Download pdf - Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

Top 5 Ways to Connect, Engage and Sell to Cx Level Executives

Tom Pisello - CEO & Founder Twitter: @tpisello

Powering B2B sales to economic buyers

Mari Anne Vanella - CEO/Founder Twitter: @vanellagroup

© 2012 Alinean, Inc. 2

Today’s Speakers

Mari Anne Vanella CEO & Founder of The Vanella Group Top 20 Women to Watch in 2011 by the Sales

Lead Management Assn. The Vanella Group - Teleservices for

Enterprise Technology Companies

Tom Pisello CEO & Founder of Alinean Who’s Who in B2B Demand Generation Parallel entrepreneur Ex-Gartner Managing VP Alinean - Leading provider of value-based

interactive content marketing campaigns and diagnostic sales tools


Some Important Facts

- of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC)

- of deals are not lost to competition, instead are lost to the status quo (SBI)

- Of B2B vendors face lengthened sales cycles over the past 5 years (SiriusDecisions)

- of buyers focused on price as primary decision factor, driving increased discounting (U of Dayton)


• Use internet to research • Decide when to engage • Inviting sales later (65% in)

Today’s Buyer Has Fundamentally & Permanently Changed

• Challenged to do-more-with-less • Little time for vendors • Not waiting for you…

• Adverse to Risk • Tired of the traditional pitch • Wants compelling insight

• Sticks with Status-quo • Needs proof to change • Change=2 x (cost + risk)


Does Frugalnomics Have a Cost?

For a typical $500M software firm:

For details: http://www.fightfrugalnomics.com

M – Cost for Incremental Leads to Deliver Same Amount of Biz M – The Annual Cost of the “Do Nothing” Buyer

M / month – The Cost of Lengthened Sales Cycles

M - the Annual Cost of Increased Discounting

$

$

$

$

http://www.fightfrugalnomics.com/


Top 5 Ways to Connect, Engage & Sell to Cx Level Executives


Tip #1: Cut Through the Noise

Don’t make your prospect try to figure out why you are calling Ask: Would you listen to YOU? Greatest resource you already have - your customers


8 © 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute

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Reps Execs

Call

s to

Con

nec

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Attempts Required To Connect After Initial Interest

3-5 Additional Attempts Needed

Tip #2: Persistence Pays

Typical exec requires 6+ attempts to reach


Tip #3: Engage at Right Time

Does BANT work anymore?



Tip #4: Engage with the Right Content

Do you have the right content / conversations to answer each? Can you effectively engage earlier where it matters most?

65% of Deals 35% of Deals Forrester


Tip #5: Take the Right Engagement Path


It’s not about you & your solution ... It’s about them

Every conversation may be different based on their unique Objectives & Challenges


Top 5 Ways to Improve Connecting and Engaging

#1 – Cut through the Noise #2 – Persistence Pays #3 – Engage at the Right Time #4 – Engage with the Right Content #5 – Take the Right Engagement Path



Better Connections & Engagement Yield Significant Value

% more sales ready leads and 33% lower cost per lead (Forrester)

% more sales reps making quota and 10%

shorter ramp up time (CSO Insights)

% - nurtured leads increase sales opportunities vs. non-nurtured leads (DemandGen Report)

% more qualified leads from provocative

/ value-focused content vs. traditional content (IDC)



Questions?


Next Steps

http://www.fightfrugalnomics.com

http://www.alinean.com/faq/

Insights Into Cold Calling

42 Rules of Cold Calling Executives

http://www.fightfrugalnomics.com/

http://www.alinean.com/faq/

http://accountdevelopment.blogspot.com/

http://www.vanellagroup.com/42rules.php

http://www.happyabout.com/42rules/coldcallingexecutives.php


Thank You!