prospect is more likely to be compelled to change as a result of the event As an example if you sell something that helps companies reduce costs a trigger event would be a newly hired CFO


laquoTWEET THISpQWTDGUVRTQURGEVUOGGVETKVGTKCKFGCNDW[GTRTQƂNGCPFTGEGPVVTKIIGTGXGPVq


WHY lsquoEARLYrsquo MATTERS (AND BANT IS OUTDATED) 10


Arriving late to the buying process reduces your success rate to less than 35 Those odds are not very good Best practice is to discover opportunities early so yoursquoll have greater chance of success This advice is contrary to what was oncemdashand in some cases still ismdashbelieved to be true

Sales leaders used to think that prospects werenrsquot qualified until they had already identified a need a budget and timingmdash3 elements of BANT (the 4th element is ldquoauthorityrdquo)For many sales organizations today BANT is considered to be an outdated philosophy By the time prospects have established a need a budget and timing itrsquos often too late to win the deal as evidenced by the Forrester research stat You want to get in early for a number of reasons

- You have a higher chance of beating your competition in the door

QWJCXGCJKIJGTEJCPEGQHKPƃWGPEKPIVJGFGEKUKQPRTQEGUU - You have a higher chance of gaining favored or trusted-vendor status

Getting in early doesnrsquot mean arriving before the prospect is motivated to buy ldquoEarlyrdquo means that you connect with the prospect as soon after a trigger event as possible Trigger events signify a willingness to change If you attempt to sell before a trigger event has stimulated motivation to change your sales cycle will be long and will likely end without a sale


35Less than

Success rate onlate arrival

source Forrester Research

laquoTWEET THISldquoThe ideal time to engage is after a trigger event and before competitors are invited to the tableldquo


AVOID FAILING TO ENGAGE 12


It doesnrsquot matter if you know who the best prospect is and when theyrsquore most open to change (steps 1 and 2) if you fail to engage them when you attempt contact

Herersquos the beauty of turbo selling if yoursquore calling the right people at the

right time your chances of getting them to engage automatically go way

up Thatrsquos because of relevancy

Lack of relevancy is the reason so many contact attempts fail To be relevant yoursquoll need insight about your prospectsrsquo industry their challenges their unique situation and how your product is likely to help

Because yoursquove already completed steps 1 and 2 you already have some level of insight about why your product is likely to help And because yoursquove identified the trigger that signals a new-found willingness to solve a problem you already have some level of insight about their unique challenges and motivations


laquoTWEET THISldquoThe act of turbo selling generates its own propulsive force which accelerates salesldquo


MAXIMIZE YOUR SELLING TIME 14


The more time you spend calling on ideal prospects who are most likely to buy the more revenue yoursquoll generate No surprise there What is surprising is how difficult it is to maximize selling time Today less than 35 of a salespersonrsquos time is spent selling The rest is spent on other activities that keep you from talking to prospects

Minimizing non-selling time is essential if you want to significantly increase revenue Therersquos no way around it A jump from 35 of time spent selling to 40 of time spent selling is a 14 increase All things being equal your revenue should jump by the same percent

Employing turbo selling techniques will allow you to experience an even greater increase of revenue Thatrsquos because ldquoall thingsrdquo wonrsquot be equal Yoursquoll be spending more time selling and your sales engagements will be with higher quality prospects


Turbo Selling

Use of Time

Sales activities

Non-sales activities

HighLowProspect Suitability


41 2 3 4

Golden Rules of Turbo Selling

Call trueprospects

When theyrsquoremost motivated

to change

Engage themwith relevantinformation

Spend minimaltime on

everything else

CHECKLISTS TECHNOLOGICAL CAPABILITIES NEEDED FOR TURBO SELLING 16


Turbo-selling is impossible to do without the aid of technology

By definition you canrsquot increase selling time without decreasing the time it takes to do everything else and that means yoursquoll need the right tool

Yoursquoll need

] A method for searching for hidden buying signals] Smart filtering technology for uncovering the best-prospect profiles] Listening capabilities to dynamically spot trigger events] Delivery of dynamic prospect lists based on real-time information


