SALES PIPELINE: HOW AND WHAT YOU SELL

Chris KappesACCESS 2010

SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL

• Our World…Today

SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL

• Our World…Today• Turning Your B2B Sales Platform Upside Down

SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL

• Our World…Today• Turning Your B2B Sales Platform Upside Down• P.S…Sell to the Digital Natives

BIG PICTURE

INDICATOR ValueInflation Inflation: 2.32

GDP Growth GDP: 1.7

Unemployment Unemployment: 9.6

Gold Gold: $1357.00/oz

Oil Oil: $65.00/bbl

Prime Prime: 3.25

“While CEO’s have lowered their expectations for pace of growth in the overall economy, they remain confident that over the next 12 months they are well positioned to increase revenues and profits, while hiring new employees.”

• Vistage CEO Confidence Index

CEO’s believe in the next 12 months:

• Sales revenues will increase

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve• Prices will remain flat

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve• Prices will remain flat• Managing costs, credit and cash flow is top priority

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve• Prices will remain flat• Managing costs, credit and cash flow is top priority• Customer retention is biggest challenge

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve• Prices will remain flat• Managing costs, credit and cash flow is top priority• Customer retention is biggest challenge• Innovation is biggest priority next 3 years

CEO’s believe in the next 12 months:

• Sales revenues will increase• Profitability will improve• Prices will remain flat• Managing costs, credit and cash flow is top priority• Customer retention is biggest challenge• Innovation is biggest priority next 3 years• Planned expenditures for 2010 and 2011 will remain flat

After a record setting nine consecutive quarters of negative quarter over quarter performance, the third quarter of 2010 CEIR Index reports all four metrics (space, attendance, shows, exhibitors) show improvement over the 3rd Q of 2009.

Doug Ducate, CEO & President, CEIR

OUR INDUSTRY: Past

Big sea, many fish

Our World: Present

Big sea, shrinking fish population, several big fish

Our Industry

$1.3B $1B

$1B

Our Industry

Blended profit of the 56 surveyed exhibit companies between 2002-2008: 3%

*According to the EDPA Economic Survey

Where do we go from here?

Reinvention

Clients don’t want exhibits or events…

They want outcomes that exhibits/events create…

…for less

…less risk

Turning your B2B salesplatform upside down

Fact: B2B Purchasing is not a rational process

Gut Feelings

Gut Feelings

Gut Feelings

HabitsInstinctsBeliefsGut Feelings

Fact: Buying Funnel was developed by marketers..not buyers.

* B2B Expert Series: Integrated Persuasion

Fact: Rarely does a person benefit from a business purchase

Fact: Risk overrides reward: 99% of BTB buying is covering your butt

* B2B Expert Series: Mapping The BuyerSphere

Fact: Complexity mires buying

* B2B Expert Series: Integrated Persuasion

Fact: Reputation drives criteria setting

* B2B Expert Series: Integrated Persuasion

Fact: Word of mouth trumps all

* B2B Expert Series: Integrated Persuasion

“ My job is to make sure every vendor thatmakes it through to the final cut is a vendor Ican live with. After my initial recommendation,everything gets passed over to procurement.But if there’s no really bad choices, that meansthey can’t screw it up too much.”

—“Doer” in one-on-one interviews

* B2B Expert Series: Integrated Persuasion

* B2B Expert Series: Integrated Persuasion

TAKE-AWAYS

Fact: How we manage buyer risk determines our success

Fact: How we manage buyer risk determines our successFact: The higher the risk, the smaller the scope of the market you can

service. High risk forces us to focus on quality, not quantity.

Fact: How we manage buyer risk determines our successFact: The higher the risk, the smaller the scope of the market you can

service. High risk forces us to focus on quality, not quantity.

Fact: We must direct our selling efforts through targeting and mapping

Fact: How we manage buyer risk determines our successFact: The higher the risk, the smaller the scope of the market you can

service. High risk forces us to focus on quality, not quantity.

Fact: We must direct our selling efforts through targeting and mapping

Fact: We must find the secret sauce in our organizations

Fact: How we manage buyer risk determines our successFact: The higher the risk, the smaller the scope of the market you can

service. High risk forces us to focus on quality, not quantity.

Fact: We must direct our selling efforts through targeting and mapping

Fact: We must find the secret sauce in our organizations

Fact: We must be realistic about what’s good business and what’s not

Fact: How we manage buyer risk determines our successFact: The higher the risk, the smaller the scope of the market you can

service. High risk forces us to focus on quality, not quantity.

Fact: We must direct our selling efforts through targeting and mapping

Fact: We must find the secret sauce in our organizations

Fact: We must be realistic about what’s good business and what’s not Fact: Word of mouth and online research are both

critical influencers in higher consideration purchases

Digital Natives

PS…Sell to the Natives

Digital Immigrants

1980

* B2B Expert Series: The Rise of the Digital Native

www.3Dexhibits.com

Test Your Digital IQ

View games as leisure activityPrefer step by step instructionsPrefer graphics over textThrive on instant gratification and rewardsMulti-tasking a breezeProper EnglishQuickly adapts new technologyStays with familiarPersonal information on internetPrint emails

* B2B Expert Series: The Rise of the Digital Native

* B2B Expert Series: The Rise of the Digital Native

IMPACT ON B2B SALES

• Quality vs. quantity• Fish in the right place…segment the market to your advantage• Uncover your secret sauce• Fish using the right bait….USP (unique selling proposition)• Fish using the right communication mediums...online-centric

(facebook, twitter mobile)• Nurture opinion leaders• Protect your reputation• Protect your financial standing• Speak the right language to the right prospect• Field the right team

Can we sustain and grow B2Btradeshows when the Digital Native preference is evolving away from face-to-face?

OUR INDUSTRY: FUTURE

Big sea, many fish must become codependent and innovate to survive

OUR BUYERS

Natives migrate into positions of authority and new rules will emerge