Top 5 Ways To Connect Engage And Sell Executives - Feb 2012

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Is it me, or does 2012 seem like more of the same: with more companies budget constrained and risk adverse, and senior level executives even more involved in buying decisions. With Frugalnomics still in full effect, these more overloaded, skeptical and frugal execs are having a hard time making purchase decisions, and in turn, making your job more challenging than ever. Even though you may be up to the challenge, it doesn’t mean a little “secret sauce” on how to more effectively connect, engage and sell to these senior level executives wouldn’t help. Our speakers, telesales & marketing expert Mari Anne Vanella , founder of the Vanella Group and Tom Pisello, the ROI Guy and founder / Chairman of leading value selling and marketing firm Alinean, think they have the formula for success. In this session they will share 5 proven ways you can up your game with Sr. Level Executives. Recommended for marketing and sales executives, content marketers and sales enablement teams, this webinar will discuss key research findings and practical ways you can fight Frugalnomics, answering these important questions: What techniques work best to break-the-ice and connect effectively? Once connected, what tactics can be used to overcome “do-nothing” malaise? How can you best implement these techniques and tactics effectively into your marketing campaigns and sales engagements?

Business Technologie

Powering B2B sales to economic buyers

Mari Anne Vanella - CEO/Founder Tom Pisello - CEO & Founder

Twitter: @vanellagroup Twitter: @tpisello

Top 5 Ways to Connect, Engage and Sell
to Cx Level Executives

Today’s Speakers

Mari Anne Vanella Tom Pisello
CEO & Founder of The Vanella Group CEO & Founder of Alinean

Top 20 Women to Watch in 2011 by the Sales Who’s Who in B2B Demand Generation
Lead Management Assn.
Parallel entrepreneur
The Vanella Group - Teleservices for Ex-Gartner Managing VP
Enterprise Technology Companies
Alinean - Leading provider of value-based
interactive content marketing campaigns
and diagnostic sales tools

© 2012 Alinean, Inc.
2

Some Important Facts

- of B2B vendors need significantly more
leads in order to generate the same amount
of sales (IDC)

- of deals are not lost to competition,
instead are lost to the status quo (SBI)

- Of B2B vendors face lengthened sales
cycles over the past 5 years (SiriusDecisions)

- of buyers focused on price as primary
decision factor, driving increased
discounting (U of Dayton)
© 2012 Alinean, Inc.
3

Today’s Buyer Has Fundamentally & Permanently Changed

• Sticks with Status-quo
• Needs proof to change
• Change=2 x (cost + risk)
• Adverse to Risk
• Tired of the traditional pitch
• Wants compelling insight

• Challenged to do-more-with-less
• Use internet to research • Little time for vendors
• Decide when to engage • Not waiting for you…
• Inviting sales later (65% in)

© 2012 Alinean, Inc.
4

Does Frugalnomics Have a Cost?

For a typical $500M software firm:
$ M – Cost for Incremental Leads to Deliver Same
Amount of Biz
$ M – The Annual Cost of the “Do Nothing” Buyer

$ M / month – The Cost of Lengthened Sales Cycles

$ M - the Annual Cost of Increased Discounting

For details: http://www.fightfrugalnomics.com © 2012 Alinean, Inc.
5

Top 5 Ways to Connect, Engage & Sell to Cx Level Executives

© 2012 Alinean, Inc.
6

Tip #1: Cut Through the Noise

Don’t make your prospect try to figure out why you
are calling

Ask: Would you listen to YOU?

Greatest resource you already have - your
customers

© 2012 Alinean, Inc.
7

Tip #2: Persistence Pays

Typical exec requires 6+ attempts to reach

3-5 Additional Attempts Needed

7
6
Calls to Connect

5
4
3
2
1
0
Reps Execs
Attempts Required To Connect After Initial Interest
© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 8
© 2012 Alinean, Inc.
8

Tip #3: Engage at Right Time

Does BANT work anymore?

© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 9
© 2012 Alinean, Inc.
9

Tip #4: Engage with the Right Content

65% of Deals 35% of Deals
Forrester

Do you have the right content / conversations to answer each?
Can you effectively engage earlier where it matters most?
© 2012 Alinean, Inc.
10

Tip #5: Take the Right Engagement Path

It’s not about you & your solution ... It’s about them

Every conversation may be different based
on their unique Objectives & Challenges
© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 11
© 2012 Alinean, Inc.
11

Top 5 Ways to Improve Connecting and Engaging

#1 – Cut through the Noise

#2 – Persistence Pays

#3 – Engage at the Right Time

#4 – Engage with the Right Content

#5 – Take the Right Engagement Path

© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 12
© 2012 Alinean, Inc.
12

Better Connections & Engagement Yield Significant
Value

% more sales ready leads and 33% lower
cost per lead (Forrester)

% more sales reps making quota and 10%
shorter ramp up time (CSO Insights)

% - nurtured leads increase sales
opportunities vs. non-nurtured leads
(DemandGen Report)

% more qualified leads from provocative
/ value-focused content vs. traditional
content (IDC)
© 2011 The Vanella Group, Inc. Proprietary | Do Not Distribute 13
© 2012 Alinean, Inc.
13

Next Steps

Insights Into Cold Calling

42 Rules of Cold Calling Executives

http://www.fightfrugalnomics.com

http://www.alinean.com/faq/

© 2012 Alinean, Inc.
15

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