SEARCHING FOR HIDDEN BUYING SIGNALS 17


Its important here to note that search engines do not support turbo-charged selling They can actually harm sales productivity and slow prospecting efforts to a crawl There are a few reasons why this is the case

The first is that search engines return too much information that isnrsquot relevant (false positives) because many words have more than one meaning The end result is that salespeople lose valuable time attempting to isolate important prospecting data

Another reason why search engines fall short is that they will often miss the very kind of information yoursquore looking for (false negatives) Keyword-based search engines will often not return documents that donrsquot contain the exact words or phrases yoursquove searched for

Conceptual search engines on the other hand can search for information that is conceptually similar to the keyword or phrase In other words it can find information thatrsquos relevant to the ideas expressed by your search query

Look for a tool that incorporates conceptual search so you can search business concepts most relevant and revealing to your business


laquoTWEET THISldquoDo Search engines harm or help sales productivityrdquo

SMART FILTERING TECHNOLOGY UNCOVERS THE BEST-PROSPECT PROFILES 18


ldquoBig Datardquo is todayrsquos high-octane sales fuel Without big data to make sense of it all adding information can clog your sales engine and make your entire pipeline sluggish

More than 50 Billion Gigabytes of data have been generated since the beginning of time More than 90 of the worldrsquos business information was created in just the last two years

Typical search engines are not sufficient for filtering information on prospects as we noted on page 12 Herersquos a specific example that highlights this point

A company doing business in Brazil

Whose business is expanding

Who has a lower debt load than its peers

Who outsources its data center and

Who recently announced a new partnership

This may be a perfect type of prospect for you However therersquos virtually zero chance yoursquoll find this prospect using a search engine To search for this ideal prospect description requires a combination of firmographic factors the ability to filter conceptually and the ability to weight and rank (see ideal buyer worksheet)

laquoTWEET THISldquoOrdinary search engine tools will not uncover your best prospects Herersquos whyrdquo

LISTENING FOR SIGNS OF OPPORTUNITY 19


Listening for opportunity signals is critical for turbo selling success Opportunity signals tell you when a company or prospect is most likely to buy the goods and services you sell

Firmographic information like company size and industry are important base-line criteria Ideal prospects will align with the firmographics of someone who might need your solutions However firmographics will not tell you whether the prospect is motivated and willing to consider a change

Until a trigger event occurs you will not get your prospects attention the motivation is too low According to Craig Elias (SHIFT Selling) companies experiencing trigger events that stimulate buying motivation are 10 times more likely to buy

How do you find those prospects With a good listening device Like searching for signs of intelligent life with radio telescopes your turbo selling tool should listen for events that signal an opportune time to contact prospects


laquoTWEET THISldquoDo you have a hot prospect ldquoradio telescoperdquoldquo

DYNAMICALLY GENERATED AND DELIVERED PROSPECT LISTS 20


Using big data and the right prospecting tools you can search for specific traits and characteristics of your target company or prospect Yoursquoll also want to rate their relative importance to your business

Searching for traits and weighting them on importance returns a list of prospects that meet your ideal profile Big data is essential because whether or not a company or prospect meets your definition of an ideal prospect is dynamic It doesnrsquot remain constant

Itrsquos impossible to manually assess and score the universe of prospects dynamically And yet a dynamic assessment is precisely whats needed if you are to focus on the best prospects at any given time based on how well theyrsquore aligned to your ideal profile

When turbo sellers search and browse for prospects theyrsquoll need to get an automated scoring that visually indicates how aligned the prospect is with your ideal profile

Turbo sellers need dynamic ldquosmartrdquo lists that work for them 247 monitoring and delivering a perpetual

evergreen list of the best prospects

laquoTWEET THISldquoTurbo sellers need evergreen lists of the best prospects based on up to the minute infoldquo

AVENTION SUPERCHARGES YOUR SALES ENGINE 21


Avention equips your sales engine for turbo sellingItrsquos a smart technology that minimizes wasted sales effort It dynamically identifies and notifies salespeople of prospects that1) fit an ideal buyer profile and 2) have experienced a trigger event and it gives salespeople the insight they need to engage prospects Avention offers all 4 essential elements required for turbo selling in one tool

