In this webinar held by Cliff Polan of Postwire and TK from ToutApp, they cover how by teaching early in the sales process instead of hard selling, you can win more deals and out-teach your competition.

1. LIVE

2. How You Sell Matters

3. How You Sell Matters
2

4. 65%
Source: Forrester

5. Source: ITSMA

6. Source: Rain Group

7. Setting the Buying Vision
Context
ConversationContent
Bring clarity &
Motivate change

8. 1. See the
problem
2. Commit to a
solution path
3. Plan out the
change
Closed DealStatus Quo
Discuss Issues with Status Quo Their Ideas for
Change
Steps to Launch
Solution
Uncover Their Change
Motivations
Their Fears Needs of Larger team
Useful
Content
3rd Party research
Educational webinars
White papers
Case studies
Expert interviews
FAQs
Free trial/Live demo
Planning checklist
ROI calculator

9. Jul-13© IDC For Internal Use Only. Not for Distribution without IDC Permission.
How Do Sales Teams Need to Evolve?
8
Sales Needs to:
 Add more value to the
individual buyer:
– Communicate a vision;
– Be a trusted advisor.
Pre-90s 90s 2000s 2010+
IT’S ALL
ABOUT...
IT’S ALL
ABOUT...
THE BUYERME
Selling
Focus
Product Solution Company’s
business
need(s)
Individual buyer’s
business &
professional
needs
Knowledge
Transfer
 Collateral
(hard
copy)
 Trans-
parencies
 1 to Many
Web Site
 Collateral
(soft copy)
 PowerPoint
 Sales
enablement
 Targeted
Web content
 Rapid
Customer
enablement
 Customized
workspace
Interaction  Snail mail
 In-Person
 Phone
 Email
 Mobile
 Conference
call
 Mobile
 Text
Instantaneous or
asynchronous
 Social media
 Telepresence
 Leverage new channels to
learn, prepare, interact. . .
Intelligent Interaction
 Provide relevant and
focused knowledge and
insight for the individual
buyer and the buying team

12. Examples

16. Initial
Outreach
The
“Follow Up”
Meet
Call
Demo
$$$
Inbound
Leads
Leads from
Email
Automation
Start with the most
basic pain point.
Nurture

20. Start Teaching

21. http://headrush.typepad.com/
Teach them the basics.
Kathy Sierra

22. • Start a blog on Tumblr and start
writing what you know
• Record yourself on Youtube
showcasing what you know
• Write a quick short digestible e-book
using the Apple iBook Creator
• Curate great content
Step 1.
Cultivate Content

23. • Email a simple link or attachment
• Publish online and share on LinkedIn/
Twitter to build followers and start
conversations
• Build your own personal Mailing List
and share content regularly
Step 2.
Incorporate Content

24. • Never, never, never try to sell on the first
few touches
• Always, always, always have a call to action
to further the conversation and relationship
Rules of Teaching

25. Teaching Via Email

26. • Highlight problem, provide solution, try to
sell them on the first email
• Highlight benefit, ask to chat
• Provide value, build relationship over a
series of emails
3 Different
Ways to Email

27. • Highlight problem, provide solution, try to
sell them on the first email
• Highlight benefit, ask to chat
• Provide value, build relationship over a
series of emails
3 Different
Ways to Email
BAD
OK
GOOD

28. Rules of Engagement
✓Keep it short and simple
✓Don’t try to close a deal on the first email
✓Personalize, Personalize, Personalize
✓Keep it short, seriously.

29. 5 x 5

30. 5 emails
5 day intervals

32. Initial Outreach
ProvideValue / Build Trust
Ask them / Show you care
Sell

33. Getting Started
Deal Stage
What’re we
communicating?
Template Name
What’s the call
to action?
Next Step?
Prospecting
High level
problem we
solve
“Initial
Outreach”
Watch video on
website
Follow Up on
Engaged Leads
Prospecting Solution Details Video Followup Setup Phone Call Reminder
....
Pricing/
Negotiating
Value of product Case Study
Review the case
studies
Phone Call
....

34. Initial
Outreach
The
“Follow Up”
Meet
Call
Demo
$$$
Inbound
Leads
Leads from
Email
Automation
Follow Up
Nurture

35. Great Templates
✓Are Short
✓Have a clear call to action
✓Reminds you to {{PERSONALIZE}}
✓Are Short (this is really important)

36. Initial
Outreach
The
“Follow Up”
Meet
Call
Demo
$$$
Inbound
Leads
Leads from
Email
Automation
Set Up Meetings
Nurture

37. Questions

38. About Postwire
• Postwire is on a mission to change the way B2B
solutions are sold.
• Gone are the days of cold calling and emailing, and
in are the days of personalized education.
• Postwire gives you one place to capture, organize,
and share educational content with your prospects
in a highly visual and personal way.
• Using Postwire, you'll know what content is being
accessed when so that you can nurture prospects
with content and conversation at the appropriate
times.

39. About ToutApp
✓Helps Salespeople focus on selling
✓Complete Sales Communications Platform
✓Plugs into Gmail, Outlook, Salesforce and more...
✓Streamlines emails and phone calls
✓Tracks day to day emails, presentations, calls
✓Keeps CRM updated
✓Real-Time analytics