How to Deliver Personalized Sales Presentations

Advise: Delivering Personalized Presentations Professor: Andrew Quinn

Inbound Sales Certification Brought to you by HubSpot Academy

CLASS 05

http://certification.hubspot.com/inbound-sales-certification?utm_campaign=Inbound%20Sales%20Certification&utm_content=advise-ppt&utm_medium=social&utm_source=slideshare

1 WHAT IS THE CONNECT STAGE AND WHY IS IT IMPORTANT?

Inbound sales teams base their entire sales strategy on the buyer rather than the seller.

Tailor presentations to the buyer’s context

INBOUND

vs

Deliver the same presentation to all buyers

LEGACY

ADVISE

Tailor presentations to the buyer’s context

INBOUND

vs

Deliver the same presentation to all buyers

LEGACY

ADVISE

Adjust sales process to the buyer’s timeline

INBOUND

vs

Use discounts and promotions to get buyers to purchase on

the seller’s time

LEGACY

ADVISE

Adjust sales process to the buyer’s timeline

INBOUND

vs

Use discounts and promotions to get buyers to purchase on

the seller’s time

LEGACY

ADVISE

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2HOW DO INBOUND SALESPEOPLE ADVISE OPPORTUNITIES INTO CUSTOMERS?

As an inbound salesperson, you serve as a translator between the generic messaging found on your company’s website and the unique needs of your buyer.

•  A proposal

•  A presentation or demo

•  A contract

ADVISING METHODS

For the purpose of this training, a presentation or demo will be used as an example.

1.  Recap the exploratory call

2.  Suggest ways the prospect can achieve their goals or overcome their challenges

3.  Confirm budget, decision making processes, and timeline

4.  Get buyer commitment

ADVISING STEPS

•  Here’s who we are

•  Here’s who we’re working with

•  Here are the things that you told me

•  Here’s how we’re going to solve the problem

•  Here’s where you sign

LEGACY SALES PRESENTATION FLOW

The presentation is all about adding value.

What value can you provide in the conversation that they can’t get

anywhere else? Pitches that close are personalized to the buyer’s context.

•  Here’s what I heard you tell me

•  Here are the ways those in your situation think about making this needed change

•  Here are the pros and cons to the different approaches you can take

•  Here’s the outcome that you want and the approach that will yield the best outcome for you

•  Here’s why this choice makes the most sense for you

•  Here’s how we can best support that

INBOUND SALES PRESENTATION FLOW





ADVISING STEPS

“In order to achieve your goals of A, B, C and overcome challenges X, Y, Z, we’ve discussed implementing D, E and F. Does that accurately recap our discussions so far?”

“Yes. Perfectly.”

YOU

PROSPECT

The plan you’re about to present will close the gap

between where they want to be and where they are now.

What you’re doing in your presentation is communicating how to close that gap.

Impress upon your buyer that you are uniquely suited to help them.

When you are presenting, try and envision there’s a table that you’re both sitting at. During the exploratory period, the buyer should have allowed you to the other side of the table to understand their point of view.





ADVISING STEPS

“In order to achieve your goals of a, b, c and overcome challenges x, y, z, we’ve discussed implementing d, e and f. Does that accurately recap our discussions so far?”

“Yes. Perfectly.”

YOU

PROSPECT

“Then today, I’ll show you how we can help you implement the best plan possible better than anyone else.”

Tailor your suggestions based on what

you’ve learned the buyer cares about most.

Don’t add fluff. Don’t have an overly broad focus. It should feel like it’s customized for them.

Don’t be afraid to be flexible. Know the answers to common questions and be ready to present the different capabilities of your solution.

FLICKR USER RAINBOW LOVE

There are usually different paths that your prospect can take to overcome their challenge or achieve their goals. Be prepared to talk through all of these different options and anticipate the questions they’ll have as they try to weigh the pros and cons of each.

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Adapt to where the buyer’s interests lie. Treat the presentation like a dynamic event.





ADVISING STEPS

•  Product evaluation

•  Purchase processes

•  Implementation

•  Training steps

WHAT TO INCLUDE IN A TIMELINE





ADVISING STEPS

What is the 1-10 Closing Technique? The technique that gets the prospect to share why they want to buy and then weigh whether those benefits are worth the risk or downside of their concerns.

1.  "From 1 to 10, where 1 is 'I'm not interested in working with you,' and 10 is 'Sign me up now,' what number are you?”

2.  "Really? I'm surprised you picked a number so high. Based on our conversations, I figured you'd be much closer to a [insert number]. Why did you pick [insert number]?”

