Business Development Clinic 07.07.09

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Smartbreakfast® Series: Business Development Clinic. 3 key ideas: 1) Referral Marketing (Recommendation selling) 2) The buyer's journey 3) Selling to the Emotional Brain

Empresariales Educación

Business Development
Clinic

Smartbreakfast® Series
Paris, Tuesday, July 7th 2009

1 2 3
3 things to
remember
SalesChannel Europe ©2009 All rights reserved

1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain

SalesChannel Europe ©2009 All rights reserved

1

Referral Marketing

SalesChannel Europe ©2009 All rights reserved 4

Is Cold Calling effective?

SalesChannel Europe ©2009 All rights reserved 5

Typical Sales Conversion Rates

1. Cold calling: < 4%
Between 1-5%

2. External Recommendation:
Your company should use Rob Smith. 44%
He is a highly knowledgeable expert 10 X cold calling
in your field.

3. Internal Recommendation
We should use Rob Smith. He is a
highly knowledgeable expert in our
88%
2 X External
field. recommendation
20 X cold calling

SalesChannel Europe ©2009 All rights reserved 6

Find ways to get recommended

SalesChannel Europe ©2009 All rights reserved 7

2

The buyer’s journey

SalesChannel Europe ©2009 All rights reserved 8

1. The Sales Cycle is dead

SalesChannel Europe ©2009 All rights reserved

2. Birth of buyer-centric thinking

SalesChannel Europe ©2009 All rights reserved

A journey into the unknown?

SalesChannel Europe ©2009 All rights reserved 11

Show them the way forward

SalesChannel Europe ©2009 All rights reserved

The Buyer’s Decision Process

1. Person
2. Company
3. Product
4. Price (Value)
5. Why Now?

SalesChannel Europe ©2009 All rights reserved 13

Set realistic expectations

SalesChannel Europe ©2009 All rights reserved

Avoid this…..

SalesChannel Europe ©2009 All rights reserved

and this.....

SalesChannel Europe ©2009 All rights reserved 16

Create a sense of urgency

SalesChannel Europe ©2009 All rights reserved 18

3

Sell to the Emotional Brain

SalesChannel Europe ©2009 All rights reserved 19

Because people make emotional
decisions that they justify with logic

SalesChannel Europe ©2009 All rights reserved 21

Get to the emotional
heart of the matter

SalesChannel Europe ©2009 All rights reserved

By asking questions that uncover:

1. Facts
2. Opinions
3. Feelings

24
SalesChannel Europe ©2009 All rights reserved 24

Rather important
to get them right!

SalesChannel Europe ©2009 All rights reserved 27

SalesChannel Europe ©2009 All rights reserved 28

SalesChannel Europe ©2009 All rights reserved 29

David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
Blog: http://saleschannel.blogspot.com

Sales
Acceleration 2.0 SalesChannel Europe ©2009 All rights reserved 30

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Business Development Clinic 07.07.09

1. Business Development Clinic Smartbreakfast® Series Paris, Tuesday, July 7th 2009

6. Typical Sales Conversion Rates 1. Cold calling: < 4% Between 1-5% 2. External Recommendation: Your company should use Rob Smith. 44% He is a highly knowledgeable expert 10 X cold calling in your field. 3. Internal Recommendation We should use Rob Smith. He is a highly knowledgeable expert in our 88% 2 X External field. recommendation 20 X cold calling SalesChannel Europe ©2009 All rights reserved 6

17. 17

20. 20

23. 23

30. David R Ednie President & CEO SalesChannel Europe SARL Ph: +33 676 600 925 Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com Blog: http://saleschannel.blogspot.com Sales Acceleration 2.0 SalesChannel Europe ©2009 All rights reserved 30

Business Development Clinic 07.07.09

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