Turbo Selling Playbook

TABLE OF CONTENT 2
Turbo Selling Playbook
1 Intro
2. Turbo Selling Defined
3. Evolution of B2B Selling
4. 4 Essential Elements of turbo selling
5. What “Best” prospect means and why it matters
6. 3 Reasons why BANT lowers success rates
7. Maximizing selling time
8. 4 must-have technical capabilities
Searching for hidden buying signals
Smart information filtering
Listening & surveillance
Dynamic delivery of hot leads
9. Turbo Selling worksheets
Copyright 2014 Smart Selling Tools Sponsored by

INTRODUCTION
TWEET THIS
3
We’ve all heard the adage that you can’t continue to do the same
thing and expect to get different results. This holds true in the sales
profession. If you want to accelerate sales, you will have to do
something different than what you’re doing today.
This playbook tells you what’s required to turbo-charge and
accelerate your sales. Just like any engine, turbo-charging requires
additional technology. You can’t get faster acceleration by pressing
the pedal harder onto the floor board. Acceleration and speed is
limited by the capabilities of the engine itself. And the same is
true of selling.
Read this ebook and learn what’s needed for your team to turbo-sell
its way to quota achievement.
Copyright 2014 Smart Selling Tools
“Learn how to turbo sell your way to quota achievement”
Sponsored by

We’ve all heard the adage that you can’t continue to do the same
thing and expect different results. This holds true in the sales
profession. If you want to accelerate sales, you will have to do
something different than what you’re doing today.
This playbook tells you what’s required to turbo-charge and
accelerate your sales. Just like any engine, turbo-charging requires
additional technology. You can’t get faster acceleration by pressing
the pedal harder onto the floor board. Acceleration and speed is
limited by the capabilities of the engine itself. And the same is
true of selling.
Read this ebook and learn what’s needed for your team to turbo-sell
its way to quota achievement.
TURBO SELLING DEFINED 4
Selling:
Turbo Selling:
persuade someone of the merits of.
close more deals faster than you can otherwise.
"he sold the idea of making a film about childhood"
synonyms: promote; persuade someone to accept, talk someone into, bring someone
around to, win someone over to, win approval for "he still has to sell his plan to management"
“she is turbo selling her way to quota achievement.”
synonyms: selling to prospects who are most likely to buy at the time they’re most likely to buy,
thereby minimizing wasted sales effort.
note: accomplished through the use of smart technology that dynamically—and in near
real-time—identifies and notifies salespeople of prospects that: fit an ideal buyer description and
that have experienced a trigger event (which) makes them 10x more likely to buy.
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EVOLUTION OF B2B SELLING 5
Buyer Dependence on
Salespeople
Buyers primarily relied on
salespeople for information
Stage 1 Selling Stage 2 Selling Turbo Selling
Buyers can educate themselves
about solutions using the Internet.
Don’t need salespeople for that.
Buyers get value from salespeople
who offer proactive, timely and
relevant insight
Availability of options and choice Buyers had limited choices Buyers have seemingly limitless
options which complicates decision
processes and lengthens sales
cycles
Buyers invite preferred sellers to
collaborate on the decision
process
Seller Prospecting Tools Salespeople identified prospects
using crude tools like phone
directories, financial reports and
DUNS lists.
Salespeople can use the Internet to
search for prospects. But search
engine tools are not sophisticated
enough to filter through the
abundance of information. So
much time is lost trying to locate
relevant prospect data.
Salespeople use big data
technology to monitor and identify
the best prospects in real-time.
Time spent selling is maximized.
Time spent researching is
minimized.
TWEET THIS“The 3 evolutionary stages of B2B sales. Which stage are you?“

4 ESSENTIAL ELEMENTS OF TURBO SELLING 6
Turbo Selling Playbook Copyright 2014 Smart Selling Tools Sponsored by
As you’ll learn in this guide, these 4 essential elements are not
possible without the aid of “big data” and automation.
Can sales be automated? Certainly not the entire process. The key is to identify
the parts of the sales process that can be automated so:
more time is spent selling and
it’s spent with the best prospects.
If you want your team to turbo sell, there are four factors to keep in mind.
1. Identification of the “best” prospects based on high
purchase-probability factors
2. Special consideration for timing
3. Ability to get prospects to engage
4. Emphasis on productive activities, i.e. maximizing your selling time.
TWEET THIS“Want to turbo sell? You’ll need big data, automation and these 4 ingredients”

