1. 3 Ways To
LOCK OUT YOUR COMPETITION
Craig Steve Cliff
Elias Richard Pollan

2. iSell: One Source To …
• Over 19m contacts
and decision
makers
• Integrates 2,600
real time news
sources
• Incorporates
LinkedIn updates

3. OneSource Sales Triggers
http://sellingpower.typepad.com/gg/customer-relationships/

4. 1. Define Your Targets

5. 2. Expand Contacts & Get Details

6. 3. Research the Prospect

7. 4. Make Your Call/Email Relevant

8. Sales is ALL About The Pole Position

9. First In Wins Most of the Time
Scott Santucci
2011 Corporate Visions Conference
Bit.ly/FirstInWins
@ the 27:00 mark

10. Michael Bosworth Says…
Requirements Company A Company B Company C
 
  

  
  
 “COLUMN FODDER”
 
  
“Column A  
  
Enjoys a  
  
Huge   
Advantage”  
Customer Centric Selling:
Second Edition - Page 16

11. Photograph by EwanNicholson.ca

12. Craig’s Book
Steven M.R. Covey
“… simple but profound truths that will help you
leverage intent for immediate action and cut down the
selling cycle, while creating lasting bonds with
customers.”
Gerhard Gschwandtner
“This process is destined to expand the traditional
division of the sales team into hunters and farmers
by adding a new category: the trapper.”
Keith Ferrazzi
“By combining the power of relationships with timing –
what Elias and Shanto call “Trigger Events” – the
authors present a powerful sales strategy…”
Ivan Misner
“Elias and Shanto have brought referrals into the
21st Century, showing you how to … capitalize on the
key moments that will bring you success in a
busy, fast-paced world. This is a must read!”
© COPYRIGHT Craig Elias 2002 - 2012

13. Silver Bullet in Sales
TIMING!
Getting in front of the best prospects
at EXACTLY the right time!
© COPYRIGHT Craig Elias 2002 - 2012

14. Status Quo

15. Searching For Alternatives

16. Window of Dissatisfaction™

17. Brute Force Does Not Work
McKinsey Quarterly: The basics of business-to-business sales success, May 2010
1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe

18. Brute Force Does Not Work
http://sellingpower.typepad.com/gg/customer-relationships/

19. What Triggers The Best Timing?
© COPYRIGHT Craig Elias 2002 - 2012

20. Events NOT Circumstances

21. Trigger Events Vs. Circumstances?
• Circumstances
– Falling stock price
– Shrinking margins
– Unhappy with current solution
• Trigger Events
– Their competitor gets acquired
– There is a change decision makers
– They win a large customer contract
– Their competitor launches a new product
– Your competitor’s sales person moves on
© COPYRIGHT Craig Elias 2002 - 2012

22. 77% of Purchases Are Unplanned
Purchases Don’t Follow BANT Any More
Bit.ly/NewPurchasePath

23. Authority & Close Ratios
Authority Status
Quo
0% Want
© COPYRIGHT Craig Elias 2002 - 2012

24. Authority Need & Close Ratios
Window of
Need
Dissatisfaction™
75%*
* InnerSell Survey of over 200 sales executives and sales people, 2003
© COPYRIGHT Craig Elias 2002 - 2012

25. Authority Need & the Ideal Customer
• Loyal
• Profitable
• Testimonials & Referrals

26. Authority Need & Close Ratios
Window of
Need
Dissatisfaction™
Afford
© COPYRIGHT Craig Elias 2002 - 2012

27. BAN & Close Ratios
Searching for
Budget Alternatives
16%**
Bit.ly/LeakySalesFunnel
Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009
© COPYRIGHT Craig Elias 2002 - 2012

28. Ready to Buy is TOO LATE!
“70% of the buying
decision is made
before a sales
person gets
involved”
Eric Berridge, Cofounder of Bluewolf at Sales 2.0 Conference – San Francisco March 2011
© COPYRIGHT Craig Elias 2002 - 2012

29. BANT & Close Ratios
Searching for
Alternatives
Justify
Timeline 0% NEW Status Quo
© COPYRIGHT Craig Elias 2002 - 2012

30. Why You Can’t Win Using BANT
Authority Status
Quo
Window of
Need
Dissatisfaction™
Searching for
Budget Alternatives
NEW Status Quo
Timeline
© COPYRIGHT Craig Elias 2002 - 2012

31. Get In Before They Start Searching!
“…75 percent of the time,
customers made their
decision halfway
through the
process.”
Steve W. Martin
Steve W. Martin
Heavy Hitter Sales
What's Wrong With Your Sales Training Program
Bit.ly/DecisionAlreadyMade
© COPYRIGHT Craig Elias 2002 - 2012

32. AN Gets You In First
Authority Status
Quo
Window of
Need
Dissatisfaction™
75%*
* InnerSell Survey of over 200 sales executives and sales people, 2003
© COPYRIGHT Craig Elias 2002 - 2012

33. It’s Already Happened To You
Those with three or more check marks were in the
WindowOfDissatisfaction.com
Window of Dissatisfaction™
© COPYRIGHT Craig Elias 2002 - 2012

34. Want Trigger Event

35. Opens The Door...

36. Adds One More Thing...

37. Turns On Selective Perception

38. Won Sales Analysis™
What we see
depends on what
we look for
-John Lubbock

39. Won Sales Analysis™
1. What event(s) lead up to this
purchase?
#1
2. When did these events happen?
#3
3. What made you choose us?
#4a 4. What can you do to make it
Emotion
easier to become our customer?
#4b
#2
Time
WonSalesAnalyis.com
© COPYRIGHT Craig Elias 2002 - 2012

