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Today's buyers do their homework by researching solutions online long before you get a chance to talk to them. Be sure you do your homework, too. Don't put a prospective buyer in the "hot seat" by barraging them with questions to qualify the opportunity. Instead, establish connections to build the relationship. Register now! Using a case study format, three highly respected thought leaders will demonstrate how to connect by: 1- Applying sales intelligence to ask the right questions 2 - Framing questions to spark interactive dialog 3 - Sharing personalized information resources to create conversation
Citation preview
CONVERSATIONS, NOT INTERROGATIONSWebinar 2/5/13
Speakers
Roger Ciliberto
North American Sales Director@OneSource4Sales
roger_ciliberto@onesource.com
Pete Gracey
COO & Co-Founder@Peter_Gracey
pgracey@agsalesworks.com
Cliff Pollan
CEO & Co-Founder@cliffpollan
cpollan@postwire.com
Establish Connections by:
1 Applying sales intelligence to ask the right questions
2 Framing questions to spark interactive dialogue
3 Sharing personalized information to create conversation
Case Study – Step Into These Shoes• You sell security software• Targeting company in financial vertical• Want to create conversation to
motivate action
Apply sales intelligence to ask the right questions
1
Are you timely?
• Corporate Family?
• Revenues?• Other News?
Do you stand out by having something relevant to talk about?
Is there a “Perfect Storm”?Also recently hired a new Chief Risk Officer…..
Have just entered into a NEW Fiscal Year…
1. New CTO2. New Chief Risk
Officer3. Fiscal Year
End?
The Perfect Storm?
Frame questions to spark interactive dialogue
2
Map Your Conversational Goals
The Pitch
Example “Pitch” Q:
Do you believe Vulnerability Software is an important part
of any overall IT strategy?
The Pass
Example “Pass” Q:
How does Genworth’s current vulnerability software fit in with the security strategy you are putting into place?
Formulating Quality Questions
Sharing personalized information to create
conversation
3
Axceler as our example vendor
1. See the problem
2. Commit to a solution path
3. Plan out the change
Closed DealStatus Quo
65%Source: Forrester Research, Inc.
Setting the Buying Vision
Context
ConversationContent
Bring clarity &Motivate change
1. See the problem
2. Commit to a solution path
3. Plan out the change
Closed DealStatus Quo
Discuss Issues with Status Quo
Their Ideas for Change
Steps to Launch Solution
Uncover Their Change Motivations
Their Fears Needs of Larger team
Useful Content
3rd Party researchEducational webinarsWhite papers
Case studiesExpert interviewsFAQs
Free trial/Live demoPlanning checklistROI calculator
Inventory and know your content.
Content Inventory
Content Inventory
Sales Conversation Cheat Sheet• Content Details – Title, Author, etc.
• Target Prospect - Who is it for and why
• Content Insights - What can you teach
• Sales Conversation – What are prompts and goals
Developed by Ardath Albee – Marketing Interactions Her book – eMarketing Strategies for the Complex Salehttp://www.marketinginteractions.com/
Use content to ask the right questions to clarify your prospect’s buying vision.
SharePoint Governance Maturity Benchmark
Content - Thought Leadership
Create Conversations – You are not alone
• Context - Only 30% of all companies align their governance plans with an end user adoption strategy
• Question - Are you concerned that good governance could hurt user adoption?
Put content in context of your buyer’s top 3 pain points.
Content – Thought Leadership
Create Conversations – You are not alone
• Context - Only 29.6% of those not using a tool have an operational change manager model in place vs. 69.7% for those who use 3rd party tool.
• Question - Has it been hard to put a compliance model in place?
Help organize your buyer to represent their vision and ROI.
Content - Champion Kit
ROI Calculator
1. See the problem
2. Commit to a solution path
3. Plan out the change
Closed DealStatus Quo
Discuss Issues with Status Quo
Their Ideas for Change
Steps to Launch Solution
Uncover Their Change Motivations
Their Fears Needs of Larger team
Useful Content
3rd Party researchEducational webinarsWhite papers
Case studiesExpert interviewsFAQs
Free trial/Live demoPlanning checklistROI calculator
Sales Conversations, NOT Interrogations
Roger Ciliberto
North American Sales Director@OneSource4Sales
roger_ciliberto@onesource.com
Pete Gracey
Co-Founder@Peter_Gracey
pgracey@agsalesworks.com
Cliff Pollan
CEO & Co-Founder@cliffpollan
cpollan@postwire.com
www.onesource.comCall me: 978-318-4398
www.postwire.comCall me: 781-350-3416
www.agsalesworks.comCall me: 781-702-6999
FREE
3-DAY TRIAL FREE
ACCOUN
T
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