Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

B2B Sales - an holistic overview

•
•
Klaus-M. Schremser
Klaus-M. Schremser

Klaus-M. has 20 years of experience from enterprise sales to B2B SaaS inbound and outbound sales. This presentation gives a holistic overview of sales and many insights into his learnings.

1 of 75
SALES, ING In the B2B POND!
Hello! My name is Klaus-M. SCHremser A lot of my gray hair is coming from being a serial entrepreneur for 20+ years
Why AM I HERE? × Founded my first company 1998. × Evolved to Gentics, leading CMS vendor in AT × Lead Sales Department (Gentics, has.to.be) × Was responsible for 25m € in sales × HR: Hired around 100 and laid off at least 25 × Enterprise projects up to 2,000 person days × Longest sale took 6 years, highest was 1 m €
Why AM I Here?
B2B Sales - an holistic overview
15 Years = Long Time to collect Experiences Hire & FIRE, TEam, Strategy, M&A
“The reason why companies fail is not because of lack of ideas or ambitious people. But because of lack of traction and sales! “
Your business target are companies ● More decision makers, decision processes ● Longer sales cycles ● Higher price points ● More intense relationships & a lot more touchpoints B2B
They come to you vs. you go to them Business target are individuals ● Lower prices ● 1 or 2 decision makers ● Much shorter sales cycles B2B vs.
IF you ARE SELLING in B2b A lot of questions aRISE
Questions to ask yourself if you’re in B2B × What can we do better for clients than our competitors? × Who are the ideal customers? × Do we know our ideal customer yet? × How do we qualify them? × How do we get reliable and growing sources of qualified leads? × Do we have a sales process and conversion funnel that produces repeatable results? × Can we estimate our Customer Life Time Value CLTV?
Questions to ask yourself if you’re in B2B × Can we estimate our Customer Life Time Value CLTV? × How many clients do we need for our sales plan? × # phone calls, customer visits, presentations needed × # salespeople to generate volume × Do we use the right B2B marketing strategies to generate leads for sales? × Are our compensation programs motivating our sales staff? × What is distracting our sales team? × Which countries are the future of our market?
Three *3* Foundations in Life STRUCTURED YOU mUST BE! Else No Jedi you will become.
● SALES CAN’t be rePRODUCED, because LOW HANGING FRUITS SALES! ● SALES WITHOUT PROCESS S*CKS! ● BEFORE SALES PROCESS, you NEED a SALES MODEL SALES FAILS .. WHY?
B2B SALES MODEL The Sales Model is just like a business model, only limited to sales operations. It’s organisation, strategy and processes. Includes skills needed by sales team. Uses Value Proposition, demographics , price, customer acquisition costs and sales process.
POsitioning × How do you want to be seen? Branding. × Why should customers buy from my company? × What is the difference to other companies? × What is our value proposition? × Do we have a special competence? × What problems are your products solving? × >> SHOULD be done by the whole team!
EASY, AYE? 🦄
SEGMENTS ● Target groups / Ideal customer? ● Challenges ● Business model of customer ● Which products do they use ● How do you make them successful ● What ROI can we produce for them?! MARKET ● Market data ● Business data ● Market share → potential ● Countries ● etc SALES MODEL PLAN ● Sales is about Numbers ● Planned revenue, planned units sold, etc
“before we start We have to set up the sales process. The SALES PRoCESS FOLLOWS AN UNDERSTANDING OF THE CUSTOMER’S BUYING PROCESS.”
CREATING A B2B SALES PROCESS DEFINITION: A sales process is a series of interactions and events which follows the customer buying process / journey.
WHY SHOULD YOU DEFINE A SALES PROCESS? ■ Higher conversion rate ■ More efficient, use of better sales tools ■ Team can handle bigger deals ◆ sales person find out why, when and how bigger companies buy, and execute a proactive plan ■ Sales people waste less time on wrong deals ■ Know when a deal is lost early ■ Give sales persons a clear goal and directions ■ Increase predictability
Customer BUYING PROCESS
Place your screenshot here Understand Your customer! Talk to your customers & create personas!
