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Replystream, Inc.KenJisser,VPSales&[email protected]/chapter.php?id=17www.linkedin.com/in/kenjisser@KenJisser
10 Steps to Guided Selling
10 Steps to Guided Selling
1. IdealCustomerProfile2. IdealContactProfile3. BuildFuelLines4. Follow-upProcess5. PlaybookandPlays6. ConversationGuide7. ConversionRates8. Training&Education9. MonitorProgress10.RetainTeam
No purchases, but some assembly required...
Step 1: Define the Ideal Customer Profile
● Gather100%ofcustomers○ Customerdatacanbeinmultiple systems○ Customerdataisoftenmissingkeyattributes
● Enrichcustomerorganizationdata○ Companydataisfreeandavailable○ Incompletedataisnolonger anexcuse
● Empiricallydescribeyourtargetorganization(s)○ Breakdowncompanydatabysize,and/orindustry○ LeverageNAICScodeswhenpossible
● Segmentandprioritizeyouraddressablemarket○ PutalltheICPdatabackintoSalesforce○ Beproactive tobuild targetlistsforyour team
Very Board & CEO friendly...
Step 2: Define the Ideal Contact Profile
● Gather100%ofcustomercontacts○ Allcontactsassociatedwithcustomers○ Extractcontactsandprepare fordataenrichment
● Enrichcontactdata○ Enrichcontactdatamanuallyormatch&append○ 3rdpartyproviders andfreesources:Netprospex,
Zoominfo, Data.com,DiscoverOrg, Linkedin..● Empiricallydescribeyourtargetcontacts
○ Breakdownbylevel,function, androle○ Define taxonomyofkeytitles;useforlistbuilding○ Definepersonas;keymessaging forvarious targets
‘Calculate’ your Personas...
Ideal Customer Profile = Understand your TAM
Step 3: Build Marketing Generated “Fuel Lines”
FuelLine1: Trials& Inquiries
FuelLine2:Marketing Requests
FuelLine4: Sales Targeted
FuelLine3: In-Person Events
Display Advertising
SEM
Social
Public Relations
Download
Website
Content Syndication
Webinar
Blog
Partner Webinar
Branded Event
Field Event
Partner Event
Contact Us
Trade Show
Community Event
ResearchedContacts
List Import Cold Call
Partner ReferralEmail Send
QuoteRequest
Inbound Call
Step 4: Lead & Activity Management Process
Campaigns Leads
Accounts
Opportunities
ContactsExecuteProgram
CaptureLead
RouteLead
RemoveDupes &BadData
DevelopLead
CompleteMeeting
ConvertLead
CreateOpportunity
CloseOpportunity
SALESFORC
EMAR
KETING
SALES
DEVELOPM
ENT
SALES
NewCustomer
Step 5: Playbook and Plays...
● Personas● Value propositions● Use-cases● Customer references● Discovery questions● Qualification criteria● Objections & rebuttals● Next step...
Step 6: Conversation GuideAll the stuff
you need, none of the
garbage you don’t...
Step 7: Conversion Waterfall
Conversations
ScheduledMeetings
CompletedMeetings
CallAttempts 1,000
60
17
15
CreatedOpportunities
AnnualContractValue$27,500
$82,500 TotalACV
EmailSends 1,000
3ClosedOpportunities
Summary:● PerSDR/ISR● Permonth
1of17calls
2of7conversations
9of10scheduledmeetings
2of3completedmeetings
3of10createdopportunities
10
28%
6%
90%
66%
30%
Step 8: Training, Coaching & Development
● Traintoplaybooksandplays○ Existingcustomersarethebestteachers○ Learnwhatsuccessful salespeople doandsay
● Coachtoconversationguides○ Usereal-world livesituations○ Leadbyexample
● Developtalentbychallengingstatusquo○ Don’t ignore convention; dotheopposite○ Getpeopleoutoftheir comfort zoneoften
● Holdaccountabletoconversionrates○ Provideguidance onexpectedresults○ Setexpectationsthatkeeptheprocess tight
Consistently and daily...
Step 9: Monitor progress
People respect
what you inspect...
Step 10: Retain Team Reward people for doing the right things...
= +
10 Steps to Guided Selling
1. IdealCustomerProfile2. IdealContactProfile3. BuildFuelLines4. Follow-upProcess5. PlaybookandPlays6. ConversationGuide7. ConversionRates8. Training&Education9. MonitorProgress10.RetainTeam
Recap and Results...
200%
#LS16
Replystream, Inc.KenJisser,VPSales&[email protected]/chapter.php?id=17www.linkedin.com/in/kenjisser@KenJisser
10 Steps to Guided Selling
#LS16