3.  "Okay. Wow. It seems like there are some really good reasons why you'd like to move forward. But, now I'm confused again. Based on all of those reasons, I'm wondering why it's not a 10?”

4.  "It seems like there are a lot of reasons to move forward: X, Y, Z, etc. It also sounds like you have two specific concerns. Now that we've discussed them, has your number changed at all? Are you still a [insert number]?"

1-10 CLOSING TECHNIQUE QUESTIONS











The key to this question is to get the prospect to tell you why they want to buy. Acknowledge what they say by repeating it back to them. Ask them to elaborate on the things they say.

"What about reason X? Is that a reason why you chose a higher number than I expected? How important is X benefit?"

YOU

"So, it seems like you chose [insert number] because of the following reasons: A, B, C, D, E, and most of all, F."






"My only concern is X. If I didn't care about X,

we'd be a 10."

PROSPECT

"I see. Does it make sense to talk a bit more about this? We may be able to work through this issue together."


we'd be a 10."

YOU PROSPECT

"Hmm. I bet we can avoid this concern altogether. Do you want to talk through how we avoid this issue with other clients?"


we'd be a 10."

YOU PROSPECT

"Hmm. I bet we can avoid this concern altogether. Do you want to talk through how we avoid this issue with other clients?"


we'd be a 10."

YOU PROSPECT

"If you were convinced this concern can be avoided altogether, would you be a 10?"

"On a previous call, you expressed a concern that your team might not be able to handle X task on an ongoing basis. Since completing that task on a regular basis is key to helping you achieve your goals, are you still concerned about that?"

YOU






"So, you're still at a [insert number]. I see. In that case, are you prepared to walk away from all of the benefits... or do you think the benefits outweigh the risks and you should move forward?"

YOU

With the 1-10 closing technique, you are fully uncovering all the reasons why a prospect wants to buy and why they might not. Before you ask for their business, you’re helping them weigh the benefits, risks, upside, and downside of making a decision to move forward -- or not. (

In sales, you must embrace both closed-won or closed-lost results. After all, the only thing you control completely is who you spend your time with, not what decision they will ultimately make.

If you find that the buyer is a “bad-fit” or the

buyer has a prioritized goal you can’t help with, inform them accordingly.

If possible, refer the prospect to a solution

that may help.





ADVISING STEPS

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EXAMPLE COMPANY #1 3





ADVISING STEPS





ADVISING STEPS

EXAMPLE OUTREACH Company: Tyre Recruiting Persona: VP of Sales at a technology company Advise Step: Recap exploratory call

“Thanks again for taking the time to get us up to speed on the situation in our last meeting. To recap, we need to expand the sales team by 30% between now and the end of Q2 in order to make our revenue target for 2016. However, you have been struggling to find enough top quality candidates to meet these hiring targets with the current approach of using your internal recruiter and sales managers. Because the need is immediate, you would like to engage with an outside recruiting firm as long as the firm can deliver on the quantity and quality candidates you need within your cost per hire threshold of $15,000. The candidates you need have between 3 and 7 years of sales experience with a degree from at least a tier 2 college and experience selling to a technical buyer at a mid-market company. The firm you choose needs to generate enough candidates to yield at least 1 hire per month for you. Your preference is to work with a firm that has a track record for delivering this type of candidate at the pace you need. Is this an accurate recap our discussions so far?”





ADVISING STEPS

1.  Show the buyer a candidate specification that the recruiter developed for the buyer’s need.

2.  Show the buyer three sample candidate resumes that meet the specification. Ask the buyer for feedback on what they like and do not like about each candidate. Suggest revisions to the candidate specification based on the feedback.

3.  Walk the buyer through a case study on how Tyre Recruiting delivered on a similar candidate specification at the pace and cost per hire requested.

4.  Illustrate an expanded list of companies that Tyre Recruiting has worked with that have a similar context to the buyer.

5.  Confirm the buyer believes Tyre Recruiting is the right fit for their specific needs.

EXAMPLE FLOW FOR SUGGESTING WAYS BUYERS CAN ACHIEVE GOALS





ADVISING STEPS

EXAMPLE OUTREACH Company: Tyre Recruiting Persona: VP of Sales at a technology company Advise Step: Confirm timeline

“I am glad you agree we are the best firm for your needs. As for your timing, you mentioned the team needs to be 30% larger by the end of Q2. That means, you need us to deliver one additional hire per month starting next month, correct? You also mentioned it takes about 2 weeks to get candidates through your hiring process to an accepted offer. Therefore, if we started today, we only have 2 weeks to start sourcing candidates and scheduling opening phone screens for you. I usually like to have a 4 week runway for these tasks but I will get the right staff on the initiative to meet your hiring targets. Are those numbers correct?”