“BASED ON THE BUYING PROCESS WE DEFINE THE SALES PROCESS AND THE FUNNEL.”
STEPS OF SALES PROCESS (CAN VARY WILDLY)
ExAMPLES Tech Company 1. Research 2. Intro Meeting 3. Presentation 4. Demo 5. Product Evaluation 6. Product Approval 7. First Order Received Solution Sale 1. Suspect 2. Un-Qualified Prospect 3. Qualified Prospect 4. Strong Interest in Solution 5. Selects Solution 6. Solution Deployment Marketing&Sales a Attract strangers and generate leads b Build interest&create vision c Marketing Qual. Lead MQL d Sales Qualified Lead SQL 1. Qualified 2. Solution Definition 3. Proposal Submitted 4. Shortlisted 5. Project confirmed 6. Contract Negotiation 7. Contract Closure
Three *3* Foundations in LifeFor EACH STAGE A GOAL AND ACTIONS YOU MUST HAVE.
SALES TOOLS SUPPORTING THE SALES PROCESS
CRM 2nd Most important TOOL
OTHER SALES TOOLS Automated Emails for New Leads Make everybody feel loved and cared PERSONA GUIDE Overview of each buyer persona Product Demos If this s*cks, you lose Amazing Sales Presentations It’s a key tool in b2b Pre-Written Emails Have amazing emails Competitor INFO
Mailchimp does automated Emails For FREE!!!
Use SLIDESHARE to find AWESOME SALES PRESENTATION EXAMPLES
● Understand your product demo ● Keep it short. ● Focus on the pain and the solution ● Ask them questions. ● End with next steps and commitment ○ Go all the way to the sale!!! Your Product Demo Sucks Because It's Focused on Your Product
OTHER SALES TOOLS PRICELISTS CONVERSATION GUIDES Questions to ask CUSTOMER REFERENCES + SToRIES BROSCHURESPRODUCT SHEETS PROMOTION ARTICLES
CUSTOMER HAVE TO SHARE YOUR PRODUCT INTERNALLY.
CUSTOMER TESTIMONIALS ARE POWERFUL1. Build Trust & Credibility With Social Proof 2. Persuade the Mind with Emotion 3. Nothing Captures Attention Like a Good Story
OTHER SALES TOOLS Analysts STATEMENTs Are you Gartner’s cool vendor? CONTRACTS + OFFERSVIDEO CONFERENCING TOOLS + ONLINE PRESENTATION TOOls Gotomeeting, join.me ROI CALCULATIONS Show your customer the value the get if they invest in you PROSPECTING TOOLS I.e. persistiq, datanyze hunter.io LINKEDIN HELPERS Dux soup, GPZ Web
PERSISTIQ - AUTOMATE WHATEVER POSSIBLE
Be in the magic Quadrants of Gartner
FIND your Customers in LINKEDIN
THERE IS MORE TO COME
MARKETING TOOLS ➔ Amazing Website ➔ Whitepapers ➔ Landing pages for each target group ➔ Content Marketing / Blog ➔ SlideShare Presentations ➔ Webinars ➔ Email Marketing ! ➔ Mail Order / Snail Mail ➔ Call Centers ➔ Uncover your leads on your website
LANDING PAGES in B2b 1. Know your goals 2. Make it streamlined 3. Have clear CTAs 4. Provide rich content 5. Use Video Content 6. Have multiple landing pages for multiple products 7. Use the correct targeting 8. Show credibility
Email Marketing
NOW SALES PLAN!
SALES PLAN × define a set of sales targets × choose sales strategies × identify sales tactics for your sales team × activate, motivate and focus your sales team × budget and clarify steps you'll take to achieve your targets × review your goals periodically and improve your approaches to sales.
Use 19 Traction Channels $$$ (Great Book!) ➔ Targeting Blogs ➔ Viral Marketing (B2C) ➔ SEO! ➔ SEM ➔ Social & Display Ads ➔ Email Marketing! ➔ Partnership! ➔ PR! ➔ Unconventional PR ➔ Offline Ads (B2C) ➔ Existing Platform / Seeding ➔ Tradeshows! ➔ Speaking Engagements! ➔ Community Building ➔ Sales!! ➔ Affiliate Program ➔ Engineering As Marketing ➔ Content Marketing! ➔ Snail Mail
WHAT TO USE DEPENDS ON
● Sales Model ● Sales Process ● Sales Funnel ● Sales Tools ● Sales Campaigns WHERE ARE WE?
