Land and expand why everyone s in sales

Transcription

1 Land and expand why everyone s in sales Host: David Baars Director, Product Marketing Host: John Barney Account Executive Can I view this recording later? Yes! We ll post this webinar recording on pipelinedeals.com/classes Can I ask questions? Yes! Use the questions pane in GoToWebinar.

2 Agenda Intro it takes more than just sales Agenda 1. Land & expand is business strategy 2. Nail the first step 3. Map out deal charts 4. Don t be a one off 5. Keep adding value Q & A time

3 What are your 2018 priorities?

4 What are your business s 2018 priorities What are your 2018 priorities?

5 What are your 2018 priorities?

6 Increasing business from existing accounts has been a top 5 sales priority for the last 5 years Why is that?

7 70% of happy customers won t do business with you again. Bain & Co.

8 Successful businesses make account expansion more than just sales How to make expansion within existing accounts a whole business strategy. Tactics for how to identify potential expansion. Strategies for staying relevant and adding value.

9 Make land & expand a whole business strategy.

10 What does land & expand mean?

11 Land & Expand A strategy for delivering value to your customer that enables you to expand to other parts of the business and win repeat business.

12 Relevant for many industries. 1 Does my business obtain new business through RFP s? Reference similar jobs where you delivered value.

13 Relevant for many industries. 2 Do you consult or provide a service? Uncover accounts where you could provide additional services.

14 Relevant for many industries. 3 Do you sell a product or license technology? Uncover other parts of your client s businesses you can sell to.

15 Relevant for many industries. Land and expand is a business strategy you can use to deliver more value to your customers and increase profitability.

16 Most of the value isn t in the first sale.

17 How do you begin to make expansion a whole business strategy?

18 1 Listen to what customers tell you.

19 Example: Microsoft s Global Account Technology Executive Summit Original approach from Microsoft: How do I sell you more licenses?

20 Example: Microsoft s Global Account Technology Executive Summit Customers didn t want to buy new licenses however

21 Example: Microsoft s Global Account Technology Executive Summit Customers wanted: 1. How can we consume, use, and deploy your tech? 2. Can you talk our language and bring solutions to solve our problems? 3. Can you make it easier to do business with you? 4. Can you be more relevant and add more value?

22 Example: Microsoft s Global Account Technology Executive Summit Listen to your customer s problems to uncover expansion opportunities.

23 CRM Tactic #1 Track expansion opportunities by revenue type.

24 2 Recognize that everyone is in sales.

25 Example: Specialty trade contractors 1. Certain types of contracting is impacted by seasons. 2. Operations team members know that light work weeks/months is an issue.

26 Example: Specialty trade contractors Empower your team to act! 1. Train crew leaders to know how to spot potential additional work orders. 2. Think of every touch-point with a customer as a potential opportunity to identify and support a need. 3. Give your team members access to the training and resources they need to support sales.

27 CRM Tactic #2 Notify collaborators and increase access.

28 Focus on the handoff

29 Onboarding is THE critical first step The transition from sales to client managers is absolutely critical.

30 Onboarding is THE critical first step Necessary for customers to achieve their desired outcome only then can you expand business with them.

31 Team coordination is crucial

32 Important questions to consider 1. Has my team scripted out the exact experience that should happen in the sales to account management handoff? 2. What are the crucial learnings, key insights, and information that must be passed on? 3. Where is information today being lost?

33 Example: Bring sales to first official client meeting 1. Review expectations 2. Review priorities 3. Ensure all people are on the same page

34 CRM Tactic #3 Leverage your CRM to transfer knowledge and ownership of the customer.

35 CRM Tactic #3 Leverage your CRM to transfer knowledge and ownership of the customer.

36 Example: Always end a successful handoff by asking for a referral Tactic from ING Direct and Capitol One: #1 time to get referrals is after a successful customer handoff.

37 CRM Tactic #4 Use health scores to automate the referral process.

38 Map out deal charts & key contacts.

39 What is a deal chart?

40 Deal Chart A deal chart is a map that points to potential other deals and opportunities within an organization.

41 Deal charts are critical to strategic expansion. You have to be strategic about how you grow a customer.

42 Deal charts are critical to strategic expansion. Who are the key contacts in other parts of the business that you must know? What are the pain points for other parts of the business and how does your solution help? What are the key initiatives within other parts of the business.

43 CRM Tactic #5 Tag key contacts for strategic expansion.

44 Don t be a one-off

45 It s easy to get pigeonholed Businesses become one-offs when the value they ve provided isn t clearly understood.

46 How to avoid getting pigeon-holed 1 Begin communicating value to other key decision makers as soon as possible.

47 How to avoid getting pigeon-holed 2 Leverage your relationship with your customer champion to learn about greater pain points and company initiatives.

48 How to avoid getting pigeon-holed 3 Identify if you can diversify services you provide.

49 Example: Review business success with leaders 1. After successfully delivering a product or service, review with the customer to confirm that they re happy. 2. Make sure to ask to see if they would recommend your service and if they can serve as a reference. 3. Communicate success and outcomes with company leaders.

50 CRM Tactic #6 Make customer reviews a customer milestone.

51 Stay relevant by continuing to add value

52 Stay relevant by continuing to add value Repeat business and expansion fails when you don t stay in-touch and relevant.

53 70% of happy customers won t do business with you again. Bain & Co.

54 Example: Continue educating your customers Shearer painting is a Seattle-based painting contractor. They have a web-video series that focuses on educating consumers on how to pick the best paint. Gives them a reason to continue communicating with customers.

55 Example: Continue educating your customers Security is an increasingly relevant issue with software. PipelineDeals became SOC-2 certified to signify the high-degree of seriousness we take in securing data. Communicate to customers to stay top-of-mind.

56 CRM Tactic #7 Schedule regular check-ins with customers to educate and provide value.

57 1. Listen to customers identify their other pain-points. 2. Use every customer touch-point as an opportunity to provide value. Reviewing land and & expand 3. Deliver a seamless customer handoff from sales to account management. 4. Map out key contacts and broad company initiatives. 5. Avoid being a one-off by communicating value every step of the way. 6. Continue to educate customers and stay in touch. What s left? Leverage your CRM to land & expand.

58 What s coming up next?

59 What s coming up next? Multi-currency: track and convert deals in multiple currencies. Outlook Plug-in: enhanced Outlook contact and calendar sync for PC, Mac, and Outlook 365. Scroll-bar: new list-view scroll bar to scroll left-to-right. Teams & Read-Only Users: new enhanced teams to give businesses more flexibility and control.

60 Questions? Call us at: We will be sending out the recording after the webinar.

61 Thank you! Help articles and tutorials: help.pipelinedeals.com