EXAMPLE OUTREACH Company: Tyre Recruiting Persona: VP of Sales at a technology company Advise Step: Confirm budget buy-in

“From a budget perspective, you need the cost per hire to stay below $15,000. $10,000 of that can be allocated to sourcing the candidates. Our fee is 15% of the candidates base salary upon hiring. Given your hiring salary, we will be charging you $8,000 per hire. This fee is inline with your budget needs, correct?”

EXAMPLE OUTREACH Company: Tyre Recruiting Persona: VP of Sales at a technology company Advise Step: Confirm the purchase authority

“During our last conversation, you mentioned that once we get you a contract, you need to have your outside legal firm review the contract and have your CFO sign off. Am I missing any steps? You mentioned this process usually takes 3 business days but you believe you can accelerate the process given the executive exposure of this need. How quickly do you think you can turnaround the contract?”

EXAMPLE OUTREACH Company: Tyre Recruiting Persona: VP of Sales at a technology company Advise Step: Confirm the purchase authority

“Excellent. I will get you the contract within the hour. To confirm, you will get the contract to your legal department and CFO and will have a signature back to me by tomorrow end of day, correct?”

“Very good. I’ll have my staff ready to go.”

EXAMPLE COMPANY #2 4

1.  Everything about their prospect’s context that was learned during the exploratory process

2.  The plan they discussed and agreed upon during the exploratory call

3.  A review of pros and cons of the different options they’re considering

4.  A customized recommendation of one of CoGrow Marketing’s fast, faster or fastest standard pricing packages

COGROW MARKETING’S PROPOSAL

COGROW MARKETING’S PROPOSAL

1.  Everything about their prospect’s context that was learned during the exploratory process

2.  The plan they discussed and agreed upon during the exploratory call

3.  A review of pros and cons of the different options they’re considering

4.  A customized recommendation of one of CoGrow Marketing’s fast, faster or fastest standard pricing packages

EXAMPLE OUTREACH Company: CoGrow Marketing Advise Step: Recap exploratory call

“Your law firm has an amazing story. Not only is the quality of your work and the breadth of your capabilities very impressive, but you are having a life-changing impact on your clients’ businesses. Unfortunately, as we’ve discussed, your website and online marketing initiatives are not communicating that effectively. As a result, you’re losing business to smaller, less effective law firms who just happen to be more digitally savvy. After spending a bunch of time together really understanding what makes your firm special, as well as educating your team on the modern best practices of mid-sized law firms, we’ve put together a plan to help you fix these problems. This is more of a working session than a presentation. So, please don’t hesitate to stop me at any points with questions.”


“We’ll start by reviewing the current state of affairs, including your stated challenges and the goals that are important to your firm and your employees. For every client and project we take on, we first define goals and plans. Everything we recommend and do is focused on helping you achieve your goals.”As we discussed, your main goal is to acquire 20 new mid-market B2B clients per year averaging about $30k in billings. With 25 employees on the current payroll, adding 2 new associates per year, this pace of new client acquisition allows you to secure the future of the firm. At the current pace averaging only 8 new clients per year over the last 3 years, you are at risk of losing some of your up and coming associates who might be attracted to firms that are growing faster and where they can earn ownership stakes sooner. If this were to happen, you’d risk pushing back the retirement plans of your senior partners, since you wouldn’t have a new set of associates who would be able to take over the firm. There are also many employees who are counting on year end bonuses to pay off mortgages, college bills and save for retirement, but you have not paid bonuses in the last 3 years.”


“In short, it’s critical that you increase your client acquisition rate. The root of the problem is that you’re losing to newer firms who are much more digitally savvy. They’re being found online. You are not. Your old playbooks of networking and referrals are not getting you the results you’re used to. It’s getting harder for your senior partners to find the time and more junior associates just aren’t having success with your playbook. Let’s discuss the plan we’ve designed together to not just fix these issues, but to make you the first and only choice of your local B2B companies when they need legal counsel. Our first step in any new ongoing client relationship is to conduct a workshop with your entire team. In this workshop, we’ll get full buy-in from your team. Everyone will understand how we’re going to grow this firm together, as a team. We’ll work together to define a focus and priority for the content we’ll produce together and who we’ll be targeting with that content. We’ll tap them for ideas on content and get their buy-in to help create it.”