MODERN SALES ORGANISATION
HIRING A GReAT SALES PERSON × This is a separate story and you can book my online course for hiring a great sales person for 2,595€ right now.
MODERN SALES ORGANiSATION - SPECIALIsATION INBOUND LEAD QUALIFICATION OUTBO UND PROSPE CTING ACCOUNT MANAGER - make customer successful SALES EXEC - close deals
MODERN SALES ORGANiSATION - SPECIALIsATION
HOW TO CREATE A SUSTAINABLE PIPELINE
SUSTAINABLE PIPELINE - CHANGE APPROACH ➔ you must specialize your sales people ➔ use referral / researching approach rather than cold calling ➔ focus on quality, not quantity of calls / leads ➔ train your outbound salespeople to be business(wo-)men who sell ➔ simplify what you track in your CRM (few, best metrics) ➔ sell ideas not stuff (customers don't want to buy products, they want to buy help)
Do research calls rather than sales calls COLD
Cold Calling 2.0 - Funnel
HOW? 1. Open with emails (researching, asking for referrals) 2. Phone calls to follow up responders 3. Send regularly - that you get 10 responses per day 4. Build a success plan for a customer (picture of gains) 5. Customers want to get to know you in steps 6. Present logical next steps 7. Pulling sales, not pushing sales 8. Passing over leads is important! 9. Always follow-up. If NO, ask WHY.
EXERCISE × Define a cold calling 2.0 process for your company and send an email!
“ FOLLOW STELI EFTI ”
Sales - it’s all About numbers Track your numbers … → CRM
IT’S ALL ABOUT METRICS
Track everything, so you can learn from your data.
● Conversion funnel from Lead -> Qualified -> Closed ● Average time to move from stages ● Average deal value per close ● Average cost per close ● # new leads per month ● % growth of # of new new leads per month ● % qualified leads that close ● # average time to close ● $ average close per close ● $ average revenue per close
● Sales Deals - closed per month, YTD ● Sales Deals - added per month, YTD ● Sales Deals - lost per month, YTD ● Units per target group PLAN / REAL ● AVG time to close a deal ● AVG revenue per deal ● AVG CAC
Outbound Metrics ● new contacts per target group ● new leads per month (qualified) ● Leads qualified and forwarded to sales (conversion of this lead funnel)
SALES PSYCHOLOGY
SALES PSYCHOLOGY × B2B customers search online >> Inbound marketing!! × DON'T SELL, bring value to your customer × FOLLOW-UP, FOLLOW-UP, FOLLOW-UP × 5 emails sent to a prospect gives 1 reply. It takes 21 meetings to close a deal. This means you need to send a lot of emails and attend a lot of meetings. It is a numbers game. × 80% never ask for the order - Always closing × It’s not the person her-/himself who make the decision, it’s an organisation. × There are a lot of influences. × You have to ask a lot of questions.
To SUM Up 1. DEFINE SALES MODEL 2. SET UP SALES PROCESS! 3. Analyse Funnel+CustomerS 4. HAVE A PLAN 5. ALWAYS FOLLOW-UP & CLOSE 6. MeaSURE, LEARN, REPEAT !!!
Growth Hackers are T-shaped marketeers. They are experts in 1-2 things and barely know the rest ;). BEFORE YOU ASK
Still Questions? :-)
WE SCALE PRE-SERIES A BUSINESS THROUGH TEAM → PRODUCT → TRACTION. Connect w/ me for more info. The Scaling
DID YOU LIKE IT? FEEDBACk pLS
THANKS!Any questions? You can find me at @webcms & klaus@schremser.com
Credits Special thanks to all the people who made and released these awesome resources for free: × Presentation template by SlidesCarnival × Photographs by Startupstockphotos

More Related Content

B2B Sales - an holistic overview

  • 2. Hello! My name is Klaus-M. SCHremser A lot of my gray hair is coming from being a serial entrepreneur for 20+ years
  • 3. Why AM I HERE? × Founded my first company 1998. × Evolved to Gentics, leading CMS vendor in AT × Lead Sales Department (Gentics, has.to.be) × Was responsible for 25m € in sales × HR: Hired around 100 and laid off at least 25 × Enterprise projects up to 2,000 person days × Longest sale took 6 years, highest was 1 m €
  • 4. Why AM I Here?