WHAT ‘BEST’ MEANS AND WHY IT MATTERS 8
The best prospect is the one that is most likely to have a need for your product at this particular moment in
time and is most likely to want to buy from you.
In other words the prospect:
(for someone that would need and want your product)
- Has experienced a trigger event (signifying that their ability and willingness to purchase is at a high level).
To define your ideal profile, take a look at your current customers for commonalities. Do they tend to be
of a certain size? Do they tend to be in a given industry? Do they tend to pop up in articles about certain
topics, like health-care? Do they sell to similar types of customers and markets?
You should go one step further, however, and ask yourself what happened that made each customer decide
to buy when they did. These events are known as trigger events.
Trigger events can be many things. To know whether something is a trigger event for you, just ask whether
the prospect is more likely to be compelled to change as a result of the event. As an example, if you sell
something that helps companies reduce costs, a trigger event would be a newly hired CFO.
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WHY ‘EARLY’ MATTERS (AND BANT IS OUTDATED) 10
Arriving late to the buying process reduces your success rate to less than 35%. Those odds are
not very good. Best practice is to discover opportunities early so you’ll have greater chance of
success. This advice is contrary to what was once—and in some cases still is—believed to be true.
Sales leaders used to think that prospects weren’t qualified until they had already identified a
need, a budget, and timing—3 elements of BANT (the 4th element is “authority”).
For many sales organizations today, BANT is considered to be an outdated philosophy. By the
time prospects have established a need, a budget, and timing, it’s often too late to win the deal
as evidenced by the Forrester research stat. You want to get in early for a number of reasons:
- You have a higher chance of beating your competition in the door
- You have a higher chance of gaining favored or trusted-vendor status
Getting in early doesn’t mean arriving before the prospect is motivated to buy. “Early” means
that you connect with the prospect as soon after a trigger event as possible. Trigger events signify
a willingness to change. If you attempt to sell before a trigger event has stimulated motivation to
change, your sales cycle will be long and will
likely end without a sale.
35%
Less than
Success rate on
late arrival
source: Forrester Research
TWEET THIS“The ideal time to engage is after a trigger event and before competitors are invited to the table.“

AVOID FAILING TO ENGAGE 12
It doesn’t matter if you know who the best prospect is and when they’re most
open to change (steps 1 and 2) if you fail to engage them when you attempt
contact.
Here’s the beauty of turbo selling; if you’re calling the right people at the
right time, your chances of getting them to engage automatically go way
up. That’s because of relevancy.
Lack of relevancy is the reason so many contact attempts fail. To be relevant,
you’ll need insight about your prospects’ industry, their challenges, their
unique situation, and how your product is likely to help.
Because you’ve already completed steps 1 and 2, you already have some level
of insight about why your product is likely to help. And because you’ve identified
the trigger that signals a new-found willingness to solve a problem, you already
have some level of insight about their unique challenges and motivations.
TWEET THIS“The act of turbo selling generates its own propulsive force which accelerates sales.“

MAXIMIZE YOUR SELLING TIME 14
The more time you spend calling on ideal prospects who are most likely to buy, the more revenue you’ll generate. No surprise there.
What is surprising, is how difficult it is to maximize selling time. Today, less than 35% of a salesperson’s time is spent selling. The rest
is spent on other activities that keep you from talking to prospects.
Minimizing non-selling time is essential if you want to significantly increase revenue. There’s no way around it. A jump from 35% of time
spent selling to 40% of time spent selling is a 14% increase. All things being equal, your revenue should jump by the same percent.
Employing turbo selling techniques will allow you to experience an even greater increase of revenue. That’s because “all things” won’t
be equal. You’ll be spending more time selling, and your sales engagements will be with higher quality prospects.
Turbo Selling
Use of Time
Sales activities
Non-sales activities
HighLow
Prospect Suitability

