B2B SALES IS NOT A HOOKUP!

BY: @zturkal (ZLATKO TURKAL)

ROCK PAPER STARTUPS, RIJEKA, CROATIA 11.14.2014

ZLATKO TURKAL3 X ENTREPRENEUR

CEO/FOUNDER AT @b_exchange

10+ YEARS IN THE B2B MARKET

LOVES

STARTING & RUNNING COMPANIES

SHORT MACCHIATO WITH COLD MILK

SUBARU CARS

SAZERAC

ROWING

B2B SALES

VS.

B2C SALES

SHORT SALES CYCLE

CHEAPER

OFTEN EMOTIONAL

HOOKUPS

I DON’T KNOW YOU!

- XYZ %

LONG SALES CYCLE

MORE EXPENSIVE

RATIONAL

RELATIONSHIPS

TRUST IS CRUCIAL!NON DISCOUNT %

PAIN POINT/NEED RESEARCH NEGOTIATION PURCHASE

B2B SALES CYCLE

9 OUT OF 10 BUSINESS BUYERS (BB) SAY WHEN THEY ARE READY TO BUY, THEY WILL FIND YOU

81% OF BB START

THE PROCESS WITH A WEB SEARCH

84% SAID WORD OF

MOUTH RECOMMENDATIONS INFLUENCE THEIR PURCHASE

1. CAN I SEE YOUR

WORK?

2. HOW MANY

REFERENCES DO

YOU HAVE?

3. ARE YOU

TRUSTWORTHY?

4. WHAT IS YOUR

PRICE?SOURCE: FORRESTER RESEARCH

BUYERS COULD BE UP TO 90%THROUGH THEIR BUYER’S

JOURNEY BEFORE EVEN REACHING OUT TO

A VENDOR

IN 2012,

FORRESTER

INDICATED

THAT B2B

AS THE B2B SELLER,

YOUR JOB IS TO

INFLUENCEBUYER’S DECISION

EVEN BEFORETHE NEED ARISES.

S

BUILDING TRUST IS NOTBUILDING ONLINE PRESENCE IS EASY

BUILDING INFLUENCE N THE B2B ARENA

BUY ONLINE DISPLAY ADS

HIRE PR PERSON/AGENCY

PAY FOR PRINT ADVERTISING

TV ADS

Your expenses will be outrageous compared to your benefits in the short run and you don’t have

enough cash to support these activities in the long run.

IN HOUSE SALES TEAM

GET REFERRAL PROCESS IN PLACE

SURVEYS (require feedback)

GROWTH HACKING

BLOG

EMAIL MARKETING

SEO/SEM

EXECUTIVE EVENTS

TRADESHOWS/CONFERENCES

IF YOU DO WEBINARS DON’T CALL THEM WEBINARS

DO VIDEO TUTORIALS INSTEADor

give people the power to decide when to watch.

FIRST THINGS FIRST

PICK UP THE PHONE

AND START DIALLING !

WASTE OF

YOUR TIME

IDENTIFY WHO THE MARKET OF

PROSPECTS IS THAT YOU WANT TO

DIRECT YOUR EFFORTS TOWARD.

THINK OF YOU PRODUCT/SERVICE AND

WHO THE TARGET AUDIENCE IS.

PROSPECTING, THE ACQUISITION OF

VIABLE LEADS TO INTERACT WITH AND

CREATE A SALE.

GET IN FRONT OF

THE RIGHT GUYS

ASK FOR INTRODUCTIONS

CONFERENCES & SEMINARS

EXECUTIVE EVENTS

RESOURCES:

HAVE A PROCESS IN PLACE

PREPARE LIST OF PROSPECTSe.g: “3h of preparation for 1h or course time.

If you put on a series of 4 lectures = 12h of work in total.

Say that you have 10 students. Next 12 months they will work 20,000 for your company.

If training efforts result in a 1% improvement in your sales team performance, the company will gain the equivalent of 200h of work for 12h being

invested in training”

PREPARE SALES SCRIPT

Andy Grove

1ST DESIGN YOUR OWN SALES PROCESS USING .XLS SPREADSHEET

2ND TEST & TWEAK

3RD MOVE TO PROVEN/PAID SOLUTION Coffee is for

closers :/

A lwaysB eC losing

TRAIN YOUR PEOPLE:

AINCENTIVES MAKE THE WORLD GO ROUND

PUT THAT COFFEEDOWN, COFFEE IS

FOR CLOSERS

ONLY!

FIRST CALLS ARE IMPORTANT

FOLLOW UPS ARE CRUCIALSTRATEGY AND DISCIPLINE

BEING PERSISTENT

BEING PROFESSIONAL=

GET REFERRAL PROCESS IN PLACE

Only two person are needed to start a business. One who has a great product or service and the other who will pay for it and tell everybody else.

HOW DO YOU SHARE POSITIVE EXPERIENCES

THAT YOUR CUSTOMERS HAVE

WITH YOUR COMPANY?

HOW DO YOUR CUSTOMERS

SHARE POSITIVE EXPERIENCES THEY THEY HAVE WITH YOUR COMPANY?

HOW DO YOU CAPTURE POSITIVE

STUFF THAT YOU ARE DOING WITH YOUR

CUSTOMERS?

REFERRAL

ENGINE

COLLECTING FEEDBACK/TESTIMONIALS WILL:

HELP YOUR RELATIONSHIP WITH EXISTING CUSTOMERS

HELP YOU BUILD TRUST TOWARD YOUR COMPANY

BRING YOU ADDITIONAL CUSTOMERS

ASK SPECIFIC QUESTIONS THAT ARE IMPORTANT FOR THE RELATIONSHIP WITH YOUR CUSTOMER

HOW TO COLLECT

RESULTS?

FEEDBACK/TESTIMONIALS

AND YIELD THE BEST

SEND SHORT QUESTIONNAIRE IN WRITTEN AND REQUIRE THE ANSWERS IN WRITTEN AS WELL

PUBLISH AND SHARE COLLECTED TESTIMONIALS ON THE INTERNET USING SPECIALIZED B2B TOOLS.

www.business-exchange.co

ONLINE TESTIMONIALS WILL SKYROCKET YOUR BUSINESS

help you expand company’s current

trading area to the whole world

improve search engine credibility

and will move company’s name up

in terms of search results

enhance company’s global

presence and recognition

@zturkal