  • 6. 15 Years = Long Time to collect Experiences Hire & FIRE, TEam, Strategy, M&A
  • 7. “The reason why companies fail is not because of lack of ideas or ambitious people. But because of lack of traction and sales! “
  • 8. Your business target are companies ● More decision makers, decision processes ● Longer sales cycles ● Higher price points ● More intense relationships & a lot more touchpoints B2B
  • 9. They come to you vs. you go to them Business target are individuals ● Lower prices ● 1 or 2 decision makers ● Much shorter sales cycles B2B vs.
  • 10. IF you ARE SELLING in B2b A lot of questions aRISE
  • 11. Questions to ask yourself if you’re in B2B × What can we do better for clients than our competitors? × Who are the ideal customers? × Do we know our ideal customer yet? × How do we qualify them? × How do we get reliable and growing sources of qualified leads? × Do we have a sales process and conversion funnel that produces repeatable results? × Can we estimate our Customer Life Time Value CLTV?
  • 12. Questions to ask yourself if you’re in B2B × Can we estimate our Customer Life Time Value CLTV? × How many clients do we need for our sales plan? × # phone calls, customer visits, presentations needed × # salespeople to generate volume × Do we use the right B2B marketing strategies to generate leads for sales? × Are our compensation programs motivating our sales staff? × What is distracting our sales team? × Which countries are the future of our market?
  • 13. Three *3* Foundations in Life STRUCTURED YOU mUST BE! Else No Jedi you will become.
  • 14. ● SALES CAN’t be rePRODUCED, because LOW HANGING FRUITS SALES! ● SALES WITHOUT PROCESS S*CKS! ● BEFORE SALES PROCESS, you NEED a SALES MODEL SALES FAILS .. WHY?
  • 15. B2B SALES MODEL The Sales Model is just like a business model, only limited to sales operations. It’s organisation, strategy and processes. Includes skills needed by sales team. Uses Value Proposition, demographics , price, customer acquisition costs and sales process.
  • 16. POsitioning × How do you want to be seen? Branding. × Why should customers buy from my company? × What is the difference to other companies? × What is our value proposition? × Do we have a special competence? × What problems are your products solving? × >> SHOULD be done by the whole team!
  • 18. SEGMENTS ● Target groups / Ideal customer? ● Challenges ● Business model of customer ● Which products do they use ● How do you make them successful ● What ROI can we produce for them?! MARKET ● Market data ● Business data ● Market share → potential ● Countries ● etc SALES MODEL PLAN ● Sales is about Numbers ● Planned revenue, planned units sold, etc
  • 19. “before we start We have to set up the sales process. The SALES PRoCESS FOLLOWS AN UNDERSTANDING OF THE CUSTOMER’S BUYING PROCESS.”
  • 20. CREATING A B2B SALES PROCESS DEFINITION: A sales process is a series of interactions and events which follows the customer buying process / journey.
  • 21. WHY SHOULD YOU DEFINE A SALES PROCESS? ■ Higher conversion rate ■ More efficient, use of better sales tools ■ Team can handle bigger deals ◆ sales person find out why, when and how bigger companies buy, and execute a proactive plan ■ Sales people waste less time on wrong deals ■ Know when a deal is lost early ■ Give sales persons a clear goal and directions ■ Increase predictability
  • 23. Place your screenshot here Understand Your customer! Talk to your customers & create personas!
  • 24. “BASED ON THE BUYING PROCESS WE DEFINE THE SALES PROCESS AND THE FUNNEL.”
