Today's buyers do their homework by researching solutions online long before you get a chance to talk to them. Be sure you do your homework, too. Don't put a prospective buyer in the "hot seat" by barraging them with questions to qualify the opportunity. Instead, establish connections to build the relationship. Register now! Using a case study format, three highly respected thought leaders will demonstrate how to connect by: 1- Applying sales intelligence to ask the right questions 2 - Framing questions to spark interactive dialog 3 - Sharing personalized information resources to create conversation

1. CONVERSATIONS, NOT
INTERROGATIONS
Webinar 2/5/13

2. Speakers
Roger Ciliberto Pete Gracey Cliff Pollan
North American Sales Director COO & Co-Founder CEO & Co-Founder
@OneSource4Sales @Peter_Gracey @cliffpollan
roger_ciliberto@onesource.com pgracey@agsalesworks.com cpollan@postwire.com

3. Establish Connections by:
1 Applying sales intelligence to ask the right questions
2 Framing questions to spark interactive dialogue
3 Sharing personalized information to create conversation

4. Case Study – Step Into These Shoes
• You sell security software
• Targeting company in financial vertical
• Want to create conversation to
motivate action

5. 1
Apply sales intelligence to
ask the right questions

10. Are you timely?

11. Do you stand out by having something
relevant to talk about?
• Corporate
Family?
• Revenues?
• Other News?

12. Is there a “Perfect Storm”?
Also recently hired a new Chief Risk Officer…..
The Perfect
Storm?
1. New CTO
2. New Chief Risk
Officer
3. Fiscal Year
End?
Have just entered into a NEW Fiscal Year…

13. 2
Frame questions to spark
interactive dialogue

14. Map Your Conversational Goals

15. The Pitch

16. Example “Pitch” Q:
Do you believe Vulnerability Software
is an important part
of any overall IT strategy?

17. The Pass

18. Example “Pass” Q:
How does Genworth’s
current vulnerability software
fit in with the security strategy
you are putting into place?

19. Formulating
Quality
Questions

21. 3
Sharing personalized
information to create
conversation

22. Axceler as our example vendor

23. 1. See the 2. Commit to a 3. Plan out the
problem solution path change
Status Quo Closed Deal

25. 65%
Source: Forrester Research, Inc.

26. Setting the Buying Vision
Context
Bring clarity &
Motivate change
Content Conversation

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

28. Inventory and know your content.

29. Content Inventory

30. Content Inventory

31. Sales Conversation Cheat Sheet
• Content Details – Title, Author, etc.
• Target Prospect - Who is it for and why
• Content Insights - What can you teach
• Sales Conversation – What are prompts and goals
Developed by Ardath Albee – Marketing Interactions
Her book – eMarketing Strategies for the Complex Sale
http://www.marketinginteractions.com/

32. Use content to ask the right questions to
clarify your prospect’s buying vision.

33. SharePoint Governance Maturity Benchmark

34. Content - Thought Leadership

35. Create Conversations –
You are not alone
• Context - Only 30% of all companies align
their governance plans with an end user
adoption strategy
• Question - Are you concerned that good
governance could hurt user adoption?

36. Put content in context of your buyer’s
top 3 pain points.

37. Content – Thought Leadership

38. Create Conversations –
You are not alone
• Context - Only 29.6% of those not using a
tool have an operational change manager
model in place vs. 69.7% for those who use
3rd party tool.
• Question - Has it been hard to put a
compliance model in place?

39. Help organize your buyer to represent
their vision and ROI.

40. Content - Champion Kit

41. ROI Calculator

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

45. Sales Conversations, NOT Interrogations
Roger Ciliberto Pete Gracey Cliff Pollan
North American Sales Director Co-Founder CEO & Co-Founder
@OneSource4Sales @Peter_Gracey @cliffpollan
roger_ciliberto@onesource.com pgracey@agsalesworks.com cpollan@postwire.com
www.onesource.com www.agsalesworks.com www.postwire.com
Call me: 978-318-4398 Call me: 781-702-6999 Call me: 781-350-3416