july14 webinar hoovers and selling power

Webinar: Sales 2.0: How to Sell Smarter and Win More Business | www.sellingpower.com

Welcome

Today’s Webinar:

Sales 2.0: How to Sell

Smarter and Win

More Business


Today’s Panelists

Moderator:

Gerhard Gschwandtner, Publisher & Founder,

Selling Power magazine

Panelists:

Karen Kennedy, Executive Vice President of

Sales, Hoover’s, Inc.

Dan Demko, President and Founding Partner,

SBTV.com


Today’s Agenda: Sales 2.0

1. Evaluate Sales 2.0 Solutions for your business

2. Best Practices for implementing Sales 2.0 technologies

3. Which solutions offer a fast return on investment

4. Keys to transitioning your sales process to be more Sales

2.0-enabled

Sell Smarter and Win More Business


Sales 2.0?

“Sales 2.0 brings together customer-focused

methodologies and productivity- enhancing

technologiesthat transform selling

from an art to a science.”


Sales 2.0

Lead Generation

Collaboration

Track & Manage

Quote & Propose

Close & CEM

Sales Activity

Lead Management

Customer Engagement

Sales Process

Analytics

Compensation Management


Sales 2.0 is about Acceleration

Optimize every phase of the sales funnel by…

• Prioritize buyers and focus on the most promising

prospects

• Contact the right prospects at the right time

• Automate lead nurturing to free salespeople from calling

on ready prospects

…to accelerate sales velocity and volume.


Sales 2.0 is about Collaboration

Transform into a smarter and better informed salesorganization by…

• Harness the collective intelligence of the sales organization

• Leverage online collaboration solutions

• Extract timely and relevant insights from the “Social

Media”

…to sell more effectively to smarter and better informed

prospects.


Sales 2.0 is about Professionalization

Raise the bar for the “average” sales rep …

• Adopt repeatable processes

• Share best practices

• Deliver real time training

…to increase performance throughout the sales

organization and deliver predictable results.


Sales 2.0 is about Accountability

Establish a “Culture of Measurement”…

• Optimize the “lead-to-opportunity conversion” process

• Rely on analytics to incent the right behavior in sales at

the right time

• Make decisions based on science, not on hunches

…to increase accountability and reduce the cost of sales.


Sales 2.0 Transformation at Hoover’s

Karen Kennedy

Executive Vice President of Sales, Hoover’s Inc.

[email protected]


Businesses face many challenges

• need to find profitable new customers with limited resources

• Inconsistent reporting and limited measurement capabilities

• Businesses are not cross-selling and up-selling effectively

Acquire new customers

Service and retain customers

Grow existing customers


Sales 2.0* for Hoover’s

Process Measurable, Predictable, Customer Centric

Strategy Alignment and Resource Allocation

People Open, Team-Oriented, Relationship Focused

Technology Enabling Tools

*Sales 2.0: Improve Business Results Using Innovative Sales Practices and Technology by Anneke Seley and Brent Holloway, John Wiley & Sons, 2009

IMPROVE REVENUE RESULTSIMPROVE REVENUE RESULTS


Sales 2.0 Accomplishments

Professional Development

Entire sales organization trained on “other-centered selling”

Coach-the-Coach training

Use of the methodology is in every sales person and leader’s performance review

Complete Redesign of Sales Compensation Plans

Every plan has quarterly and annual components

Special incentives offered quarterly to move “levers”


Sales 2.0 Accomplishments

Data Integration for Sales Intelligence reports

Purchases File, Contacts File, User File

Paid Site Usage File, Duns Segmentation File, Product Details File

Created an extensible data model for business intelligence

Ensures linkages and flexibility that scales with new data sources and report requirements

10 key business reports that create actionable information for sales teams


Hoover’s single customer view

With a single customer view, businesses can confidently deliver the right solution to the

right customer, maximizing revenue growth while achieving operational efficiencies


Transform

External source of trusted information

Cleanse Identify Enrich

Customer insight

From Data to Insight

Single Customer View

Manage

Marketing Department

The Refresh cycle establishes and maintains processes to ensure that your business information and insight remain up-to-date, accurate, and actionable.

Link/Group

Maintain/ Steward


From Customer Acquisition to Customer Retention

Retain customers

• Get a complete view of the customer

• Primary target is marketing professionals

Grow existing customers

• Improve customer segmentation and targeting

• Identify up-sell and cross-sell opportunities

Service customers

• Detect and respond to unhappy customers

• Increase operational efficiency by improving deliverability of mailings

• Protect sensitive customer information

Acquire new customers

• Provide quality leads to our customers

• Primary target is sales professionals

Optimizer


Better reports to take measurable actions

• Acquisition - increase sales

• Cross Sell / Up Sell – increase upgrade sales

• Retention / Customer Satisfaction – increase renewal rate

• Cost Reduction – reduce costs in unproductive / redundant areas


Sales 2.0 allows real time cross selling

On a daily basis, find all those accounts who display opportunity

• Areas of Opportunity:• a product or add-on not currently purchased• a premium level of service not purchased• An expired product

• Immediately produce an email campaign to offer a “trial” to that service to entice usage

• After trial period, confirm usage to the service / product via usage data

• Follow up with an offer for service.


Sales 2.0 Real Time Customer Retention

Under utilized subscription retention process:

Determine accts where there is either a change in usage or a lack of usage.

Report:• Weekly / monthly check to see those accts where usage falls to

<X% of it’s 3 week moving average.• All accounts where usage is zero for a given period• Create a campaign to contact account to prompt usage.• Continue to monitor usage and continue communication of

benefits if still underutilized, but maintaining history of prompts


Sales 2.0 Lead Matching

‘Look-a-like’ campaign process:

Define “best” customers

• Combination of tenure, value & product depth and usage

• Isolate common characteristics of these best customers

• SIC, geography, revenue, employee size, D&B scores, etc

• Apply those characteristics as search criteria to the overall D&B

universe to create a “hot prospect” list

• Create campaigns to target these prospects

• Customized message based on SIC or product specific usage


Focus, Improvement, Diligence, Accountability and Integrity

• Scorecards continue to be introduced into our sales processes

• Culture of “test & learn”

• Constant improvement to take us to the next level

• Very rarely do we reduce resources – they are redeployed

• Focus on Customer Centric improvements

• Admit and learn from mistakes


Dan Demko

President, SBTV.com

[email protected]


Prospecting

• Updated lists

• Prospect Management System

• Communication database

• Drip marketing


Presentation

• Overview documents describing your

company

• PPT templates that represent your product

• Product demos using your website

• Animated follow-up


About SBTV.com

SBTV.com is the first and only pure online video news and information resource designed specifically to help small business owners and managers start, grow, protect and manage their business.

SBTV.com can go beyond traditional online advertising to creative affordable, effective original content programming. Numerous clients have already experienced how this can assist their campaigns relevance and create additional lift with powerful unique industry targeted content.

Small Business Television.com

SBTV.comWhere Small Business is Our Only Business

Dan Demko| President | SBTV.com: Where Small Business is our only Business 440 487 8611 cell | 314 533-7288 x21 office | www.sbtv.com | Join Our Community


Business Information Sites including Mobile


SBTV.com Community Site:


Closing

• Solve a problem

• Timely responses

• Make it personal


Thank You

Dan DemkoPresident, [email protected]

Karen KennedyExecutive Vice President of Sales, Hoover’s [email protected]

Gerhard GschwandtnerPublisher & Founder, Selling Power [email protected]

july14 webinar hoovers and selling power

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