Buildings Don't Write Checks: Sales Pipeline & Demand Secrets for Professional Services Firms

Matt Heinz

Founder & President, Heinz Marketing Inc

@heinzmarketing

Buildings Don’t Write ChecksSales Pipeline & Demand Generation Secrets for Professional Services Firms

Housekeeping

• Copy of this deck

• Other offers for you:

– The Modern Marketer’s Field Guide

– Successful Selling

– My award-winning* apple-smoked bacon recipe

• Send me an email ([email protected]) or bring me a business card noting what you want

• Text “pipeline” to 72000 to get a free copy of my latest book Full Funnel Marketing

Quick, take out your smartphone!

I am serious about the bacon

Why is selling so hard today?

Is it how we sell….

….or how they buy?

Impact on the entire lifecycle

What has changed?

Five customer changes impacting your success

Your customers are:

1. Busier than ever

Your customers are:

1. Busier than ever

2. Self-educated

When do they call you?

Your customers are:

1. Busier than ever

2. Self-educated

3. Skeptical

Your customers are:

1. Busier than ever

2. Self-educated

3. Skeptical

4. Distrustful

This is what they think of us…

Your customers are:

1. Busier than ever

2. Self-educated

3. Skeptical

4. Distrustful

5. Jaded

Your customers are:

1. Busier than ever

2. Self-educated

3. Skeptical

4. Distrustful

5. Jaded

6. A lot like you!

Are we helping or hurting?

Are we helping or hurting?

Are we helping or hurting?

Depressed yet?!

So what IS working today?

4 lessons from The Challenger Sale

Let’s not pretend this is new…

1. How you sell is more important than what you sell

2. Challengers teach, tailor & take control

3. The value of your insights trumps the quality of your product

4. Be memorable, not agreeable

Generational detail & differences

Source: SnapApp & Heinz Marketing, Sept 2017

Source: SnapApp & Heinz Marketing, Sept 2017

Source: SnapApp & Heinz Marketing, Sept 2017

Source: SnapApp & Heinz Marketing, Sept 2017

Channel integration = effectiveness

How do you break through?

The Five Foundations of Customer Commitment

The Five Foundations of Customer Commitment

1. Attention

The Five Foundations of Customer Commitment

1. Attention

2. Interest

The Five Foundations of Customer Commitment

1. Attention

2. Interest

3. Trust

The Five Foundations of Customer Commitment

1. Attention

2. Interest

3. Trust

4. Interaction

The Five Foundations of Customer Commitment

1. Attention

2. Interest

3. Trust

4. Interaction

5. Engagement

The Five Foundations of Customer Commitment

1. Attention

2. Interest

3. Trust

4. Interaction

5. Engagement

The buyer’s journey

Seven traits of successful services selling

1. Revenue Responsibility

Revenue responsibility in practice

• Quick sales vs. lifetime value

• Good sales vs. bad sales

– Expensive customers, higher churn likelihood

• Can you buy a beer with it?

• Business vs. commission check mindset

2. Focus

Attributes of a focused sales pro

• Daily plan

• Evening evaluation & recalibration

• Minimized distractions

• Effective triage

• Distraction management (internally & externally)

3. Customer Centric

This doesn’t write checks!

4. Personal accountability

Accountability means…

• Transparency

• Constructive criticism & improvement

• Macro & micro calibrations

• Proactive adjustments

• Daily discipline

5. Technology competence

Is your tech helping or hurting?

• What problem does it solve?

• What does it automate or accelerate?

• What is your system or process?

• Can it scale beyond you?

6. Agile mentality

What is your tolerance for chaos?

• Speed and focus amidst change

• Quick recalibration & new game plan development

• The power of humility

7. Empathy

What empathy means…

• For your peers

• For your sales organization

• For other departments

• For your customers

• What is important to THEM?

Six Habits of Customer Trust1. Focus

2. Surprise & Delight

3. Daily discipline

4. Adjustments

5. Polite Persistence

6. Surround

How we doin’?

Don’t try this all at once

Last slide last

• Respect your customer

• Lead with value

• Establish daily habits

• Manage your time

Housekeeping

• Copy of this deck

• Other offers for you:

– The Modern Marketer’s Field Guide

– Successful Selling

– My award-winning* apple-smoked bacon recipe

• Send me an email ([email protected]) or bring me a business card noting what you want

• Text “pipeline” to 72000 to get a free copy of my latest book Full Funnel Marketing

Quick, take out your smartphone!

Matt HeinzPresident, Heinz Marketing@[email protected]