Making the Perfect Match

Transcription

1 Making the Perfect Match Adapting to your buyers process Larry Torri, VP Sales, AssureSign

2 About the Presenter Larry Torri 15 years of sales leadership at large multinational companies Siemens, Fujitsu, Aspect and Nortel 15 years of sales and marketing leadership at start-ups NetSpeak, Daleen Technologies and Proxima Systems Today, at AssureSign, a start-up SaaS provider of electronic signatures, he uses new and innovative sales and marketing techniques in this fastpaced and ever-evolving technology and customer landscape 2

3 Agenda Webinar objectives A quick look at the traditional process it may be yours A look at the evolving process for the buyer A view of some recent sales process trends Adapting your existing sales process by using new strategies and techniques Poll Question 1 Does your organization have a sales playbook? 3

4 The Basics are Unchanged The premise of the sales process is no different than when John Dewey introduced us to: Problem/need recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior All businesses need a direction and method We all built our sales process with what we know 4

5 The Traditional Sales Playbook Lead/demand generation Lists, events, advertising, cold calling, referrals Qualify typically some form of BANT Budget, authority, need and timeline Manage Discovery, players, competition, meetings/demo, relationship, propose, close, post-sale Traditional models have sales rep doing most 5

6 The Traditional Sales Resources Marketing Market awareness, demand/lead-gen Sales team Inside rep/lead follow-up and qualify Account executive sometimes does it all Sales manager/exec, technical resource Tools Collateral, competitive briefs, case studies, CRM 6

7 What is Changing? Information it s everywhere now Websites, LinkedIn, Facebook, blogs and more A Corporate Executive Board (CEB) study shows that buyers are nearly 60% through the purchase process before they engage sales The purchaser is way ahead in the process The sales rep could be considered unnecessary or even an annoyance 7

8 So What Do We Do? On the front-end put information everywhere Website provide information, guidance and resources, all combined with a call to action Web impressions blogs (your own, partners and industry), YouTube, LinkedIn, Facebook Automate lead nurturing with marketing automation from Marketo, Pardot, Eloqua, ExactTarget and more Crowdsourcing Yelp!, TrustRadius, IT Central Station, G2 Crowd, FindTheBest and many more Once engaged with sales a whole new model 8

9 Sales Development Sales Development is being split from the traditional all-in-one sales person Focused on nurturing until qualified then handed off Specific sales development reps (SDRs) with new hiring criteria and tenure expectations Nurturing and marketing automation Traditional content at regular cadence Ad hoc content based on news or customer action Increased insight on customer behavior Our story on this 9

10 Sales Development Qualify BANT/solution selling needs a makeover With buyers well on their way, we see new qualifying concepts and strategies emerging Objective What does the prospect want to accomplish? Plans What does the prospect expect to be doing? Timeline When does the prospect want to get this done? Obstacles What is in your way? Budget What do you expect to pay, save, ROI? Authority Who is actually making the decision? Stricter qualification criteria is in order don t be afraid to throw some back 10

11 A New Adaptive Sales Process Different, more- or less-educated buyers mean you may need to change it up Focus on qualifying with specific SDR-like roles Get to different people change agents/disrupters who are looking to make a difference and take risk Coach the change agents on how to buy Disrupt the sales process, don t be traditional A different approach it works Salesforce.com s success is all about disruption 11

12 A New Adaptive Sales Process Different, more- or less-educated buyers mean you may need to change it up Focus on qualifying with specific SDR-like roles Get to different people change agents/disrupters who are looking to make a difference and take risk Coach the change agents on how to buy Disrupt the sales process, don t be traditional A different approach it works Salesforce.com s success is all about disruption Salesloft $256K-$4.2M in 11 months 12

13 What You Can Do Poll Question Do you track win/loss? Take a more serious look at win/loss There is no better way to understand their process Ask deeper questions: Where did you research? Did we educate you during the sales process? Be willing to adapt based on what you hear Reevaluate your qualifying process Consider tightening it up and letting go Do it up-front with specifically trained SDRs 13

14 What You Can Do (cont d.) Don t be afraid to step out there and be different Disruption of the sales process works you have the power to change or at least adapt Experiment with changing your solution selling into disruptive coaching Leverage technology Integrated CRM and marketing automation Push as much information as possible to as many resources as possible with call to action 14

15 More Information Contacts: Rebecca Larry 15

16 Thank you for attending! Next month s webinar: Are Roadmaps Obsolete? Product Roadmaps in Highly Iterative Environments Download this webinar and sign up for more at pragmaticmarketing.com/live