40. Worksheet: Won Sales Analysis™
• Every time you win an ideal
customer
• Ask the primary decision maker
the four big questions - in grey
• Classify the opportunity using the
check boxes and notes sections
• Search for patterns in:
‒ Close ratio
‒ Sales cycle
‒ Lead source
‒ Trigger Events
‒ Decision maker
WonSalesAnalyis.com
© Craig Elias 2002 - 2012

41. Who Are The Best Prospects?
• Money
• Authority
• Influence

42. Timing Alone is Not Enough
“The two most important
requirements for major
success are:
first, being in the right place
at the right time, and
second, doing something
about it.”
- Ray Kroc, Founding CEO, McDonalds

43. Do Top Performers Reach Out?
• Less than
7% said a
vendor
proactively
contacted
them
The New Path to B2B Purchases – DemandGen, 2011
Bit.ly/NewPurchasePath

44. Do Top Performers Reach Out?
• More than
93% of the
time a
prospect
contacted
the vendor
The New Path to B2B Purchases – DemandGen, 2011
Bit.ly/NewPurchasePath

46. Cold Calling Works!
45 to 53 percent of the executives
interviewed said…
A cold call they received helped a
vendor leapfrog onto the
consideration shortlist

47. “On average, sales reps dedicate
15% of time to prospecting; that
isn’t much time to create 60-70%
of the overall new leads needed
to maintain a 3x pipeline-to-quota
ratio.”

48. Source of your most qualified opps?
Channel Score
Outbound Prospecting 3.7
Website 2.9
Inbound Calls 2.6
Email Campaigns 2.6
Events & Tradeshows 2.5
Social Networking Sites 2.1
Direct Mail 2.1
Webinars 1.8

49. # of Dials for a Convo?
22.5

51. “I Can’t Get Anyone
on the Phone!”

52. Agenda
1. Direct Lines
2. Call Windows
3. Professional Persistence

53. 1
Direct Lines

56. Associate Ave Meetings % Direct Lines
Per Month on Contact List
(last 3)
Pete Best 11 51%
Ringo Starr 13 45%
George Harrison 20 76%
Paul McCartney 22 74%
John Lennon 29 87%
George Martin 33 97.6%

57. Caller ID Looks Different

58. Where Do I Get
Direct Lines?

59. Admin People
1. Alt Location s/b
2. Backup s/b Operator
3. Admin to Other Exec
4. Floor Receptionist
5. Random Employee

60. Support People
1. IT Help Desk
2. Security Guards
3. Customer Service
4. Sales Lines
5. Accts Receivable

61. Voice Mail System Codes
Audix = **6

62. The Power of Direct Lines

63. 2
Call Windows

67. 5 Minutes
Before
Top of Hour

68. What is The Best Time to Call?
Thursday
PM

70. How Scheduled

71. Day Of The Week Scheduled

72. Time of Day Scheduled

73. 3
Professional
Persistence

74. Persistence
Tenacity

76. What are the Rules
for Persistence?

77. #1 Manage the Flow of Info

78. #2 Use a Constant Flow

79. #3 Sprinkle in Personal Details

80. #4 Add Value With Each Touch

81. Thanks for sticking
with me, Steve.
I’m very busy and
appreciate your
persistence!

82. 1. See the 2. Commit to 3. Plan out
problem a solution the change
Status Quo path Closed Deal

85. Setting the Buying Vision
Context
Bring clarity &
Content
Motivate change Conversation

86. Shifting Buyer Concerns
Phase I Phase II Phase III
Solution Development Evaluation Commitment
Needs
Price
Cost
Solution
Risk
Time
People Product Company
*Based on the research of Neil Rackham

87. Shifting Buyer Concerns
Discuss Issues with Status Quo Their Ideas for Steps to Launch
Change Solution
Uncover Their Change Their Fears Needs of Larger team
Motivations
Useful 3rd Party research Case studies Free trial/Live demo
Content Educational webinars Expert interviews Planning checklist
White papers FAQs ROI calculator
1. See the 2. Commit to 3. Plan out
problem a solution the change
path
Status Quo Closed Deal

88. Tip#1
Manage Content
Inventory & Flow

89. 1:9:90
Creators &
Synthesizers
Consumers

90. Tip#2
Put Content
Into Buyers Context

92. Tip#3
Use Content That
Clarifies The
Buying Vision

93. Content That Clarifies The Vision

94. Tip#4
Share 3 rd Party Content

96. Tip#5
Use Content To Create
Interaction on Online
Forums

98. Tip#6
Leverage Humorous
Content

100. Tip#7
Organize Content to
Make it Easy to Decide

103. iSell Trial
The hottest opportunities
prioritized by what’s most
valuable to you…
• Companies selected based on your specific
target markets
• Contacts based on who is your key buyer –
powered by millions of direct dial numbers and
emails
• Timeliness prioritized by relevant sales triggers
and how well they fit your sweet spot
• Key Issues highlighted through rich information
about your target companies and prospects
FREE TRIAL: www.OneSource.com/iSell

104. Q&A
Craig Elias Cliff Pollan
• +1.403.874.2998 • +1.781.350.3416
• TriggerEventSelling.com • PostWire.com
• Craig@TriggerEventSelling.com • CPollan@VisibleGains.com
• LinkedIn.com/in/CraigElias • Linkedin.com/in/CliffPollan
Steve Richard Resources
• +1.202.302.3193 • TriggerBook.com
• Vorsight.com • InsideSalesTraining.com
• SRichard@Vorsight.com
• PostWire.com
• LinkedIn.com/in/SalesKickOffSpeaker
• Bit.ly/10ContentTips
• OneSource.com/iSell