B2B SALES IS NOT A HOOKUP!
BY: @zturkal (ZLATKOTURKAL)
ROCK PAPER STARTUPS, RIJEKA, CROATIA 11.14.2014

ZLATKO TURKAL
3 X ENTREPRENEUR
CEO/FOUNDER AT @b_exchange
10+ YEARS IN THE B2B MARKET
LOVES
STARTING & RUNNING COMPANIES
SHORT MACCHIATO WITH COLD MILK
SUBARU CARS
SAZERAC
ROWING

B2B SALES
VS.
B2C SALES
SHORT SALES CYCLE
CHEAPER
OFTEN EMOTIONAL
HOOKUPS
I DON’T KNOW YOU!
- XYZ %
LONG SALES CYCLE
MORE EXPENSIVE
RATIONAL
RELATIONSHIPS
TRUST IS CRUCIAL!
NON DISCOUNT %

PAIN POINT/NEED RESEARCH NEGOTIATION PURCHASE
B2B SALES CYCLE
9 OUT OF 10
BUSINESS
BUYERS (BB) SAY
WHENTHEY ARE
READYTO BUY,
THEYWILL FIND
YOU
81% OF BB START
THE PROCESSWITH A
WEB SEARCH
84% SAIDWORD OF
MOUTH
RECOMMENDATIONS
INFLUENCETHEIR
PURCHASE
1. CAN I SEE YOUR
WORK?
2. HOW MANY
REFERENCES DO
YOU HAVE?
3. ARE YOU
TRUSTWORTHY?
4. WHAT IS YOUR
PRICE?
SOURCE: FORRESTER RESEARCH

BUYERS COULD BE UP TO 90%
THROUGH THEIR BUYER’S
JOURNEY BEFORE EVEN
REACHING OUT TO
A VENDOR
IN 2012,
FORRESTER
INDICATED
THAT B2B

AS THE B2B SELLER,
YOUR JOB IS TO
INFLUENCE
BUYER’S DECISION
EVEN BEFORE
THE NEED ARISES.

S
BUILDING TRUST IS NOT
BUILDING ONLINE PRESENCE IS EASY

BUILDING INFLUENCE N THE B2B ARENA
BUY ONLINE DISPLAY ADS
HIRE PR PERSON/AGENCY
PAY FOR PRINT ADVERTISING
TV ADS
Your expenses will be outrageous
compared to your benefits in the
short run and you don’t have
enough cash to support these
activities in the long run.
IN HOUSE SALES TEAM
GET REFERRAL PROCESS IN PLACE
SURVEYS (require feedback)
GROWTH HACKING
BLOG
EMAIL MARKETING
SEO/SEM
EXECUTIVE EVENTS
TRADESHOWS/CONFERENCES

IF YOU DO WEBINARS DON’T CALL THEM WEBINARS
DO VIDEO TUTORIALS INSTEAD
or
give people the power to decide when to watch.

FIRST THINGS FIRST

PICK UP THE PHONE
AND START DIALLING !

WASTE OF
YOUR TIME
IDENTIFY WHO THE MARKET OF
PROSPECTS IS THAT YOU WANT TO
DIRECT YOUR EFFORTS TOWARD.
THINK OF YOU PRODUCT/SERVICE AND
WHO THE TARGET AUDIENCE IS.
PROSPECTING, THE ACQUISITION OF
VIABLE LEADS TO INTERACT WITH AND
CREATE A SALE.
GET IN FRONT OF
THE RIGHT GUYS

ASK FOR INTRODUCTIONS
CONFERENCES & SEMINARS
EXECUTIVE EVENTS
RESOURCES:

HAVE A PROCESS IN PLACE
PREPARE LIST
OF
PROSPECTSe.g: “3h of preparation for 1h or course time.
If you put on a series of 4 lectures = 12h of
work in total.
Say that you have 10 students. Next 12
months they will work 20,000 for your
company.
If training efforts result in a 1%
improvement in your sales team
performance, the company will gain the
equivalent of 200h of work for 12h being
invested in training”
PREPARE SALES SCRIPT
Andy Grove
1ST DESIGNYOUR OWN
SALES PROCESS
USING .XLS
SPREADSHEET
2NDTEST &TWEAK
3RD MOVETO
PROVEN/PAID
SOLUTION Coffee is for
closers :/
A lways
B e
C losing
TRAIN YOUR PEOPLE:

A
INCENTIVES MAKE THE WORLD GO ROUND

PUT THAT COFFEE
DOWN, COFFEE IS
FOR CLOSERS
ONLY!

FIRST CALLS ARE IMPORTANT
FOLLOW UPS ARE CRUCIAL
STRATEGY AND DISCIPLINE

BEING PERSISTENT
BEING PROFESSIONAL
=

GET REFERRAL PROCESS IN PLACE
Only two person are
needed to start a
business. One who has a
great product or service
and the other who will
pay for it and tell
everybody else.

HOW DO YOU SHARE
POSITIVE EXPERIENCES
THAT YOUR
CUSTOMERS HAVE
WITH YOUR
COMPANY?
HOW DO YOUR
CUSTOMERS
SHARE POSITIVE
EXPERIENCES THEY
THEY HAVE WITH
YOUR COMPANY?
HOW DO YOU
CAPTURE POSITIVE
STUFF THAT YOU ARE
DOING WITH YOUR
CUSTOMERS?
REFERRAL
ENGINE

COLLECTING FEEDBACK/TESTIMONIALS WILL:
HELPYOUR RELATIONSHIP
WITH EXISTING CUSTOMERS
HELPYOU BUILDTRUSTTOWARD
YOUR COMPANY
BRINGYOU ADDITIONAL
CUSTOMERS

ASK SPECIFIC QUESTIONSTHAT ARE
IMPORTANT FORTHE RELATIONSHIP
WITHYOUR CUSTOMER
HOW TO COLLECT
RESULTS?
FEEDBACK/TESTIMONIALS
AND YIELD THE BEST
SEND SHORT QUESTIONNAIRE IN
WRITTEN AND REQUIRETHE
ANSWERS INWRITTEN ASWELL
PUBLISH AND SHARE COLLECTED
TESTIMONIALS ONTHE INTERNET
USING SPECIALIZED B2BTOOLS.
www.business-exchange.co

ONLINE TESTIMONIALS WILL SKYROCKET YOUR BUSINESS
help you expand company’s current
trading area to the whole world
improve search engine credibility
and will move company’s name up
in terms of search results
enhance company’s global
presence and recognition

@zturkal