Advanced Trigger Selling - Tibor Shanto
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Transcript of Advanced Trigger Selling - Tibor Shanto
Advanced Triggers – A Proactive Approach to Client
Acquisition
• Quick Look Back• Triggering not Triggered• Proactive vs. Reactive• Triggering Action• Examples
Triggers
Tibor Shanto
• B2B New Business Acquisition
• Helping companies and individuals succeed and sell better by delivering results rather than just completing tasks
Focus on Execution:
Everything else is just Talk!
• Joe Sugarman – Triggers (1978)• Compelling Events
- Proactive
- Reactive
Triggers 101
Trigger Cause that leads to EffectMore specifically a reaction or response
Trigger Cause that leads to EffectMore specifically a reaction or response
SLIDE :6
Buyers have a process. Knowing
that process and then manipulating it is key.
From The Book: Buying Modes
StatusQuo
Window of Dissatisfaction™
SearchingAlternatives
Happy with Status Quo
Not Searching For Alternatives
Unhappy with Status Quo
Not Searching For Alternatives
Unhappy with Status Quo
Searching For Alternatives
• Basic – Entry Level Triggers
Trigger Events
• Lost DealTells us what to avoid
Reduces risk – slightly
Improves Timing
Accelerates Cycle
Leveraging Experience
• Won Deals Tells us what to look
for, move towards
Increases Results–
Reduces time to deal – measurably
Improves Timing
• No Decision Tells us who/what to
avoid
Improves Time Allocation
Improves Timing
Increases Results
Greatest opportunity for ROE
360 Degree Deal View
Important Fundamental
• But now that you have Mastered the Basics
SLIDE :10
New Business Acquisition
• Hunting• Pareto Principle > Shanto Principle• Proactive vs. Reactive
Everything New is Old, Again
• Compelling Events Trigger Events- Reactive
Challenge
• Events defined by time and place • Reactive in Nature• Everyone finds out at the same time
– New Financing– Executive Change– Regulatory– M&A
• Reverts to a question of who is fastest, smartest, and/or better prepared, or - luckiest
How Long Can You Wait?
SLIDE :14
There is no Sales Metric for Waiting!!
Triggers vs. Trigger Events
Triggered Responses
• No matter what it is still a people game• Neuroscience
Busted Half Truths and Perpetuated Myths!• “People buy on emotion and then rationalize it”
Well Not Exactly!• Neuromarketing: Understanding the Buy Buttons in Your
Customer's Brain; Patrick Renvoise, Christophe Morin
Old Brain
New Brain
The 6 Stimuli that always Trigger a response
• Self-Centered• Contrast• Tangible• Beginning and End• Visual• Emotion
SLIDE :18
There is a Sales Metric for Initiating a Sale
Proactive Prospecting
Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain; P. Renvoise, C. Morin
Current Framework – A Different View
Reactive
Proactive
80%
20%
Ins ightSystem
Knowledge
Sale 2.0Information
Ready/WillingUnderstand
Execute
Minnow Perch Shark
•Explore•EngageE •Define
•DiscoveryD•Game-Plan
•Gain G EXECUTE!E
Events and the Process
TE
Reactive
Buying Process
Selling Process
Conventional Wisdom
Status Quo
65% Nil
20% High
In Play 15% low
Buyers’ Modes % of Market Close %
Not Happy
Not Looking
Redefining Status Quo
• Old School: Perception is Happy with the state of things – closed to alternatives
• Reality: Yet to perceive a solution to their requirement
SLIDE :22
Proactive Approach
• What if you can trigger the same or similar reaction that the event you wait for would?
• Not motivated by events – motivated by solution
Didn’t Experience an event
They Experienced a Shanto
SLIDE :23
360 Degree Deal View
With A Little Bit of Work?
Status Quo
65% Nil
20% High
In Play 15% low
Buyers’ Modes % of Market Close %
Not Happy
Not Looking
X 10% = 6.5%
X 30% = 6%
X 40% = 6%
•Explore•EngageE •Define
•DiscoveryD•Game-Plan
•Gain G EXECUTE!E
Triggering The Process
TEThe Buying Process
Reactive
Proactive
The Selling Process
TriggerEStatus
Quo
Example One
• Volvo Trucks:• 2004 Pick Of The Litter Runner Up -
http://www.accountplanningawards.com/#• 8 out of 10 would have classified as SQ > Nurture
or – entered into a price driven discussion
Example Two
• Office Supply CFO• “What does it take for you to get a pencil in your hand”
• Cost Take Out• Productivity• Efficiency• Managed Services• Competitive Edge!
Example Three
Actual PlannedPossibilities
85/15 75/25 Why Gap
Establish Rekindle Explore
Selling to the Gap
Take Away and Action Items
• Understand your targets• Profile your targets
InsideView
Social Media
Social Networks
Real World• Immerse in their world• Understand what they react to• Give them a reason to react• Execute
SLIDE :29
The Real Question!
SLIDE :30
Reactive
The Real Question!
SLIDE :31
Proactive
Tibor Shanto
www.SellBetter.ca
What’s in Your Pipeline?
Thank you!
Questions!?!
What’s in Your Pipeline?
Thank you!
Tibor ShantoRenbor Sales Solutions Inc.
Phone:+1 416 822-7781E-mail: [email protected]: www.sellbetter.ca/blogtwitter.com/renbor
| SLIDE :35
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