how to achieve a frictionless sale every time
TRANSCRIPT
How To Achieve a Frictionless Sale Every Time
Matt HeinzPresident, Heinz Marketing Inc
[email protected]@heinzmarketing
1. “This call is being recorded”2. Questions3. Copy of deck, templates, samples…
Housekeeping
Last Slide First
1. Map your sales process to the way your customers want to buy
2. Focus on a different set of buying signals3. Solve a problem that they understand
(especially if you help them understand it)4. Focus on building an extremely wide top of your
sales funnel5. Be patient but be persistent
An example from real estate
Source: Hebert Research
Sellers
SaleSale
Phase 1Pre-Research
5.5 Months
Phase 2Active Research
1.4 Months
Phase 3Selling
2.4 Months
PurchasePurchase
Phase 1Pre-Research
7.1 Months
Phase 2Active Research
5.5 Months
Phase 3Buying
4.1 Months
Buyers
9.3Months
16.7Months
An example from real estate
Lengthy Research Process Before a Transaction
• 9.3 Months for Sellers
• 16.7 Months for Buyers
Buyers and SellersChoose Agents
Quickly
• Most Choose Agent in 1-3 Days
• Choice is Quick and Often Arbitrary
• 69% List with the First Agent They Contact
++ ==
Source: Hebert Research, National Association of Realtors®
FIRST
FAST
FREQUENT
To Contact Prospects
In Response to Requests
In Their Follow-Up
Agents Must Be:
Implications for you…
• Be first• Be early• Stay top of mind• Continue to provide value• Watch for early buying signals
What is a buying signal today?
Buying signal examples…
• “My current vendor sucks”• “I hate having to do this myself”• “This costs too much”• “We’re not getting the results we want”
Buying & Changing
• Why do people buy?– Need, desire, get ahead, ego, problems, keep
up– Positive, future, solution
• Why do people change?– Fear, discomfort, frustration, dissatisfaction,
lack, pressure, forced– Negative, present, situation
The diagnostic path
• Start with positive present (sustain), discover negative present (change), address negative future (avoid), then present the positive future (attain)
Seven questions to answer prior to any presentation/proposal
1. So what!2. What are the consequences?3. How much is it costing them?4. Do they know?5. Who cares?6. Are we talking to them?7. Who’s doing the value translation?
Needs will vary by role
Audience
Target Vertical #1
CEO
IT/CIO
CMO
Client Services Lead
Audience
Target Vertical #2
CEO
IT/CIO
CMO
Client Services Lead
Drivers Pain Points Value Propositions (bullet points) Key Messages
Value Propositions (bullet points)Drivers Pain Points Key Messages
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
Early, easy value
• Be an open book• Share your expertise• Make it scalable• Make it easy to take the next step
Last Slide Last
1. Map your sales process to the way your customers want to buy
2. Focus on a different set of buying signals3. Solve a problem that they understand
(especially if you help them understand it)4. Focus on building an extremely wide top of your
sales funnel5. Be patient but be persistent
Learning Resources
• www.mattonmarketingblog.com• www.twitter.com/heinzmarketing• www.heinzmarketinginsights.com • www.tenminutebrainstorm.com
Other resources
Upcoming Events
• AA-ISP Seattle Chapter Happy Hour (Aug 24)
• How to prepare for the holidays (September)
• Sales Breakfast (Sept 13)• AA-ISP Seattle Chapter Breakfast (Sept 21)
www.heinzmarketing.com/resources/events
Questions?