Smartbreakfast® Series: Business Development Clinic. 3 key ideas: 1) Referral Marketing (Recommendation selling) 2) The buyer's journey 3) Selling to the Emotional Brain

1. Business Development
Clinic
Smartbreakfast® Series
Paris, Tuesday, July 7th 2009

2. 1 2 3
3 things to
remember
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3. 1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain
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4. 1
Referral Marketing
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5. Is Cold Calling effective?
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6. Typical Sales Conversion Rates
1. Cold calling: < 4%
Between 1-5%
2. External Recommendation:
Your company should use Rob Smith. 44%
He is a highly knowledgeable expert 10 X cold calling
in your field.
3. Internal Recommendation
We should use Rob Smith. He is a
highly knowledgeable expert in our
88%
2 X External
field. recommendation
20 X cold calling
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7. Find ways to get recommended
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8. 2
The buyer’s journey
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9. 1. The Sales Cycle is dead
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10. 2. Birth of buyer-centric thinking
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11. A journey into the unknown?
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12. Show them the way forward
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13. The Buyer’s Decision Process
1. Person
2. Company
3. Product
4. Price (Value)
5. Why Now?
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14. Set realistic expectations
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15. Avoid this…..
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16. and this.....
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17. 17

18. Create a sense of urgency
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19. 3
Sell to the Emotional Brain
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20. 20

21. Because people make emotional
decisions that they justify with logic
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22. Get to the emotional
heart of the matter
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23. 23

24. By asking questions that uncover:
1. Facts
2. Opinions
3. Feelings
24
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25. 1 2 3
3 things to
remember
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26. 1. Referral Marketing
2. The Buyer’s Journey
3. Selling to the Emotional Brain
SalesChannel Europe ©2009 All rights reserved

27. Rather important
to get them right!
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28. SalesChannel Europe ©2009 All rights reserved 28

29. SalesChannel Europe ©2009 All rights reserved 29

30. David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
Sales
Acceleration 2.0 SalesChannel Europe ©2009 All rights reserved 30