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Sales Pipeline...Evolve What and How You Sell
The document discusses how business-to-business (B2B) sales and marketing must adapt to changing buyer behaviors and the rise of digital natives. It notes that B2B purchasing is driven more by emotions than rational decisions. Additionally, managing buyer risk, targeting the right customers, leveraging word of mouth and online reviews, and using the right communication channels tailored for digital natives will be critical for success. The exhibition and trade show industry may need to innovate to remain relevant as digital natives prefer online interactions over face-to-face events.
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Sales Pipeline...Evolve What and How You Sell
- 1. SALES PIPELINE: HOW AND WHAT YOU SELL Chris Kappes ACCESS 2010
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- 3. SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL Our World…Today
- 4. SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL Our World…Today Turning Your B2B Sales Platform Upside Down
- 5. SALES PIPELINE: EVOLVING HOW AND WHAT YOU SELL Our World…Today Turning Your B2B Sales Platform Upside Down P.S…Sell to the Digital Natives
- 6. BIG PICTURE INDICATORValue Inflation Inflation: 2.32 GDP Growth GDP: 1.7 Unemployment Unemployment: 9.6 Gold Gold: $1357.00/oz Oil Oil: $65.00/bbl Prime Prime: 3.25
- 7. “ While CEO’shave lowered their expectations for pace of growth in the overall economy, they remain confident that over the next 12 months they are well positioned to increase revenues and profits, while hiring new employees.” Vistage CEO Confidence Index
- 8. CEO’s believe inthe next 12 months: Sales revenues will increase
- 9. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve
- 10. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve Prices will remain flat
- 11. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve Prices will remain flat Managing costs, credit and cash flow is top priority
- 12. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve Prices will remain flat Managing costs, credit and cash flow is top priority Customer retention is biggest challenge
- 13. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve Prices will remain flat Managing costs, credit and cash flow is top priority Customer retention is biggest challenge Innovation is biggest priority next 3 years
- 14. CEO’s believe inthe next 12 months: Sales revenues will increase Profitability will improve Prices will remain flat Managing costs, credit and cash flow is top priority Customer retention is biggest challenge Innovation is biggest priority next 3 years Planned expenditures for 2010 and 2011 will remain flat
- 15. After a recordsetting nine consecutive quarters of negative quarter over quarter performance, the third quarter of 2010 CEIR Index reports all four metrics (space, attendance, shows, exhibitors) show improvement over the 3 rd Q of 2009. Doug Ducate, CEO & President, CEIR
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- 18. OUR INDUSTRY: Past Big sea, many fish
- 19. Our World: Present Big sea, shrinking fish population, several big fish
- 20. Our Industry $1.3B$1B $1B
- 21. Our Industry Blended profit of the 56 surveyed exhibit companies between 2002-2008: 3% *According to the EDPA Economic Survey
- 22. Where do wego from here?
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- 24. Clients don’t wantexhibits or events… They want outcomes that exhibits/events create… … for less … less risk
- 25. Turning your B2B sales platform upside down
- 26. Fact: B2BPurchasing is not a rational process Gut Feelings Gut Feelings Gut Feelings Habits Instincts Beliefs Gut Feelings
- 27. Fact: BuyingFunnel was developed by marketers..not buyers. * B2B Expert Series: Integrated Persuasion
- 28. Fact: Rarelydoes a person benefit from a business purchase
- 29. Fact: Riskoverrides reward: 99% of BTB buying is covering your butt * B2B Expert Series: Mapping The BuyerSphere
- 30. Fact: Complexitymires buying * B2B Expert Series: Integrated Persuasion
- 31. Fact: Reputationdrives criteria setting * B2B Expert Series: Integrated Persuasion
- 32. Fact: Wordof mouth trumps all * B2B Expert Series: Integrated Persuasion
- 33. “ Myjob is to make sure every vendor that makes it through to the final cut is a vendor I can live with. After my initial recommendation, everything gets passed over to procurement. But if there’s no really bad choices, that means they can’t screw it up too much.” —“ Doer” in one-on-one interviews * B2B Expert Series: Integrated Persuasion
- 34. * B2B ExpertSeries: Integrated Persuasion
- 35. TAKE-AWAYS Fact: How we manage buyer risk determines our success
- 36. Fact: Howwe manage buyer risk determines our success Fact: The higher the risk, the smaller the scope of the market you can service. High risk forces us to focus on quality, not quantity .
- 37. Fact: Howwe manage buyer risk determines our success Fact: The higher the risk, the smaller the scope of the market you can service. High risk forces us to focus on quality, not quantity. Fact: We must direct our selling efforts through targeting and mapping
- 38. Fact: Howwe manage buyer risk determines our success Fact: The higher the risk, the smaller the scope of the market you can service. High risk forces us to focus on quality, not quantity. Fact: We must direct our selling efforts through targeting and mapping Fact: We must find the secret sauce in our organizations
- 39. Fact: Howwe manage buyer risk determines our success Fact: The higher the risk, the smaller the scope of the market you can service. High risk forces us to focus on quality, not quantity. Fact: We must direct our selling efforts through targeting and mapping Fact: We must find the secret sauce in our organizations Fact: We must be realistic about what’s good business and what’s not
- 40. Fact: Howwe manage buyer risk determines our success Fact: The higher the risk, the smaller the scope of the market you can service. High risk forces us to focus on quality, not quantity. Fact: We must direct our selling efforts through targeting and mapping Fact: We must find the secret sauce in our organizations Fact: We must be realistic about what’s good business and what’s not Fact: Word of mouth and online research are both critical influencers in higher consideration purchases
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- 42. Digital Natives PS…Sellto the Natives Digital Immigrants 1980 * B2B Expert Series: The Rise of the Digital Native
- 43. Test Your DigitalIQ View games as leisure activity Prefer step by step instructions Prefer graphics over text Thrive on instant gratification and rewards Multi-tasking a breeze Proper English Quickly adapts new technology Stays with familiar Personal information on internet Print emails
- 44. * B2B ExpertSeries: The Rise of the Digital Native
- 45. * B2B ExpertSeries: The Rise of the Digital Native
- 46. IMPACT ON B2BSALES Quality vs. quantity Fish in the right place…segment the market to your advantage Uncover your secret sauce Fish using the right bait….USP (unique selling proposition) Fish using the right communication mediums...online-centric (facebook, twitter mobile) Nurture opinion leaders Protect your reputation Protect your financial standing Speak the right language to the right prospect Field the right team
- 47. Can we sustainand grow B2B tradeshows when the Digital Native preference is evolving away from face-to- face?
- 48. Big sea, many fish must become codependent and innovate to survive OUR INDUSTRY: FUTURE
- 49. OUR BUYERS Nativesmigrate into positions of authority and new rules will emerge
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