4
1 2 3 4
Golden Rules of Turbo Selling
Call true
prospects
When they’re
most motivated
to change
Engage them
with relevant
information
Spend minimal
time on
everything else

CHECKLISTS: TECHNOLOGICAL CAPABILITIES NEEDED FOR TURBO SELLING 16
Turbo-selling is impossible to do without the aid of technology.
By definition, you can’t increase selling time without decreasing
the time it takes to do everything else and that means you’ll need
the right tool.
You’ll need:
A method for searching for hidden buying signals
Smart filtering technology for uncovering the best-prospect profiles
Listening capabilities to dynamically spot trigger events
Delivery of dynamic prospect lists based on real-time information

SEARCHING FOR HIDDEN BUYING SIGNALS 17
Its important here to note that search engines do not support turbo-charged selling. They can actually harm sales
productivity and slow prospecting efforts to a crawl. There are a few reasons why this is the case.
The first is that search engines return too much information that isn’t relevant (false positives) because many words
have more than one meaning. The end result is that salespeople lose valuable time attempting to isolate important
prospecting data.
Another reason why search engines fall short is that they will often miss the very kind of information you’re looking
for (false negatives). Keyword-based search engines will often not return documents that don’t contain the exact
words or phrases you’ve searched for.
Conceptual search engines on the other hand, can search for information that is conceptually similar to the keyword
or phrase. In other words, it can find information that’s relevant to the ideas expressed by your search query.
Look for a tool that incorporates conceptual search so you can search business concepts most relevant and revealing
to your business.
TWEET THIS“Do Search engines harm or help sales productivity?”

SMART FILTERING TECHNOLOGY UNCOVERS THE BEST-PROSPECT PROFILES 18
“Big Data” is today’s high-octane sales fuel. Without big data to make sense of it all, adding information can clog
your sales engine and make your entire pipeline sluggish.
More than 50 Billion Gigabytes of data have been generated since the beginning of time. More than 90% of the
world’s business information was created in just the last two years.
Typical search engines are not sufficient for filtering information on prospects as we noted on page 12. Here’s a
specific example that highlights this point.
A company doing business in Brazil
Whose business is expanding
Who has a lower debt load than its peers
Who outsources its data center, and
Who recently announced a new partnership
This may be a perfect type of prospect for you. However, there’s virtually zero chance you’ll find this prospect using
a search engine. To search for this ideal prospect description requires a combination of firmographic factors, the
ability to filter conceptually, and the ability to weight and rank. (see ideal buyer worksheet).
TWEET THIS“Ordinary search engine tools will not uncover your best prospects. Here’s why”

LISTENING FOR SIGNS OF OPPORTUNITY 19
Listening for opportunity signals is critical for turbo selling success. Opportunity
signals tell you when a company or prospect is most likely to buy the goods and
services you sell.
Firmographic information like company size, and industry are important base-line
criteria. Ideal prospects will align with the firmographics of someone who might
need your solutions. However, firmographics will not tell you whether the prospect
is motivated and willing to consider a change.
Until a trigger event occurs, you will not get your prospects attention; the motivation
is too low. According to Craig Elias, (SHIFT! Selling), companies experiencing trigger
events that stimulate buying motivation are 10 times more likely to buy.
How do you find those prospects? With a good listening device. Like searching for
signs of intelligent life with radio telescopes, your turbo selling tool should listen for
events that signal an opportune time to contact prospects.
TWEET THIS“Do you have a hot prospect “radio telescope”?“

DYNAMICALLY GENERATED AND DELIVERED PROSPECT LISTS 20
Using big data and the right prospecting tools, you can search for specific traits and characteristics of your target
company or prospect. You’ll also want to rate their relative importance to your business.
Searching for traits and weighting them on importance returns a list of prospects that meet your ideal profile. Big
data is essential because whether or not a company or prospect meets your definition of an ideal prospect is dynamic.
It doesn’t remain constant.
It’s impossible to manually assess and score the universe of prospects dynamically. And yet a dynamic assessment is
precisely what's needed if you are to focus on the best prospects at any given time based on how well they’re aligned
to your ideal profile.
When turbo sellers search and browse for prospects, they’ll need to get an automated scoring that visually indicates
how aligned the prospect is with your ideal profile.
Turbo sellers need dynamic “smart” lists that work for them 24/7, monitoring and delivering a perpetual,
evergreen list of the best prospects.
TWEET THIS“Turbo sellers need evergreen lists of the best prospects based on up to the minute info“