  • 25. STEPS OF SALES PROCESS (CAN VARY WILDLY)
  • 26. ExAMPLES Tech Company 1. Research 2. Intro Meeting 3. Presentation 4. Demo 5. Product Evaluation 6. Product Approval 7. First Order Received Solution Sale 1. Suspect 2. Un-Qualified Prospect 3. Qualified Prospect 4. Strong Interest in Solution 5. Selects Solution 6. Solution Deployment Marketing&Sales a Attract strangers and generate leads b Build interest&create vision c Marketing Qual. Lead MQL d Sales Qualified Lead SQL 1. Qualified 2. Solution Definition 3. Proposal Submitted 4. Shortlisted 5. Project confirmed 6. Contract Negotiation 7. Contract Closure
  • 27. Three *3* Foundations in LifeFor EACH STAGE A GOAL AND ACTIONS YOU MUST HAVE.
  • 28. SALES TOOLS SUPPORTING THE SALES PROCESS
  • 30. OTHER SALES TOOLS Automated Emails for New Leads Make everybody feel loved and cared PERSONA GUIDE Overview of each buyer persona Product Demos If this s*cks, you lose Amazing Sales Presentations It’s a key tool in b2b Pre-Written Emails Have amazing emails Competitor INFO
  • 32. Use SLIDESHARE to find AWESOME SALES PRESENTATION EXAMPLES
  • 33. ● Understand your product demo ● Keep it short. ● Focus on the pain and the solution ● Ask them questions. ● End with next steps and commitment ○ Go all the way to the sale!!! Your Product Demo Sucks Because It's Focused on Your Product
  • 34. OTHER SALES TOOLS PRICELISTS CONVERSATION GUIDES Questions to ask CUSTOMER REFERENCES + SToRIES BROSCHURESPRODUCT SHEETS PROMOTION ARTICLES
  • 35. CUSTOMER HAVE TO SHARE YOUR PRODUCT INTERNALLY.
  • 36. CUSTOMER TESTIMONIALS ARE POWERFUL1. Build Trust & Credibility With Social Proof 2. Persuade the Mind with Emotion 3. Nothing Captures Attention Like a Good Story
  • 37. OTHER SALES TOOLS Analysts STATEMENTs Are you Gartner’s cool vendor? CONTRACTS + OFFERSVIDEO CONFERENCING TOOLS + ONLINE PRESENTATION TOOls Gotomeeting, join.me ROI CALCULATIONS Show your customer the value the get if they invest in you PROSPECTING TOOLS I.e. persistiq, datanyze hunter.io LINKEDIN HELPERS Dux soup, GPZ Web
  • 39. Be in the magic Quadrants of Gartner
  • 40. FIND your Customers in LINKEDIN
  • 41. THERE IS MORE TO COME
  • 42. MARKETING TOOLS ➔ Amazing Website ➔ Whitepapers ➔ Landing pages for each target group ➔ Content Marketing / Blog ➔ SlideShare Presentations ➔ Webinars ➔ Email Marketing ! ➔ Mail Order / Snail Mail ➔ Call Centers ➔ Uncover your leads on your website
  • 43. LANDING PAGES in B2b 1. Know your goals 2. Make it streamlined 3. Have clear CTAs 4. Provide rich content 5. Use Video Content 6. Have multiple landing pages for multiple products 7. Use the correct targeting 8. Show credibility
  • 46. SALES PLAN × define a set of sales targets × choose sales strategies × identify sales tactics for your sales team × activate, motivate and focus your sales team × budget and clarify steps you'll take to achieve your targets × review your goals periodically and improve your approaches to sales.
  • 47. Use 19 Traction Channels $$$ (Great Book!) ➔ Targeting Blogs ➔ Viral Marketing (B2C) ➔ SEO! ➔ SEM ➔ Social & Display Ads ➔ Email Marketing! ➔ Partnership! ➔ PR! ➔ Unconventional PR ➔ Offline Ads (B2C) ➔ Existing Platform / Seeding ➔ Tradeshows! ➔ Speaking Engagements! ➔ Community Building ➔ Sales!! ➔ Affiliate Program ➔ Engineering As Marketing ➔ Content Marketing! ➔ Snail Mail
  • 48. WHAT TO USE DEPENDS ON
  • 49. ● Sales Model ● Sales Process ● Sales Funnel ● Sales Tools ● Sales Campaigns WHERE ARE WE?