Avention offers one-of-a-kind big data functionality to help salespeople dig deeper for richer insights on more companies and more contacts and automates the process of weighting and ranking for smarter prospecting

Salespeople will better understand when they should talk to a customer or prospect and what they can say to engage them in a meaningful sales conversation

This makes it possible to get in the door early beat your competition to the punch influence the decision process and gain favored-vendor status


laquoTWEET THISldquoLearn why sellingtools thinks Avention is perfect for turbo selling b2bsalesldquo

TURBO SELLING WITH AVENTION FOR SALES 22


Avention Conceptual SearchSM introduces a powerful technology that captures understands and connects companies and contacts to relevant topics with the ability to further associate them to traditional firmographic information

Aventionrsquos Business SignalsSM provide insight into specific characteristics of a business Using any number of our 1000+ Business Signals you can configure and prioritize real-time listening for companies and contacts at a level of detail and timeliness never before available

Avention Ideal ProfileSM|HWPEVKQPCNKV[NGXGTCIGUCEQODKPCVKQPQHQPEGRVWCN5GCTEJCPF$WUKPGUU5KIPCNUVQFGHKPGyour ideal customer score that customer relative to your criteria and compare it against our global database to uncover companies that match your criteria

Avention SmartListsSM|RTQXKFGCNGXGNQHVCTIGVKPIVJCVYCUQPN[FTGCOGFQHWPVKNPQY5OCTVGTVJCPCP[QVJGTNKUVyou can get the information is generated by our Conceptual Search and Business Signals technologies And since data is perishable the lists are kept evergreen with 24x7 updating


Which evolutionary stage do your salespeople operate in

WORKSHEET SALES STAGE ASSESSMENT 23


Prospects are typically self-educated about options before they engage with you

Stage 2

Our salespeople offer proactive timely and relevant insight

Turbo Selling

Prospectsrsquo evaluations involve lengthy sales-cycles with multiple competitive options

Our salespeople collaborate on the decision process with prospects as a preferred vendor

Our salespeople use big data technology to auto-monitor and identify the best prospects in real-time

Our salespeople spend most of their time talking with quality prospects

Salespeople use search engines to identify and prioritize prospects

Salespeople spend less than half of their time selling



Turbo Selling Answer

How much time do salespeople spend searching for the right prospects

What percent of prospect opportunities are your salespeople first-in

What percentage of time do your salespeople spend ldquosellingrdquo (talking with quality prospects)

Have you identified your ideal prospect based on firmographics and trigger events

How many contact attempts does it take to engage a prospect

What are you doing to ensure salespeople present relevant personalized information

What percent of newly identified prospects convert into opportunities

Important Questions to ask Yourself


What sized company is most likely to want and have the capacity to pay for your prodservice

Which industries typically have the most need and capacity to pay for your prodservice

What is the job title or function of people who buy from you most often

Who else in the organization is usually involved in a decision (role job level)

Firmographics

WORKSHEET DEFINING YOUR IDEAL BUYER 25



What changes in circumstances would indicate a good time to contact a prospecteg New regulations are enacted

What events would disrupt the status quo causing prospects to consider changeeg Company is expanding internationally

What organizational changes would indicate an openness to changeeg Company has made an acquisition

Fire up your engineStart Turbo Selling today with your own free trial of Avention

CLICK TO START

INTRODUCTION

laquoTWEET THIS

3


Wersquove all heard the adage that you canrsquot continue to do the same thing and expect to get different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today



Copyright 2014 Smart Selling Tools

ldquoLearn how to turbo sell your way to quota achievementrdquo

Sponsored by






Selling

Turbo Selling

















































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Turbo Selling

Use of Time

Sales activities




41 2 3 4


Call trueprospects


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Firmographics








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Use of Time

Sales activities




41 2 3 4


Call trueprospects


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everything else





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Firmographics








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Use of Time

Sales activities




41 2 3 4


Call trueprospects


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everything else





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Turbo Selling























Firmographics








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Sales activities




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Call trueprospects


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everything else





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Stage 2


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Firmographics








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Firmographics








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Firmographics








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