- The document discusses challenges with traditional sales and marketing approaches, such as a lack of focus on ideal customers, differentiation, and repeatable processes. - It advocates developing a strategic business development system focused on understanding an ideal customer's challenges and how the company's insights and offerings specifically address those challenges. - The key is marketing and selling through "straws" - targeting a small number of ideal prospects by deeply understanding their unique situation and needs.

1. The
Sales
Funnel
is
Dead
Marke2ng
&
Sales
Through
a
Straw

2. “IF
YOU
DON’T
LIKE
CHANGE,
YOU’RE
GOING
TO
LIKE
IRRELEVANCE
EVEN
LESS.”
-­‐
GEN.
ERIC
SHINSEKI

3. My
CV
• 25
year
sales
&
marke2ng
veteran
– 9+
years
with
Great
Plains
SoCware
(‘89-­‐’98)
– 6+
years
with
SAP
(‘03-­‐’09)
– Allaire
– Macromedia
– Infinium
SoCware
– ADP,
Con2nental
Cable
(Comcast)
• Founded
3
companies
• University
of
MassachuseVs,
Marke2ng

4. Leading
Results
• Marke2ng
services
firm
–
coaching
and
consul2ng
u 1:1
Coaching
&
Consul2ng,
Group
Coaching
u Frac2onal
VP
of
Marke2ng
u Public
Rela2ons
&
Social
Media
Consul2ng
u Referral
Marke2ng
Coaching
and
Strategy
u Leading
Results
Sales
and
Marke2ng
Academy
u Hubspot
Cer2fied
Partner
• Authorized
Duct
Tape
Marke2ng
Consultants
• Offices
in
Los
Angeles,
Boston,
Philadelphia
and
CharloVe
• Clients
throughout
North
America
&
Australia
• We
help
you
put
the
POWER
in
your
WOW
so
you
stop
was2ng
money
on
marke2ng
that
doesn’t
get
results

5. Leading
Results
Core
Marke2ng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
2me
to
figure
out
if
what
I
need
is
what
you
do.

7. Challenge 1: Ideal Customer is Anyone..
• Messaging must be vague due to lack of focus
• No way to gather usable data to help customers
• No referabilty

8. Challenge 2: No Focus On Differentiation
• Company WOW is indistinct
• Sales & Marketing talk about generic features &
benefits
• Deals are won/lost on price

9. Challenge 3: Lack of Repeatable Process
• No Process for creating repeatable, sustainable
customer delight
• No Process for gathering usable customer data
for insights

10. Challenge 4: No Systematic Approach for
Finding New Customers
• Website under-performs
• “Hope” for referrals
• Traditional Marketing programs under-perform
• Few metrics & no improvement process

11. Challenge 5: Sales & Marketing seem to
be in different companies
• Marketing passes a “lead”, sales says its not
• Marketing says sales isn’t following up
• Marketing creates messaging; sales uses its
own – sometimes completely unrelated

12. The Big Problem
Business Growth is
unpredictable and inconsistent

14. True customer loyalty comes from insight

15. We crave predictability

16. We have less patience than ever

17. We want real relationships, not just Facebook ones

18. expectations
are higher

19. there’s no such thing as perfect

20. The sales cycle is longer than ever

21. attention is the new scarcity

22. the MP3 is good enough

23. The
short
version:
-­‐
I
want
to
find
you
when
I
need
you
-­‐
You
will
respond
-­‐
I
want
you
to
work
my
way
-­‐
I
will
always
have
other
op2ons

24. The
funnel
is
the
wrong
metaphor
Searching
for…
S2ll
searching
for…

25. End
to
End
Business
Development
Know
Like
Trust
Buy
Repeat
Refer
TRY

26. What
are
you
really
Marke2ng
&
Selling?
• Your unique insight
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
…..Against a prospect’s problem(s)

27. Reset
Know
Like
Trust
Try
Buy
Repeat
Refer
Differen2a2on
Repeat-­‐ability
Ideal
Customer
No
Systems
Defini2on
Business
Development
Cycle
Business
Development
Challenges
Loyalty
from
Insight
Predict-­‐
ability
No
Pa2ence
Real
Rela2on-­‐
ships
High
Expect-­‐
a2ons
No
Perfect
Long
Sales
Cycle
AVen2on
Overload
Good
Enough
is
Okay
Marketplace
Trends

28. So,
What
do
we
do
with
all
this
background?

29. Business
Development
System
1. Strategy
before
tac2cs
2. Planned
Business
Development
Cycle
3. Publish
educa2onal
content
based
on
insights
4. Use
a
total
web
presence
5. Use
a
lead
genera2on
trio
6. Integrate
selling
and
data
gathering
7. Live
by
the
calendar

30. Start
with
Strategy!
Who
is
your
Ideal
Customer?

31. Ideal
Customer
-­‐ Key
Insights
-­‐ “A”
Perfect
Offer
Key
Insights
-­‐ Create
educa2onal
content
-­‐ Specific
messages
for
sales
-­‐ Specific
messages
for
marke2ng
-­‐ For
web
-­‐ For
tradi2onal
programs
-­‐ Cuts
through
the
noise
“A”
Perfect
Offer
-­‐ Packages
or
bundles
ease
buying
-­‐ Repeatability
possible
-­‐ Repeatability
=
predictability
-­‐ Creates
offers
for
sales
&
mktg
-­‐ Value
pricing
possible
-­‐ Create
manageable
expecta2ons
You
can
build
differen2a2on
&
a
targeted
WOW
Pricing
moves
to
background;
Offers
reduce
sales
cycle
Systems
&
processes
build
trust
Insights+
Content+
Offers
=
Try
Purchase
Happens:
-­‐
Expecta2ons
met
-­‐
Trust
drives
real
rela2onship
Happy
customers
share
data
and
results
Happy
customers
refer
You
can
build
systems
&
processes
that
deliver
WOW
Growth

32. It
Hinges
on
Understanding
Marke2ng
&
Sales
must
understand…
• The
challenges
of
the
prospect
» As
specifically
as
possible
• The
insights
&
experience
you
bring
» As
it
applies
to
the
prospect
and
their
challenges
• The
unique
value
of
your
offers
(business)
» As
it
relates
to
the
prospec2ve
customer
• The
prospects
language
set
» The
exact
words
they
use

33. Market
and
Sell
through
straws
It
is
not
100
prospects
in
one
funnel
It
is
5
prospects
in
20
straws
Focus
• Key
insights
• Specific
messages
• Offers
that
solve
challenges
Results
• Higher
Conversions
• Increase
referability

34. Summary
• Sales
and
Marke2ng
must
work
hand-­‐in-­‐hand
to
gather,
understand
and
communicate
insight
• Business
Development
is
an
integrated
system
• Be
mindful
the
9
trends
as
you
market
and
sell

35. What
Next
?
• Integrated
Business
Development
Review
» You
complete
our
ques2onnaire
» We
spend
45m-­‐60m
with
you
to
review
your
business
development
process
for
quick
wins
and
long
term
changes
to
consider

36. Thank
You
&
QuesWons
Put
the
POWER
in
your
WOW
and
stop
was2ng
money
on
marke2ng
Contact
Us
Web:
www.leadingresults.com
Email:
dkraus@leadingresults.com
Phone:978-­‐562-­‐4161
TwiVer:
@LeadingResults
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