  • 51. HIRING A GReAT SALES PERSON × This is a separate story and you can book my online course for hiring a great sales person for 2,595€ right now.
  • 52. MODERN SALES ORGANiSATION - SPECIALIsATION INBOUND LEAD QUALIFICATION OUTBO UND PROSPE CTING ACCOUNT MANAGER - make customer successful SALES EXEC - close deals
  • 53. MODERN SALES ORGANiSATION - SPECIALIsATION
  • 54. HOW TO CREATE A SUSTAINABLE PIPELINE
  • 55. SUSTAINABLE PIPELINE - CHANGE APPROACH ➔ you must specialize your sales people ➔ use referral / researching approach rather than cold calling ➔ focus on quality, not quantity of calls / leads ➔ train your outbound salespeople to be business(wo-)men who sell ➔ simplify what you track in your CRM (few, best metrics) ➔ sell ideas not stuff (customers don't want to buy products, they want to buy help)
  • 56. Do research calls rather than sales calls COLD
  • 57. Cold Calling 2.0 - Funnel
  • 58. HOW? 1. Open with emails (researching, asking for referrals) 2. Phone calls to follow up responders 3. Send regularly - that you get 10 responses per day 4. Build a success plan for a customer (picture of gains) 5. Customers want to get to know you in steps 6. Present logical next steps 7. Pulling sales, not pushing sales 8. Passing over leads is important! 9. Always follow-up. If NO, ask WHY.
  • 59. EXERCISE × Define a cold calling 2.0 process for your company and send an email!
  • 60. “ FOLLOW STELI EFTI ”
  • 61. Sales - it’s all About numbers Track your numbers … → CRM
  • 62. IT’S ALL ABOUT METRICS
  • 63. Track everything, so you can learn from your data.
  • 64. ● Conversion funnel from Lead -> Qualified -> Closed ● Average time to move from stages ● Average deal value per close ● Average cost per close ● # new leads per month ● % growth of # of new new leads per month ● % qualified leads that close ● # average time to close ● $ average close per close ● $ average revenue per close
  • 65. ● Sales Deals - closed per month, YTD ● Sales Deals - added per month, YTD ● Sales Deals - lost per month, YTD ● Units per target group PLAN / REAL ● AVG time to close a deal ● AVG revenue per deal ● AVG CAC
  • 66. Outbound Metrics ● new contacts per target group ● new leads per month (qualified) ● Leads qualified and forwarded to sales (conversion of this lead funnel)
  • 68. SALES PSYCHOLOGY × B2B customers search online >> Inbound marketing!! × DON'T SELL, bring value to your customer × FOLLOW-UP, FOLLOW-UP, FOLLOW-UP × 5 emails sent to a prospect gives 1 reply. It takes 21 meetings to close a deal. This means you need to send a lot of emails and attend a lot of meetings. It is a numbers game. × 80% never ask for the order - Always closing × It’s not the person her-/himself who make the decision, it’s an organisation. × There are a lot of influences. × You have to ask a lot of questions.
  • 69. To SUM Up 1. DEFINE SALES MODEL 2. SET UP SALES PROCESS! 3. Analyse Funnel+CustomerS 4. HAVE A PLAN 5. ALWAYS FOLLOW-UP & CLOSE 6. MeaSURE, LEARN, REPEAT !!!
  • 70. Growth Hackers are T-shaped marketeers. They are experts in 1-2 things and barely know the rest ;). BEFORE YOU ASK
  • 72. WE SCALE PRE-SERIES A BUSINESS THROUGH TEAM → PRODUCT → TRACTION. Connect w/ me for more info. The Scaling
  • 73. DID YOU LIKE IT? FEEDBACk pLS
  • 74. THANKS!Any questions? You can find me at @webcms & klaus@schremser.com
  • 75. Credits Special thanks to all the people who made and released these awesome resources for free: × Presentation template by SlidesCarnival × Photographs by Startupstockphotos