How IMPACT Evolved To Sell In An H2H (Human-to-Human) World Tom - PowerPoint PPT Presentation

How IMPACT Evolved To Sell In An H2H (Human-to-Human) World Tom DiScipio Chief Strategy Officer & Partner @ IMPACT @tomdiscipio

The Most Vital Element in Sales CONTEXT? BUILDING TRUST? THE PITCH? PROCESS? ENABLEMENT TOOLS? CONFIDENCE? PERSONALIZATION? CHARISMA? THE PRODUCT?

THE BUYER.

The Buyer is the linchpin of your Sales Methodology, from which, all sales elements are formulated.

Buyers aren’t Buyers. Buyers are Human.

Bryan Kramer CEO of PureMatter, Author of Human to Human

“The fact is that the lines are so far blurred now between the B2C and B2B marketing segments that it’s hard to differentiate between the two anymore. Why do business marketers think they need to speak differently to their audience? ” Bryan Kramer

The Value Journey Canvas Ryan Deiss Founder & CEO of Digital Marketer

A long, long time ago… In an office far, far away...

LEADS

Here’s how the email started... Hi [First Name], Hope you are well.

Oh S%*t...

I noticed that some of your marketing staff have been visiting our website on a regular basis. That usually signals that you are looking for help with your online marketing strategy. Most organizations know their web presence needs to help drive sales in order to achieve the company's overall business objectives. However, very few have the time or expertise to fully leverage this strategy, so growth opportunities continue to be lost on a daily basis. We are experts at helping organizations just like yours achieve your business goals by increasing your company’s brand awareness, driving more qualified prospects to your website and converting more of these prospects into sales-ready leads. Our methodology is scientifically proven…

Oh S%*t...

“The fact is that the lines are so far blurred now between the B2C and B2B marketing segments that it’s hard to differentiate between the two anymore. Why do business marketers think they need to speak differently to their audience? ” Bryan Kramer

-80% Deals closed each month.

What’s the solution?

“The art of salesmanship, is the absence of salesmanship.” Jack Carroll

Most Important Tactics for Selling H2H 1. Assign a better-fit human (or humans) for this role 2. Develop a buying experience not a sales process

Assign a better-fit human for the role.

A better-fit human is... ● As knowledgeable or more knowledgeable than the buyer regarding your product or service because they’ve actually done the work. ● Able to adapt their own process to match the level of education or the position of the buyer. ● Naturally and exceptionally curious. Thrives in the uncomfortable. Consultative. They play the role of an advisor, coach, or mentor. ●

57% Customers are already 57% through the purchase process before they approach a supplier. CEB / Gartner

A better-fit human is... ● As knowledgeable or more knowledgeable than the buyer regarding your product or service because they’ve actually done the work. ● Able to adapt their own process to match the level of education or the position of the buyer. ● Naturally and exceptionally curious. Thrives in the uncomfortable. Consultative. They play the role of an advisor, coach, or mentor. ●

Develop a buying experience, not a sales process.

“86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.” Brian Solis Principal Analyst @ Altimeter, Keynote Speaker & Author

THE BUYER.

Humans want to be educated... Not told, or sold.

Humans want to be prepared... Not surprised.

Humans want to be in control... Not pushed.

Humans want to be challenged... Not “yessed” or “sured.”

The challenge for you...