AVENTION SUPERCHARGES YOUR SALES ENGINE 21
Avention equips your sales engine for turbo selling:
It’s a smart technology that minimizes wasted sales effort. It dynamically identifies and notifies salespeople of prospects that:
1) fit an ideal buyer profile and
2) have experienced a trigger event, and it gives salespeople the insight they need to engage
prospects. Avention offers all 4 essential elements required for turbo selling in one tool.
Avention offers one-of-a-kind, big data functionality to help salespeople dig deeper for richer insights on more companies and
more contacts and automates the process of weighting and ranking for smarter prospecting.
Salespeople will better understand when they should talk to a customer or prospect and what they can say to engage them in
a meaningful sales conversation.
This makes it possible to get in the door early, beat your competition to the punch, influence the decision process, and gain
favored-vendor status.
TWEET THIS“Learn why @sellingtools thinks Avention is perfect for turbo selling #b2bsales“

TURBO SELLING WITH AVENTION FOR SALES 22
Avention Conceptual Search
SM
introduces a powerful technology that captures, understands and connects
companies and contacts to relevant topics with the ability to further associate them to traditional firmographic
information.
Avention’s Business Signals
SM
provide insight into specific characteristics of a business. Using any number of our
1,000+ Business Signals, you can configure and prioritize real-time listening for companies and contacts at a level
of detail and timeliness never before available.
Avention Ideal Profile
SM
your ideal customer, score that customer relative to your criteria and compare it against our global database to
uncover companies that match your criteria.
Avention SmartLists
SM
you can get, the information is generated by our Conceptual Search and Business Signals technologies. And since
data is perishable, the lists are kept evergreen with 24x7 updating.

Which evolutionary stage do your salespeople operate in?
WORKSHEET SALES STAGE ASSESSMENT 23
Prospects are typically self-educated about options
before they engage with you.
Stage 2
Our salespeople offer proactive, timely and relevant insight.
Turbo Selling
Prospects’ evaluations involve lengthy sales-cycles with
multiple competitive options.
Our salespeople collaborate on the decision process with
prospects as a preferred vendor.
Our salespeople use big data technology to auto-monitor
and identify the best prospects in real-time.
Our salespeople spend most of their time talking with
quality prospects.
Salespeople use search engines to identify and prioritize
prospects.
Salespeople spend less than half of their time selling.

WORKSHEET: SALES STAGE ASSESSMENT 24
Turbo Selling Answer
How much time do salespeople spend searching for the right prospects?
What percent of prospect opportunities are your salespeople first-in?
What percentage of time do your salespeople spend “selling?” (talking with quality prospects.)
Have you identified your ideal prospect based on firmographics and trigger events?
How many contact attempts does it take to engage a prospect?
What are you doing to ensure salespeople present relevant, personalized information?
What percent of newly identified prospects convert into opportunities?
Important Questions to ask Yourself

What sized company is most likely to want and have the capacity to pay for your prod/service?
Which industries typically have the most need and capacity to pay for your prod/service?
What is the job title or function of people who buy from you most often?
Who else in the organization is usually involved in a decision (role, job level)?
Firmographics
WORKSHEET DEFINING YOUR IDEAL BUYER 25

WORKSHEET: DEFINING YOUR IDEAL BUYER 26
What changes in circumstances would indicate a good time to contact a prospect?
e.g. New regulations are enacted
What events would disrupt the status quo causing prospects to consider change?
e.g. Company is expanding internationally
What organizational changes would indicate an openness to change?
e.g. Company has made an acquisition

Fire up your engine.
Start Turbo Selling today with
your own free trial of Avention
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