“We’ll teach them how to use social media effectively during the workshop, and set them up so that we can leverage them to amplify the reach of your content on an ongoing basis. By the end of the day, we’ll have a plan that will allow us to start implementing the rest of the strategy. From there, we will implement some new software that will allow us to not just execute our work, but measure the impact it’s having on your topline. There will be certain things we will do for you. And there will be some things that your team will need to learn. We’ll hold your team’s hand as we implement all of this. Most of the software works in the background for you with little extra effort. But, there will be some new prospecting approaches you’ll want to put into place that will require some new habits. As we discussed, you have two newer associates who will take this on.”


“In the beginning of our conversations, we both agreed that your website needs work. However, we agreed later in our exploratory call that we should prioritize lead generation activities over redesigning and relauching your website. Therefore, our primary focus for the first 6 months of working together will be blogging and lead generation. We will brainstorm topics together and agree on a calendar for blog content as well as long form content. Our writers will interview different partners to create the content. We will optimize it, publish and promote it to your social channels. We will discuss the frequency of this activity shortly. But, as we discussed, remember that higher frequency results in more traffic and leads. We will begin talking about your website redesign once we have made traction with lead generation. When we do this relaunch, content will play a major role. Over the next 6 months, we’ll create content that more fully communicates the quality of your work, the breadth of your capabilities and the impact you have on your client’s businesses and lives.”

By focusing on how they’ll drive sales for their client and being honest about the effort required, CoGrow differentiates themselves as someone who can really accelerate growth.


“Are you committed to this step in the process?”

“Do you still believe this is the right path?”

“Do you understand why this part of the plan is critical?”

COGROW VISUALS TO COMMUNICATE THE QUALITY OF THEIR WORK 1.  A search optimized client blog post that is ranking well for a key legal search term

2.  A landing page with an ebook from one of their other professional services clients

3.  A LinkedIn Pulse article that is driving significant traffic to a legal client’s ebook

4.  The amount of traffic a client from their blog subscribers who receive an email alert

when a new blog post is published

5.  How one client connects with a larger number of leads by using email templates

6.  A video that shows how easy it is to use a CRM to project revenue, and why that’s important for knowing which content is producing clients

COGROW’S TABLE TO DETERMINE THAT THEY ARE THE CHOSEN FIRM

SOLUTION PROS CONS

CoGrow Marketing

Competitor A

Do nothing

Doing it yourself

EXAMPLE OUTREACH Company: CoGrow Marketing Advise Step: Suggest ways the prospect can achieve their goals

“Now that we’ve reviewed the components of our plan, we usually try to help our prospective clients think through the pros and cons of each option they have in front of them. As we’ve helped companies make decisions like this many times before and we’ve worked with companies who have chosen all four of these options, we have a very good feel for what the pluses and minuses are.”

SERVICE FAST FASTER FASTEST BLOGGING 4/month 8/month 12/month

OFFER CREATION 1/quarter 1/month 2/month

EMAIL MARKETING 1/quarter 1/month 2/month + automation

SOCIAL CONTENT AMPLIFICATION

4/month 6/month 12/month

INVESTMENT 5k/month 10k/month 15k/month

COGROW’S 3 STANDARDIZED PACKAGES

EXAMPLE OUTREACH Company: CoGrow Marketing Advise Step: Confirm budget, decision making processes, and timeline

“From a budget perspective, you’ll need to dedicate $8k per month. You might decide that you want to do more once we get going, but we recommend starting with our “faster” package for now. By our calculations, your goal is to grow the firm by about $600k this year. We think we can help you get there with a $120k annual investment. Are you satisfied with the ROI this investment will provide?”


“Given that you believe we are the best option to help you grow, and you mentioned the team wants to start immediately so that you have a chance of hitting your growth goals this year, how soon would you like to get started?”


“There are a bunch of steps after this that need to be planned. The first is signing our contract and the contract for the software we recommend. Concurrently, we can schedule our workshop as well. Our schedule is rather tight, but we could try and fit your workshop in next week if you’d like?”


“During our last conversation, you mentioned that once we get you a contract, you’ll want to review the fine print of course. Then, one of your partners will sign off. You said that will be you, right? Am I missing any steps? Do you want to sign it today?”


“Okay. I will get you the contract within the hour. We’ll talk to you in the morning to finalize our schedules. We have some software we use that will make scheduling the workshop pretty painless. We’ll just need your help getting a scheduling link to everyone.”

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