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Sales Effectiveness: A Plan for Success in 2013
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Ralf VonSosen, Head of MarketingLinkedIn Sales Solutions
David DiStefano, President and CEORichardson
Gerhard Gschwandtner, Founder and CEOSelling Power
#SPSuccess13@daviddstef13
@rvonsosen
@gerhard20
Agenda Topics for Today’s Webinar
1. Shifting buyer behaviors and developing a new mindset and strategy to counter them.
2. Incorporating value strategies into your sales process
3. Tips for becoming a social selling pro
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Ralf VonSosen, LinkedIn Sales Solutions
Buyers Have Changed
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Buyers are more informed…
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…less responsive.
LinkedIn Confidential ©2013 All Rights Reserved
Buying process has fundamentally changed.
People buy from People,(1) who understand their business,
(2) understand them,(3) and trust to solve their problems.
What has not changed.
LinkedIn Confidential ©2013 All Rights Reserved 9
So what can you do?
FindRight Person
• Leverage Pro Networks• Target Individuals
Relate What to Say
• Gather Insights• Lead with Insights
• Leverage Warm Introductions• Utilize Social Channels
EngageBest Path
Changing Your Mindset
the start-up of you (by Reid Hoffman and Ben Casnocha)
www.thestartupofyou.com
• Treat your career as you would a start-up company.
• Lessons throughout will help you advance in your career.
• Invest in yourself, build strong relationships and take risks.
How does that apply to you as a sales professional?
the start-up of you (by Reid Hoffman and Ben Casnocha)
www.thestartupofyou.com
• Your are an entrepreneur, a GM, for your sales territory
• Your territory may be defined by geography, industry, company size, or a host of other attributes
3 Principles1. Permanent beta 2. Iwe
3. Breakout
Permanent Beta
“You remake yourself as you grow and as the world changes. Your identity doesn’t get found. It emerges. “
“Whatever the situation, actions, not plans, generate lessons that help you test your hypotheses against reality.”
A startup mindset
Competitive advantage
ABZ planning
Iwe
“Even if you realize the fact that you are in permanent beta, even if you develop a competitive advantage, even if you adapt your plans to changing conditions – even if you do these things but do so alone –you’ll fall short.”
“No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team.”
Transform relationships into networks
Always be strengthening your network
Who you know, is what you know
Create Break-through Opportunities
“The fastest way to change yourself is to hang out with people who are already the way you want to be.”
“But you can develop habits of behavior and habits of thinking that increase the likelihood that you find yourself in the right place at the right time.”
Mind on fire
Hustle
Intelligent risk
David DiStefano, President and CEO
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Information Flow
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Successful Selling
Account development
process
Dialogueskills
Valuestrategy
A clear “line of sight” into the activities and skills you need
Strategy to identify, generate, deliver and communicate valueImprove dialogue skills to ensure
high-quality customer interactions.
Balancing Strategy, Process and Dialogue
Richardson Confidential ©2013 All Rights Reserved
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IndustryAnalysis
CompetitiveAnalysis
Stakeholder Analysis
CompanyAnalysis
External ForcesCustomer ProfilesPotential Opportunities
Goals and ObjectivesChallenging IssuesStrategic Initiatives and Critical Success FactorsPotential Opportunities
Functional FocusRole in Decision-making ProcessPolitical AlignmentBuying BehaviorLevel of Access
Competitive PositionStrengthsWeaknesses
Sales Process in a Social World
Richardson Confidential ©2013 All Rights Reserved
Richardson Confidential ©2013 All Rights Reserved 21
Wearing your Client’s Hat
Make MoneySave MoneyManage Risks
Creating the Value Strategy — plan of action deliberately designed to identify, generate, deliver, and communicate the value the seller brings to a client
Communicate: Value not communicated is value not perceived by the client. This aspect of your value strategy needs to become a seamless part of your relationship or you will not get credit for the value that you and your team deliver.
Richardson Confidential ©2013 All Rights Reserved
IDENTIFY GENERATE
Industry trendsaffecting your client’s business
New thinking on the part of your client stakeholders
DELIVER COMMUNICATE
A coordinatedapproach to across geographies and business units
The value delivered to your client
Creating the VALUE Strategy
Richardson Confidential ©2013 All Rights Reserved
How do your customers define value?
�Help us plan proactively for change, threats, and opportunities in our business environment
�Build a persuasive business case that gets senior leaders’ attention
�Advocate strongly for our interests within Seller so that we do not have to
�Have a deep understanding of what our business needs to perform better
�Make us feel like they are “one of us”
�Have authority to make decisions and commitments on behalf of Seller
�Offer us preferred pricing and special contracting arrangements
�Bring deep expertise in our industry and trends affecting our business
�Assemble a competent account team that works well with our teams
�Help us be more effective and efficient in our own business
� Improve our clients’ experience with us
�Solve problems and issues both promptly and fairly
�Create a strong sense of urgency to seize opportunities in our market(s)
�Have a compelling vision for how our two organizations should collaborate to co-create value
�Meet and exceed agreed-upon performance requirements on a regular basis
�Provide an objective, strategic view of our business that is both accurate and informative
�Make it easy to do business across the multiple layers and geographies that make up our organization
�Navigate our organizational politics in a way that gets things done
� Anticipate challenges to our business
� Help us to organize our understanding on trends and challenges
� Act as a catalyst to create consensus among multiple stakeholders Richardson Confidential ©2013 All Rights Reserved
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Communication is no longer confined to you and your customer, over the phone or in-person, or at a specific time.
Customer Dialogue — communication constraints eliminated
Richardson Confidential ©2013 All Rights Reserved
A customer’s ‘first impression’ of a sales rep often occurs through a social media presence
Social media platforms like LinkedIn have given sales reps the opportunity to ‘communicate’24/7 and without boundaries.
Richardson Confidential ©2013 All Rights Reserved 26
Do you know me personally?Do you know my business?Do you offer insights to help me improve my business?
Customers Judge You…
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What outcomes are you looking for when you communicate with clients?
Test if your insights, ideas, and solutions resonate Learn more about the client and stakeholdersEnsure intended value is accurately perceivedBe regarded as confident (not arrogant)
Richardson Confidential ©2013 All Rights Reserved
Becoming a Social Selling Pro
Path to Social Selling Excellence
4 Actions to Becoming a Social Selling Pro
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Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibilityDeveloping a Reputation: Building a strong online reputation that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to prepare for sales conversationsGathering Intelligence: Researching social information to prepare for sales conversations
Building your Network: Developing relationships with people who can share information and provide referralsBuilding your Network: Developing relationships with people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contactsOffering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS
1. Build a Strong Professional ProfileAdd a photo, experience and skills that showcase the brand of YOU
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2. Proactively Develop Your NetworkBuild trusted relationships who can support your professional objectives
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3. Gather IntelligenceBe prepared for every interaction by researching contacts and companies
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4. Contribute InsightsShare ideas through status updates, and participate in groups
1.Wear your customer’s hat2.Develop a well thought-out “value
strategy” for customers and prospects
3.Leverage social platforms like LinkedIn to enhance your credibility earlier in the sales cycle
Your Call to Action:
Thank you for attending!
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LinkedIn Sales Solutionswww.sales.linkedin.com@linkedinselling
Richardsonwww.richardson.com@RichardsonSales
Selling Powerwww.sellingpower.com@SellingPowerMag